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This Author published in this journals
All Journal Jurnal Manajemen Teori dan Terapan International Journal of Economics (IJEC)
TN Anisah
Janabadra University, Yogyakarta, Indonesia
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education

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The Role of Brand Preference as Moderation in the Relationship between Social Media Influencer, Brand trust, and Purchase Intention Nadia Nadia; TN Anisah; Eni Andari
International Journal of Economics (IJEC) Vol. 2 No. 1 (2023): January-June
Publisher : PT Inovasi Pratama Internasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55299/ijec.v2i1.413

Abstract

This study aims to examine whether an individual's preference for their favorite influencer can strengthen their awareness of the advertised product and ultimately increase their purchase intention. A total of 270 samples were used in this study, following specific criteria. The data were analyzed using IBM SPSS Statistics 16 and AMOS ver.22. The results of the study indicate that the presence of celebrity influencers is effective in creating consumer awareness, especially among their followers. Furthermore, the higher the awareness of the brand being advertised, the higher the potential purchase intention. Further findings from the study demonstrate that celebrity preference moderates the influence of social media influencers on Brand trust.
From Interaction to Transaction: Analyzing the Influence of Social Presence on Impulsive Purchasing in Live Streaming Commerce Andika; Tiara Nur Anisah; Mohamad Najmudin; Anita Ekawati Sardi
Journal of Theoretical and Applied Management (Jurnal Manajemen Teori dan Terapan) Vol. 16 No. 3 (2023)
Publisher : Universitas Airlangga

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20473/jmtt.v16i3.49490

Abstract

Objective: This study investigates how social presence elements, such as streamers, other viewers, and products, directly and indirectly influence consumers' impulse purchase behaviour in live-streaming commerce. Design/Methods/Approach: An empirical evaluation was conducted on the suggested model, utilizing survey responses from 205 live-streaming commerce users. Furthermore, the interconnections among the elements within the research framework were examined through SEM PLS version 3. Findings: The results show that social presence directly and significantly affects impulse purchase behaviour. This study also strongly links social presence with perceived usefulness and positive affect. In addition, the results show that perceived usefulness and positive affect significantly influence impulse purchase behaviour. Interestingly, perceived usefulness and positive affect serve as potential intermediaries linking the impact of social presence with impulse purchase behaviour. Originality/Value: This research explores the influence of social presence and several consumer psychological factors, such as perceived usefulness and positive affect, on impulse purchase behaviour in live-streaming commerce. While this area has rarely been a significant focus in previous literature, the speciality of this research is integrating the product dimension into the social presence framework. This initiative has yet to be found in the literature so far. With this approach, the research seeks to provide an in-depth understanding of how social presence elements such as streamers, other viewers, and products collaborate and directly and indirectly impact impulse buying behaviour. Practical/Policy implication: The results of this study offer a significant perspective for businesses in the e-commerce sector and individuals producing content for live-streaming commerce. This information can be used to create better approaches to encourage impulse buying behaviour and increase customer interaction. The interaction between social presence, perceived usefulness, and positive affect can be the basis for designing more efficient strategies.
Co-Authors Andika Andika Anita Ekawati Sardi Eni Andari Mohamad Najmudin Nadia Nadia