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All Journal Multidiciplinary Output Research for Actual and International Issue (Morfai Journal) Jurnal Riset sosial humaniora, dan Pendidikan (Soshumdik) Economic and Business Horizon
Yoestini
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E-WOM’s Impact on Purchase Intention Through Brand Awareness and Perceived Quality Puspadini , Alifa; Hidayat, Muhammad Sondang; Khasanah, Imroatul; Yoestini
Economic and Business Horizon Vol. 4 No. 2 (2025): May
Publisher : LifeSciFi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54518/ebh.4.2.2025.615

Abstract

Electronic Word of Mouth (E-WOM) has become a strategy widely adopted by companies to promote their products, especially in line with the advancement of the digital era. Businesses continue to strive to maintain strong engagement with customers. This study examines the effect of E-WOM on consumer purchase intention, with brand awareness and perceived quality as mediating variables (case study on Sea Makeup cosmetic products in a region). These variables include E-WOM as an independent variable, brand awareness and perceived quality as mediators, and purchase intention as the dependent variable. The sample consisted of 135 female respondents aged 16–54 years in Semarang who knew or had purchased Sea Makeup products. Data were collected through purposive non-probability sampling using a questionnaire. Structural Equation Modeling (SEM) with AMOS was used for the analysis. The findings indicate that E-WOM positively influences brand awareness and perceived quality, both of which in turn positively influence purchase intention. E-WOM also has a direct impact on purchase intention positively.
The Integration of Digital Transformation and e-WOM on Consumers in the Religious Tourism Industry Azzahra, Alifya; Ramadhan, Novitha Dwipermata; Yoestini; Dirgantara, I Made Bayu
Economic and Business Horizon Vol. 4 No. 2 (2025): May
Publisher : LifeSciFi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54518/ebh.4.2.2025.616

Abstract

The rapid advancement of digital technology has catalyzed transformation across various sectors, including the religious tourism industry, particularly in Umrah and Hajj services. One key adaptation to this digital shift is the implementation of electronic word of mouth (eWOM) as a strategic marketing tool aimed at influencing consumer purchase intention. This study seeks to explore the interrelationship between digital transformation, eWOM, and purchase intention within the context of religious tourism by employing a Systematic Literature Review (SLR) approach. A comprehensive analysis of both national and international scholarly literature was conducted to identify core concepts and examine their interlinkages. Through a thorough theoretical examination, this study aims to contribute to the development of sustainable digital marketing strategies and provide a conceptual foundation for future research in this domain. The findings reveal that eWOM exerts a significant influence on purchase intention, both directly and indirectly through the mediating roles of brand image and trust. These insights highlight the strategic importance of integrating digital innovation with sustainable marketing practices to enhance the competitive advantage of Umrah and Hajj travel agencies in the digital era.
Effects of Quality and Price on Purchase decision Mediated by Brand Image Rusyda, Hadaina; Syafitri, Lulu Nur’aini; Yoestini
Economic and Business Horizon Vol. 4 No. 2 (2025): May
Publisher : LifeSciFi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54518/ebh.4.2.2025.617

Abstract

Local cosmetic brands have evolved to remain competitive in the market as a result of the beauty industry's advancements. The rise of SASC as a regional cosmetics company that can draw in customers. Price and quality are two factors that drive rivalries among brands. Businesses must therefore be able to create strategies that promote favorable customer reactions. The purpose of this study is to ascertain how consumer perceptions of brand image, price, and product quality affect their decisions to buy. The data was gathered using a technique called purposeful sampling. A questionnaire completed by Semarang-based women who had previously purchased SASC yielded 124 samples for this investigation. The AMOS program's SEM analysis was used to process the acquired data. The data analysis results of this study demonstrate that pricing and product quality positively affect the image of the brand and purchasing decisions. Additionally, this study shows that purchase decisions are positively impacted by brand image. Therefore, in order to boost sales, SASC needs to be able to create a brand strategy.
Fluid Workers in Indonesia: Benefits, Challenges, and Needs in Digitalization Era Destiartono, Mohamad Egi; Renata, Almeira; Yoestini
Economic and Business Horizon Vol. 4 No. 2 (2025): May
Publisher : LifeSciFi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54518/ebh.4.2.2025.628

