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All Journal Jurnal Manajemen Pendidikan dan Ilmu Sosial (JMPIS) Majapahit Journal of Islamic Finance dan Management Majapahit Journal of Islamic Finance dan Management
Kurniawati
Universitas Trisakti, Jakarta, Indonesia
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences

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Enabling B2B Customer Performance Through AI Assimilation: The Mediating Role of Customer Experience in Indonesian Markets Ary Rahmansyah; Kurniawati; Renny Risqiani
Majapahit Journal of Islamic Finance and Management Vol. 6 No. 1 (2026): Islamic Finance and Management
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/mjifm.v6i1.785

Abstract

This study examines the influence of AI adoption, social value, informational value, and ease of use on customer experience and their effects on customer performance within the B2B sector in Indonesia. A quantitative methodology was utilized using a Likert-scale questionnaire administered to B2B companies implementing AI, and the data were examined using Structural Equation Modeling (SEM) with AMOS 22. The findings demonstrate that AI adoption, informative value, and usability positively influence consumer experience, whereas dependence obstacles exert a negative impact. Conversely, social value, enjoyment obstacles, and performance barriers exhibit no substantial impact. Moreover, customer experience significantly enhances customer performance. The findings indicate that in the B2B setting, companies emphasize the functional advantages of AI, like information quality and service convenience, over social value or perceived technological obstacles. This study suggests that the degree of AI integration, the quality of value experienced by consumers, and the firm's capacity to control reliance on technology partners are critical elements in optimizing the efficacy of AI in enhancing customer performance.
Peran Kualitas dan Teknologi Layanan dalam Membentuk Kepuasan dan Loyalitas Pelanggan: Studi Komparatif Jasa Ekspedisi Swasta dan BUMN Safirah Khansa Shabrina; Ginta Ginting; Kurniawati
Jurnal Manajemen Pendidikan dan Ilmu Sosial Vol. 7 No. 2 (2026): Jurnal Manajemen Pendidikan dan Ilmu Sosial (Februari - Maret 2026)
Publisher : Dinasti Review

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/jmpis.v7i2.7716

Abstract

Penelitian ini bertujuan untuk menganalisis peran kualitas layanan dan teknologi layanan dalam membentuk kepuasan serta loyalitas pelanggan melalui perbandingan antara jasa ekspedisi swasta dan BUMN. Penelitian dilatarbelakangi oleh menurunnya loyalitas pelanggan serta meningkatnya persaingan industri logistik di Indonesia seiring dengan percepatan transformasi digital. Penelitian ini menggunakan pendekatan kuantitatif dan komparatif dengan metode survei terhadap 544 responden valid di Kota Tangerang, yang terdiri atas 269 pengguna jasa ekspedisi swasta (JNE) dan 275 pengguna jasa ekspedisi BUMN (Pos Indonesia). Kualitas layanan diukur menggunakan model SERVQUAL, sedangkan teknologi layanan diukur berdasarkan Technology Acceptance Model (TAM) dan dimensi e-service quality. Analisis data dilakukan dengan menggunakan Partial Least Squares–Structural Equation Modeling (PLS-SEM) serta uji Mann–Whitney untuk menguji perbedaan persepsi pelanggan antarperusahaan. Hasil penelitian menunjukkan bahwa kualitas layanan dan teknologi layanan berpengaruh positif dan signifikan terhadap kepuasan dan loyalitas pelanggan pada kedua jenis jasa ekspedisi. Namun demikian, terdapat perbedaan dalam mekanisme pembentukan loyalitas, di mana pada jasa ekspedisi swasta loyalitas pelanggan terbentuk melalui kepuasan pelanggan sebagai variabel mediasi, sedangkan pada jasa ekspedisi BUMN kualitas layanan dan teknologi layanan berpengaruh langsung terhadap loyalitas pelanggan. Selain itu, hasil uji beda menunjukkan bahwa pelanggan jasa ekspedisi swasta memberikan penilaian yang lebih tinggi terhadap kualitas layanan, teknologi layanan, dan loyalitas pelanggan dibandingkan dengan jasa ekspedisi BUMN. Temuan ini menegaskan pentingnya integrasi antara keunggulan kualitas layanan dan kapabilitas teknologi digital dalam meningkatkan loyalitas pelanggan pada industri jasa ekspedisi.
Peran Micro-Influencer Marketing dan Strategi Digital dalam Membentuk Sikap Serta Minat Berbelanja Konsumen: Studi Komparatif pada Platform E-Commerce Tokopedia dan Lazada Naufal Fadhil Alwarits; Kurniawati; Ginta Ginting
Jurnal Manajemen Pendidikan dan Ilmu Sosial Vol. 7 No. 2 (2026): Jurnal Manajemen Pendidikan dan Ilmu Sosial (Februari - Maret 2026)
Publisher : Dinasti Review

