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All Journal IIJSE PENG: Jurnal Ekonomi dan Manajemen
Ardelia, Diva Aisyah
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Economics, Econometrics & Finance

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Pengaruh Storytelling Content Instagram Terhadap Audiens Engagement yang Dimediasi oleh Perceived Creativity dan Positive Emotion Tyas, Galih Ratnaning; Ardelia, Diva Aisyah; Artamevia, Kartika Sari
PENG: Jurnal Ekonomi dan Manajemen Vol. 2 No. 2 (2025): Juli: Development Economics and Regular Economics
Publisher : Teewan Journal Solutions

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62710/8mjqmz63

Abstract

Instagram sudah menjadi salah satu platform yang tepat untuk melakukan kegiatan pemasaran atau social media marketing. Dalam artikel upgraded, memberikan informasi terbaru mengenai jumlah data pengguna instagram di Indonesia. Penelitian yang dilakukan bertujuan untuk membandingkan tanggapan Generasi Z terhadap konten storytelling pada media sosial Instagram. Konten storytelling dipilih karena pendekatan storytelling yang digunakan oleh influencer Instagram telah menjadi tren yang diminati untuk membangun hubungan yang lebih intim dengan followers (Harto, 2024). Metode pengumpulan data dalam penelitian ini memanfaatkan metode kuantitatif yang menggunakan metode pengambilan sampel purposive sampling atau metode non-probability, dimana populasi tidak diketahui dengan pasti dengan cara pengumpulan data melalui kuisioner dengan menggunakan skala likert. Penelitian ini merupakan penelitian pertama yang menguji hubungan antara konten bercerita dan keterlibatan penonton dengan kehadiran dua mediator; perceived creativity dan positive emotions
The Influence of Brand Image and Price Perception on Customer Loyalty to Apple Smartphones with Customer Satisfaction as Mediation Ardelia, Diva Aisyah; Saputro, Edy Purwo
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 8 No 1 (2025): Sharia Economics
Publisher : Sharia Economics Department Universitas KH. Abdul Chalim, Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v8i1.6290

Abstract

This study examines how pricing perception and brand image affect customer loyalty among Apple smartphone users, with customer satisfaction as a mediating variable. Data was collected from 100 undergraduate students in Surakarta, aged 18 to 25, who have used or owned an Apple smartphone. While this sample provides insights into a specific demographic, it may limit the study's generalizability. Structural Equation Modeling (SEM) with SmartPLS 3 was used to analyze the data. SEM was chosen due to its ability to model complex relationships and examine direct and indirect effects. The results show that brand image positively influences customer satisfaction but does not directly affect loyalty. Price perception significantly impacts satisfaction, which in turn affects loyalty. Customer satisfaction mediates the relationship between price perception, brand image, and loyalty. The study's limitations include the focus on a specific sample, suggesting future research should compare brands and explore factors like customer experience to deepen understanding of loyalty drivers.
Co-Authors Artamevia, Kartika Sari Edy Purwo Saputro Tyas, Galih Ratnaning