Article Per Year (5 Year)
p-Index From 2020 - 2025
2.177
P-Index
This Author published in this journals
All Journal Jurnal Abdimas Mahakam Jurnal GeoEkonomi Khazanah Sosial Jurnal Ekonomika: Manajemen, Akuntansi & Perbankan Syari'ah Obor: Oikonomia Borneo
Dian Irma Aprianti
Universitas Widya Gama Mahakam Samarinda
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Law, Crime, Criminology & Criminal Justice Public Health Social Sciences

Published : 18 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search
Journal : Khazanah Sosial

 1 
Advertising Exposure, Word of Mouth, and Generation Z Consumer Loyalty in Online Marketplace: The Mediating Influence of Brand Awareness Novel Reonald; Dian Irma Aprianti
Khazanah Sosial Vol 6, No 2 (2024): Khazanah Sosial
Publisher : UIN Sunan Gunung Djati

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15575/ks.v6i2.34160

Abstract

This study investigates the influence of advertising exposure and word of mouth (WOM) on Generation Z consumer loyalty, examining the mediating role of brand awareness in the context of online purchases on marketplace platforms. We employed a quantitative descriptive approach, gathering primary data through questionnaires and observations of Generation Z consumers who have made at least two purchases on Shopee. Data analysis was conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM) with the aid of the WarpPLS 7.0 software. The findings reveal that both advertising exposure and WOM significantly enhance brand awareness. Additionally, each has a direct and positive impact on consumer loyalty. However, the influence of advertising exposure and WOM on consumer loyalty does not necessarily require the mediation of brand awareness. These results suggest that Shopee’s robust advertising campaigns and effective WOM communications significantly embed the brand within the consumer's psyche, facilitating easy recall of Shopee as a platform known for attractive promotions. In conclusion, the formation of consumer loyalty can occur directly through advertising exposure and WOM, highlighting their pivotal roles in cultivating enduring consumer loyalty to Shopee.
Co-Authors Aris Ardianto Dea Athika Maharani Dhea Desliani Dina Saputri Eko Ravi Pratama Fadhlurrahman Asmarullah M. Astri Yulidar Abbas Muhamad Bhaihaki Muhammad Ramadhan Reksa Novel Reonald Priscilla Sherly Tania Rinto Stefano Salsabila, Unik Hanifah Suyanto Suyanto Syahdan Basirang Yeni Yahdiani