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All Journal Jurnal Pengabdian Masyarakat dan Riset Pendidikan International Journal of Business, Marketing, Economics & Leadership
Johannes P. Kumagaya
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Humanities Decision Sciences, Operations Research & Management Education Languange, Linguistic, Communication & Media Mathematics Other

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The Effect of Product Innovation on Purchasing Decisions for Custom T-shirts with Quality as a Moderating Variable (Study on Sarkastem Lampung Tengah) Ardiyana Pertiwi; Johannes P. Kumagaya; Irene Brainnita Oktarin
International Journal of Business, Marketing, Economics & Leadership (IJBMEL) Vol. 2 No. 2 (2025): May: International Journal of Business, Marketing, Economics & Leadership
Publisher : LPPM STIE Kasih Bangsa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70142/ijbmel.v2i2.314

Abstract

This study aims to prove whether product innovation affects purchasing decisions for custom t-shirts with quality as a moderating variable in Sarkastem Lampung Tengah. This study uses quantitative research methods. The sampling method used was purposive sampling with a sample size of 95 respondents. This study uses SEM-PLS (Structural Equation Modeling - Partial Least Squares) data analysis measurement tools with the SmartPLS program. The results of this study indicate that product innovation has a positive and significant effect on purchasing decisions and product quality can affect the relationship between product innovation and purchasing decisions, but in a negative direction, namely weakening the relationship between the two.
User Generated Content as a Moderating Variable of the Influence of Brand Trust on Customer Satisfaction: Penelitian Johannes P. Kumagaya; Jeanne Senduk; Rudy Irwansyah; Bambang Amir Alhakim; Franciscus Dwikotjo Sri Sumantyo
Jurnal Pengabdian Masyarakat dan Riset Pendidikan Vol. 4 No. 2 (2025): Jurnal Pengabdian Masyarakat dan Riset Pendidikan Volume 4 Nomor 2 (October 202
Publisher : Lembaga Penelitian dan Pengabdian Masyarakat

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/jerkin.v4i2.4156

Abstract

Increasingly fierce market competition, driven by digitalization and social connectivity, places Brand Trust as the most critical non-financial asset an organization possesses. Brand Trust has long been proven to directly influence Customer Satisfaction because it reduces risk and uncertainty in purchasing decisions and service usage. However, the digital era has introduced a new dynamic variable, namely User Generated Content (UGC)- content created by consumers (such as reviews, testimonials, unboxing vlogs , and social media comments) rather than by the brand itself—which serves as a source of information that is inherently perceived as more credible and authentic. This study aims to examine and analyze the role of UGC as a moderating variable in the causal relationship between Brand Trust and Customer Satisfaction, specifically in the context of the [Specify specific context, e.g., e-commerce or hospitality industry] market. Using a quantitative approach with a hierarchical regression model (Moderated Regression Analysis), this study tests the hypothesis that the positive impact of Brand Trust on Customer Satisfaction will be strengthened (positive moderation) when Customers are exposed to high and consistent volume and quality of UGC, or conversely, the impact can be weakened by negative UGC.
Hedonic Lifestyle And Social Interaction As A Moderating Variable of The Influence of Brand Ambassadors on Customer Satisfaction: Penelitian Iwan Adinugroho; Johannes P. Kumagaya; Muhammad Aqshel Revinzky Nizar; Nersiwad; Hartono
Jurnal Pengabdian Masyarakat dan Riset Pendidikan Vol. 4 No. 3 (2026): Jurnal Pengabdian Masyarakat dan Riset Pendidikan Volume 4 Nomor 3 (Januari 202
Publisher : Lembaga Penelitian dan Pengabdian Masyarakat

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/jerkin.v4i3.5363

Abstract

This study aims to investigate the moderating role of hedonic lifestyle and social interaction in the relationship between brand ambassador use and customer satisfaction. Amidst intense global brand competition, selecting public figures as brand ambassadors has become a key strategy to increase consumer trust and satisfaction. However, the effectiveness of this strategy often depends on the psychographic and sociological characteristics of consumers themselves. Using a quantitative method with a survey approach on 350 respondents who use beauty products, the data were analyzed using Structural Equation Modeling (SEM). The results show that brand ambassadors have a positive and significant influence on customer satisfaction. Key findings reveal that social interaction significantly strengthens this influence, while hedonic lifestyle acts as an emotional catalyst that increases expectations and satisfaction with the brand. The implications of this study suggest that marketing managers should focus not only on the popularity of brand ambassadors, but also on the social ecosystem and lifestyle of the target audience to optimize long-term satisfaction.
Co-Authors Ardiyana Pertiwi Bambang Amir Alhakim Franciscus Dwikotjo Sri Sumantyo Hartono Hartono Irene Brainnita Oktarin Iwan Adinugroho Jeanne Senduk Muhammad Aqshel Revinzky Nizar Nersiwad Rudy Irwansyah