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All Journal JURNAL BISNIS STRATEGI JDM (Jurnal Dinamika Manajemen) JBTI : Jurnal Bisnis : Teori dan Implementasi Anterior Jurnal Indonesian Journal of Community Services Munaddhomah: Jurnal Manajemen Pendidikan Islam Sibatik Journal : Jurnal Ilmiah Bidang Sosial, Ekonomi, Budaya, Teknologi, Dan Pendidikan AKADEMIK: Jurnal Mahasiswa Ekonomi & Bisnis Borobudur Management Review Journal of Accounting and Finance Management (JAFM) ARZUSIN: Jurnal Manajemen dan Pendidikan Dasar Journal of Artificial Intelligence and Digital Business Jurnal Ilmiah Sultan Agung PESHUM Al-Hayat: Journal of Islamic Education Folia Medica Indonesiana
Heru Sulistyo
Faculty of Economic, Sultan Agung Islamic University, Indonesia
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Biochemistry, Genetics & Molecular Biology Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Health Professions Law, Crime, Criminology & Criminal Justice Medicine & Pharmacology Neuroscience Nursing Public Health Social Sciences Other

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Pengaruh Brand Image terhadap Repurchase Intention dengan Digital Marketing sebagai Variabel Moderasi pada Pengguna Sepatu Nike di Kota Semarang Safi’I, Muhammad; Sulistyo, Heru
ARZUSIN Vol 5 No 6 (2025): ARZUSIN: Jurnal Manajemen dan Pendidikan Dasar
Publisher : Lembaga Yasin AlSys

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58578/arzusin.v5i6.8462

Abstract

The increasingly intense competition in the sports shoe industry requires companies not only to rely on product quality but also to build a strong brand image and optimize digital marketing strategies to sustain consumer loyalty, particularly among athletes. This study aimed to analyze the effect of brand image on repurchase intention and to examine the role of digital marketing as a moderating variable among athlete users of Nike shoes in Semarang City. A quantitative approach with an explanatory research design was employed. Data were collected through an online questionnaire administered to 120 respondents and analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM). The results show that brand image does not have a significant direct effect on repurchase intention; however, digital marketing was found to moderate and strengthen the influence of brand image on repurchase intention. These findings indicate that brand image alone is not sufficient to drive repeat purchases without the support of effective digital marketing strategies. The implications of this study underscore the importance of optimizing digital marketing as a means of communication, interaction, and reinforcement of brand perceptions to enhance consumers’ repurchase decisions, while also providing practical guidance for companies in designing digital-based marketing strategies to increase customer loyalty.
Pengaruh Online Customer Review dan Rating terhadap Keputusan Pembelian Shopee di Kota Semarang Ramadhan, Hidayat Bagas; Sulistyo, Heru
ARZUSIN Vol 6 No 1 (2026): ARZUSIN: Jurnal Manajemen dan Pendidikan Dasar
Publisher : Lembaga Yasin AlSys

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58578/arzusin.v6i1.8807

Abstract

The growth of e-commerce has driven significant changes in consumer behavior, particularly in purchase decision-making that increasingly relies on digital information such as online customer reviews and online customer ratings. This study aimed to analyze the influence of online customer reviews and online customer ratings on purchase decisions on the Shopee platform in Semarang City, with e-trust as a moderating variable. A quantitative approach with an explanatory research design was employed, with data collected through questionnaires from 100 respondents who had shopped on Shopee, selected using purposive sampling. Data were analyzed using the Partial Least Squares (PLS) method with SmartPLS 4 software. The results show that online customer reviews have a positive and significant effect on purchase decisions, whereas online customer ratings do not have a significant effect on purchase decisions. In addition, e-trust does not moderate the influence of either online customer reviews or online customer ratings on purchase decisions. These findings indicate that consumers place greater emphasis on the quality of review information than on numerical ratings alone when making purchase decisions. In conclusion, informative and credible reviews play a crucial role in encouraging consumer purchase decisions, with practical implications for sellers and e-commerce platforms to enhance review quality and information transparency in order to strengthen consumer trust and shopping experience.
Pengaruh Brand Image dan Brand Awareness terhadap Purchase Decision Produk iPhone melalui Word of Mouth Nugraha, Aditya Cahya; Sulistyo, Heru
ARZUSIN Vol 6 No 1 (2026): ARZUSIN: Jurnal Manajemen dan Pendidikan Dasar
Publisher : Lembaga Yasin AlSys

