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The Influence of Brand Equity, Perceived Quality, and Emotional Attachment on Repurchase Intention of Local Coffee Products in Ambon Tubalawony, Jacsy
West Science Interdisciplinary Studies Vol. 3 No. 09 (2025): West Science Interdisciplinary Studies
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsis.v3i09.2351

This study investigates the influence of brand equity, perceived quality, and emotional bonding on repurchase intention for local coffee products in Ambon, Indonesia. Using a quantitative research approach, data were collected from 155 respondents who had previously purchased local coffee products. The research instrument employed a five-point Likert scale, and data analysis was conducted using SPSS version 25, including validity and reliability tests, classical assumption tests, and multiple linear regression analysis. The results show that brand equity, perceived quality, and emotional bonding all have positive and significant effects on repurchase intention, with emotional bonding being the most dominant factor. This suggests that consumers’ emotional connection to local coffee brands strongly influences their loyalty and repeat purchasing behavior. The findings highlight the importance of integrating brand identity, product consistency, and emotional engagement in marketing strategies to strengthen customer relationships and sustain the local coffee market in Ambon. The study contributes to both theoretical understanding and practical marketing applications by demonstrating how emotional and cognitive factors jointly shape consumer loyalty in local product contexts.

Pengaruh Fear of Missing Out (FoMO), Social Media Fatigue, Personal Branding Capability, dan Kreativitas terhadap Keberhasilan Usaha Menengah di Kota Ambon Tubalawony, Jacsy
Jurnal Ekonomi dan Kewirausahaan West Science Vol 3 No 04 (2025): Jurnal Ekonomi dan Kewirausahaan West Science
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/jekws.v3i04.2802

Penelitian ini mengkaji pengaruh Fear of Missing Out (FoMO), Social Media Fatigue, Kemampuan Membangun Merek Pribadi, dan Kreativitas terhadap kesuksesan usaha menengah di Kota Ambon. Dengan menggunakan pendekatan kuantitatif, data dikumpulkan dari 115 pemilik dan manajer usaha melalui kuesioner terstruktur dengan skala Likert lima poin. Analisis menggunakan metode Structural Equation Modeling–Partial Least Squares (SEM-PLS 3) untuk menguji efek langsung, tidak langsung, dan mediasi. Hasil menunjukkan bahwa FoMO dan Kelelahan Media Sosial memiliki efek negatif dan signifikan terhadap Kesuksesan Usaha, menunjukkan bahwa kecemasan akibat persaingan online dan kelelahan digital dapat mengurangi fokus strategis dan produktivitas. Sebaliknya, Kemampuan Membangun Merek Pribadi dan Kreativitas menunjukkan pengaruh positif yang kuat terhadap Kesuksesan Bisnis, menyoroti peran kritisnya dalam membangun keaslian, inovasi, dan loyalitas pelanggan. Selain itu, Kelelahan Media Sosial ditemukan memediasi sebagian hubungan antara FoMO dan Kesuksesan Bisnis, menggambarkan bagaimana paparan digital berlebihan mengubah tekanan psikologis menjadi penurunan kinerja. Model ini menunjukkan daya penjelas yang substansial (R² = 0.68) dan relevansi prediktif yang kuat (Q² = 0.42). Secara teoritis, studi ini memperluas Teori Kognitif Sosial dan Pandangan Berbasis Sumber Daya dengan mengintegrasikan faktor psikologis dan berbasis kemampuan ke dalam kerangka kewirausahaan digital. Secara praktis, hal ini menekankan pentingnya bagi wirausahawan untuk menyeimbangkan regulasi emosi dengan kreativitas dan branding pribadi untuk mempertahankan daya saing di era digital.

The Influence of Brand Equity, Perceived Quality, and Emotional Attachment on Repurchase Intention of Local Coffee Products in Ambon Tubalawony, Jacsy
West Science Interdisciplinary Studies Vol. 3 No. 09 (2025): West Science Interdisciplinary Studies
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsis.v3i09.2351

This study investigates the influence of brand equity, perceived quality, and emotional bonding on repurchase intention for local coffee products in Ambon, Indonesia. Using a quantitative research approach, data were collected from 155 respondents who had previously purchased local coffee products. The research instrument employed a five-point Likert scale, and data analysis was conducted using SPSS version 25, including validity and reliability tests, classical assumption tests, and multiple linear regression analysis. The results show that brand equity, perceived quality, and emotional bonding all have positive and significant effects on repurchase intention, with emotional bonding being the most dominant factor. This suggests that consumers’ emotional connection to local coffee brands strongly influences their loyalty and repeat purchasing behavior. The findings highlight the importance of integrating brand identity, product consistency, and emotional engagement in marketing strategies to strengthen customer relationships and sustain the local coffee market in Ambon. The study contributes to both theoretical understanding and practical marketing applications by demonstrating how emotional and cognitive factors jointly shape consumer loyalty in local product contexts.

