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All Journal Jurnal Mirai Management JURNAL MANAJEMEN MOTIVASI Minda Baharu International Journal of Economics, Business and Accounting Research (IJEBAR) Jurnal Manajemen Bisnis Kewirausahaan Mutiara : Jurnal Ilmiah Multidisiplin Indonesia Jurnal Pengabdian Masyarakat dan Riset Pendidikan Ulil Albab Jurnal Ilmiah Manajemen Dan Kewirausahaan Jurnal Pengabdian Kepada Masyarakat Indonesia Krisnadwipayana International Journal of Management Studies
Ilzar Daud
Unknown Affiliation
Religion Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Mathematics Public Health Social Sciences Other

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The Pengaruh Persepsi Kegunaan dan Dipersonalisasi Pengalaman tentang Loyalitas Merek: Peran Mediasi Merek Keterlibatan di antara Pengguna Duolingo Premium di Indonesia Lela, Lela; Wenny Pebrianti; Ilzar Daud; Bintoro Bagus Purmono; Ahmadi Ahmadi
Jurnal Ilmiah Manajemen dan Kewirausahaan Vol. 5 No. 2 (2026): Mei: Jurnal Ilmiah Manajemen dan Kewirausahaan
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jimak.v5i2.6797

Abstract

The rapid development of educational technology-based language learning platforms (EdTech) has transformed digital learning patterns in Indonesia, especially through premium subscription models. This study aims to analyze the influence of Perceived Usefulness and Personalized Experience on Brand Loyalty with Brand Engagement as a mediating variable in Duolingo Premium users in Indonesia. A quantitative approach with a cross-sectional design was used through an online survey of 250 active users who had maintained a minimum of one year subscription. Data analysis was carried out using the Partial Least Squares–Structural Equation Modeling (PLS-SEM) method. The results show that the perception of usability and personalized experience has a positive and significant effect on brand engagement, which in turn has an impact on user loyalty on an ongoing basis. Additionally, Brand Engagement has been shown to significantly mediate the relationship between perceived benefits and personalization on long-term loyalty. These findings indicate that the consistency of functional benefits as well as the quality of personalization of learning are able to drive users' emotional and cognitive engagement. Managerially, the results of the study confirm that the success of a premium platform does not only depend on the completeness of the features, but also on its ability to support the achievement of learning objectives, thereby increasing positive user retention and advocacy.
Atmospheric Cues and Sales Promotion Effects on Impulse Buying Behaviour in TikTok Live Fashion Shopping: The Role of Flow Experience and Time Pressure Khadijah Nurul Aini; Nur Afifah; Ilzar Daud; Bintoro Bagus Purmono; Harry Setiawan
JURNAL MANAJEMEN MOTIVASI Vol 22 No 1 (2026): Jurnal Manajemen Motivasi
Publisher : Universitas Muhammadiyah Pontianak

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29406/jmm.v22i1.9127

Abstract

This study analyzes the influence of atmospheric cues and sales promotion on impulse buying behaviour, mediated by flow experience and moderated by time pressure in TikTok Live fashion in Indonesia. Using the SOR framework with a quantitative approach, 350 respondents were surveyed and analyzed using SmartPLS 4. Atmospheric cues and sales promotion positively and significantly affect flow experience and impulse buying behaviour, with flow experience as a partial mediator, while time pressure did not moderate the relationships. These findings emphasize that atmosphere quality and promotion in live streaming shape consumers' psychological state that drives impulse buying without time pressure.
Co-Authors AHMADI Anggraini Syahputri Anwar Azazi Balqis, Nawal Bintoro Bagus Purmono Ctherine Felancia Evelyn Deshinta Prameswari Diana Putri Dody Pratama Marumpe Efa Irdhayanti Erlina Putri Febrianti Erna Listiana Fadila Ramadanti Giriati Hansen Tandra Harry Setiawan Hendi Hadinata Wongso Ikram Yakin Izza Haniyah Karsim Khadijah Nurul Aini Lela Lela, Lela M. Irfani Hendri Maria Christiana Iman Kalis Mustaruddin Nur Afifah Nur Afifah Nurul Komari Revalin Zalianty Sri Kurniawati Sulistiowati Sulistiowati Violita Indah Permani Welim Hansen Wenny Pebrianti Weny Ratna Dewanti