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All Journal Multidiciplinary Output Research for Actual and International Issue (Morfai Journal) International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS)
Rusydi
Universitas Malikussaleh
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THE INFLUENCE OF LIVE STREAMING FEATURES ON MEDIATED PURCHASE INTENTION TRUST IN E-COMMERCE SHOPEE Nadia Shalaty; Ikramuddin; Rusydi; Muchsin
Multidiciplinary Output Research For Actual and International Issue (MORFAI) Vol. 4 No. 2 (2024): Multidiciplinary Output Research For Actual and International Issue
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/morfai.v4i2.1723

Abstract

Indonesia's e-commerce sector is predicted to continue to increase until 2027, but some Indonesians are not yet actively using e-commerce and are starting to reduce spending on e-commerce Shopee and then switch to social commerce such as TikTok and Instagram. This research focuses on Shopee e-commerce users who have watched Shopee live streaming. The aim of this research is to test the live streaming feature and its influence on purchase intention on Shopee e-commerce at the Faculty of Economics and Business, Malikussaleh University. This research also tests trust as a mediator to increase purchase intention on Shopee e-commerce. This research is a quantitative research using a purposive sampling technique with a sample of 140 students from the Faculty of Economics and Business, Malikussaleh University. The data source comes from primary data obtained through distributing questionnaires. The data analysis technique used is PLS-SEM with SmartPLS software. The research construct is a second order multidimensional construct with The Embedded Two-Stage Approach. The research results show that the live streaming feature has a positive and significant effect on trust and purchase intention. Then trust has a positive and significant effect on purchase intention, and there is a strong mediating influence between the relationship between the live streaming feature and purchase intention through trust. This research concludes that the trust built in live streaming is a key factor in driving purchase intention. These findings provide practical implications for e-commerce managers and sellers in using live streaming features to increase trust and encourage purchases.
THE EFFECT OF PROMOTION, BRAND IMAGE AND SERVICE QUALITY ON CUSTOMER LOYALTY AT KENTUCKY FRIED'S FAST FOOD RESTAURANT CHICKEN (KFC) IN LHOKSEUMAWE CITY Wahyu Syahputra; Hamdiah; Adnan; Rusydi
International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) Vol. 6 No. 3 (2026): June (ON PROGRESS)
Publisher : CV. Radja Publika

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Abstract

This study aims to analyze the effect of Promotion, Brand Image, and Service Quality on Customer Loyalty at Kentucky Fried Chicken (KFC) fast-food restaurant in Lhokseumawe City. Customer loyalty is an important factor in maintaining business sustainability amid increasingly intense competition in the fast-food industry. Companies are required to implement effective marketing strategies and provide high-quality services in order to retain customers and enhance competitiveness. This research employed a quantitative approach using a survey method. The population of this study consisted of KFC customers in Lhokseumawe City. The sample comprised 120 respondents selected through purposive sampling, with the criterion that respondents had made purchases more than once. Data were collected through questionnaires developed based on the indicators of each research variable. The data were then analyzed using multiple linear regression analysis with the assistance of SPSS software. The results show that partially, service quality has a positive and significant effect on customer loyalty. This indicates that better service quality leads to higher customer loyalty. Meanwhile, promotion and brand image do not have a significant effect on customer loyalty in Lhokseumawe City. Simultaneously, promotion, brand image, and service quality collectively influence customer loyalty. The findings of this study are expected to provide valuable insights for KFC management in formulating more effective marketing strategies to improve customer loyalty.
Co-Authors Adnan Adnan Hamdiah Hamdiah Ikramuddin, Ikramuddin Muchsin Muchsin Nadia Shalaty Wahyu Syahputra