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All Journal Equator Journal of Management and Entrepreneurship Jurnal Ekonomi, Bisnis dan Kewirausahaan (JEBIK) Gadjah Mada International Journal of Business Jurnal Manajemen Teori dan Terapan E-Dimas: Jurnal Pengabdian kepada Masyarakat Journal of Economic, Bussines and Accounting (COSTING) JURNAL PRODUKTIVITAS EKUITAS (Jurnal Ekonomi dan Keuangan) eCo-Buss Jurnal Informatika Ekonomi Bisnis Management Studies and Entrepreneurship Journal (MSEJ) Journal of Educational Management Research
Nur Afifah
Jurusan Manajemen Fakultas Ekonomi Dan Bisnis Universitas Tanjungpura Pontianak
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences

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Journal : journal of educational management research

 1 
Credibility, Parasocial Interaction, and Informative Value: The Role of Trust in Stakeholders’ Decision Intention Roro Ayu Rahmadhani; Rizky Fauzan; Erna Listiana; Nur Afifah; Ahmadi
Journal of Educational Management Research Vol. 5 No. 2 (2026)
Publisher : Al-Qalam Institue

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61987/jemr.v5i2.1922

Abstract

The rapid growth of influencer marketing in Indonesia, particularly through social media platforms, has heightened the importance of influencer authenticity in shaping audience perceptions and decision-making. However, empirical studies examining the effectiveness of influencers who promote their own brands remain limited. This study aims to analyze the influence of credibility, parasocial interaction, and informative value on stakeholders’ decision intention, with trust serving as a mediating variable, within the context of educational brand management. Using a quantitative approach, data were collected through a questionnaire administered to 217 respondents and analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) with SmartPLS 3. The findings reveal that parasocial interaction has a positive and significant direct effect on decision intention, while credibility, parasocial interaction, and informative value significantly influence trust. In contrast, credibility and informative value do not show a significant direct effect on decision intention. Furthermore, trust is found to significantly mediate the relationships between credibility, parasocial interaction, and informative value and stakeholders’ decision intention. These results imply that effective educational brand management in the digital era should prioritize trust-building strategies by enhancing authentic communication, meaningful engagement, and the quality of information delivered to stakeholders in order to strengthen decision-making outcomes.
The Influence of Environmental Knowledge and Perceived Value on Sustainable Fashion Purchase Intention: The Mediating Role of Attitude Marsa Septiarni; Nur Afifah; Ana Fitriana; Haryadi; Ahmadi
Journal of Educational Management Research Vol. 5 No. 2 (2026)
Publisher : Al-Qalam Institue

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61987/jemr.v5i2.1944

Abstract

The rapid growth of fast fashion, which increasingly contributes to environmental degradation, has encouraged greater awareness of sustainable fashion consumption. This study aims to analyze the influence of environmental knowledge and perceived value on sustainable fashion purchase intention, with attitude serving as a mediating variable. Employing a causal associative quantitative approach, primary data were collected through an online questionnaire distributed to 200 respondents who met predetermined criteria using non-probability purposive sampling. The measurement used a five-point Likert scale, and the data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4. The findings indicate that environmental knowledge and perceived value have a positive and significant effect on attitude, which in turn significantly mediates their influence on sustainable fashion purchase intention. These results imply that enhancing consumers’ environmental understanding and strengthening perceived value are essential strategies for fostering positive attitudes and increasing purchase intentions toward sustainable fashion products.
The Influence of Advertising Intrusiveness and User Experience on Switching Intention through Customer Satisfaction: An Educational Management Perspective Charli Oliver; Nurul Komari; Nur Afifah; Bintoro Bagus Purmono; Harry Setiawan
Journal of Educational Management Research Vol. 5 No. 2 (2026)
Publisher : Al-Qalam Institue

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61987/jemr.v5i2.1974

Abstract

This study aims to examine the influence of advertising intrusiveness and user experience on switching intention through customer satisfaction from an educational management perspective. Employing a quantitative approach with a causal research design, data were collected through structured questionnaires using a Likert scale from 205 respondents selected through purposive sampling. The data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with SmartPLS 3.0. The findings reveal that advertising intrusiveness has a negative and significant effect on customer satisfaction and a positive and significant effect on switching intention. User experience has a positive and significant effect on customer satisfaction but does not directly influence switching intention. Furthermore, customer satisfaction has a negative and significant effect on switching intention and significantly mediates the relationship between advertising intrusiveness, user experience, and switching intention. These results suggest that intrusive advertising increases users’ intention to switch platforms, while positive user experience enhances satisfaction, which subsequently reduces switching intention. From an educational management perspective, the study highlights the importance of managing digital learning environments by minimizing intrusive elements and optimizing user experience to sustain user satisfaction and platform retention in increasingly competitive digital ecosystems.
The Effect of Perceived Competence and Perceived Ease of Use on Continuance Intention with Perceived Enjoyment as a Mediating Variable Sofia; Nur Afifah; Bintoro Bagus Purmono; Juniwati; Harry Setiawan
Journal of Educational Management Research Vol. 5 No. 2 (2026)
Publisher : Al-Qalam Institue

