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All Journal Journal of Educational Management Research Jurnal Multidisiplin
Fitriana , Ana
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Humanities Dentistry Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Social Sciences

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Journal : Journal of Educational Management Research

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The Effect of User Perception and User Experience on Customer Loyalty in Digital Mobility Platforms: Implications for Management Education (A Study of Gojek Indonesia) Tobing, Terensia; Listiana, Erna; Giriati; Barkah, Barkah; Fitriana , Ana
Journal of Educational Management Research Vol. 5 No. 2 (2026)
Publisher : Al-Qalam Institue

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61987/jemr.v5i2.1888

Abstract

The rapid development of application-based ride-hailing services has intensified market competition and encouraged service providers to better understand the factors influencing customer satisfaction and loyalty. This study aims to examine the effects of perceived price fairness, e-service quality, and wayfinding on customer loyalty, with customer satisfaction serving as a mediating variable among users of the Gojek application in Indonesia. Using a quantitative approach, data were collected through an online survey of 218 respondents selected via purposive sampling, and analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) with the assistance of SmartPLS 3. The results indicate that perceived price fairness, e-service quality, and wayfinding have positive and significant effects on customer satisfaction, while e-service quality and customer satisfaction have positive and significant effects on customer loyalty. Furthermore, the indirect effect analysis confirms that customer satisfaction significantly mediates the relationships between perceived price fairness, e-service quality, and wayfinding and customer loyalty. These findings highlight that customer loyalty in digital ride-hailing services is more strongly shaped through customer satisfaction resulting from users’ comprehensive evaluations of price fairness, digital service quality, and application navigation, and provide important managerial and management education implications for understanding customer-oriented digital service management.
Influencer Marketing and TikTok Electronic Word of Mouth: Examining Their Effects on Repurchase Intention with Brand Trust as a Mediator Rahmayanti, Ensi; Rahmadania; Fitriana , Ana; Pebrianti, Wenny; Purmono, Bintoro Bagus
Journal of Educational Management Research Vol. 5 No. 3 (2026)
Publisher : Al-Qalam Institue

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61987/jemr.v5i3.2029

Abstract

The rapid growth of social media, particularly TikTok, has transformed how consumers build relationships with brands and develop intentions to repurchase products. This study aims to examine the effects of influencer marketing and electronic word of mouth (eWOM) on repurchase intention, with brand trust acting as a mediating variable. A quantitative research approach was employed using a survey of 200 active TikTok users who had previously purchased or tried products promoted on the platform. The collected data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS). The results indicate that influencer marketing has a significant effect on both repurchase intention and brand trust. Meanwhile, TikTok eWOM significantly influences brand trust but does not directly affect repurchase intention. Brand trust is found to have a significant effect on repurchase intention and plays an important mediating role in strengthening the relationship between influencer marketing, eWOM, and repurchase intention. These findings highlight the importance of building brand trust to transform digital marketing communication into sustainable consumer loyalty and repeated purchase behavior in social media–driven markets.
Co-Authors AHMADI Barkah, Barkah Erna Listiana Giriati Listiana , Erna M. Irfani Hendri Purmono, Bintoro Bagus Rahmadania Rahmayanti, Ensi Robita, Naufal Dzaki Tobing, Terensia Wenny Pebrianti