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All Journal Gadjah Mada Journal of Psychology (GamaJoP) Jurnal Psikologi Universitas Gadjah Mada
Honey Wahyuni Sugiharto Elgeka
Faculty Of Psychology, Universitas Surabaya
Education Environmental Science Law, Crime, Criminology & Criminal Justice Public Health Social Sciences Other

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Product Brokering Efficiency as a mediator of Online Product Recommendation and Customer Loyalty Felisa Lilian; Honey Wahyuni Sugiharto Elgeka; V Heru Hariyanto
Jurnal Psikologi Vol 48, No 3 (2021)
Publisher : Faculty of Psychology, Universitas Gadjah Mada

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (211.098 KB) | DOI: 10.22146/jpsi.64138

Abstract

Marketing strategies in e-commerce have a main goal, that is to pursue customer loyalty. Sociolla is an e-commerce company that sells cosmetic products and has a recommendation feature to make it easier for customers during the shopping process. These recommendations can trigger customer satisfaction and generate loyalty. The purpose of this study was to examine the correlation between online product recommendation and customer loyalty with product brokering efficiency as a mediator. 179 Sociolla customers were recruited in this study using convenience sampling. The data were analyzed using the SPSS-Process Hayes model 4. Results showed that perceived decision quality acts as a mediator in the relationship between enablers and customer loyalty (β = .20, [ .13; .27]). It can be concluded that recommendations that are comprehensive, clear, and meet the customer needs will make it easier for customers to make purchasing decisions, which ultimately leads the customers to form loyalty toward the products.
The Role of Emotional States on Purchase Decision-Making among Novice Stock Investors Joshua Antonius Dardana; Honey Wahyuni Sugiharto Elgeka
Gadjah Mada Journal of Psychology (GamaJoP) Vol 9, No 2 (2023)
Publisher : Faculty of Psychology, Universitas Gadjah Mada

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22146/gamajop.75580

Abstract

Novice stock investors tend to make investment decisions based on their emotions, so they usually have lower performance. Emotions can affect decision-making through immediate emotions (emotional states) and expected emotions (emotional consequences). Happy and sad are the strongest emotions. Therefore, this research aims to examine and explain the effect of emotional states, specifically happy and sad, on novice stock investors' purchase decision-making. This research uses the experiment method, with 30 novice stock investors divided into three groups (two experimental and one control group). The result shows no effect between happy and sad emotional states on purchase decision-making (p > 0,05). The result is caused by participants' tendencies to make rational decisions for the highest utility. The higher the utility they get, the happier they will be, and vice versa. Thus, happy and sad emotions act as expected emotions, not as immediate emotions in decision-making.
Co-Authors Felisa Lilian Joshua Antonius Dardana V Heru Hariyanto