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61987/jemr.v5i2.1992

Abstract

The development of digital technology has accelerated the adoption of online learning platforms such as Duolingo in Indonesia. Despite its high level of popularity, the platform still faces challenges related to user retention and high churn rates. The inconsistency of previous research findings regarding the factors influencing continuance intention indicates a research gap that requires further investigation, particularly within the context of gamification-based learning applications. This study aims to analyze the effects of perceived competence and perceived ease of use on continuance intention, with perceived enjoyment serving as a mediating variable among Duolingo users in Indonesia. This research employed a quantitative approach with a causal design and involved 280 respondents selected through purposive sampling. Data were collected using a Likert-scale questionnaire and analyzed using Structural Equation Modeling (SEM) with AMOS. The results indicate that perceived competence and perceived ease of use have a positive and significant effect on perceived enjoyment and continuance intention. Furthermore, perceived enjoyment significantly mediates these relationships. These findings emphasize that the sustainability of learning application usage is influenced not only by cognitive factors but also by users’ affective experiences.
The Influence of Perceived Service Quality, Perceived Price Fairness, and Product Glocalization on Repurchase Intention: The Mediating Role of Customer Satisfaction Desthia Natasya; Ahmad Shalahuddin; Bintoro Bagus Purmono; Nur Afifah; Juniwati
Journal of Educational Management Research Vol. 5 No. 2 (2026)
Publisher : Al-Qalam Institue

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61987/jemr.v5i2.1993

Abstract

This study aims to examine the influence of Perceived Service Quality, Perceived Price Fairness, and Product Glocalization on Repurchase Intention, with Customer Satisfaction serving as a mediating variable. The research employs a causal design with a quantitative approach. Data were collected through a five-point Likert-scale questionnaire administered to 288 respondents selected using purposive sampling, with criteria including a minimum age of 15 years and at least two purchases within the past three months. The data were analyzed using Covariance-Based Structural Equation Modeling (CB-SEM) with AMOS. The results indicate that Perceived Service Quality, Perceived Price Fairness, and Product Glocalization have positive and significant effects on Customer Satisfaction and Repurchase Intention. Furthermore, Customer Satisfaction significantly mediates the relationship between the three independent variables and Repurchase Intention. These findings highlight the strategic importance of enhancing service quality, ensuring price fairness, and implementing effective glocalization strategies to strengthen customer satisfaction and encourage repeat purchase behavior.
Consumer Animosity and Campaign Intensity as Drivers of Boycott Participation: The Mediating Role of Boycott Intention Cha Cha Windiati; M. Irfani Hendri; Bintoro Bagus Purmono; Nur Afifah; Juniwati
Journal of Educational Management Research Vol. 5 No. 2 (2026)
Publisher : Al-Qalam Institue

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61987/jemr.v5i2.1998

Abstract

The phenomenon of consumer boycotts against global brands is growing stronger as public attention to corporate ethical and humanitarian issues increases. This study aims to analyze the influence of Consumer Animosity and Boycott Campaign Intensity on Boycott Participation with Boycott Intention as a mediating variable on Unilever Indonesia products. The study used a quantitative approach with a survey method of 332 respondents in Indonesia who had consumed Unilever products and were aware of the boycott campaign. Data were analyzed using covariance-based Structural Equation Modeling (CB-SEM) through AMOS. The results showed that Consumer Animosity and boycott campaign intensity had a positive and significant effect on Boycott Intention. Furthermore, Boycott Intention was proven to be the main determinant that drove Boycott Participation and significantly mediated the influence of both independent variables on boycott participation. These findings conclude that boycott behavior is influenced by emotional factors and social mobilization simultaneously, which strengthen consumer involvement in collective action. This study provides strategic implications for companies in managing their reputation and responding to public ethical issues.
Religiosity, Consumer Animosity, and Purchase Unwillingness: The Mediating Role of Product Judgment in a Religiously Motivated Boycott Context Muhammad Nafil Fikri; Nur Afifah; Wenny Pebrianti; Ahmadi
Journal of Educational Management Research Vol. 5 No. 2 (2026)
Publisher : Al-Qalam Institue

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61987/jemr.v5i2.2006

Abstract

This study aims to examine the effects of religiosity and consumer animosity on purchase unwillingness within a boycott context, with product judgment serving as a mediating variable. A quantitative approach was employed using a survey of 200 Muslim consumers aged 17 years and above who were aware of the boycott issue and expressed concern over related humanitarian matters. The data were analyzed using partial least squares structural equation modeling (PLS-SEM). The findings reveal that religiosity and consumer animosity negatively and significantly influence product judgment, while both variables positively and significantly affect purchase unwillingness. Product judgment also exerts a negative and significant effect on purchase unwillingness and functions as a partial mediator in the relationships between religiosity, consumer animosity, and purchase unwillingness. These results imply that cognitive evaluations of products serve as an important mechanism through which moral commitment and hostile sentiments are translated into refusal to purchase, highlighting the need for firms to address not only emotional reactions but also consumers’ evaluative perceptions in managing boycott situations.
Co-Authors Adi Masliardi Adiwan Qodar Ahmad Shalahuddin Ahmadi Ana Fitriana Arman Jaya Barkah Barkah Bintoro Bagus Purmono Cha Cha Windiati Charli Oliver Daud, Ilzar Desthia Natasya Erna Listiana Erna Listiana Fauzan, Rizky Galang Setiadi Giriati Giriati Harry Setiawan Haryadi Hasti Pramesti Kusnara HERIYADI HERIYADI Ilzar Daud Juniwati M. Irfani Hendri Marsa Septiarni Mohamad Sajili Morella Mulyadina Muhammad Nafil Fikri Muhammad Yusuf Maulana Nurul Komari Roro Ayu Rahmadhani Seiko Manito Sofia Sri Kurniawati Sulistiowati Sulistiowati Wardana, Miko Andi Wenny Pebrianti