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All Journal International Journal of Social Science, Educational, Economics, Agriculture Research, and Technology (IJSET)
Saida Zainurossalamia
Universitas Mulawarman
Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Economics, Econometrics & Finance Education

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THE EFFECT OF TECHNOLOGY PREFERENCES AND CHANGES IN CONSUMER TASTES ON CUSTOMER LOYALTY ON E-COMMERCE PLATFORMS: THE ROLE OF PURCHASE DECISIONS AS A MEDIATION VARIABLE THE EFFECT OF TECHNOLOGY PREFERENCES AND CHANGES IN CONSUMER TASTE ON CUSTOMER LOYALT Firdaus Rofiansyah; Saida Zainurossalamia; Wirasmi Wardhani
International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET) Vol. 5 No. 6 (2026): MAY
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.20181441

Abstract

This study aims to analyze the effect of technology preferences and changes in consumer tastes on customer loyalty in e-commerce platforms, with purchase decision as a mediating variable. The rapid growth of e-commerce requires a comprehensive understanding of factors influencing digital consumer behavior. This research employs a quantitative approach using survey data collected from e-commerce users in Indonesia. The data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) to examine both direct and indirect relationships among variables. The results indicate that technology preferences and changes in consumer tastes significantly affect purchase decisions. Furthermore, purchase decisions significantly influence customer loyalty. In addition, purchase decisions act as a mediating variable that strengthens the relationship between technology preferences and consumer taste changes on customer loyalty. These findings suggest that customer loyalty in e-commerce is not solely determined by technological quality or social dynamics, but also by consumers' evaluative processes in making purchase decisions. This study contributes theoretically by integrating technological, social, and behavioral perspectives into a comprehensive model, and provides practical implications for developing e-commerce strategies focused on user experience and decision-making reinforcement.
DYNAMICS OF GEN Z POLITICAL PREFERENCES: THE ROLE OF E-WOM, DIGITAL POLITICAL ENGAGEMENT, AND POLITICAL LITERACY IN EAST KALIMANTAN Moh. Reza Munandar; Saida Zainurossalamia; Heni Rahayu Rahmawati
International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET) Vol. 5 No. 6 (2026): MAY
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.20177797

Abstract

This study investigates the mechanism underlying the formation of political preferences among Generation Z in East Kalimantan within an increasingly digital political environment. The transformation toward platform-based political communication has intensified the role of user-generated information and online interaction in shaping political orientation. This research aims to examine the effects of electronic word of mouth (e-WOM) and digital political engagement on political preferences, while positioning political literacy as a moderating variable that conditions these relationships. A quantitative approach was employed using survey data collected from Generation Z respondents in East Kalimantan. The analysis applied Structural Equation Modeling–Partial Least Squares (SEM-PLS) to evaluate both direct and moderating effects among variables. The findings indicate that e-WOM and digital political engagement significantly influence the formation of political preferences. Furthermore, political literacy plays a critical moderating role in determining how digital political exposure is translated into stable political orientation. These results demonstrate that political preference formation among Gen Z is not solely driven by exposure to digital information, but also by the individual’s ability to critically evaluate political content. By integrating social influence, digital engagement, and cognitive filtering mechanisms, this study offers a more comprehensive model of political preference formation in the digital era, particularly within a non-metropolitan regional context. The findings also provide practical insights for developing more effective and responsible digital political communication strategies targeting young voters.
THE MEDIATING ROLE OF EMPLOYEE ENGAGEMENT IN THE RELATIONSHIP BETWEEN WORK-LIFE BALANCE, JOB SATISFACTION, AND EMPLOYEE PERFORMANCE: EVIDENCE FROM AMANDA KALIMANTAN BROWNIES Siti Rabiah; Saida Zainurossalamia; Wirasmi Wardhani
International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET) Vol. 5 No. 6 (2026): MAY
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.20177642

Abstract

This study examines the effect of work-life balance and job satisfaction on employee performance, with employee engagement acting as a mediating variable. The research was conducted in the context of employees at Amanda Brownies in East Kalimantan, representing the food and beverage industry with operational work characteristics and direct customer interaction. A quantitative approach with an explanatory research design is employed to analyze causal relationships among variables. Data are collected through questionnaires distributed to 138 employees using a saturated sampling technique. The data are analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) to evaluate both direct and indirect effects within the proposed model. The findings reveal that work-life balance and job satisfaction have a positive and significant effect on employee engagement. Furthermore, employee engagement significantly influences employee performance. The results also indicate that employee engagement plays a mediating role in the relationship between work-life balance, job satisfaction, and employee performance. These findings suggest that employee performance is not solely influenced by individual factors but is shaped by an integrated mechanism involving psychological and organizational aspects. The study provides practical implications for management in designing strategies that enhance employee well-being and engagement to improve organizational performance.
Co-Authors Firdaus Rofiansyah Heni Rahayu Rahmawati Moh. Reza Munandar Siti Rabiah Wirasmi Wardhani