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Shafa' Annisa Puspasari
Universitas Negeri Malang
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Pengaruh Brand Love Terhadap Purchase Intention Melalui Brand Jealousy Shafa' Annisa Puspasari; Arief Noviarakhman Zagladi
eCo-Buss Vol. 7 No. 2 (2024): eCo-Buss
Publisher : Komunitas Dosen Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32877/eb.v7i2.1802

Abstract

The consumption of luxury goods in the world is currently increasing. However, for some people, purchasing luxury branded goods is not only to meet basic needs, but also to show their exclusivity and social class in front of the public. The purpose of this study was to determine the factors that can influence purchasing interest such as brand love and brand jealousy. This study uses a quantitative method with descriptive and explanatory research types. To determine this influence, a survey was conducted using a questionnaire distributed to 100 respondents. The data analysis technique was carried out using Partial Least Square (PLS) using SmartPLS software. The results of the study showed that brand love has a direct and indirect effect on purchasing interest mediated by brand jealousy. Brand love was also found to have a positive effect on brand jealousy. In addition, brand jealousy also has a positive effect on purchase intention.
Content Diagnosticity dan Vicarious Expression dalam Memediasi Pengaruh Source Dynamism terhadap Purchase Intention pada Live Streaming Affiliator Shafa' Annisa Puspasari; Ita Prihatining Wilujeng; Ely Siswanto
eCo-Buss Vol. 7 No. 3 (2025): eCo-Buss
Publisher : Komunitas Dosen Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32877/eb.v7i3.2260

Abstract

Pada era transformasi digital, sejumlah marketplace telah menyediakan fitur live streaming sebagai strategi pemasaran inovatif. Kemunculan affiliator juga turut menambah keberagaman dalam live streaming pada marketplace. Tujuan penelitian ini yaitu untuk mengeksplorasi bagaimana source dynamism dalam affiliator live streaming berpengaruh terhadap purchase intention, dengan content diagnosticity dan vicarious expression sebagai mediasi. Untuk mengetahui pengaruh tersebut maka dilakukan survei mempergunakan kuesioner yang disebarkan pada 100 responden. Penentuan sampling di penelitian ini mempergunakan teknik purposive sampling, sehingga terdapat kriteria yang harus dipenuhi agar menjadi responden di penelitian ini. Adapun kriterianya ialah orang-orang yang pernah menonton affiliator live streaming pada salah satu platform marketplace dan memiliki niat pembelian melalui affiliator live streaming. Teknik analisis data dilaksanakan melalui Partial Least Square (PLS) mempergunakan softaware SmartPLS. Temuan penelitian memperlihatkan bahwasannya source dynamism berpengaruh baik secara langsung ataupun tidak langsung terhadap purchase intention yang dimediasi content diagnosticity. Namun, hubungan tidak langsung antara source dynamism terhadap purchase intention melalui vicarious expression serta hubungan  langsung vicarious expression terhadap purchase intention ditemukan tidak signifikan.  
Co-Authors Arief Noviarakhman Zagladi Ely Siswanto Ita Prihatining Wilujeng