Abstract

The dynamic modern workplace and digitalization change the workforce from rigid to liquid workforces. Therefore, this study aims to unravel the characteristics, benefits, and challenges of fluid workers in Indonesia using a qualitative method. For these motivations, structured questionnaires with dichotomous questions were distributed to collect primary data. To avoid biased results, study participants are chosen rigorously. The number of participants was 15 workers from various institutions. The findings show that most fluid workers in Indonesia are adaptive, easy to collaborate with, tech-savvy, lifelong learners, and resilient. The current benefits of fluid workers include skill and knowledge exposure, networking possibilities, the prospect of higher income, and flexibility. In terms of challenges, a lack of benefits and limited social support are two factors that impede fluid workers. Surprisingly, job insecurity and income instability are not the primary concerns for fluid workers, indicating that fluid workers differ significantly from informal workers. The priority needs of fluid workers are the right to rest and leisure, equal treatment, fair compensation, and career development opportunities.
Real-Time Interaction to Increase Consumer Trust and Drive Impulse Purchases in E-Commerce Sanjaya, Muarif; Frediansyah, Willy Redzy; Yoestini; Dirgantara, I Made Bayu
Economic and Business Horizon Vol. 4 No. 2 (2025): May
Publisher : LifeSciFi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54518/ebh.4.2.2025.677

Abstract

The rapid development of e-commerce in Indonesia has driven significant shifts in consumer behavior, particularly among Generation Z who are known to be responsive to technology and immersive digital experiences. This study aims to systematically evaluate the influence of real-time interactions on consumer trust formation and impulse purchase behavior in the context of e-commerce. Using the PRISMA protocol-based Systematic Literature Review (SLR) method through the Watase Uake website, data obtained through analysis of scientific articles from reputable journals published between 2022-2025 were analyzed thematically and methodologically. The results show that features such as live streaming, real-time chat, and dynamically personalized content are able to increase perceptions of authenticity, emotional closeness, and responsiveness that significantly strengthen trust and trigger impulse buying. Consumer trust is shown to be a key mediating variable that bridges the relationship between digital engagement and spontaneous purchase decisions. The findings confirm the importance of value-based marketing approaches and authentic engagement specifically designed to meet Generation Z's digital expectations. This study makes a conceptual contribution to the digital consumer behavior literature and offers strategic guidance for e-commerce practitioners in designing adaptive, ethical and trust-based user experiences.
The Role of Social Media Marketing and E-WOM in Influencing Purchase Intention Pahlawan, Muhammad Reza Rizqi; Cahyono, Sugianto Eko; Yoestini
Economic and Business Horizon Vol. 4 No. 2 (2025): May
Publisher : LifeSciFi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54518/ebh.4.2.2025.679

Abstract

The increasing digitalization of consumer behavior in Indonesia has significantly reshaped marketing dynamics, urging Micro, Small, and Medium Enterprises (MSMEs), particularly in the Food and Beverage (F&B) sector, to adopt more cost-effective, targeted, and interactive online marketing strategies. Among the most influential digital tools are Social Media Marketing (SMM) and Electronic Word-of-Mouth (e-WOM), which play a vital role in shaping consumer purchase intentions by enhancing brand visibility, credibility, and engagement. Despite the growing relevance of these tools in the digital ecosystem, research exploring their integrated effects on consumer behavior remains limited, especially within the MSME context. This study seeks to examine the influence of SMM and e-WOM on consumer purchase intention by offering a comprehensive analysis of how digital marketing strategies impact behavioral outcomes. A quantitative method was applied, utilizing regression analysis through SPSS version 25 to assess data collected from respondents actively engaged with Indonesian MSMEs on platforms such as Instagram and TikTok. The findings reveal that social media marketing exerts a significant influence on purchase intention, both partially and simultaneously, when combined with e-WOM factors. These results are expected to enhance the theoretical framework surrounding digital marketing effectiveness and provide practical insights for MSMEs in Indonesia aiming to increase brand loyalty and drive purchase conversions through strategic and engaging online approaches.
ANALYSIS OF THE INFLUENCE OF TRADE CREDIT INSURANCE SERVICES, ENTREPRENEURIAL ORIENTATION ON UMKM PERFORMANCE MODERATED BY GOVERNMENT SUPPORT Study on Trade Finance Services of PT. Bank Rakyat Indonesia (Persero) Tbk for Export MSMEs in Central Java Reg Gigieh Perkasa; Yoestini
Multidiciplinary Output Research For Actual and International Issue (MORFAI) Vol. 4 No. 4 (2024): Multidiciplinary Output Research For Actual and International Issue
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/morfai.v4i4.2417

