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p-Index From 2021 - 2026
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This Author published in this journals
All Journal International Journal of Economics Development Research (IJEDR) International Journal of Management Science and Information Technology (IJMSIT)
Syafaq, Shandya Aissy
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Contribution of Assurance and Responsiveness to Purchase Decisions: The Significance of Relationship Quality as an Intervening Variable Riswandi, Nairufar Rahmatika; Firdaus, Firdaus; Nurhayati, Nurhayati; Syafaq, Shandya Aissy
International Journal of Economics Development Research (IJEDR) Vol. 5 No. 5 (2024): International Journal of Economics Development Research (IJEDR)
Publisher : Yayasan Riset dan Pengembangan Intelektual

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37385/ijedr.v5i4.6311

Abstract

This study examines the impact of assurance and responsiveness on the purchasing decisions of Tokopedia consumers in Semarang, with relationship quality as a mediating variable. In the context of increasingly fierce e-commerce competition, it is important to understand the factors that influence purchasing decisions in order to enhance the customer experience. This type of research is explanatory with a quantitative approach, involving 100 Tokopedia users as respondents. Data was collected through questionnaires and analyzed using SmartPLS 4. The findings show that assurance has a positive and significant impact on purchasing decisions, while responsiveness provides smaller benefits. The quality of relationships has proven to be a significant mediator, strengthening the influence of certainty and responsiveness in the decision-making process. The results of this study emphasize the importance of building trustful relationships with customers to improve service quality and reduce complaints on the Tokopedia platform, which can ultimately enhance customer loyalty. This research provides insights for e-commerce practitioners on strategies to enhance customer relationships through assurance and responsiveness.
The Mediating Role of Brand Image in Celebrity Endorser and E-WOM Effects on Gen Z's MS GLOW Purchase Decisions in Semarang Syafaq, Shandya Aissy; Firdaus, Firdaus; Abdullah, Zailani
International Journal of Management Science and Information Technology Vol. 6 No. 1 (2026): January - June 2026
Publisher : Lembaga Otonom Lembaga Informasi dan Riset Indonesia (KITA INFO dan RISET)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35870/ijmsit.v6i1.6625

Abstract

This study examines the mediating role of Brand Image in the relationship between Celebrity Endorsers, Electronic Word of Mouth (E-WOM), and purchasing decisions among Generation Z consumers of MS GLOW skincare products in Semarang, Indonesia. Employing a quantitative approach with twenty measurement indicators across four constructs and using an accidental sampling technique, the study investigates how different communication sources influence Gen Z consumers’ perceptions and purchase behavior in the local skincare market. The findings reveal that Celebrity Endorsers neither significantly shape Brand Image nor directly influence purchasing decisions, indicating that celebrity-based persuasion has limited effectiveness for this consumer segment. In contrast, E-WOM exerts a positive and significant effect on both Brand Image and purchasing decisions, underscoring the importance of peer-generated information in building trust and guiding consumer choice. Brand Image is also found to significantly influence purchasing decisions and partially mediate the relationship between E-WOM and purchase behavior, while no mediating effect is observed in the relationship between Celebrity Endorsers and purchasing decisions. These results empirically demonstrate that, within the context of Gen Z skincare consumption in Semarang, peer communication plays a more decisive role than celebrity endorsement. Theoretically, this study refines branding and consumer behavior literature by clarifying the differentiated influence pathways of E-WOM and endorsement cues. Practically, the findings suggest that skincare brands targeting Gen Z should prioritize peer-based digital engagement strategies over celebrity-driven promotion.
Co-Authors Abdullah, Zailani Firdaus Firdaus Nurhayati Nurhayati Riswandi, Nairufar Rahmatika