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All Journal Majapahit Journal of Islamic Finance dan Management Majapahit Journal of Islamic Finance dan Management Journal of Multidisciplinary Inquiry in Science, Technology and Educational Research
Kusuma, Sofia Anida
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences Other

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Pengaruh Live Streaming, Citra Merk Terhadap Online Customers Review Dalam Mengambil Keputusan Pembelian Produk (Skintific) Kusuma, Sofia Anida; Ahmadi, Mirzam Arqy
Journal of Multidisciplinary Inquiry in Science, Technology and Educational Research Vol. 2 No. 1b (2025): NOVEMBER 2024 - JANUARI 2025 (TAMBAHAN)
Publisher : UNIVERSITAS SERAMBI MEKKAH

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32672/mister.v2i1b.2840

Abstract

The purpose of this study is to analyze the influence of live streaming and brand image on online customer reviews. To analyze the influence of live streaming and brand image on purchasing decisions. To analyze the influence of online customer reviews on online customer reviews. To analyze the influence of live streaming and brand image on purchasing decisions mediated by online customer reviews. The sampling technique used in this study was purposive sampling while the population used was consumers or users of skintific products in Surakarta and a sample of 100 consumers or users of skintific products in Surakarta. The results of the live streaming study have a positive and significant effect on online customer reviews. The results of the brand image variable have a significant effect on online customer reviews. The results of the live streaming variable have a positive and significant effect on purchasing decisions. The results of the brand image variable have a positive and significant effect on purchasing decisions. The results of the online customer review variable have a positive and significant effect on purchasing decisions. The results of the mediation show that online customer reviews can mediate positively and significantly between live streaming and purchasing decisions as evidenced by the t-statistic value. The results of the mediation show that online customer reviews can mediate positively and significantly between brand image and purchasing decisions.
Manifestation of the Assael Model on Consumer Purchase Decisions with Modern Life Style as an Intervening Variable on Three International Fast-Food Brands in Soloraya Kusuma, Sofia Anida; Nasir, Moechammad
Majapahit Journal of Islamic Finance and Management Vol. 5 No. 4 (2025): Islamic Finance and Management
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/mjifm.v5i4.627

Abstract

This study aims to analyze and discuss the significant influence of brand awareness, brand association, and brand assets on lifestyle; the significant influence of brand awareness, brand association, and brand assets on brand loyalty; and the significant influence of brand awareness, brand association, and brand assets on brand loyalty mediated by lifestyle. The population in this study consists of all customers who have purchased international products, namely KFC and McDonald’s, as well as national products, namely Restoran Taman Sari and Dapur Solo in Surakarta, with a sample of 200 respondents. Data were collected through the distribution of questionnaires. The sampling technique used in this research was non-probability sampling with a purposive sampling method. Data analysis was conducted using Smart PLS 3, which included the outer model tests comprising convergent validity, discriminant validity, composite reliability, Cronbach’s alpha, and multicollinearity tests and the inner model tests comprising coefficient of determination, goodness of fit, effect size (f²) test, and hypothesis testing. The results of this study indicate that brand loyalty toward fast-food restaurants in Surakarta is significantly influenced by brand awareness, brand association, and brand assets, with lifestyle serving as a moderating variable that strengthens this relationship. These findings support the idea that shifts in contemporary lifestyles have an increasing impact on fast food consumption patterns. Practically, the results provide insights for fast-food restaurant operators on how to better tailor their marketing strategies to align with the lifestyle patterns of consumers.
Manifestation of the Assael Model on Consumer Purchase Decisions with Modern Life Style as an Intervening Variable on Three International Fast-Food Brands in Soloraya Kusuma, Sofia Anida; Nasir, Moechammad
Majapahit Journal of Islamic Finance and Management Vol. 5 No. 4 (2025): Islamic Finance and Management
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/mjifm.v5i4.627

Abstract

This study aims to analyze and discuss the significant influence of brand awareness, brand association, and brand assets on lifestyle; the significant influence of brand awareness, brand association, and brand assets on brand loyalty; and the significant influence of brand awareness, brand association, and brand assets on brand loyalty mediated by lifestyle. The population in this study consists of all customers who have purchased international products, namely KFC and McDonald’s, as well as national products, namely Restoran Taman Sari and Dapur Solo in Surakarta, with a sample of 200 respondents. Data were collected through the distribution of questionnaires. The sampling technique used in this research was non-probability sampling with a purposive sampling method. Data analysis was conducted using Smart PLS 3, which included the outer model tests comprising convergent validity, discriminant validity, composite reliability, Cronbach’s alpha, and multicollinearity tests and the inner model tests comprising coefficient of determination, goodness of fit, effect size (f²) test, and hypothesis testing. The results of this study indicate that brand loyalty toward fast-food restaurants in Surakarta is significantly influenced by brand awareness, brand association, and brand assets, with lifestyle serving as a moderating variable that strengthens this relationship. These findings support the idea that shifts in contemporary lifestyles have an increasing impact on fast food consumption patterns. Practically, the results provide insights for fast-food restaurant operators on how to better tailor their marketing strategies to align with the lifestyle patterns of consumers.
Co-Authors Mirzam Arqy Ahmadi Moechammad Nasir