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/jmpis.v7i2.7754

Abstract

Penelitian ini menguji peran micro-influencer marketing dan strategi digital dalam membentuk sikap serta minat berbelanja konsumen pada kategori fashion pria di dua ekosistem e-commerce Indonesia, Tokopedia dan Lazada. Mengadopsi kerangka Theory of Planned Behavior, studi ini menggunakan pendekatan kuantitatif konfirmatori dengan survei terhadap 235 responden aktif (118 pengguna Tokopedia dan 117 pengguna Lazada) yang dipilih melalui purposive sampling. Analisis dilakukan menggunakan Partial Least Squares-Structural Equation Modeling (PLS-SEM) dan Multi-Group Analysis (MGA) untuk menguji perbedaan mekanisme pengaruh antarplatform. Temuan menunjukkan bahwa micro-influencer marketing dan strategi digital secara konsisten membentuk sikap konsumen pada kedua platform. Namun, mekanisme pembentukan minat belanja menunjukkan divergensi fundamental: pada Tokopedia, sikap berfungsi sebagai mediator parsial yang menjembatani pengaruh strategi pemasaran terhadap minat beli, sesuai prediksi teoretis TPB. Sebaliknya, pada Lazada teridentifikasi fenomena cognitive bypass, di mana pengaruh micro-influencer dan strategi digital terhadap minat belanja bersifat langsung tanpa melalui proses evaluasi sikap, mencerminkan karakteristik pengambilan keputusan impulsif pada segmen usia muda. Meskipun koefisien jalur tidak berbeda signifikan secara statistik, perbedaan kontekstual dalam mekanisme psikologis ini mengimplikasikan perlunya strategi pemasaran yang didiferensiasikan berdasarkan profil psikografis pengguna masing-masing platform.
STIMULUS–ORGANISM–RESPONSE (SOR) APPROACH IN ANALYZING THE EFFECT OF LIVE STREAMING TYPES ON TRUST, IMPULSIVENESS, AND PURCHASE INTENTION OF E-COMMERCE CONSUMERS Ambar Wulan Sari; Yolanda Masnita; Kurniawati
Majapahit Journal of Islamic Finance and Management Vol. 6 No. 2 (2026): Islamic Finance and Management
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/mjifm.v6i2.921

Abstract

This study was designed to analyze the influence of various live streamer types on consumer purchase intentions, while also examining the role of trust and impulsive buying behavior as mediating variables in the context of live streaming commerce (LSC). A quantitative descriptive survey approach was used, collecting data from 200 LSC user respondents using a structured questionnaire. The data obtained were then analyzed using Structural Equation Modeling (SEM) with AMOS, including testing the validity and reliability of the instrument, evaluating the model's feasibility, and analyzing the direct and indirect effects between variables. The study's findings indicate that live streamer type contributes positively and significantly to the level of trust and impulsive buying tendencies, which in turn also have a significant impact on increasing purchase intentions. Furthermore, trust and impulsive buying are proven to function as mediators in this relationship, with the indirect effect being more dominant than the direct effect. The novelty of this study lies in the simultaneous testing of these two psychological variables as mediating mechanisms in the structural model, specifically in the context of LSC in Indonesia. Practically and theoretically, the results of this study contribute to the development of social commerce studies, particularly in helping businesses and e-commerce platforms optimize their live streaming strategies by increasing the credibility, interactivity, and quality of communication displayed by live streamers.
TIKTOK ADVERTISING AND REPURCHASE INTENTION: THE MEDIATING ROLE OF BRAND AWARENESS AND BRAND IMAGE WITHIN THE S–O–R FRAMEWORK Fairuz Faradina; Yolanda Masnita; Kurniawati
Majapahit Journal of Islamic Finance and Management Vol. 6 No. 2 (2026): Islamic Finance and Management
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/mjifm.v6i2.955

