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All Journal Jurnal Bisnis Mahasiswa Srawung: Journal of Social Sciences and Humanities Jurnal Vokasi Indonesia
Mardhiana, Hasna Rizki
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Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Health Professions Social Sciences Other

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GEN Z’S IMPULSE BUYING BEHAVIOR OF SHOPPING THROUGH LIVE-STREAMING SOCIAL COMMERCE PLATFORMS:: Investigating the Role of Parasocial Interaction and Social Commerce Emotional Motivation Mardhiana, Hasna Rizki
Srawung: Journal of Social Sciences and Humanities Vol. 3 Issue 3 (2024)
Publisher : jfpublisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56943/jssh.v3i3.588

Abstract

In social commerce, consumers receive emotional motivation to purchase products because they feel familiar and bonded with the promoter, often losing track of time and self-awareness in a flow state, leading to impulse buying. As Gen Z are often presents more tendency toward impulse shopping behaviors compared to other generations, this study aims to investigate the impulse buying behavior of Generation Z (Gen Z) on live-streaming social commerce platforms, focusing on the roles of Parasocial Interaction (PSI) and Social Commerce Emotional Motivation (SCEM). Using a quantitative approach, data were collected via online surveys from individuals born between 1998 and 2007 who had made at least two unplanned purchases after watching live-streamed shopping events within four weeks. Statistical regression analysis was conducted using IBM SPSS 26.0 to explore the relationships between PSI, SCEM, and impulse buying behavior (IBB). The findings reveal that both PSI and SCEM significantly influence IBB among Gen Z consumers. Strong parasocial relationships with live-stream hosts enhance trust and connection, while emotional engagement through SCEM motivates spontaneous purchases. The study highlights the synergistic effect of PSI and SCEM, suggesting that a combined approach is most effective in driving impulse buys. This study contributes to the understanding of consumer behavior in the context of emerging social commerce trends, providing actionable insights for enhancing marketing strategies targeted at Gen Z.
Investigating Brand Awareness, Brand Image, and Perceived Quality on Customer Loyalty Nadjwa, Antaja; Srivania, Diandra; Mardhiana, Hasna Rizki
Jurnal Bisnis Mahasiswa Vol 4 No 4 (2024): Jurnal Bisnis Mahasiswa
Publisher : PT Aksara Indo Rajawali

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.60036/jbm.v4i4.art7

Abstract

This study investigates the impact of brand awareness, brand image, and perceived quality on customer loyalty, with a focus on Telkomsel users within the Creative Business program at Universitas Indonesia. Employing a quantitative research methodology, data were collected from 50 respondents using a structured questionnaire and analyzed using SPSS 26. The findings reveal that all three factors—brand awareness, brand image, and perceived quality—positively influence customer satisfaction, which in turn significantly enhances customer loyalty. Specifically, perceived quality emerged as the most influential factor driving customer satisfaction, followed by brand image and brand awareness. The study underscores the critical role of perceived quality in fostering customer loyalty, suggesting that Telkomsel’s success in retaining customers is largely attributed to its high service standards. This research contributes to the literature on brand management in the telecommunications sector and offers practical insights for enhancing customer loyalty through strategic improvements in brand perception and service quality.
Investigating Brand Awareness, Brand Image, and Perceived Quality on Customer Loyalty Nadjwa, Antaja; Srivania, Diandra; Mardhiana, Hasna Rizki
Jurnal Vokasi Indonesia Vol. 12, No. 2
Publisher : UI Scholars Hub

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

This study investigates the impact of brand awareness, brand image, and perceived quality on customer loyalty, with a focus on Telkomsel users within the Creative Business program at Universitas Indonesia. Employing a quantitative research methodology, data were collected from 50 respondents using a structured questionnaire and analyzed using SPSS 26. The findings reveal that all three factors—brand awareness, brand image, and perceived quality—positively influence customer satisfaction, which in turn significantly enhances customer loyalty. Specifically, perceived quality emerged as the most influential factor driving customer satisfaction, followed by brand image and brand awareness. The study underscores the critical role of perceived quality in fostering customer loyalty, suggesting that Telkomsel’s success in retaining customers is largely attributed to its high service standards. This research contributes to the literature on brand management in the telecommunications sector and offers practical insights for enhancing customer loyalty through strategic improvements in brand perception and service quality.
Co-Authors Nadjwa, Antaja Srivania, Diandra