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Ihwan Susila
Universitas Muhammadiyah Surakarta
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Journal : IIJSE

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Analysis of the Influence of Brand Image and Customer Reviews on Purchase Decisions Mediated by Customer Trust in the Shopee Marketplace Fahrurrazi, Ridho Ahbib; Susila, Ihwan
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 7 No 2 (2024): Sharia Economics
Publisher : Sharia Economics Department Universitas KH. Abdul Chalim, Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v7i2.4910

Abstract

This research highlights the importance of brand image management and customer reviews in influencing trust and purchasing behavior on the Shopee Marketplace platform. Research findings confirm that effective brand image management and positive customer reviews have a significant impact on customer trust in a product or brand. This emphasizes the importance of building a strong brand image through the right marketing strategies and responding well to customer reviews. Customer trust is identified as a key factor in influencing purchasing decisions, with companies and sellers needing to focus on building and maintaining trust through quality products, good customer service, and positive brand reputation management. In a competitive e-commerce environment, good brand image management and positive customer reviews have become important aspects in attracting customer interest and influencing purchasing decisions. Therefore, a successful marketing strategy must include efforts to build and maintain customer trust through consistency of experience, product quality, and response to customer reviews. Thus, this research highlights the need for companies and sellers on Shopee to manage and respond to customer reviews well to build a positive brand image and increase customer trust in the e-commerce context.
The Influence of Digital Marketing, Brand Awareness, and Product Quality on Purchase Decisions for Somethinc Skincare Products Galuh Malakiano; Ihwan Susila
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 8 No 1 (2025): Sharia Economics
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v8i1.6120

Abstract

This study aims to analyze the influence of digital marketing, brand awareness, and product quality on purchasing decisions for Somethinc skincare products. The research participants consisted of Somethinc product users in Surakarta, with a sample size of 179 respondents. A quantitative approach was employed, and data were collected through an online survey using Google Forms. The sample size was determined based on a power analysis to ensure statistical adequacy for capturing a diverse range of opinions and behaviors. Efforts were made to mitigate potential bias introduced by the online survey method, such as ensuring a demographic variety among respondents to reflect different consumer segments. Data analysis was conducted using SmartPLS 3.0 software, with hypothesis testing performed using the Partial Least Squares (PLS) method in two stages: evaluating the outer model and assessing the inner model. The online survey was carefully designed with questions to capture detailed insights into the respondents' perceptions of digital marketing, brand awareness, and product quality. Sample questions included [insert examples], which were specifically crafted to explore these factors comprehensively. The results indicate that digital marketing, brand awareness, and product quality have a positive and significant impact on purchasing decisions for Somethinc skincare products.
Digital Marketing and Consumer Experience in Building Brand Equity to Improve Consumer Repurchase Intention in Cold ’N Brew Dimas Adi Nugroho; Ihwan Susila; Rini Kuswati
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 8 No 2 (2025): Sharia Economics
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v8i2.7380

Abstract

This examine aims to analyze the influence of digital marketing and consumer experience in building brand equity to increase repurchase intention at Cold'n Brew coffee shop. The research approach used is quantitative, with the study population including consumers at Cold'n Brew coffee shop, with a sample size of 211 respondents. The research employs a non-probability sampling approach, specifically utilizing purposive sampling to identify respondents deemed most relevant to the study’s objectives. Data were gathered through a structured questionnaire designed based on the Likert scale to measure participant responses with consistency and reliability. Analytical procedures were executed using Partial Least Squares (PLS) methodology via the SMARTPLS software version 3.2. The evaluation of the structural model was conducted in two distinct phases: assessment of the measurement (outer) model and the structural (inner) model. Empirical findings demonstrate that both digital marketing strategies and consumer experience exert a statistically significant and positive influence on brand equity as well as on consumers’ intention to repurchase. Moreover, brand equity itself has a significant and positive effect on repurchase intention. Notably, brand equity serves a mediating role, significantly bridging the impact of digital marketing and consumer experience on repurchase intention. This research makes a valuable contribution to the academic discourse by deepening the understanding of how digital marketing and consumer experience collectively shape brand equity and drive repurchase behavior. These findings can also be a practical reference for business actors, especially coffee shops, in designing more effective marketing strategies that are oriented towards customer loyalty.
Co-Authors ., Muhtadi AA Sudharmawan, AA Abdul Mughni Abdullah, Yusuf Ahmad Aflit Nuryulia Praswati Ahmad Rafi Adnanta Aji, Kilau Mustika Bayu Al Hilal Faros Agusta. D Alia, Rizka Rahma Andi, Andi Suhendi Andiyani, Rhavida Anniza Andy Dwi Bayu Bawono Anton A. Setyawan Anton Agus Setyawan Ardika, Nuriza Alivia Arumsari, Septiana Lisa Bambang Setiaji Banna, Muhammad Hasan Al Berliana Anidayati Burhan Efendi Daffa Gilang Rakasiwi Dea Ananda Dian Ardifah Iswari Dimas Adi Nugroho Dyah Ayu Luthfiani Edy Purwo Saputro Elfa Fitria Anabila Em Sutrisna Fahendri, Fitriyana Putri Fahrurrazi, Ridho Ahbib Fatchurrohman Fatchurrohman Fatchurrohman Fatchurrohman, Fatchurrohman Fatma Nur Azizah Fatma Nur Azizah Febricha Sang Dwi Anggha Filzah, Razita Sabrina Fuad Qomaruddin Akbar Galuh Malakiano Gunawan, Angellina Nino Henri D. Wahyudi Heppy Purbasari Herlian Bhara Yanottama Hidayatulloh, Fahmi Imfrianti Augtiah Imronudin Imronudin Irfan Miftahul Fauzi Jati Wakito Kesdu, Nanda Karisma Hadi Kilau Mustika Bayu Aji Kussudyarsana Kussudyarsana Kuswaji Dwi Priyono Lenny Puspita Dewi M. Farid Wajdi Marisa Hargiana Ningrum Moechammad Nasir Muhammad Agung Adi Nugroho Muhammad Farid Wajdi Muhammad Hilmi Firnanda Muhtadi Muhtadi Muhtadi Mutikasari, Aini Dwi Muzakar Isa Nadya Ayu Apritama Nailul Fadhilah Narulita, Desia Irma Niken Wulandari Novi Febrianti Nugraha, Maulana Yusuf Nugroho, SP Nurcahya, Wilma Arum Pramudya Wardhani Pratiwi, Mita Adi Putri, Angelia Sukma Ningrum Afrida Yono Putri, Sherly Oktaviana Rafif Rabbani, Naufal Rakasiwi, Daffa Gilang Rasyid Hidayat Ramadhan Rezki Rahmad Surgawan Rini Kuswati Riza Salma Syari Rizky Adi Patria Rizky Togelang Roni Zakaria Raung Rusdin Rauf S Soepatini Santosa Pradana Putra Setya Negara Sherly Oktaviana Putri Sherly Oktaviana Putri Sidiq Permono Nugroho Silvia Choirun Nissa Sirda, Sirda SP Nugroho Syamsudin Syamsudin syifa, Fadya Al yasha Utama, Siswono Yoga Waaritsa, Abid Khoiril Wahyudi Sutopo Wardhani, Pramudya Wisba Munawir Yusuf Wiyadi Wiyadi Wiyadi Wiyadi Wiyadi Wulandari, Reyza YAN ADITYA PRADANA Yusuf Ahmad Abdullah Zahra Febrianti