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All Journal Management and Sustainable Development Journal Journal of Islamic Digital Economics and Management Kreativasi: Journal of Community Empowerment Palawa Jurnal Pengabdian Kepada Masyarakat
Sebastian
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Journal : Management and Sustainable Development Journal

 1 
Analisis Faktor-Faktor yang Mempengaruhi Niat Pembelian Ulang pada Shopee dengan Kepuasan Pelanggan sebagai Variabel Mediasi Ratnawati; Yudi Haliman; Sebastian
Management and Sustainable Development Journal Vol. 4 No. 2 (2022): Management and Sustainable Development Journal
Publisher : Department of Management - Institut Shanti Bhuana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46229/msdj.v4i2.524

Abstract

This study aims to analyze the factors that influence consumers' repurchase intentions at Shopee with visitor satisfaction as a mediating variable. This study uses a quantitative approach by collecting respondent data through a Google Form survey. The sampling technique used convenience sampling with a total of 102 respondents. The data analysis technique used a partial least squares structural equation model (PLS-SEM) which was tested using SmartPls 3.0. The results showed that delivery service, brand reputation, and cashback promos had a positive effect on customer satisfaction and had a positive effect on repurchase intentions. Customer satisfaction is a factor that mediates the relationship between service delivery and repurchase intentions, and the relationship between cashback promos and repurchase intentions.
THE MEDIATING INFLUENCE OF NARRATIVE TRANSPORTATION ON AUDIENCE INTEREST IN INSTAGRAM MARKETING CONTENT Ratnawati; Sebastian; Yopita
Management and Sustainable Development Journal Vol 8 No 1 (2026): Management and Sustainable Development Journal (On Progress)
Publisher : Department of Management - Institut Shanti Bhuana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46229/msdj.v8i1.1112

Abstract

Digital storytelling has emerged as a vital strategy in social media marketing to attract and retain audience interest, particularly on Instagram. This study investigates the mediating role of narrative transportation in the relationship between digital storytelling, emotional engagement, and audience interest. A quantitative approach was employed, with data collected through purposive sampling from 100 active Instagram users in Indonesia. Path analysis was used to test the proposed model using SPSS software. The findings reveal that both digital storytelling and emotional engagement influence audience interest, with narrative transportation acting as a significant mediating variable. Specifically, narrative transportation enhances the effect of emotional engagement on audience interest (R² increases from 0.083 to 0.271) and partially mediates the effect of digital storytelling (indirect effect = 0.252). Although the direct effect of digital storytelling on narrative transportation was not statistically significant, its impact on audience interest becomes more meaningful when narrative immersion is present. These results confirm that immersive narrative experiences can convert emotional responses into meaningful audience engagement. The study contributes to the theoretical understanding of Narrative Transportation Theory in digital marketing and offers practical insights for creating emotionally compelling and narratively immersive Instagram content to boost audience interest.
Co-Authors Alip Hanoky Cyrilla Oktaviananda Herman Yoseph Sriyana M. Irfani Hendri Maria Kalis Mumpuni Asih Pratiwi Novita, Wanda RATNAWATI Sari Purnavita Wahyudi, Raymond Yopita Yudi Haliman