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All Journal Jurnal Locus Penelitian dan Pengabdian Enrichment: Journal of Multidisciplinary Research and Development
Setiowati , Rini
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Aerospace Engineering Humanities Automotive Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Electrical & Electronics Engineering Engineering Health Professions Mathematics Social Sciences

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The Impact of Social Media Marketing and E-Wom on Purchase Intention: A Study in the Local Shoe Industry Salsabila, Anzani Zahra; Andrean, Timothy; Gladiola, Yolanda; Setiowati , Rini
Enrichment: Journal of Multidisciplinary Research and Development Vol. 3 No. 5 (2025): Enrichment: Journal of Multidisciplinary Research and Development
Publisher : International Journal Labs

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55324/enrichment.v3i5.480

Abstract

The rapid growth of digital platforms has transformed how consumers interact with brands, particularly in emerging markets like Indonesia where local industries face intense competition with global players. Among the various tools available, social media marketing and electronic word-of-mouth (e-WOM) are increasingly recognized as crucial drivers of consumer engagement, brand awareness, and purchase intention. However, studies that integrate both variables in a single framework, particularly in the context of the Indonesian local shoe industry, remain limited. This research aims to fill that gap by examining the combined effects of social media marketing and e-WOM on purchase intention, mediated by brand awareness and customer trust. A quantitative approach was employed by distributing structured questionnaires to 200 respondents in the JABODETABEK region who had not previously purchased local shoe brands. The results indicate that most of the proposed hypotheses are supported, with the exception that e-WOM exhibits a negative and significant influence on brand awareness. These findings suggest that not all digital interactions contribute positively to brand equity, highlighting the risk of negative online reviews or misinformation. Theoretically, this study enriches the literature on digital consumer behavior in emerging markets by providing evidence of the nuanced effects of e-WOM. Practically, it offers valuable implications for local shoe manufacturers and marketers in designing effective strategies that enhance customer trust, strengthen brand positioning, and ultimately increase purchase intention. Future research can extend this model by incorporating other moderating variables such as cultural values, product involvement, or customer experience.
The Factors Influencing E-Book User Satisfaction and its Impact on the Continuity of E-Book Use Widhiatma, Triyasa; Liputra, Vincent; Setiowati , Rini
Jurnal Locus Penelitian dan Pengabdian Vol. 4 No. 11 (2025): JURNAL LOCUS: Penelitian dan Pengabdian
Publisher : Riviera Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58344/locus.v4i11.5174

Abstract

This study aims to analyze the effect of Ebook Pricing, Perceived Usefulness, and Perceived Ease of Use on Satisfaction, as well as the effect of Satisfaction on Continuous Intention in Ebook use. Using a quantitative approach and SEM-PLS analysis technique, this study collected data from respondents who were active users of Ebooks. The results of the study show that Ebook Pricing, Perceived Usefulness, and Perceived Ease of Use have a positive and significant effect on Satisfaction. Additionally, Satisfaction has been shown to have a strong effect on Continuous Intent, indicating that the higher the user satisfaction, the more likely they are to continue using Ebooks. These findings confirm the importance of strategies to increase functional value, ease of use, and pricing that are aligned with user value perceptions in optimizing the Ebook user experience. This study also recommends that future research use a longitudinal approach and add psychological and social variables to expand understanding of technology adoption behavior.
Co-Authors Andrean, Timothy Gladiola, Yolanda Liputra, Vincent Salsabila, Anzani Zahra Widhiatma, Triyasa