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All Journal Jurnal Ekonomi Manajemen Sistem Informasi Dinasti International Journal of Education Management and Social Science JURNAL ECONOMINA IIJSE Majapahit Journal of Islamic Finance dan Management Majapahit Journal of Islamic Finance dan Management Advances: Jurnal Ekonomi & Bisnis Jurnal Ekonomi, Bisnis & Entrepreneurship (e-Journal)
Kurniawati Kurniawati
Universitas Trisakti, Jakarta, Indonesia
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education

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The Perceived Value, Consumer Consciousness, and Purchase Decisions: The Impact of Choice Overload in Indonesia’s Digital Marketplaces Merna Rosalina; Yolanda Masnita; Kurniawati Kurniawati
Advances: Jurnal Ekonomi & Bisnis Vol. 4 No. 2 (2026): March - April
Publisher : Yayasan Pendidikan Bukhari Dwi Muslim

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.60079/ajeb.v4i2.774

Abstract

Purpose: This study examines the effects of quality consciousness, perceived value, fashion consciousness, brand consciousness, choice overload, and price consciousness on customer purchase decision-making, including their mediating effects, among male and female consumers shopping on digital marketplaces in Indonesia. Research Method: This study employed a quantitative research design. Data were collected from 300 respondents using non-probability purposive sampling. All valid responses were analyzed using Structural Equation Modeling (SEM) to test the relationships among the research variables. Results and Discussion: The findings indicate that quality consciousness positively affects perceived value. In addition, perceived value, fashion consciousness, brand consciousness, confusion due to overchoice, and price consciousness positively influence customer purchase decision-making. The study also confirms the mediating effects among the examined variables. The strongest relationship was found between quality consciousness and perceived value, indicating that consumers’ awareness of product quality plays an important role in shaping value perceptions and purchase decisions. Implications: Digital marketplace managers should emphasize product quality, especially for higher-priced products, to strengthen perceived value and encourage purchase decisions. Originality: This study contributes to consumer behavior research by integrating multiple consciousness-based factors and choice overload in explaining purchase decision-making in Indonesian digital marketplaces.
THE EFFECT OF MARKETING COMMUNICATION STRATEGY ON BRAND LOYALTY: THE MODERATING ROLE OF CUSTOMER BRAND ENGAGEMENT ON CUSTOMERS OF BANK PEREKONOMIAN RKYAT? Fiyah Agustin Hakim; Yolanda Masnita; Kurniawati Kurniawati; Harno Diansyah
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 9 No 2 (2026): Sharia Economics
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v9i2.10257

Abstract

The microbanking sector, particularly Rural Banks (Bank Perekonomian Rakyat – BPR) in Indonesia, is currently facing increasing challenges, including regulatory pressures and declining customer trust. These conditions have created a competitive environment where maintaining brand loyalty becomes essential for sustainability. This study aims to analyze the influence of marketing communication strategies, namely Advertising, Public Relations, Direct Marketing, and Sales Promotion, on Brand Loyalty, with Customer Brand Engagement acting as a moderating variable. A quantitative approach was employed using a survey method, with data collected from 210 respondents through convenience sampling. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicate that Advertising does not have a direct significant effect on Brand Loyalty, but it significantly influences Customer Brand Engagement. Customer Brand Engagement has a strong and significant effect on Brand Loyalty and mediates the relationship between Advertising and Brand Loyalty. Meanwhile, Direct Marketing shows a marginal effect, while Public Relations and Sales Promotion do not significantly influence Brand Loyalty. These findings highlight the importance of engagement-based marketing strategies in enhancing brand loyalty. Rural Banks should prioritize customer engagement initiatives to strengthen emotional connections and improve long-term customer relationships.
Co-Authors A. Endang Astrolina Afifah Wulandari Barkah Setiawan Boyke Boyke Fiyah Agustin Hakim Harno Diansyah Herliani Rebecca Grace I Gede Billy Ambara Putra Intan Yuniarti Ningsih Inten Palupi Merna Rosalina Muhammad Zaky Nurrahman Nyka Fahma Utami Rafly Anggiat Syariifah Saniyyah Al Gadri Taruli Elisabeth Hutabarat Yolanda Masnita Siagian