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p-Index From 2021 - 2026
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All Journal Asian Journal of Management, Entrepreneurship and Social Science
Budi Astuti
Department of Management, Universitas Islam Indonesia
Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Antecedents of Repurchase Intention on Livehaf Fashion Brand in Mobile Online Shopping Apps Arinta Daniswara; Budi Astuti
Asian Journal of Management, Entrepreneurship and Social Science Vol. 3 No. 04 (2023): November, Asian Journal of Management, Entrepreneurship and Social Science
Publisher : Cita Konsultindo Research Center

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Abstract

The rapid development of technology has encouraged several companies to create online business strategies using mobile online shopping applications. This makes competition increasingly fierce between companies. This study aims to examine the factors that trigger repurchase intention at the fashion brand Livehaf in the mobile online shopping application tiktok shop which consists of customer engagement, brand loyalty, and customer equity (brand equity, value equity, and relationship equity). This study uses a quantitative approach with a questionnaire to obtain primary data through the Google Form. The number of respondents in this study amounted to 180 respondents. Then it is processed using the SEM method through the SPSS and PLS-SEM applications with the SmartPLS device. The results of this study indicate that customer engagement has a positive and significant effect on customer equity and brand loyalty. In addition, value equity, relationship equity, and brand loyalty also have a positive and significant effect on repurchase intention. However, there is no relationship between brand equity and repurchase intention. This study contributes to adding to the marketing literature related to repurchase intention on mobile online shopping applications. This study also adds references to marketing managers to manage constraints that can influence potential customers repurchase decisions which can increase sales.
Factors That Influence Brand Awareness of The Purchase Intention of Indomie Instant Noodle Adisti Yolanda; Budi Astuti
Asian Journal of Management, Entrepreneurship and Social Science Vol. 3 No. 04 (2023): November, Asian Journal of Management, Entrepreneurship and Social Science
Publisher : Cita Konsultindo Research Center

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Abstract

This study aims to examine and analyze the influence of product packaging, the attractiveness of advertising, distribution intensity, and sales promotion on brand awareness and purchase intention on Indomie instant noodle products. In sampling, this study uses convenience sampling techniques. The number of samples in this study was 140 respondents. The statistical analysis technique used in this study is Structural Equation Modeling (SEM) with SmartPLS software version 3.2.9. The results of data analysis in this study prove that product packaging and distribution intensity has a positive and significant effect on brand awareness. Brand awareness also has a positive and significant effect on purchasing intentions. However, the attractiveness of advertising and sales promotion has no effect on brand awareness.
The Effect of Instagram Social Media Marketing on Purchase Decisions at Kopi Kenangan Alya Salsabila; Budi Astuti
Asian Journal of Management, Entrepreneurship and Social Science Vol. 3 No. 04 (2023): November, Asian Journal of Management, Entrepreneurship and Social Science
Publisher : Cita Konsultindo Research Center

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Abstract

The growth of social media provides opportunities for businesses to make marketing tools. Social media marketing makes it easy for businesses to interact with consumers. Instagram is a social media that can be used as a marketing tool. This study aims to determine the effect of Instagram social media marketing on purchasing decisions. The population that will be used is Indonesian people who have bought and know about Kopi Kenangan products through Instagram. The number of respondents in this study were 210 samples. The sampling technique used purposive sampling method. The analysis tool in this study is SEM with PLS version 3.2.9. The results showed that all hypotheses were accepted. Social media marketing, brand equity, and brand awareness have a positive and significant effect on purchase decisions. Social media marketing has a positive effect on brand equity and brand awareness. Social media marketing has a positive and significant effect on purchase decisions through brand awareness.
Co-Authors Adisti Yolanda Alya Salsabila Arinta Daniswara