Analysis of Demographic Changes and Changes in Public Consumption Patterns in the Tourism Industry in Denpasar City Tubalawony, Jacsy; Setiadi, Bekti; Harsono, Iwan; Masrur , Muhamad
West Science Social and Humanities Studies Vol. 2 No. 01 (2024): West Science Social and Humanities Studies
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsshs.v2i01.623

This research delves into the dynamic interplay between demographic changes and public consumption patterns within the tourism industry of Denpasar City. A sample of 260 participants, strategically stratified across key demographic variables, provides a nuanced understanding of the city's evolving population dynamics and the spending behaviors of residents and tourists. The findings reveal a mean annual population growth rate of 2.5%, a notable shift towards a younger demographic, and a rich cultural diversity within the city. Tourist expenditure, with a mean spending of USD 80 per visitor, illustrates key allocation trends across accommodation, dining, and activities. Regression analysis demonstrates significant correlations between demographic variables (age, income, cultural background, and educational attainment) and spending patterns. The results underscore the importance of adaptive strategies for stakeholders to cater to diverse preferences and foster sustainable tourism development in Denpasar City.

Effectiveness of Digital Marketing with Influencers, Video Content, and Referral Programmes on Consumer Trust in E-Commerce Platforms in West Java Tubalawony, Jacsy
West Science Social and Humanities Studies Vol. 2 No. 10 (2024): West Science Social and Humanities Studies
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsshs.v2i10.1372

This study examines the efficacy of digital marketing methods, particularly influencer marketing, video content, and referral programs, on consumer trust in e-commerce platforms in West Java. A quantitative research design was utilized to collect data from 300 respondents through a structured online questionnaire. The investigation employed Structural Equation Modeling with Partial Least Squares (SEM-PLS 3) to examine the links between digital marketing methods and consumer trust. The results indicate that all three tactics markedly improve consumer trust, with influencer marketing exerting the greatest influence. These findings provide significant insights for e-commerce enterprises aiming to enhance their digital marketing strategies and cultivate more robust consumer relationships. The study enhances comprehension of customer behavior in the digital marketplace and offers practical ideas for improving consumer trust in e-commerce.

Pengaruh Social Media Marketing dan Influencer Marketing Terhadap Minat Berkunjung Wisatawan di Provinsi Maluku Saununu, Siska Jeanete; Reken, Feky; Tubalawony, Jacsy; Tabelessy, Walter
Innovative: Journal Of Social Science Research Vol. 4 No. 2 (2024): Innovative: Journal Of Social Science Research
Publisher : Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/innovative.v4i2.10035

Penelitian ini dilakukan dengan tujuan untuk mengetahui pengaruh social media marketing dan influencer marketing terhadap minat berkunjung wisatawan di Provinsi Maluku. Penelitian ini menggunakan teknik purposive sampling dan menggunakan aplikasi G*Power dengan jumlah responden sebanyak 107 responden. Penelitian ini menggunakan pendekatan kuantitatif dengan teknis analisis regresi dan menggunakan alat analisis aplikasi JASP. Hasil penelitian menunjukan bahwa terdapat pengaruh positif dan signifikan dari social media marketing terhadap minat berkunjung wisatawan di Provinsi Maluku serta pengaruh positif dari influencer marketing terhadap minat berkunjung wisatawan di Provinsi Maluku.

Pengaruh Kualitas Produk dan Harga Terhadap Keputusan Pembelian di Citraland Ambon: Faktor Kunci Memilih Properti Idaman Reken, Feky; Tubalawony, Jacsy; Saununu, Siska Jeanete; Tabelessy, Walter
Innovative: Journal Of Social Science Research Vol. 4 No. 5 (2024): Innovative: Journal Of Social Science Research
Publisher : Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/innovative.v4i5.15881

Rumah tidak hanya berfungsi sebagai tempat tinggal, tetapi juga sebagai aset investasi yang bernilai. Pembelian hunian mewah pada Citraland Ambon, telah menjadi pilihan bagi konsumen yang menginginkan kenyamanan dan potensi keuntungan di masa depan. Penelitian ini mengeksplorasi pengaruh kaulitas produk dan harga terhadap keputusan pembelian di Citraland Ambon. Pendekatan kuantitatif digunakan dalam penelitian dengan melibatkan 50 melalui teknik non-probability sampling. Data dikumpulkan melalui kuesioner dan dianalisis menggunakan analisis regresi berganda untuk mengevaluasi pengaruh kualitas produk dan harga terhadap keputusan pembelian. Hasil penelitian menunjukkan bahwa kualitas produk dan harga memiliki pengaruh signifikan terhadap keputusan pembelian di Citraland Ambon. Hasil ini menegaskan untuk pihak Citraland Ambon untuk lebih memperhatikan kualitas dan penetapan harga guna meningkatkan keputuan pembelian konsumen.

