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All Journal Jurnal Pengabdian Masyarakat dan Riset Pendidikan Journal of Innovative and Creativity Profixa: International Journal of Economic and Business Research
Muhammad Aqshel Revinzky Nizar
Universitas Padjadjaran
Humanities Education Languange, Linguistic, Communication & Media Mathematics Social Sciences Other

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Hedonic Lifestyle And Social Interaction As A Moderating Variable of The Influence of Brand Ambassadors on Customer Satisfaction: Penelitian Iwan Adinugroho; Johannes P. Kumagaya; Muhammad Aqshel Revinzky Nizar; Nersiwad; Hartono
Jurnal Pengabdian Masyarakat dan Riset Pendidikan Vol. 4 No. 3 (2026): Jurnal Pengabdian Masyarakat dan Riset Pendidikan Volume 4 Nomor 3 (Januari 202
Publisher : Lembaga Penelitian dan Pengabdian Masyarakat

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/jerkin.v4i3.5363

Abstract

This study aims to investigate the moderating role of hedonic lifestyle and social interaction in the relationship between brand ambassador use and customer satisfaction. Amidst intense global brand competition, selecting public figures as brand ambassadors has become a key strategy to increase consumer trust and satisfaction. However, the effectiveness of this strategy often depends on the psychographic and sociological characteristics of consumers themselves. Using a quantitative method with a survey approach on 350 respondents who use beauty products, the data were analyzed using Structural Equation Modeling (SEM). The results show that brand ambassadors have a positive and significant influence on customer satisfaction. Key findings reveal that social interaction significantly strengthens this influence, while hedonic lifestyle acts as an emotional catalyst that increases expectations and satisfaction with the brand. The implications of this study suggest that marketing managers should focus not only on the popularity of brand ambassadors, but also on the social ecosystem and lifestyle of the target audience to optimize long-term satisfaction.
Review Helpfulness pada Aplikasi Traveloka: Peran Rating, Panjang Ulasan, dan Topik Keluhan Muhammad Aqshel Revinzky Nizar; Kurnia Khafidhatur Rafiah; Desty Hapsari Kirana
Journal of Innovative and Creativity (Joecy) Vol. 6 No. 2 (2026)
Publisher : Fakultas Ilmu Pendidikan Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/joecy.v6i2.13821

Abstract

Penelitian ini bertujuan untuk menganalisis faktor-faktor yang membuat ulasan aplikasi dianggap bermanfaat oleh pengguna lain dengan menggunakan studi pada ulasan pengguna aplikasi Traveloka: Hotel & Pesawat. Penelitian ini menggunakan pendekatan kuantitatif eksploratori dengan memanfaatkan data sekunder berupa user-generated reviews yang diperoleh dari ulasan aplikasi. Dataset terdiri atas 758 ulasan pengguna dalam periode 6 Juni hingga 5 Juli 2026, yang mencakup informasi rating bintang, isi ulasan, jumlah thumbs up, versi aplikasi, respons perusahaan, serta waktu respons perusahaan. Review helpfulness diukur menggunakan jumlah thumbs up, sedangkan analisis dilakukan secara deskriptif dan komparatif untuk membandingkan karakteristik ulasan yang memperoleh thumbs up dan yang tidak memperoleh thumbs up. Hasil penelitian menunjukkan bahwa hanya 31 ulasan atau sekitar 4% dari total ulasan yang memperoleh thumbs up. Ulasan yang dianggap bermanfaat cenderung memiliki rating rendah, lebih panjang, serta memuat keluhan yang spesifik. Topik yang banyak muncul pada ulasan helpful meliputi kendala teknis aplikasi, booking tiket atau hotel, harga dan pembayaran, PayLater, refund, serta customer service. Temuan ini menunjukkan bahwa ulasan yang dianggap helpful tidak hanya mencerminkan ketidakpuasan pengguna, tetapi juga berfungsi sebagai sinyal risiko dan voice of customer dalam layanan digital. Implikasi penelitian ini menekankan pentingnya penggunaan review helpfulness sebagai dasar prioritas dalam complaint management, service recovery, dan continuous quality improvement pada platform digital.
Trust and Country-of-Origin Effects on Imported-Product Purchase Intention in Cross-Border E-Commerce Muhammad Aqshel Revinzky Nizar; Cattleya Rejito; Adhadian Akbar
International Journal of Economic and Business Research Vol. 1 No. 3 (2026): : July: Profixa: International Journal of Economic and Business Research
Publisher : CV SCRIPTA INTELEKTUAL MANDIRI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.65310/gjtgr646

Abstract

Cross-border e-commerce (CBEC) platforms such as Shopee, Lazada, and TikTok Shop enable consumers to purchase imported products directly, making consumer behavior an increasingly important dimension of international business. This article examines how country-of-origin (COO), consumer trust, consumer ethnocentrism, and consumer animosity shape purchase intention toward imported products in CBEC. Using a narrative conceptual literature review, the study synthesizes relevant literature published between 1982 and 2025 and develops an integrative framework grounded in the Theory of Planned Behavior (TPB). The review indicates that COO effects vary across product categories and market contexts, whereas trust consistently functions as a mechanism for reducing uncertainty in cross-border transactions. Consumer ethnocentrism emerges as a countervailing influence that can weaken favorable evaluations of foreign products, while religiosity and event-specific animosity may intensify resistance toward products associated with particular countries in Indonesia. The findings also indicate that platform characteristics, logistics performance, and interactive digital engagement increasingly shape the formation of consumer trust in CBEC transactions. Product category and geopolitical context further condition the extent to which consumers translate favorable product evaluations into purchase intention. The proposed framework integrates these cognitive, relational, normative, and situational mechanisms and formulates seven theoretical propositions for future empirical testing. The study contributes theoretically by connecting consumer-behavior and international-business perspectives and extending TPB to explain imported-product purchase intention in cross-border digital trade.
Co-Authors Adhadian Akbar Cattleya Rejito Desty Hapsari Kirana Hartono Hartono Iwan Adinugroho Johannes P. Kumagaya Kurnia Khafidhatur Rafiah Nersiwad