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All Journal JURNAL RUMPUN MANAJEMEN DAN EKONOMI Journal of Business Integration Competitive
M Chandra Wibowo
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Chemistry Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Mathematics Social Sciences

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Driving Repurchase Intention in E-Commerce: The Synergistic Role of Promotional Innovation and User Experience among Lazada Consumers Tambunan, Debora; Mega Hernawati Harefa; M Chandra Wibowo; Dini Vientiany; Affendy Abu Hassim
Journal of Business Integration Competitive Vol. 2 No. 1 (2025): Journal of Business Integration Competitive
Publisher : Yayasan Bina Bisnis Nusantara Medan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.64276/jobic.v2i1.28

Abstract

This study is to examine the impact of promotional innovation and user experience on the repurchase intentions of Lazada consumers in Medan City, both individually and collectively. This study also aims to enhance comprehension of how new advertising techniques and gratifying user experiences might augment consumer loyalty in the digital marketplace. The methodology employed is quantitative, utilizing a survey technique. Data were gathered from 200 Lazada users in Medan City, chosen through purposive sampling based on the criterion of having shopped at Lazada multiple times and being residents of Medan. The Partial Least Squares–Structural Equation Modeling (PLS-SEM) method was used to analyze the data and examine the association between the research variables. SmartPLS 4.0 software was used to do this. The data shows that both promotional innovation and user experience have a favorable and significant effect on the intention to buy again, both on their own and together. This analysis shows that good user experiences and inventive marketing methods are important for getting people to buy again and making them more loyal. This study enhances the digital marketing literature by elucidating the synergistic impact of promotional innovation and user experience on consumer repurchase intention, specifically within the realm of e-commerce in Indonesia. These findings underscore the necessity for e-commerce entities such as Lazada to cultivate creative promotional techniques and enhance the user experience to foster enduring consumer loyalty and bolster competitiveness in the digital age. This study was limited to Lazada customers in Medan City; hence, the findings may not be applicable to other regions or e-commerce platforms with distinct consumer demographics
Pengaruh Viralitas Konten dan Fear of Missing Out terhadap Kunjungan Wisatawan di Gunung Sibayak, Sumatera Utara M Chandra Wibowo; Raja Anan Nasution; Leo Benny; Rahma Dani Lubis
JURNAL RUMPUN MANAJEMEN DAN EKONOMI Vol. 3 No. 2 (2026): Maret
Publisher : CV. KAMPUS AKADEMIK PUBLISHING

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61722/jrme.v3i2.8944

Abstract

The development of social media has changed the behavior patterns of tourists in determining visiting decisions, particularly through the spread of viral content and the emergence of the Fear of Missing Out (FoMO) phenomenon. This study aims to determine the virality of content, fear of missing out, partially and simultaneously, on tourist visits. The population is Bang Fish product customers in Medan city, with a total of 160 respondents and a sampling of 157 respondents calculated using the Slovin formula. The data analysis technique used in this study is the structural equation modeling-partial least squares (SEM-PLS) analysis technique using SmartPLS 4 software. The results show that all variables have a positive and significant effect, with an R-square value of 0.151. Partially, Content Virality has a positive and significant effect on tourist visits, and Fear of Missing Out has a positive and significant effect on tourist visits. The findings of this study confirm that a digital marketing strategy based on viral content supported by an understanding of tourist psychological behavior is a strategic factor in increasing tourist visits, so it can be an important consideration for tourist destination managers in designing more effective and competitive promotional strategies. Keywords: Viral Content; Fear of Missing Out; Tourist Visit
Co-Authors Affendy Abu Hassim Debora Tambunan Dini Vientiany Leo Benny Mega Hernawati Harefa Rahma Dani Lubis Raja Anan Nasution