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Influence of Brand Equity on Electronic-Word of Mouth Mediated by Brand Love on Shopee E-commerce Harisandi, Prasetyo; Hurriyati, Ratih; Dirgantari, Puspo Dewi
International Journal of Multidisciplinary Approach Research and Science Том 2 № 01 (2024): International Journal of Multidisciplinary Approach Research and Science
Publisher : PT. Riset Press International

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59653/ijmars.v2i01.357

Abstract

This study aims to explore the impact of Brand Equation on E-Word of Mouth E-commerce in Indonesia. In addition, brand love was studied as a mediator of Brand Equity and E-Word of Mouth activities. Data was collected from a total of 160 Shopee E-commerce users in Indonesia through a structured questionnaire and hypotheses were examined using the PLS model. The results validate that Brand Equity activities have a significant influence on Brand Love directly. E-Word of Mouth is directly influenced by Brand Love. In addition, Brand Love completely mediates the relationship between Brand Equity activities and E-word of mouth has an indirect influence. First, the sample size was limited to 160 respondents, most of whom came from Jabodetabek, Indonesia. It is recommended that future research use larger sample sizes and include individuals from various industry scenarios. Second, this research only focuses on brand equity, e-word of mouth through the mediation of brand love in the e-commerce retail industry. These research suggestions will help the e-commerce retail sector build consumer trust, which will grow Shopee's user base and enable it to better understand its customers' needs through several improvements that will increase customer engagement. Apart from that, it also increases the level of customer involvement itself by creating games, or vision and mission which can later be exchanged for various kinds of promotions tailored to user needs.
Impact of Brand Personality Customer Brand Identification on Brand Loyalty the Mediating Role of Trust Jalaludin, Engga; Dirgantari, Puspo; Hurriyati, Ratih; Prasetyo Harisandi
International Journal of Multidisciplinary Approach Research and Science Том 2 № 01 (2024): International Journal of Multidisciplinary Approach Research and Science
Publisher : PT. Riset Press International

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59653/ijmars.v2i01.436

Abstract

The main goal of this research is to analyze the direct influence of many variables of brand personality, customer’s brand identification and trust on brand loyalty. Then an indirect influence test will also be carried using trust variables as a varying conciliator on the connection between brand personality variables, brand identification and brand loyalty. Hypotheca-deductive method is utilized in this research. The sampling technique uses a purposive sampling technique where the subjects of this study are fashion customers of ZARA, and lives in the Special Capital Region of Jakarta. The research results state that: 1). Brand personality has a positive and remarkable effect on brand loyalty. 2). Brand personality has a noteworthy impact on trust positively 3). Customer’s brand identification has zero influence on brand loyalty 4). Customer brand identification has a positive and remarkable effect on trust 5). Trust has a good and noteworthy effect on brand loyalty 6). Thus, the varying trust mediates the connection between brand personality and brand loyalty. The same results shows that varying trust has a conciliating impact on the connection between varying customer brand identification and brand loyalty.
Analisis strategi pemasaran untuk meningkatkan penjualan pada toko XYZ Nurpratama, Mohamad Reza; Hurriyati, Ratih; Dirgantari, Puspo Dewi; Irawan, Rini Larasati
Fair Value: Jurnal Ilmiah Akuntansi dan Keuangan Vol. 5 No. 6 (2023): Fair Value: Jurnal Ilmiah Akuntansi dan Keuangan
Publisher : Departement Of Accounting, Indonesian Cooperative Institute, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32670/fairvalue.v5i6.2890

Abstract

The purpose of this study is to find out the strategy carried out by the XYZ Store in order to increase sales of its clothing products, where this is to get customer satisfaction and profit from sales that have been made, the output of the seller will get increased sales of clothing in the form of shirts, pants, and jackets which has a large size. This study qualitative research. The type of research used is the descriptive method, the object of research is one store that is in e-commerce which is a large-sized clothing store. The result showed that the 7P marketing mix became the basis for XYZ Stores to market its clothes to satisfy consumers. Based on the SWOT matrix that has been carried out, described through SO, Consumers can make clothes according to the basic materials and models they want. WO because the price of cloth is unpredictable, so sometimes the seller doesn’t get too big a profit. ST in the form of advertising prices found in e-commerce. WT, in the form of an order in a certain amount, will get an attractive discount from XYZ Store.
Analisis pengalaman pengguna pada E-Commerce selama promo Flash Sale dalam meningkatkan loyalitas pelanggan Sumaryana , Fitriana Dewi; Hurriyati, Ratih; Dirgantari, Puspo Dewi
Fair Value: Jurnal Ilmiah Akuntansi dan Keuangan Vol. 5 No. 6 (2023): Fair Value: Jurnal Ilmiah Akuntansi dan Keuangan
Publisher : Departement Of Accounting, Indonesian Cooperative Institute, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32670/fairvalue.v5i6.3001

