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All Journal Jurnal Ilmiah Edunomika (JIE) Jurnal Multidisiplin Sahombu
Magdalena Minarsih, Maria
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Arts Civil Engineering, Building, Construction & Architecture Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Law, Crime, Criminology & Criminal Justice

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Fast Fashion Product Purchase Decisions : the Impact of Digital Marketing Interaction and Youth's Social Preferences in Semarang City KIrana Jalantina, Dyah Ika; Magdalena Minarsih, Maria
Jurnal Multidisiplin Sahombu Vol. 6 No. 01 (2026): Jurnal Multidisiplin Sahombu, January 2026
Publisher : Sean Institute

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Abstract

The rapid growth of the fast fashion industry has encouraged companies to utilize digital marketing strategies to attract young consumers. Current consumer preferences for a fashionable appearance encourage fashion entrepreneurs to quickly adapt to consumer tastes. This study used a descriptive qualitative method with a closed-ended survey. Data were collected using a questionnaire from 40 respondents living in Semarang City aged 18-24 years and actively shopping for fast fashion products. The results show that young consumers have a strong preference for digital purchasing channels, especially social media and e-commerce platforms, to obtain fast fashion products. Young consumers make fast fashion purchases at low to moderate levels within one month. This indicates the existence of behavioral control and value considerations in fast fashion product purchasing decisions. A visual and applied approach is also important in digital marketing strategies, especially in the fashion sector, which relies heavily on aesthetic perception and style relevance.
VALUE CO-CREATION DAN DIGITAL CUSTOMER EXPERIENCE : MENGUNGKAP KEPUASAN KONSUMEN BURGER KING MELALUI CUSTOMER ENGAGEMENT Dyah Ika Kirana Jalantina; Magdalena Minarsih, Maria
JURNAL ILMIAH EDUNOMIKA Vol. 10 No. 2 (2026): EDUNOMIKA
Publisher : ITB AAS Indonesia Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/jie.v10i2.19829

Abstract

This study aims to examine the influence of Value Co-Creation and Digital Customer Experience on Customer Satisfaction, with Customer Engagement as a mediating variable, among Burger King consumers in Indonesia. In an era of increasingly competitive fast food industry, customer satisfaction is a key factor for business sustainability. Value Co-Creation emphasizes the active role of consumers in creating shared value with the company, while Digital Customer Experience provides new interaction spaces through applications and social media. Customer Engagement is believed to strengthen emotional and functional relationships with the brand, thereby contributing to increased customer satisfaction.Using quantitative methods, a sample of 100 respondents who had made online purchases at Burger King Semarang was selected. Data were collected through questionnaires and analyzed using multiple linear regression and a mediation test. The results showed that Value Co-Creation and Digital Customer Experience had a positive and significant effect on Customer Satisfaction, both individually and simultaneously. Customer Engagement was proven to mediate the relationship between Value Co-Creation and Digital Customer Experience and Customer Satisfaction. The regression model used explained 53.5% of the variation in Burger King customer satisfaction.
Co-Authors Dyah Ika Kirana Jalantina