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Ety Dwi Susanti
Universitas Pembangunan Nasional “Veteran” Jawa Timur, Surabaya, Indonesia
Economics, Econometrics & Finance

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The Influence of Service Quality and Rebranding on InDrive’s Brand Image Alpiero Joeval Isabilillah; Ety Dwi Susanti
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 7 No 3 (2024): Sharia Economics
Publisher : Universitas KH. Abdul Chalim Mojokerto

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Abstract

The growth of the application-based transportation service industry, or ride-hailing, in Indonesia over the past decade has become an interesting phenomenon in the development of the digital economy. This research uses an associative quantitative approach. The sampling technique used is non-probability sampling, specifically purposive sampling. The population in this study consists of students who have used InDrive's online motorcycle taxi services. The sample for this study is 100 respondents. The data collection technique used is a questionnaire. The data analysis method employed is SPSS 27 for Windows, using multiple linear regression analysis, F-test, t-test, and the coefficient of determination. The results of this study conclude that: Service Quality, partially, has a significant influence on InDrive's Brand Image. Rebranding, partially, has a significant influence on Brand Image, and both Service Quality and Rebranding, simultaneously, have a significant influence on the Impact of Service Quality and Rebranding on InDrive's Brand Image.
THE INFLUENCE OF CONSUMER PERCEPTION AND BRAND AWARENESS ON THE INCREASE OF ONLINE SALES OF AEROSTREET PRODUCTS ON THE TIKTOK SHOP PLATFORM Muhammad Hafizh Ridho; Ety Dwi Susanti
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 9 No 2 (2026): Sharia Economics
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v9i2.9437

Abstract

The development of digital technology has driven significant changes in marketing strategies and consumer behavior. TikTok Shop has emerged as a social commerce platform that combines entertainment with shopping activities through short video content and real-time interactions. Aerostreet, a local shoe brand, utilizes this platform to expand its market reach and increase its competitiveness. However, sales growth is not solely determined by digital marketing activities, but also by consumer perception and brand awareness. Based on this phenomenon, this study formulates three main questions: whether consumer perception and brand awareness simultaneously have a significant effect on increasing online sales, whether consumer perception has a significant partial effect, and whether brand awareness partially contributes to increasing Aerostreet product sales on TikTok Shop. This study aims to analyze the influence of consumer perception and brand awareness using a quantitative associative approach through multiple linear regression. Data were obtained from 100 respondents, TikTok Shop users who purchased Aerostreet products. The results show that both independent variables simultaneously have a significant effect on increasing online sales. Partially, consumer perception and brand awareness both have a significant positive effect. The coefficient of determination (R²) indicates a fairly strong contribution of both variables to increasing online sales. This study emphasizes the importance of building positive perceptions and increasing brand awareness in supporting the success of digital marketing in the era of social commerce.
Co-Authors Alpiero Joeval Isabilillah Muhammad Hafizh Ridho