Abstract

This study aims to determine what factors influence customer satisfaction that can create customer loyalty itself. The type of research used in this study is explanatory research or explanatory research with a quantitative approach using survey methods. This study uses a multivariate analysis method (Partial Least Squares) which describes the relationship between exogenous variables, namely user experience during Flash Sale promos through customer satisfaction as an intervening variable to endogenous variables (customer loyalty). The number of samples used in this study were 260 e-commerce consumer respondents in the East Bandung area. The results of research from several aspects, namely usable, useful, valuable, and credible aspects have a positive influence in increasing e-commerce customer loyalty.
Disclosure Within Shopping Apps-Mobile Based: Usage Determination Factors Yulandri, Elsa; Hurriyati, Ratih; Dirgantari, Puspo Dewi
Wiga : Jurnal Penelitian Ilmu Ekonomi Vol. 14 No. 2 (2024): September 2024
Publisher : Institut Teknologi dan Bisnis Widya Gama Lumajang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30741/wiga.v14i2.1216

Abstract

Although Indonesia is recorded as the third-largest country in terms of mobile shopping application installations globally, the level of mobile shopping activity remains low. This study employs a quantitative research design to analyze the roles of personalization, direct marketing, and hedonic value in shaping behavioral intentions and their impact on the usage behavior of mobile shopping applications. Data were collected through a survey using a purposive sampling technique, involving 282 Gen Z respondents in Indonesia. The questionnaire underwent measurement model testing through Outer Loading, Construct Reliability and Validity, and Discriminant Validity to ensure reliable results, followed by hypothesis testing using SEM-PLS data analysis techniques. The analysis reveals that direct marketing, personalization, and hedonic value have a significant direct influence on behavioral intentions, explaining 93.2% of the variance. Additionally, behavioral intention is found to directly affect usage behavior, although this model accounts for only 37.4% of the variance. Most importantly, behavioral intention mediates the influence of direct marketing, personalization, and hedonic value on usage behavior. These findings suggest that personalization, direct marketing, and hedonic value are crucial factors in fostering behavioral intentions among Gen Z in Indonesia, thereby enhancing the usage of mobile shopping applications.
The Effect of Service Quality and Social Media Marketing on The Purchase Decision in Roemah Coffee Firman Hidayat; Ratih Hurriyati; Maulana, Yono; Romlah
IJESS International Journal of Education and Social Science Vol. 5 No. 1 (2024): VOL 5 NO 1 APRIL 2024
Publisher : INTERNATIONAL PENELITI EKONOMI, SOSIAL, DAN TEKNOLOGI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56371/ijess.v5i1.187

Abstract

Business developments that are happening at this time make a lot of competition in doing business increasingly tight between companies, one of which is the café business. Intense competition among business people requires business people to provide the best for their customers in order to increase purchasing decisions for a company. This study aims to determine the effect of product quality and social media marketing on purchasing decisions at Roemah Kesambi Coffee. The sample in this study was 96 people using incidental sampling. The data analysis method used is multiple regression analysis. The results of the partial research (t test) show that the product quality variable has a significant effect on purchasing decisions.
HOW TO IMPROVE ONLINE SHOP CUSTOMER SATISFACTION THROUGH SERVICE QUALITY Maghfur, M; Hurriyati, Ratih; Adieb Sultan, Moch.
Dinasti International Journal of Digital Business Management Vol. 2 No. 5 (2021): Dinasti International Journal of Digital Business Management (August - Septembe
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31933/dijdbm.v2i5.974

Abstract

This study aimed to figure out the Effect of Quality System, E-Service Quality, and Information Quality on Value Perception and Customer Satisfaction of an online marketplace. The number of samples used was 110 respondents who have become customers at Bukalapak, a well-known online shop in Indonesia. Data were collected through a survey toward the customers. The PLS-SEM was applied to evaluate the relationship among variables. The results indicated that the E-Service Quality Variable, Quality System, and also Information Quality positively and significantly affected the Customer Satisfaction Variable. However, only Quality System and Information Quality positively and significantly affected Value Perception, showing its mediation role to Customer Satisfaction. This study suggests that online marketplaces should have more concern to their Quality System and Information Quality as well as E-service quality to improve their sales performance by increasing their customer satisfaction and Value Perception.
Analisis Sosial Media Marketing terhadap Purchase Intention Hartanto, Prasetyo; Hurriyati, Ratih; Dirgantari, Puspo Dewi
Jurnal Informatika Ekonomi Bisnis Vol. 4, No. 4 (December 2022)
Publisher : SAFE-Network

