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All Journal Value: Jurnal Manajemen dan Akuntansi International Journal of Economics, Business and Accounting Research (IJEBAR)
Calysta, Netha Eliana
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Humanities Economics, Econometrics & Finance Social Sciences

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Battle Of Brand Loyalty: Based On Social Media Advertising – Gojek And Grab Calysta, Netha Eliana; Suade, Yuyun Karystin Meilisa
Value : Jurnal Manajemen dan Akuntansi Vol. 19 No. 3 (2024): September - Desember 2024
Publisher : Program Studi Manajemen, Fakultas Ekonomi dan Bisnis Universitas Muhammadiyah Cirebon

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32534/jv.v19i3.6050

Abstract

The use of social media advertising is certainly familiar to consumers as one of the marketing strategies for brands or products in the company. This study will look at the level of consumer loyalty to Gojek and Grab through brand image and brand awareness. This study aims to see between the two brands which brand is superior in using social media advertising in increasing consumer loyalty, namely generation z people in Makassar city, Indonesia. This study uses quantitative methods by analyzing 265 respondents and will be analyzed using PLS-SEM. The results of this study indicate that Gojek is superior in utilizing brand image and brand awareness through social media advertising. This is evidenced by the relationship between social media advertising has no significant effect on brand loyalty. Nevertheless, brand image and brand awareness have a significant positive relationship to brand loyalty. Furthermore, the Grab brand is superior in increasing its brand loyalty through social media advertising, brand image, and brand awareness. In addition, Grab's brand image and brand awareness have a positive significant relationship to brand loyalty.
SOCIAL PRESENCE IS NO LONGER A FACTOR IN CUSTOMER TRUST IN SHOPPING FOR LIVE STREAMING E-COMMERCE Calysta, Netha Eliana; Suade, Yuyun Karystin Meilisa
International Journal of Economics, Business and Accounting Research (IJEBAR) Vol 8, No 3 (2024): IJEBAR, VOL. 8, ISSUE 3, September 2024
Publisher : LPPM ITB AAS INDONESIA (d.h STIE AAS Surakarta)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/ijebar.v8i3.14101

Abstract

The surge in online shopping via e-commerce live streaming, particularly evident since the COVID-19 pandemic, has transformed consumer behavior. Data shows that a staggering 83.7% of Indonesians were engaged in this activity in 2022. This study aims to examine the factors influencing purchase intent among Makassar students within this context. It also explores the interrelationships between these variables and purchase intention. Specifically, the research investigates the impact of interaction, entertainment, social presence, and trust on consumer trust and subsequent purchase behavior. Employing a quantitative methodology with a sample size of 215 students, the study found that interaction and entertainment positively correlated with consumer trust. Conversely, social presence exerted no significant influence. Importantly, trust emerged as a key determinant of purchase intention.
SOCIAL PRESENCE IS NO LONGER A FACTOR IN CUSTOMER TRUST IN SHOPPING FOR LIVE STREAMING E-COMMERCE Calysta, Netha Eliana; Suade, Yuyun Karystin Meilisa
International Journal of Economics, Business and Accounting Research (IJEBAR) Vol 8 No 3 (2024): IJEBAR, VOL. 8, ISSUE 3, September 2024
Publisher : LPPM ITB AAS INDONESIA (d.h STIE AAS Surakarta)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/ijebar.v8i3.14101

Abstract

The surge in online shopping via e-commerce live streaming, particularly evident since the COVID-19 pandemic, has transformed consumer behavior. Data shows that a staggering 83.7% of Indonesians were engaged in this activity in 2022. This study aims to examine the factors influencing purchase intent among Makassar students within this context. It also explores the interrelationships between these variables and purchase intention. Specifically, the research investigates the impact of interaction, entertainment, social presence, and trust on consumer trust and subsequent purchase behavior. Employing a quantitative methodology with a sample size of 215 students, the study found that interaction and entertainment positively correlated with consumer trust. Conversely, social presence exerted no significant influence. Importantly, trust emerged as a key determinant of purchase intention.
Co-Authors Suade, Yuyun Karystin Meilisa