Abstract

MSMEs have a strategic role in supporting national economic growth, especially through their contribution to the export sector. However, many exporting MSMEs face various challenges, such as international trade risks and limited entrepreneurial orientation, which can affect their performance. To overcome these challenges, trade credit insurance is present as one of the financial solutions that helps protect MSMEs from the risk of default. In addition, entrepreneurial orientation is an important factor in encouraging MSME competitiveness and innovation. In this context, government support is expected to moderate the influence of these two factors on improving the performance of exporting MSMEs. This study aims to analyze the effect of trade credit insurance and entrepreneurial orientation on the performance of export MSMEs, by considering government support as a moderating variable. This study was conducted on the trade finance service of PT. Bank Rakyat Indonesia (Persero) Tbk for export MSMEs in Central Java. Data collection was conducted through a survey of 150 respondents who were export MSME actors. Data analysis used multiple linear regression methods with statistical software. The results of the study indicate that trade credit insurance has a positive and significant effect on the performance of export MSMEs, as well as entrepreneurial orientation. However, government support does not moderate the effect of trade credit insurance on the performance of export MSMEs. On the contrary, government support is proven to strengthen the effect of entrepreneurial orientation on the performance of export MSMEs. This finding indicates that MSMEs that have access to trade credit insurance services and have a high entrepreneurial orientation can improve their export performance. Government support plays an important role in strengthening the positive impact of entrepreneurial orientation on export performance. This study contributes to the development of policies that support the performance of export MSMEs, especially in optimizing trade finance services and supporting programs from the government.
Pengaruh Kualitas Pelayanan dan Kualitas Produk Terhadap Kinerja Pemasaran dengan Penetrasi Pasar dan Inovasi Produk Sebagai Variabel Intervening (Studi pada Usaha Ekspedisi ) Pati Ritan, Patrianus; Yoestini
Jurnal Riset Sosial Humaniora dan Pendidikan Vol. 4 No. 4 (2025): Desember: Jurnal Riset Sosial Humaniora dan Pendidikan
Publisher : LPPM Universitas 17 Agustus 1945 Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56444/soshumdik.v4i4.3159

Abstract

This study investigates the influence of service quality and product quality on marketing performance, with market penetration and product innovation serving as intervening variables in expedition companies. Guided by the Service-Dominant Logic (SDL) framework, the research underscores the role of value co-creation between companies and customers in driving competitive advantage. Using a quantitative approach, data were collected from employees involved in operational and marketing functions and analyzed through Structural Equation Modeling (SEM). The findings indicate that service quality and product quality do not significantly affect market penetration. Conversely, market penetration positively influences product innovation, which in turn strongly enhances marketing performance. However, when not managed effectively, market penetration can negatively impact marketing performance. These results highlight the need for companies to adopt integrated and innovative strategies that align with customer value creation to achieve sustainable improvements in marketing performance within the expedition industry.
Co-Authors Azzahra, Alifya Cahyono, Sugianto Eko Destiartono, Mohamad Egi Frediansyah, Willy Redzy Gigieh Perkasa Hidayat, Muhammad Sondang I Made Bayu Dirgantara Imroatul Khasanah Pahlawan, Muhammad Reza Rizqi Pati Ritan, Patrianus Puspadini , Alifa Ramadhan, Novitha Dwipermata Renata, Almeira Rusyda, Hadaina Sanjaya, Muarif Syafitri, Lulu Nur’aini