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p-Index From 2020 - 2025
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All Journal Management Science Research Journal
Yanto Azie Setya, Yanto Azie
Universitas Sultan Ageng Tirtayasa Banten
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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The Role of Customer Engagement and Ads Creativity in Mediating and Moderating the Effect of Social Media Marketing on Purchase Decision: A Study on Kedai Kopi Kulo Consumers Swissa, Indira Ratu; Supriadi, Asep; Setya, Yanto Azie
Management Science Research Journal Vol. 4 No. 3 (2025): August 2025
Publisher : PT Larva Wijaya Penerbit

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56548/msr.v4i3.160

Abstract

This study examines the effect of social media marketing on purchase decisions with customer engagement as a mediating variable and ads creativity as a moderating variable. A quantitative approach was applied using a survey method. Data were collected from 152 respondents who are customers of Kedai Kopi Kulo and active Instagram users. The analysis was conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4.0. The results show that social media marketing does not have a significant direct effect on purchase decisions. However, it has a significant positive effect on customer engagement, which in turn significantly influences purchase decisions. Furthermore, customer engagement successfully mediates the relationship between social media marketing and purchase decisions. Ads creativity was found to negatively moderate the relationship between social media marketing and purchase decisions. These findings suggest that while social media marketing alone may not directly drive purchase decisions, its influence becomes effective when it fosters strong customer engagement. The study also highlights the importance of creative advertising in shaping consumer responses, though excessive creativity might weaken the effectiveness of social media marketing in some contexts.
IMPULSIVE ONLINE BUYING OF “Y” GENERATIONS Setya, Yanto Azie; Juniarti, Anita Dyah
Management Science Research Journal Vol. 3 No. 4 (2024): November 2024
Publisher : PT Larva Wijaya Penerbit

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56548/msr.v3i4.137

Abstract

The purpose of this study was to examine the effect of the Intensity of using Instagram, and Positive shopping emotion on Impulsive buying online on Y generations of Instagram social media users. Data analysis was performed on 150 respondents' from Y generation as buyers of convenience and shopping goods. Data analysis using regression with smartPLS software version 3.3.2 which was used to test the three hypotheses in this study. The results of data analysis show that the effect of the intensity of using Instagram to impulsive buying online and positive shopping emotion, and positive shopping emotion to impulsive buying online are significant among Y generation.
The Influence of Electronic Word of Mouth (E-WOM) and Brand Image on Consumer Loyalty with Consumer Satisfaction as a Mediating Variable on Samsung Smartphone Users in Banten Province Khadafi, Daffa Muhammad; Ramdansyah, Agus David; Setya, Yanto Azie
Management Science Research Journal Vol. 4 No. 2 (2025): May 2025
Publisher : PT Larva Wijaya Penerbit

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56548/msr.v4i2.156

Abstract

The purpose of this study was to examine the effect of electronic word of mouth (E-WOM) and brand image on consumer loyalty with consumer satisfaction as a mediating variable on Samsung smartphone users in Banten Province. Data analysis was conducted on 180 respondents using regression with smartPLS software version 4.1.1.2 which was used to test the seven hypotheses in this study. The results of this study indicate that: (1) electronic word of mouth (E-WOM) has a negative and insignificant effect on consumer loyalty. (2) brand image has a positive and significant effect on consumer loyalty. (3) electronic word of mouth (E-WOM) has a positive but insignificant effect on consumer satisfaction. (4) brand image has a positive and significant effect on consumer satisfaction. (5) consumer satisfaction has a positive and significant effect on consumer loyalty. (6) consumer satisfaction is unable to mediate the effect of electronic word of mouth (E-WOM) on consumer loyalty. (7) consumer satisfaction is able to partially mediate the effect of brand image on consumer loyalty
Co-Authors Anita Dyah Juniarti Asep Supriadi Khadafi, Daffa Muhammad Ramdansyah, Agus David Swissa, Indira Ratu