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (228.785 KB) | DOI: 10.37034/infeb.v4i4.180

Abstract

The purpose of this study is to analyze the effect of Social Media Marketing on Customer Purchase Intentions. The data used in this study were obtained directly from distributing online. The number of respondents in this study was 115 people. The results of testing the hypothesis in this study indicate that: Firm- Created Social Media Communication has a positive and significant effect on User-Generated Social Media Communication,and Brand Passion. Meanwhile, User-Generated Social Media Communication has no effect on Brand Passion. The results of the study also show that Brand Passion has a positive and significant effect on Brand Loyalty and Purchase Intention. Brand Loyalty also has a positive and significant effect on consumer Purchase Intention. As for the limitations in this study, it only uses one company brand as the object studied, so the results cannot be generalized to coffee shop company brands as a whole and also the selection of respondents is only in Indonesia so it is not can represent the behavior of Starbucks consumers as a whole spread across many countries. Furthermore, this study has not been able to reveal the overall factors that influence purchase intention due to limited variables in this study which are only limited to social media marketing which is divided into two parts; firm-created social media communication and user-generated social media communication, brand passion and brand loyalty so that there are other variables that are not included in this study.
Analisis Digital Advertising Terhadap Purchase Intention melalui Brand Awareness Sebagai Variabel Intervening Muchtar, Muhammad; Hurriyati, Ratih; Dirgantari, Puspo Dewi; Sigarlaki, Faizal Fardhani
Jurnal Informatika Ekonomi Bisnis Vol. 4, No. 4 (December 2022)
Publisher : SAFE-Network

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (433.971 KB) | DOI: 10.37034/infeb.v4i4.183

Abstract

Indonesia memimpin jajaran tertinggi pertumbuhan e-commerce tercepat di Dunia di banding sembilan negara lainnya dengan nilai pertumbuhan 78%. Fenomena perkembangan e-commerce ini menyebabkan banyaknya perusahaan-perusahaan startup yang bergerak dibidang e-commerce terus bermunculan. Yang menandakan bahwa bisnis e-commerce menjadi sebuah ladang bisnis yang potensial. Shopee termasuk jenis e-commerce C2C, yaitu C to C (Consumer to Consumer) yang merupakan perdagangan antara individu dengan konsumen. C to C dapat dikatakan transaksi dimana konsumen menjual produk secara langsung kepada konsumen lain dengan menggunakan media elektronik atau online. Shoope merupakan perusahaan e-commerce yang memiliki pangsa pasar tertinggi diantara e-commerce lainnya namun menduduki posisi ketiga di tahun 2022 sebagai e-commerce yang paling diminati. Hal tersebut mengindikasikan bahwa purchase intention mengalami penurunan pada e-commerce Shoppe dan peneliti tertarik untuk menelitinya. Tujuan penelitian ini untuk mengetahui gambaran dan pengaruh variabel digital advertisng terhadap purchase intention yang dimediasi oleh brand awerness. Metode penelitian menggunakan metode kuantitatif dengan analisis deskriptif. Sampel penelitian sebanyak 100 responden. Hasil penelitian menunjukkan bahwa digital advertising berpengaruh positif signifikan terhadap brand awerness, brand awerness berpengaruh positif signifikan terhadap purchase intention, digital advertising berpengaruh positif signifikan terhadap purchase intention. Selain itu, adanya peran brand awerness dalam memediasi pengaruh digital advertising terhadap purchase intention.
Market Driven Strategi Tokopedia: Peran Kinerja pemasaran memediasi pengaruh Orientasi Pasar terhadap Keunggulan Bersaing Ahmad Gunawan; Ratih Hurriyati; Puspo Dewi Dirgantari
Jurnal Akuntansi dan Pajak Vol 23, No 2 (2023): JAP : Vol. 23, No. 2, Agustus 2022 - Januari 2023
Publisher : ITB AAS INDONESIA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/jap.v23i2.7144

