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All Journal Takuana: Jurnal Pendidikan, Sains, dan Humaniora Journal of Scientific Research, Education, and Technology
Yusida, Erma
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Arts Humanities Computer Science & IT Economics, Econometrics & Finance Education Engineering Social Sciences

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Peran Mediasi Kepuasan Pelanggan dalam Hubungan Bauran Pemasaran, Kualitas Layanan, dan Citra Merek terhadap Niat Pembelian Ulang Yusida, Erma
Takuana: Jurnal Pendidikan, Sains, dan Humaniora Vol. 4 No. 3 (2025): Takuana (October-December)
Publisher : MAN 4 Kota Pekanbaru

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56113/takuana.v4i3.194

Abstract

This study examines the influence of marketing mix, service quality, and brand image on repurchase intention, with customer satisfaction as a mediating variable, at Warung Bakso Presiden in Tulungagung. The research is driven by the intense competition among culinary MSMEs, necessitating strategic customer retention. Using a quantitative approach, data were gathered from 100 respondents via accidental sampling. Data analysis was conducted using path analysis. The results demonstrate that marketing mix, service quality, and brand image exert positive and significant effects on both customer satisfaction and repurchase intention. Furthermore, customer satisfaction partially mediates these relationships. The novelty of this study lies in its integrated analysis of three marketing constructs within the local culinary MSME sector. These findings offer practical implications for practitioners to optimize marketing strategies and service quality to foster customer loyalty and ensure long-term business sustainability.
The Influence of Social Media Marketing on Consumer Purchase Intention in Fashion Stores on the Shopee Platform: The Mediating Role of Consumer Trust Yusida, Erma; Septiawan, Bambang; Fitriani, Nisa
Journal of Scientific Research, Education, and Technology (JSRET) Vol. 5 No. 2 (2026): Vol. 5 No. 2 2026
Publisher : Kirana Publisher (KNPub)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58526/jsret.v5i2.1119

Abstract

This quantitative cross-sectional study investigates the influence of social media marketing on consumer purchase intention in fashion stores on the Shopee platform, with consumer trust as a mediating variable. Data were collected through an online questionnaire from respondents from Blitar city who had recent experience purchasing fashion products on Shopee. Social media marketing was measured through indicators such as attractive content, two-way interaction, trend updates, personalization, and electronic word-of-mouth. Consumer trust was assessed using competence, benevolence, and integrity dimensions, while purchase intention was evaluated based on intention to buy soon, serious consideration after viewing posts, and preference over other platforms. The data were analyzed using SPSS for validity, reliability, and classical assumption tests, and Hayes’ PROCESS macro for mediation analysis. The results revealed that all hypotheses were supported. Social media marketing had a positive and significant effect on consumer trust and on purchase intention. Consumer trust significantly influenced purchase intention and partially mediated the relationship between social media marketing and purchase intention. Theoretically, the study advances the Stimulus-Organism-Response framework and trust-transfer theory in the context of Indonesian social commerce. Practically, the findings recommend that fashion store owners prioritize high-quality visual content, responsive engagement, authentic testimonials, and personalized recommendations to build trust and enhance purchase intention on Shopee.
Co-Authors Fitriani, Nisa Septiawan, Bambang