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All Journal IJEBD (International Journal Of Entrepreneurship And Business Development) Jurnal Mantik Jurnal Pengabdian Al-Ikhlas International Journal of Business, Economics, and Social Development Devotion: Journal of Research and Community Service INJURITY: Journal of Interdisciplinary Studies IIJSE Journal of Education Sciences (Edusci)
Curatman, Aang
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Humanities Computer Science & IT Economics, Econometrics & Finance Education Engineering Health Professions Languange, Linguistic, Communication & Media Public Health Social Sciences

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The Effect Customer Engagement and Corporate Reputation on Customer Loyality through Customer Satisfaction as a Mediating Variable Adisaputra, Nurwakhid; Meiza, M. Andra; Curatman, Aang; Ayuningtyas, Farah Noor
International Journal of Business, Economics, and Social Development Vol. 6 No. 4 (2025): International Journal of Business, Economics, and Social Development (IJBESD)
Publisher : Rescollacom (Research Collaborations Community)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46336/ijbesd.v6i4.1005

Abstract

In the era of increasingly competitive e-commerce competition, customer loyalty is one of the main keys in maintaining business continuity. The phenomenon of low e-commerce user loyalty, as seen in a survey that shows 42% of users switch platforms for reasons of product availability, is a big challenge for industry players. This study aims to analyze the effect of customer engagement and corporate reputation on customer loyalty with customer satisfaction as a mediating variable, for Shopee e-commerce users in Indonesia.This study uses a quantitative approach with a survey method of 215 active Shopee user respondents. The data analysis technique used is Structural Equation Modeling (SEM) based on SmartPLS. The results showed that customer engagement and corporate reputation have a significant effect on customer loyalty, both directly and indirectly through customer satisfaction. Customer satisfaction proved to be a significant mediating variable in the relationship between customer engagement and corporate reputation on customer loyalty. These findings underscore the importance of an integrated strategy in increasing customer engagement, building a positive corporate reputation, and creating a satisfying customer experience to form sustainable loyalty
The Role of Brand Equity Mediates The Influence of Endorser Credibility and Brand Experience on Wardah Product Purchase Intention Mustofa, Mustofa; Irfansyah, Putra; Rifky, Rifky; Curatman, Aang
Devotion : Journal of Research and Community Service Vol. 5 No. 8 (2024): Devotion: Journal of Community Research
Publisher : Green Publisher Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59188/devotion.v5i8.780

Abstract

This study is to find out the role of Brand Equity in mediating the influence of Credibility Endorser and Brand Experience on Purchase Intention of wardah products. A study found that endorsers who are considered knowledgeable, reliable, and physically attractive are considered credible. They generate a positive attitude towards the endorsed brand and increase Purchase Intention. The data source used in this study is primary data. Primary data collection was carried out by distributing questionnaires to users of Wardah skincare products in Cirebon City to find out their behavior in making purchases through Google Form. A sample of 150 respondents was used for analysis. data analysis using SmartPLS SEM. Based on the data analysis that has been carried out, Brand Experience and Brand Equity have a positive and significant effect on Purchase Intention, Credibility Endorser has a positive but not significant effect on Brand Equity, and Brand Equity has a positive and significant effect on Purchase Intention, Brand Equity acts as a mediator of the influence of Credibility Endoser and Brand Experience on Purchase Intention. Purchase Intention will be better if Credibility Endorser and Brand Experience are mediated by Brand Equity, meaning that in an effort to increase Purchase Intention, Brand Experience needs to be improved without forgetting Brand Equity which is a mediating variable.
Co-Authors Adisaputra, Nurwakhid Antomi, Agus Ariani, Savitri Aulia, Ahmad Zaki Ayuningtyas, Farah Noor Bayu Wicaksono, Dimas Cahyadinata, Joseph Ferdinand Damayanti, Firda Alvi Edy Hartono Elin Herlina, Elin Hidayat, M Samsul Irfansyah, Putra Khoerunnisa, Bentang Mardhotillah, Safira Hanief Meiza, M. Andra Mustofa Mustofa Pramudya, Nugraha Ramadhan, Rayhan Abi Rifky, Rifky Rivaldi Shadam, Muhammad Rosyid, Widiakikianti Salsabillah, Tazkiya Wiradinata, Rochanda Wiraning Furi, Nurul Senja