Abstract

This study examines the effect of TikTok advertising on repurchase intention by analyzing the mediating role of brand perception within the Stimulus–Organism–Response (S-O-R) framework. Using a quantitative approach, data were collected from 233 Indonesian TikTok users with prior purchasing experience and analyzed using Structural Equation Modeling (SEM) with the Maximum Likelihood Estimation method. The findings show that content quality and engagement in TikTok advertising have a positive and significant effect on brand perception. However, these advertising attributes do not directly influence repurchase intention. Further analysis indicates that brand perception fully mediates the relationship between TikTok advertising and repurchase intention, suggesting that repeat purchase behavior is formed through consumers’ internal evaluation processes rather than direct advertising exposure. This study extends the application of the S-O-R framework to short video–based digital marketing and provides practical insights for firms seeking to strengthen long-term consumer retention through effective brand-building strategies.
STIMULUS–ORGANISM–RESPONSE (SOR) APPROACH IN ANALYZING THE EFFECT OF LIVE STREAMING TYPES ON TRUST, IMPULSIVENESS, AND PURCHASE INTENTION OF E-COMMERCE CONSUMERS Ambar Wulan Sari; Yolanda Masnita; Kurniawati
Majapahit Journal of Islamic Finance and Management Vol. 6 No. 2 (2026): Islamic Finance and Management
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/mjifm.v6i2.921

Abstract

This study was designed to analyze the influence of various live streamer types on consumer purchase intentions, while also examining the role of trust and impulsive buying behavior as mediating variables in the context of live streaming commerce (LSC). A quantitative descriptive survey approach was used, collecting data from 200 LSC user respondents using a structured questionnaire. The data obtained were then analyzed using Structural Equation Modeling (SEM) with AMOS, including testing the validity and reliability of the instrument, evaluating the model's feasibility, and analyzing the direct and indirect effects between variables. The study's findings indicate that live streamer type contributes positively and significantly to the level of trust and impulsive buying tendencies, which in turn also have a significant impact on increasing purchase intentions. Furthermore, trust and impulsive buying are proven to function as mediators in this relationship, with the indirect effect being more dominant than the direct effect. The novelty of this study lies in the simultaneous testing of these two psychological variables as mediating mechanisms in the structural model, specifically in the context of LSC in Indonesia. Practically and theoretically, the results of this study contribute to the development of social commerce studies, particularly in helping businesses and e-commerce platforms optimize their live streaming strategies by increasing the credibility, interactivity, and quality of communication displayed by live streamers.
TIKTOK ADVERTISING AND REPURCHASE INTENTION: THE MEDIATING ROLE OF BRAND AWARENESS AND BRAND IMAGE WITHIN THE S–O–R FRAMEWORK Fairuz Faradina; Yolanda Masnita; Kurniawati
Majapahit Journal of Islamic Finance and Management Vol. 6 No. 2 (2026): Islamic Finance and Management
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/mjifm.v6i2.955

Abstract

This study examines the effect of TikTok advertising on repurchase intention by analyzing the mediating role of brand perception within the Stimulus–Organism–Response (S-O-R) framework. Using a quantitative approach, data were collected from 233 Indonesian TikTok users with prior purchasing experience and analyzed using Structural Equation Modeling (SEM) with the Maximum Likelihood Estimation method. The findings show that content quality and engagement in TikTok advertising have a positive and significant effect on brand perception. However, these advertising attributes do not directly influence repurchase intention. Further analysis indicates that brand perception fully mediates the relationship between TikTok advertising and repurchase intention, suggesting that repeat purchase behavior is formed through consumers’ internal evaluation processes rather than direct advertising exposure. This study extends the application of the S-O-R framework to short video–based digital marketing and provides practical insights for firms seeking to strengthen long-term consumer retention through effective brand-building strategies.
Co-Authors Ambar Wulan Sari Ary Rahmansyah Fairuz Faradina Ginta Ginting Naufal Fadhil Alwarits Renny Risqiani Safirah Khansa Shabrina