FoMO, Pemasaran Media Sosial, dan Keputusan Pembelian: Analisis Konsumen F&B di Kota Ambon Tubalawony, Jacsy; Jeanete Saununu, Siska; Reken, Feky; Tabelessy, Walter
Innovative: Journal Of Social Science Research Vol. 5 No. 3 (2025): Innovative: Journal Of Social Science Research
Publisher : Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/innovative.v5i3.19369

Penelitian ini mengkaji pengaruh Fear of Missing Out (FoMO) dan pemasaran media sosial terhadap keputusan pembelian konsumen pada bisnis makanan dan minuman (F&B) di Kota Ambon. Latar belakang penelitian didasari oleh perubahan perilaku konsumen akibat perkembangan media sosial yang mendorong keputusan pembelian secara emosional. Tujuan studi adalah untuk mengetahui sejauh mana FoMO dan strategi pemasaran media sosial memengaruhi keputusan pembelian. Metode yang digunakan adalah pendekatan kuantitatif melalui survei dengan kuesioner, melibatkan 106 responden konsumen F&B yang dipilih secara purposive. Analisis data dilakukan menggunakan regresi linier berganda. Hasil menunjukkan bahwa FoMO dan pemasaran media sosial berpengaruh positif dan signifikan terhadap keputusan pembelian. Penelitian menyimpulkan bahwa kedua variabel tersebut dapat dijadikan strategi efektif untuk menarik konsumen. Implikasinya, pelaku usaha di Kota Ambon disarankan memanfaatkan pendekatan digital berbasis psikologi konsumen untuk meningkatkan daya saing.

Pelatihan Pemasaran Berbasis Media Sosial untuk Peningkatan Penjualan Produk Lokal di Desa Waitatiri, Maluku Tengah: Pengabdian H. Sitaniapessy, Rainier; E. Huwae, Victor; J. Saununu, Siska; Tubalawony, Jacsy; A. Kurniawan, Sabda
Jurnal Pengabdian Masyarakat dan Riset Pendidikan Vol. 3 No. 4 (2025): Jurnal Pengabdian Masyarakat dan Riset Pendidikan Volume 3 Nomor 4 (April 2025
Publisher : Lembaga Penelitian dan Pengabdian Masyarakat

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/jerkin.v3i4.698

Community Service (PKM) activities entitled "Social Media-Based Marketing Training to Increase Sales of Local Products in Waitatiri Village, Central Maluku" were held at Sopapei Suli Beach, Central Maluku on May 12, 2025, with the aim of improving the quality of MSME product marketing through product photo strategies and making online flyers and short videos. The methods used include socialization, training, practical workshops, discussions, evaluations, and reporting. Participants were trained in simple photography techniques using smartphones, making catalogs and flyers to be used for online promotions on social media. The results of the activity showed that participants were able to produce quality product photos, make catalogs and promotional flyers and short videos, and start implementing simple branding in their businesses. In addition, participants were encouraged to utilize social media and digital marketplaces in expanding product marketing. The application of simple technology and creative innovation is expected to increase the competitiveness of local MSME products in a wider market. This activity has a positive impact on the development of social media marketing and it is recommended to carry out further assistance and institutional support to strengthen the sustainability of the program.

Peningkatan Kinerja UMKM Melalui Peran Strategi Pemasaran di Desa Lilibooi, Leihitu Barat, Kabupaten Maluku Tengah Pelupessy, Merry Margareth; Tehuayo, Erlinda; Tubalawony, Jacsy; Tabelessy, Walter
Abdibaraya Vol 2 No 02 (2023): Abdibaraya: Jurnal Pengabdian Masyarakat
Publisher : Universitas Ma'arif Nahdlatul Ulama Kebumen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53863/abdibaraya.v2i02.966

Lilibooi Village is in West Leihitu District, Central Maluku Province. Lilibooi Village has great natural potential so that apart from attracting tourists to visit because of its natural beauty, it is also because of its large natural resources in the agricultural sector. Small and Medium Enterprises (SMEs) in this village are already running but are still on a small scale and need to be improved. There are many challenges faced by SMEs today, including SMEs in Central Maluku, especially in Lilibooi, which are still faced with a lack of understanding about the importance of information technology, online promotions, business locations and product quality. Marketing strategies are needed to increase the sales volume of each SME player and introduce SME products more widely. The aim of this community service activity is to answer the problems faced by SMEs in Lilibooi Village by providing outreach and sharing knowledge so that SME actors in the village can apply it to improve SME performance. The socialization material provided is related to several issues that are not yet understood so that it can encourage SME marketing. The result of this service is the absorption of knowledge and skills from SME players in understanding the role of marketing strategy through material in the form of applying technology to SME operations, promotions, business locations and product quality. The development of SMEs can have an influence on improving their performance. With this marketing strategy effort, it can increase the income of SME players.Keywords: Product Quality, Business Location, Promotion, Information Technology, SME

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