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IRA NURIYA SANTI
Jurusan Manajemen, Fakultas Ekonomi, Universitas Tadulako
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The Role of Customer Experience in Mediating the Influence of Augmented Reality Marketing and Online Customer Reviews on Repurchase Intention of Wardah Products Nasyihah, Dzurotul Khoir; Ponirin, Ponirin; Santi, Ira Nuriya; Farid, Farid
JURNAL MANAJEMEN MOTIVASI Vol 21 No 2 (2025): Jurnal Manajemen Motivasi
Publisher : Universitas Muhammadiyah Pontianak

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29406/jmm.v21i2.8137

Abstract

ABSTRACTThe purpose of this study was to determine the role of customer experience in mediating the influence of augmented reality marketing and online customer reviews on repurchase intention of Wardah products. This type of research uses explanatory research, by taking a quantitative approach, through distributing questionnaires as a data collection technique. In this study, the method used was purposive sampling technique. The method of data analysis and processing uses SEM-PLS analysis using Smart PLS 4.1 software. The findings of this study reveal that both Augmented Reality Marketing and Online Customer Review significantly have a positive effect on Customer Experience and Repurchase Intention of Wardah products, but Customer Experience is not proven to mediate the relationship between the two independent variables with Repurchase IntentionABSTRAKTujuan dari penelitian ini adalah untuk mengetahui peran customer experience dalam memediasi pengaruh augmented reality marketing dan online customer review terhadap repurchase intention Produk Wardah. Jenis penelitian ini menggunakan penelitian eksplanatif, dengan melakukan pendekatan kuantitatif, melalui penyebaran kuesioner sebagai teknik pengumpulan data. Dalam penelitian ini, metode yang digunakan adalah teknik purposive sampling. Metode analisis dan pengolahan data menggunakan analisis SEM-PLS dengan menggunakan software Smart PLS 4.1 Temuan penelitian ini mengungkapkan bahwa baik Augmented Reality Marketing maupun Online Customer Review secara signifikan berpengaruh positif terhadap Customer Experience dan Repurchase Intention produk Wardah, namun Customer Experience tidak terbukti memediasi hubungan antara kedua variabel independen tersebut dengan Repurchase Intention.
The Influence of Service Quality and Price Perception on the Intention to Reuse Trans Palu Bus Services Riyanto, Wahyu; Sutomo, Maskuri; Santi, Ira Nuriya; Farid, Farid
JURNAL MANAJEMEN MOTIVASI Vol 22 No 1 (2026): Jurnal Manajemen Motivasi
Publisher : Universitas Muhammadiyah Pontianak

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29406/jmm.v22i1.8390

Abstract

This study analyzes the effect of service quality and price perception on the intention to reuse the Trans Palu Bus service. Using a quantitative approach, data were collected via online questionnaires from 90 purposively selected respondents. The analysis employed multiple regression through SPSS version 31. Results indicate that service quality and price perception significantly influence repurchase intention both partially and simultaneously. The coefficient of determination shows that these variables explain 46.1% of the variance in repurchase intention, implying the need for service enhancement and pricing strategies to improve customer retention
Co-Authors Abd. Rasyid Syamsuri Adfiyani Fadjar Akbar Riswandi Amier, Amran Nawir Amir, Mirna Andhika Dwitama Andi Indriani Ibrahim ANISAH Annaliah, Febrizha Asriadi Asriadi Asriadi Aulia, Nurul Aun Ramlah Maharani Barkat Ansari Benyamin Parubak Chalil Chalil CHALIL, CHALIL Cici Rianty K. Bidin Darman, Darman Dian Rahmawati Dianafakroh, Dianafakroh Dinda Maharani Djibran, Moch Aedil Elimawaty Rombe Erwan Sastrawan Faikaturrahma Farid Farid Farid Farid Farid Farid Farid, Farid Fitriah Hartanti Harnida Wahyuni Adda Hesti Evrianti Hilda Monoarfa idiljan, Desri komala sari Idris Idris Ihksan, Ihksan Iwan Iwan Juliana Kadang KORNELIUS, YOBERTH Lamusa, Faruq Laorensia Yolanda Sundah LISTANTO, DEDE KURIANG Magfira Malarante, Narita Maskuri Sutomo Masliati Milany, Audy Putri Moh. Ali Murad Mohammad Ega Nugraha Mohammad Zeylo Auriza Muhammad Faisal Muhammad Randi Satrio Muhammad Riswandi Palawa4 Muis, Yuyun Ramadhani Munawarah Muslimin Muslimin Muslimin Muslimin Muzakir Nada Afisa Ad’jen Nasyihah, Dzurotul Khoir Nazarina, Tiara Ni Luh Dita Yanti Niken Nazira Kinsky Niluh Putu Evvy Rossanty Novia Widyasari Nur Riski Islianty Nurdin, Jurana Nurmiati Nurmiati Oktavianus Palawa, Muh. Riswandi Parani, Syamsul Bachri Dg Parani, Syamsul Bahri Parani, Syamsul Bahri Dg. Parawangsa, Indra Ponirin Ponirin Ponirin Ponirin Ponirin, Ponirin Pravitasari, Dea Pricylia Chintya Dewi Buntuang Rahmat Mubaraq Ramadhani, Jihan Ramlah Ramli Hatma Randang, Viany Fransiska Razak, Abd Rian Risendy Rifky Juliansyah Riska Riyanto, Wahyu Rosida P. Adam Ryan Ryan Setiawan Mandala Putra Siti Fajaria Siti Riskiana Sri Ayu Suci Maharani Sri Wahyuni Sri Wanti Sri Wanti Suardi Suardi Sulaeman Miru Surayya SURYA NINGSIH Syafiqa Syahir Natsir Syamsul Bachri Syamsul Bachri Syamsul Bachri Syamsul Bahri Dg. Parani Syarifaini Tahyudin Tahyudin Talita, Febrina Tambaru, Rachman Thahir, Harifuddin Umar Syarifuddin USWATUN HASANAH Wahyunga, Wahyunga Wahyuningsih Wahyuningsih Wahyuningsih Wahyuningsih Wanti, Sri Wiri Wirastuti Yea Aprilia Silvana YUYUN DESTI INDRAWATI Zakiyah Zahara Zalyanti, Nur Afni