Abstract

Market-driven strategies contribute to the segmentation of the target market and determine positions against alternatives to build a company's competitive advantage. Strategic market segmentation is used by many companies to understand how customers' needs and the desire that vary to design effective marketing strategies. In addition, the application of grouping and predictive modeling provides an understanding to project managers to create loyalty or advanced programs that require a more specific approach to specific customers. This research aims to reveal the influence of market orientation on marketing performance, marketing performance on competitive advantage, market orientation to competitive advantage and the role of marketing performance mediating the influence of market orientation on competitive advantage. The data was collected through interviews and questionnaires. Hypotheses are tested with path analysis techniques and Sobel tests. The results of hypothesis testing show that all the suggested hypotheses are accepted. Market orientation has a positive and significant effect on marketing performance, market orientation has a positive and significant effect on competitive advantage, marketing performance has a positive and significant effect on competitive advantage and marketing performance is able to mediate the influence of market orientation on competitive advantage.
Co-Authors Aam Rachmat Mulyana Abdul Yusuf Adam Hermawan Adib Sultan, Adib Adieb Sultan, Moch. Afdol Muftiasa Aghnia Fadilah, Ratu Agus Rahayu Agustini, Kamelia Ahmad Gunawan Ahmad Kamaludin Al Qorni, Alfi W Alfy, Riadh Alia Zulfah Fahriyyah, Alia Alifya Putri Maharani Sondra Allya Roosallyn Assyofa Amalia Madi, Riski Andar Danova L. Goeltom Andar Danova Lastaripar Goeltom Andre Suryaningprang Andrey Satwika Yogaswara Andriani, Nukeu Novia Anggitasari, Siti Rafi Anggraeni, Tuti Ani Rakhmanita Annisa Megaswara Ardelia Azhar Arifianti Ari Riswanto, Ari Arifianti, Ardelia Azhar Aripin, Arip Nur Arlin Ferlina Mochamad Trenggana Arlin Ferlina Mochmad Trenggana Arry Widodo Arus Reka Prasetia Asaretkha Adjane Annisawati Asep Kurniawan Asep Munawar Asimah, Vincent Kweku Awalludin, Dudi Aynie, Rahmi Qurrota Ayuningtyas Yuli Hapsari Ayus Ahmad Yusuf Bambang Widjadjanta Bambang Widjadjanta Bambang Widjajanta Bambang Widjajanta Bambang Widjajanta, Bambang Bayu Indra Setia Budi Harto Budi Prakoso, Budi Budi Prasetiyo, Budi Chaerunnisa Chaerunnisa Chaerunnisa Chairul Furqon, Chairul Chatarina Umbul Wahyuni Christianingrum D. Disman Damayanti, Fenny Dani Dagustani Depy Muhamad Pauzy Deri Prayudi Destri Mailinda Tianingrum Dewi Mayangsari Dinda Helisa Dirgantari, Dwi Puspo Dirgantari, Puspo Disman Disman Disman Disman Disman Disman Disman, Disman Edi Firdaus Effendy, Femmy Ekarini, Mira Indriyulia Eko Susanto Elvira Azis Elyusufi, Abdul Muhaimin Emi Amelia Emi Amelia Engga Jalaludin Erik Syawal Alghifari ERNAWATI Erni Martini Fahmi, Radiyul Fairuz Rifqi Abdurahman Faizal Fardhani Sigarlaki Faizal, Yopa Fajar Gumelar Maulana Fajar Ramadhan Fathurrohman, Firdaus Femmy Effendy Femmy Effendy Ferry Arfiansyah Filda Rahmiati Firdausi Sulaksana, Ratu Dintha Insyani Zukhruf Firman Hidayat Firman Hidayat Firmansyah, Haidar Al Fardan Fitria Ashafira Friliyantie, Deska Galang Putra Nusantara, Galang Putra Gatot Iwan Kurniawan Gilang Bhirawa Noraga Girang Razati Girang Razati, Girang Gusni . Hadi Nasbey Halimah, Helly Siti Hamsani Hamsani Hari