Article Per Year (5 Year)
p-Index From 2021 - 2026
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This Author published in this journals
All Journal Journal of Management and Digital Business Journal of Ekonomics, Finance, and Management Studies
Rohimat Nurhasan
Fakultas Ekonomi, Universitas Garut
Religion Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Pengaruh Customer Experience Terhadap Brand Switching dengan Mediasi Electronic Word of Mouth pada Pengguna TikTok Shop Indonesia Muhammad Exsel Al Syiamudawan; Rohimat Nurhasan; Fikri Fahru Roji
El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Vol. 7 No. 1 (2026): El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/elmal.v7i1.10252

Abstract

The purpose of this research is to identify the influence between customer experience and brand switching via the mediating role of electronic word of mouth. Users of TikTok Shop in Indonesia were the subjects of the research. Customer Experience (X) is an exogenous variable, Brand Switching (Y) is an endogenous variable, and Electronic Word of Mouth (Z) is an intervening variable in this quantitative research. The researchers in this study used a non-probability strategy based on purposive sampling and sent questionnaires to respondent. A technique called Partial Least Squares Structural Equation Modeling (PLS-SEM) was used to assess the association between variables when the acquired data was processed. Positive and statistically significant effects of Customer Experience on E-WOM and Brand Switching were observed. Furthermore, it was shown that E-WOM significantly and positively impacts brand switching. In the link between Customer Experience and Brand Switching, E-WOM was shown to have a major moderating role. This demonstrates that consumer choices to select e-commerce is influenced by the strength of the pleasant customer experience, which in turn increases the motivation for effective communication and engagement among users on digital platforms.
The effect of fashion trends and perceived quality on Gen Z purchase decisions: Evidence from Bloods product in Garut Rizky Rahayu Putra; Rohimat Nurhasan; Dioka Muhamad
Journal of Management and Digital Business Vol. 6 No. 2 (2026): Journal of Management and Digital Business
Publisher : Nur Science Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53088/jmdb.v6i2.3103

Abstract

This study examines the influence of fashion trends and perceived quality on Generation Z consumers’ purchase decisions for Bloods products in Garut, Indonesia. Using an explanatory quantitative design, data were collected from Generation Z respondents through purposive sampling. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS to test the relationships among the proposed variables. The findings show that fashion trends do not significantly affect purchase decisions, whereas perceived quality has a positive and significant effect. These results indicate that, in this context, Generation Z consumers in Garut are more likely to consider product quality than fashion trend alignment when making purchase decisions. The findings also suggest that the appeal of Bloods products depends less on changing fashion trends and more on the brand’s ability to build a strong perception of quality. This study contributes to consumer behavior research in the context of local fashion brands and offers practical implications for businesses targeting Generation Z consumers through quality-oriented marketing strategies.
Co-Authors Dioka Muhamad Fikri Fahru Roji Muhammad Exsel Al Syiamudawan Rizky Rahayu Putra