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All Journal Jurnal Ekonomi Multidiciplinary Output Research for Actual and International Issue (Morfai Journal) Moneter : Jurnal Keuangan dan Perbankan
Forever, Febiwenesya
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Analysis Of Consumer Repurchase Intention On Shopee E-Commerce Using The TAM Approach: Consumer Satisfaction As A Mediator Forever, Febiwenesya; Yutika, Fitri
Jurnal Ekonomi Vol. 13 No. 03 (2024): Jurnal Ekonomi, Edition July -September 2024
Publisher : SEAN Institute

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Abstract

During the COVID-19 pandemic, people changed their shopping patterns to meet daily needs. One of the changes is the increase in online shopping. Both society and the business world have increasingly adapted to many changes in the post-pandemic period. Various online shopping sites have emerged, including several e-commerce platforms widely used by Indonesian society. The purpose of this research is to examine the influence of perceived ease of use and perceived usefulness on repurchase intention on the e-commerce platform Shopee in Pontianak through the mediating role of customer satisfaction. This research employs a quantitative method, with data collected through online questionnaires using Google Forms. The population of this study consists of consumers who have made online purchases via the Shopee e-commerce platform. The sampling technique used is purposive sampling, and 148 respondents were obtained. Data analysis was performed using partial least squares structural equation modeling (PLS-SEM) with the tool SmartPLS 3.0. The results of this study show that there is an influence of perceived ease of use and perceived usefulness on customer satisfaction, each with values of 0.025 and 0.000, indicating significance. Additionally, there is a mediating role of customer satisfaction in the relationship between perceived usefulness and repurchase intention, with a p-value of 0.000.
ENHANCING MSME MARKETING PERFORMANCE THROUGH KNOWLEDGE MANAGEMENT: DIGITAL CAPABILITY AND DIGITAL INNOVATION AS MEDIATING VARIABLES Yutika, Fitri; Forever, Febiwenesya
Multidiciplinary Output Research For Actual and International Issue (MORFAI) Vol. 4 No. 4 (2024): Multidiciplinary Output Research For Actual and International Issue
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/morfai.v4i4.2367

Abstract

This study examines the impact of Knowledge Management (KM) on Marketing Performance in Micro, Small, and Medium Enterprises (MSMEs), with Digital Capability and Digital Innovation as mediating variables. A quantitative approach was employed, analyzing data from 150 MSMEs in West Kalimantan using Structural Equation Modeling (SEM) with SmartPLS software. The findings reveal that KM significantly influences Marketing Performance both directly and indirectly through Digital Innovation, which acts as a partial mediator. Conversely, Digital Capability does not significantly mediate the relationship between KM and Marketing Performance, indicating its limited role without effective integration into marketing strategies. The results underscore the crucial role of Digital Innovation in enhancing Marketing Performance, suggesting that MSMEs should prioritize innovation-driven strategies supported by robust KM practices. To achieve optimal outcomes, MSMEs are advised to integrate KM with a strong focus on Digital Innovation while improving the application of Digital Capability within their marketing frameworks. These insights provide valuable implications for managerial and policy-level interventions to bolster MSME competitiveness in the digital era.
Influence of Café Atmosphere, Lifestyle, and Brand Image on Purchasing Decisions Forever, Febiwenesya; Yutika, Fitri
Moneter: Jurnal Keuangan dan Perbankan Vol. 13 No. 2 (2025): JULI
Publisher : Universitas Ibn Khladun Bogor

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The phenomenon of the rapid proliferation of cafés today reflects that spending time at cafés has become a part of Generation Z’s lifestyle. Consequently, coffee shops are no longer just selling coffee products but are also offering an atmosphere or ambiance as part of the overall customer experience. This study examines and analyzes the influence of store atmosphere in cafés, lifestyle, and brand image on purchasing decisions through the mediating role of service quality among coffee shop visitors. The research employs a quantitative approach, with data collected through an online questionnaire distributed via Google Forms. The population of this study consists of Generation Z individuals aged 17 to 28 years who have previously dined in at a coffee shop. The sampling technique used is purposive sampling, resulting in a total of 110 respondents. Data analysis was conducted using the partial least squares structural equation modeling (PLS-SEM) approach with the assistance of SmartPLS 3.0. The results of this study indicate that store atmosphere in cafés has a positive and significant influence on service quality. This implies that the more comfortable the atmosphere of a café, the better the perceived quality of service. However, store atmosphere in cafés does not have a significant influence on purchasing decisions. Furthermore, service quality, as a mediating variable, does not have a significant effect on purchasing decisions. Therefore, it is recommended that future research consider additional or alternative mediating variables that were not examined in this study or focus more narrowly on a specific coffee shop that adheres to consistent service standards.
Co-Authors Yutika, Fitri