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58578/arzusin.v6i1.8892

Abstract

The increasingly intense competition in the smartphone industry requires companies to strengthen brand-based marketing strategies to sustain consumer purchase interest, including among university students who use iPhone as a premium product segment. This study aimed to analyze the effect of brand image and brand awareness on purchase decisions for iPhone products, with word of mouth as an intervening variable. A quantitative approach was employed using the Partial Least Square–Structural Equation Modeling (PLS-SEM) method. Data were collected through questionnaires from 157 iPhone-using students at Universitas Islam Sultan Agung Semarang, selected using purposive sampling. The results show that brand image and brand awareness have a positive and significant effect on word of mouth. In addition, brand image and word of mouth have a positive and significant effect on purchase decisions, whereas brand awareness does not have a significant direct effect on purchase decisions but exerts an indirect effect through word of mouth. These findings highlight the important mediating role of word of mouth in strengthening the influence of brand image and brand awareness on purchase decisions. The implications suggest that companies need to reinforce strategies for building a positive brand image and encouraging conducive communication among consumers to enhance purchase decisions for iPhone products in the student segment.
Peran Brand Trust dalam Memediasi Pengaruh Product Quality dan Brand Image terhadap Loyalitas Konsumen Laptop ASUS di Kota Semarang Zuhri, Ahmed Azril Syah; Sulistyo, Heru
ARZUSIN Vol 6 No 1 (2026): ARZUSIN: Jurnal Manajemen dan Pendidikan Dasar
Publisher : Lembaga Yasin AlSys

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58578/arzusin.v6i1.8936

Abstract

Intensifying competition in the laptop industry requires companies to maintain consumer loyalty as a key factor for business sustainability. In this context, ASUS, as one of the leading laptop brands in Indonesia, needs to pay close attention to factors influencing consumer loyalty, particularly product quality and brand image, with brand trust as a mediating variable. This study aimed to analyze the effect of product quality and brand image on consumer loyalty through brand trust among ASUS laptop users in Semarang City. A quantitative approach was employed, with primary data collected through questionnaires administered to 100 respondents. The data were analyzed using Structural Equation Modeling (SEM) with a Partial Least Squares (PLS) approach. The results showed that product quality and brand image had a positive and significant effect on brand trust. Furthermore, brand trust had a positive and significant effect on consumer loyalty and was able to mediate the influence of product quality and brand image on consumer loyalty. These findings affirm that improving product quality and strengthening brand image contribute to reinforcing consumer trust, which ultimately enhances brand loyalty. The implications of this study offer theoretical contributions to the development of trust-based marketing studies and practical considerations for companies in designing marketing strategies oriented toward the formation and maintenance of brand trust.
Co-Authors ., Nurhidayati Adiani, Azza Khisnu Aniek, Sri Anita Rahayuningsih, Anita Ayuni, Sri Ayuni, Sri Azhar, Syafrudin Aulia Budhi Cahyono Fibriantoro, Dedy Gunarto Gunarto Henny Pratiwi Adi Ikke Oktavianti, Renita Kirana, Putricia Lutfi Nurcholis Marno Nugroho Mulyana Mulyana Nugraha, Aditya Cahya Nunung Ghoniyah Nurdin, Muh. Nur Islam Oetami, Elok Retno Pamungkas, Gufa Bagus Puspitaningrum, Putri Febiana Ramadhan, Hidayat Bagas Rushami Zien Yusoff Safi’i, Muhammad Sahni, Sahni Saputri, Pungky Lela Setiyarti, Tettie Solikhin, Muhammad Sri Anik, Sri Subiyantoro Sundari, Pipit Suparman Suparman Vicky Sumarki Budipramana Zainal Alim Adiwijaya, Zainal Alim Zuhri, Ahmed Azril Syah