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All Journal Neraca Manajemen, Akuntansi, dan Ekonomi International Journal of Economics, Commerce, and Management International Journal of Economics, Business and Innovation Research
Nanis Susanti
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Social Sciences

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The Effect Of Social Media Communication And Service Quality On Behavioral Intentions Mediated By Consumer Satisfaction And Brand Love And Self-Esteem As Moderators In Surabaya Coffee Shop Gilbert Billy Rivaldo Matahurila; Nanis Susanti; Estik Hari Prastiwi
International Journal of Economics, Business and Innovation Research Vol. 4 No. 01 (2025): International Journal of Economics, Business and Innovation Research( IJEBIR)
Publisher : Cita konsultindo

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

The development of technology and the internet has brought significant changes in the way people interact, communicate, and make purchasing decisions. In Surabaya, as one of the big cities in Indonesia, this coffee shop phenomenon is very visible. Many new coffee shops have sprung up, each with different concepts and target markets. Competition between coffee shops is getting tighter, encouraging them to continue to innovate and improve their marketing strategies, especially through social media and collaboration with influencers. The purpose of this study was to determine the effect of Social Media Communication, Service Quality, Consumer Satisfaction, Brand Love, Self-Esteem on Behavioral Intentions of Coffeeshop consumers in Surabaya. The research method used in this study is a quantitative method with data collection through a questionnaire using a Likert scale with a survey that has been conducted on 100 respondents with the criteria of visitors and have visited a coffee shop in Surabaya. The data obtained were then analyzed using SEM analysis using PLS 4.0 software. Based on the results of testing as many as eight hypotheses out of fourteen hypotheses accepted.
PENGARUH KUALITAS PRODUK,PERSEPSI HARGA,DAN KEPERCAYAAN MEREK TERHADAP KEPUTUSAN PEMBELIAN SEPATU SNEAKERS PADA MAHASISWA UNIVERSITAS 17 AGUSTUS 1945 SURABAYA Tri Ayu Maulani Puspita; Nanis Susanti
Musytari : Jurnal Manajemen, Akuntansi, dan Ekonomi Vol. 14 No. 13 (2025): Musytari : Jurnal Manajemen, Akuntansi, dan Ekonomi
Publisher : Cahaya Ilmu Bangsa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.8734/musytari.v14i13.10988

Abstract

The purpose of this study is to examine how factors such as product quality, pricing perception, and brand trust influence the purchase decisions of Universitas 17 Agustus 1945 Surabaya students when buying shoes. The methodology used is quantitative, employing a survey technique with a questionnaire as a data collection tool. A sample of 100 respondents was selected for this study using snowball sampling. The analysis techniques used in this research include t-test, f-test, and multiple linear regression analysis. The findings of the study show that, both partially and simultaneously, brand trust, pricing perception, and product quality have a significant and positive impact on consumers' purchase decisions. Tujuan dari penelitian ini adalah untuk mengkaji bagaimana faktor-faktor seperti kualitas produk, persepsi harga, dan kepercayaan merek memengaruhi keputusan pembelian mahasiswa Universitas 17 Agustus 1945 Surabaya dalam membeli sepatu. Metode yang digunakan adalah kuantitatif, dengan teknik survei menggunakan kuesioner sebagai alat pengumpulan data. Sampel penelitian ini terdiri dari 100 responden yang dipilih menggunakan teknik snowball sampling. Teknik analisis yang digunakan meliputi uji t, uji f, dan analisis regresi linier berganda. Hasil penelitian menunjukkan bahwa, baik secara parsial maupun simultan, kepercayaan merek, persepsi harga, dan kualitas produk memiliki pengaruh yang signifikan dan positif terhadap keputusan pembelian konsumen.
Analisis Pengaruh Kualitas Layanan Dan Kepercayaan Terhadap Loyalitas Pelanggan Melalui Kepuasan Pelanggan Kota Surabaya Pada Platform E-commerce Oktaviarny, Gabriel Adinda; Nanis Susanti
Musytari : Jurnal Manajemen, Akuntansi, dan Ekonomi Vol. 15 No. 1 (2025): Musytari : Jurnal Manajemen, Akuntansi, dan Ekonomi
Publisher : Cahaya Ilmu Bangsa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.8734/musytari.v15i1.11075

Abstract

E-commerce platform is a digital solution that enables online transactions of buying and selling goods and services via the internet. This platform provides a virtual environment for sellers and buyers to interact, offering various features such as product catalogs, shopping carts, payment systems, and shipping tracking. By using the latest technology, E-commerce provides easy accessibility, efficiency, and convenience for users. This study aims to analyze the effect of service quality, trust, and customer satisfaction on customer loyalty to e-commerce platforms in the city of Surabaya. In the implementation of this field research, primary data was taken by distributing questionnaires throughout the city of Surabaya. This research is a quantitative study with a non-probability sampling method and purposive sampling technique. The analysis technique used is path analysis to test the hypothesis, while the classical assumption tests used include, Multicollinearity Test, Heteroscedasticity Test and Normalistic Test. Overall, the indicators used in this study are valid because the correlation coefficient value is> 0.200 with a significance level of <0.05 and are declared reliable because the Cronbach's Alpha coefficient value is> 0.60. The results of the classical assumption test also show that this study has met. The results of this study state that for Model I all variables, namely service quality (X1) and trust (X2) have a significant influence on customer satisfaction (Z) as well as model II all variables, namely service quality (X1), trust (X2) and customer satisfaction (Z) have a significant influence on customer loyalty (Y).
Pengaruh Daya Tarik Iklan, Pemasaran Digital Dan Kualitas Pelayanan Terhadap Keputusan Pembelian Di Patent Garment Surabaya Tika Ayu Cindya; Nanis Susanti
Musytari : Jurnal Manajemen, Akuntansi, dan Ekonomi Vol. 15 No. 1 (2025): Musytari : Jurnal Manajemen, Akuntansi, dan Ekonomi
Publisher : Cahaya Ilmu Bangsa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.8734/musytari.v15i1.11080