Mulyadi, Hari harisandi, Prasetyo Hartati, Ajeng Sri Hartono, Pierdijono Hasan, Pupung Puad Heny Hendrayanti Heny Hendrayati Heny Hendrayati Herdina, Nova Hernandi Sujono Hernandi Sujono Hidayat, Yusuf Murtadlo Hifzhil Rahman Hilda Monoarfa Hilda Monoarfa Hilmi Muttaqien, Hilmi Hilmi, Rafiqi Zul Igus Rahmat Ginanjar Indradewa, Rhian Irawan, Rini Larasati Irna Widiastuti, Irna Isrososiawan, Safroni Ittaqullah, Nurul Iwan Setiawan Jalaludin, Engga Johan, Ahmad Julia Famor Pratami Jumadil Saputra Kamiluddin Kania Widyatami Kartika, Diana Ani Kartika, Titing Kharisma Sumiati Khelvin Aidil Fitriansyah, Khelvin Aidil Kusumah, Echo Perdana L. Lisnawati Lili Adi Wibowo Lili Wibowo Lisnawati Lisnawati M Maghfur, M M Sandi Marta Maisa Azizah Asmara Marcellia Susan Maryani, Dedeh Masharyono Masharyono Maulana, Teguh Nurakmal Maulana, Yono Maulidyna, Risna Medidjati, R. Adam Megantara, Khandinar Shidik Mirza Abdi Khairusy Moch. Adieb Sultan Mochamad Malik Akbar Rohandi Mohamad Faizal Mohamad Reza Nurpratama Mohammad Soni Mokh Adib Sultan Mokh Adib Sultan, Mokh Adib Mokh Adieb Sultan Mokh. Sultan Monoarfa, Hilda Mubdi Mulya Isfahami Muchtar, Muhammad Muhamad Anggi F Muhammad Fatwa F Muhammad Januar Muhammad Muchtar Muji Gunarto Mulyana, Helmi Munir Nur Komarudin Murugesu, Karina Devi Muthalib, Dzulfikri Azis Nabilah Ramadhan Nasrul Ni Putu Nurwita Pratami Ni Putu Nurwita Pratami Wijaya Noor Faizah Mohd Lajin Nugraha Nugraha Nugraha, Rifki Candra Nukeu Novia Andriani Nurpratama, Mohamad Reza Nurul Aziz Pratiwi Nurul Hutami Ningsih Pamuji Aminullah, Zakariya Pangestu, Erry S.R Pramudita Faddila, Syifa Pranadita, Nugraha Prasetyo Harisandi Prasetyo Harisandi Prasetyo Harisandi Prasetyo Hartanto Prihadi, M Dana Primanola Perdananti Pupung Puad Hasan Purnomo Purnomo Purnomo Purwanto Purwanto Puspito Diyah Setiyorini, Heri Puspo Dewi Dirgantara Puspo Dewi Dirgantari Puspo Dewi Dirgantari Puspo Dewi Dirgantari Puspo Dirgantari Putra, Yuda Dharma Putri Fariska Sugestie Rahmayani Ode, Hesty Ramadhan, Didit Ramadhian, M. Arief Rahman Ratu Dintha Insyani Zukhruf Firdausi Sulaksana Ratu Dintha Insyani Zukhruf Firdausi Sulaksana Rd. Dian Herdiana Utama, Rd. Dian Herdiana Rennyta Yusiana Rennyta Yusiana Rennyta Yusiana Resti Indriarti Rina Suprina Rini Andari, Rini Rini Larasati Irawan Rini Utari, Rini Rismayanti, Rosi Rivaldi Arissaputra Romlah Rommy Suleman, Nursaban Santi Sofyani, Santi Saputri, Windy Eka Sarah, Kania Siti SATRIYAS ILYAS Savitri, Citra Senny Luckyardi Sentika, Sarah Setiawan, Rahyuniati Sharifah Zannierah Syed Marzuki Sidiq Idris Azzam, Muhammad Sigarlaki, Faizal Fardhani Sri Astuti Pratminingsih Sugiharto, Nur Aziz Sugiono, Ahmad Suhono Suhono Suhono Suhono Sujono, Hernandi Sukma Nugraha Sukmayana, Dodi Sulastri Sulastri Sulastri, S Sultan, Adib Mokh Sumantri, Dadan Sumaryana , Fitriana Dewi Suryana Suryana Syamsu Yusuf Syamsu Yusuf, Syamsu Syamsul Hadi Senen, Syamsul Hadi Taufik, Erwin Taufiq Rahmat Theresia Gunawan Tiar Lina Situngkir Timilehin Olasoji Olubiyi Tri Haryanto Triyono Adi Tristanto Uus Muhamad Husni Tamyiz Vanessa Gaffar Vanessa Gaffar Vigory Gloriman Manalu Vika Nurpriyanti, Vika Wahyuddin, Nisaa Nursyabanniyah Wendi Andriatna, Wendi Widjadjanta, Bambang Widyatami, Kania Wiyarno Wiyarno Yanti, Pitri Yasir Maulana Yogi Suprayogi Yono Maulana Yosep Hidayat Yulandri, Elsa Yuliarti Maghfira Annahli Yuliati - Yuliati Yuliati Yuliawati, Novi Yuniar Sari Ratna Puri, Yuniar Sari Yunior, Ray Yusriani, Sri Zhixin Li