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All Journal Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Andala Rama Putra Barusman
Program Magister Manajemen, Universitas Bandar Lampung
Agriculture, Biological Sciences & Forestry Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences

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Pengaruh Brand Image, Brand Engagement dan Perceived Value terhadap Intention to Purchase melalui Variabel Trust di Media Sosial Instagram: Studi pada Mahasiswa Magister Manajemen Pascasarjana Universitas Bandar Lampung Arfina Shella Meilany; Andala Rama Putra Barusman
Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Vol. 8 No. 3 (2026): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/alkharaj.v8i3.11451

Abstract

The development of social media, particularly Instagram, has transformed consumer behavior in the purchasing decision-making process by emphasizing the role of brand perception and trust. This study employs a quantitative approach using a survey method conducted among Master of Management students at Universitas Bandar Lampung who actively use Instagram. The data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS). The results indicate that Brand Image, Brand Engagement, and Perceived Value have a positive and significant effect on Trust, and Trust has a positive effect on Intention to Purchase. Furthermore, Brand Image, Brand Engagement, and Perceived Value also have a direct influence on Intention to Purchase. The indirect effect analysis confirms that Trust acts as a mediating variable in the relationship between Brand Image, Brand Engagement, and Perceived Value and Intention to Purchase. These findings highlight that Trust is a key factor in enhancing consumers’ purchase intention on social media; therefore, digital marketing strategies should focus on strengthening brand image, fostering consumer engagement, and enhancing perceived value.
Pengaruh Omni Channel (OCX) dan Customer Experience Terhadap Consumer Loyalty dengan Customer Satisfaction Sebagai Variabel Mediator Pada Platform Tiktok Shop Septia Alviarni; Andala Rama Putra Barusman
Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Vol. 8 No. 3 (2026): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/alkharaj.v8i3.11452

Abstract

The rapid growth of social commerce has significantly transformed consumer shopping behavior, particularly on social media–based platforms such as TikTok Shop. The integration of service channels (omnichannel) and the quality of customer experience are considered crucial factors in shaping customer satisfaction and loyalty. This study aims to examine the effect of Omni Channel (OCX) and Customer Experience on Consumer Loyalty, with Customer Satisfaction serving as a mediating variable among TikTok Shop users. This research adopts a quantitative approach using a survey method. Data were collected through a structured questionnaire employing a five-point Likert scale and distributed to students of the Master of Management Program at Universitas Bandar Lampung. A total of 167 respondents were selected using purposive sampling. The data were analyzed using Structural Equation Modeling (SEM) with the Partial Least Squares (PLS) approach, assisted by SmartPLS software. The findings reveal that Omni Channel and Customer Experience have positive and statistically significant effects on Customer Satisfaction and Consumer Loyalty. Customer Satisfaction also demonstrates a significant influence on Consumer Loyalty. Furthermore, mediation analysis indicates that Customer Satisfaction partially mediates the relationship between Omni Channel and Consumer Loyalty, as well as between Customer Experience and Consumer Loyalty. These results suggest that consumer loyalty is not only driven by direct channel integration and customer experience but is also strengthened through customer satisfaction. This study implies that social commerce platforms should prioritize enhancing customer experience and ensuring seamless omnichannel integration to foster customer satisfaction and long-term loyalty.
Co-Authors Arfina Shella Meilany Septia Alviarni