Abstract

The growth of Surabaya's fashion industry increases competition among garment companies. CV. Patent Garment Surabaya needs to understand the factors influencing consumer purchasing decisions. The purpose of this research is to investigate the effects of Advertising Attractiveness, Digital Marketing, and Service Quality on Consumer Purchase Decisions at Patent Garment Surabaya. The population of this study consists of consumers of CV. Patent Garment Surabaya. Sampling was conducted using a survey method with questionnaires, yielding a sample of 100 respondents. Data analysis employed multiple linear regression using SPSS version 22. Results of the Model Suitability Test (F-test) indicate that the research variables are valid. Meanwhile, the Hypothesis Test (t-test) reveals that advertisement appeal and digital marketing positively affect purchasing decisions, albeit insignificantly. Conversely, service quality positively and significantly influences purchasing decisions. The study highlights service quality as a pivotal determinant of consumer purchasing decisions at CV. Patent Garment Surabaya, emphasizing the need for quality enhancement to foster customer satisfaction and loyalty.
PENGARUH PROMOSI, BRAND IMAGE, DAN E-WOM TERHADAP KEPUTUSAN PEMBELIAN TOTEBAG PADA MAHASISWA UNIVERSITAS 17 AGUSTUS 1945 SURABAYA Eldana Ambalika; Nanis Susanti
Musytari : Jurnal Manajemen, Akuntansi, dan Ekonomi Vol. 15 No. 3 (2025): Musytari : Jurnal Manajemen, Akuntansi, dan Ekonomi
Publisher : Cahaya Ilmu Bangsa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.8734/musytari.v15i3.11159

Abstract

This study aims to examine the influence of promotion, brand image, and electronic word of mouth (E-WOM) on purchase decisions for tote bag products among students at Universitas 17 Agustus 1945 Surabaya. The research employs a quantitative approach with data collection conducted through questionnaires distributed to 100 respondents. Data analysis was carried out using multiple linear regression tests to analyze the relationships between variables. The results show that promotion, brand image, and E-WOM simultaneously have a significant effect on purchase decisions. Partially, promotion positively impacts purchase decisions, as do brand image and E-WOM. Among the variables, brand image has the most substantial influence. This study is expected to provide both theoretical and practical contributions, particularly in developing marketing strategies to enhance purchase decisions among university student. Penelitian ini bertujuan untuk menguji pengaruh Promosi, Citra Merek, dan Electronic Word of Mouth (E-WOM) terhadap Keputusan Pembelian Produk Tote Bag di Kalangan Mahasiswa Universitas 17 Agustus 1945 Surabaya. Penelitian ini menggunakan pendekatan kuantitatif dengan pengumpulan data dilakukan melalui kuesioner yang disebarkan kepada 100 responden. Analisis data dilakukan dengan menggunakan uji regresi linier berganda untuk menganalisis hubungan antar variabel. Hasil penelitian menunjukkan bahwa promosi, citra merek, dan E-WOM secara simultan berpengaruh signifikan terhadap keputusan pembelian. Secara parsial, promosi berdampak positif terhadap keputusan pembelian, begitu pula citra merek dan E-WOM. Di antara variabel-variabel tersebut, citra merek mempunyai pengaruh yang paling besar. Penelitian ini diharapkan dapat memberikan kontribusi teoritis dan praktis, khususnya dalam mengembangkan strategi pemasaran untuk meningkatkan keputusan pembelian di kalangan mahasiswa.
Gen Z's Behavior Towards Digital Culinary Brands on TikTok Nanis Susanti; Enny Istanti
International Journal of Economics, Commerce, and Management Vol. 2 No. 2 (2025): April : International Journal of Economics, Commerce, and Management
Publisher : Asosiasi Riset Ekonomi dan Akuntansi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62951/ijecm.v2i2.895

Abstract

This study aims to explore the behavioral dynamics of Generation Z (Gen Z) toward digital culinary brands on TikTok, a platform increasingly central to youth consumer engagement. The research investigates how Gen Z interacts with, interprets, and forms relationships with culinary content in a digital environment shaped by algorithmic trends and participatory culture. Employing a qualitative phenomenological approach, data were collected through in-depth interviews with 12 Gen Z participants aged 18–24 years who actively engage with culinary brand content on TikTok. Additional data were obtained from observational analysis of brand-related content and user interactions on the platform. Thematic analysis revealed three core themes: emotional engagement with sensory-rich food content, digital consumption as identity performance, and expectations of brand authenticity and interactivity. Participants expressed strong affective responses to visually appealing and immersive content, linked their brand preferences to personal values and social identity, and favored brands that demonstrated responsiveness, humor, and human-like interaction. These findings highlight the role of TikTok not only as a marketing tool but as a cultural space where brand perception and loyalty are socially constructed. This study contributes to the theoretical understanding of consumer engagement by situating Gen Z’s behavior within a sociocultural and digital framework. Practically, it offers insights for culinary brands to develop more authentic, interactive, and value-driven content strategies. The findings also suggest implications for digital marketing policies and content regulation. Future research is recommended to explore cross-platform behaviors and cultural variations in digital brand engagement.
Co-Authors Eldana Ambalika Enny Istanti Estik Hari Prastiwi Gilbert Billy Rivaldo Matahurila Oktaviarny, Gabriel Adinda Tika Ayu Cindya Tri Ayu Maulani Puspita