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Ida Ayu Trisna Wijayanthi
STIMI Handayani, Indonesia
Humanities Economics, Econometrics & Finance Social Sciences

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The Influence of Social Media Advertising Exposure and Influencer Credibility on Brand Awareness and Purchase Intention Ida Ayu Trisna Wijayanthi; Ni Ketut Laswitarni
Journal Management & Economics Review (JUMPER) Vol. 3 No. 10. 1 (2026): Special Issue: Call For Paper JUMPER
Publisher : Malaqbi Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59971/jumper.v3i10. 1.1025

Abstract

The rapid growth of social media has significantly transformed marketing communication strategies, enabling companies to promote their products through digital advertising and influencer collaborations. This study aims to examine the influence of social media advertising exposure and influencer credibility on brand awareness and purchase intention. A quantitative research approach was employed using a survey method to collect primary data from 200 social media users who had been exposed to online advertisements and influencer promotional content. The data were analyzed using Structural Equation Modeling with the Partial Least Squares (PLS-SEM) technique. The results indicate that social media advertising exposure has a significant positive effect on brand awareness and purchase intention. Similarly, influencer credibility was found to significantly influence both brand awareness and purchase intention. The findings also reveal that brand awareness has a significant positive effect on purchase intention, indicating that consumers who are familiar with and recognize a brand are more likely to develop intentions to purchase its products. These results highlight the important role of social media advertising and influencer credibility in enhancing brand awareness and encouraging consumer purchase behavior in the digital marketing environment. The study provides practical implications for marketers by emphasizing the importance of consistent advertising exposure and collaboration with credible influencers to strengthen brand visibility and increase consumer purchase intentions.
The Effect of Price Perception and Discount Strategy on Customer Satisfaction and Customer Loyalty Ida Ayu Trisna Wijayanthi; Ida Bagus Angga Brahmanta; Tettie Setiyarti
Journal Management & Economics Review (JUMPER) Vol. 3 No. 10. 1 (2026): Special Issue: Call For Paper JUMPER
Publisher : Malaqbi Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59971/jumper.v3i10. 1.995

Abstract

This study aims to examine the effect of price perception and discount strategy on customer satisfaction and customer loyalty, with customer satisfaction serving as a mediating variable. In today’s competitive business environment, pricing and promotional strategies play a crucial role in influencing consumer behavior and long-term relationship sustainability. This research adopts a quantitative approach using a cross-sectional survey design. Data were collected from 268 respondents who had experience purchasing products or services involving discount promotions within the last six months. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to evaluate both direct and indirect relationships among variables. The results indicate that price perception and discount strategy have positive and significant effects on customer satisfaction. Furthermore, price perception, discount strategy, and customer satisfaction significantly influence customer loyalty. Among these variables, customer satisfaction demonstrates the strongest effect on customer loyalty. Mediation analysis reveals that customer satisfaction partially mediates the relationship between price perception and customer loyalty, as well as between discount strategy and customer loyalty. These findings highlight the importance of balancing fair pricing and strategic discount programs to enhance customer satisfaction, which ultimately fosters sustainable customer loyalty. The study contributes to marketing literature by integrating pricing perception and promotional strategy within a comprehensive loyalty framework and provides managerial insights for developing effective pricing and relationship marketing strategies.
The Impact of Service Quality and Food Quality on Customer Satisfaction and Customer Retention Ni Ketut Karwini; Ni Wayan Ana Rahita Handayani; Ida Ayu Trisna Wijayanthi
Journal Management & Economics Review (JUMPER) Vol. 3 No. 10. 1 (2026): Special Issue: Call For Paper JUMPER
Publisher : Malaqbi Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59971/jumper.v3i10. 1.996

Abstract

This study investigates the impact of service quality and food quality on customer satisfaction and customer retention in the restaurant industry. Drawing on a quantitative research design, data were collected from 215 restaurant customers using a structured questionnaire measured on a five-point Likert scale. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to examine both direct and indirect relationships among the constructs. The findings reveal that service quality and food quality significantly and positively influence customer satisfaction, with food quality demonstrating a stronger effect. Customer satisfaction was found to have a substantial positive impact on customer retention, confirming its central role in fostering long-term customer relationships. Additionally, the results indicate that customer satisfaction partially mediates the relationships between service quality and retention, as well as between food quality and retention. The model explains a considerable proportion of variance in both customer satisfaction and customer retention, suggesting strong predictive power. These findings highlight the strategic importance of delivering consistent food excellence and superior service performance to enhance customer satisfaction and ensure sustainable customer retention. The study contributes to hospitality and service marketing literature by providing an integrated empirical framework linking quality dimensions, satisfaction, and retention within the restaurant context.
Co-Authors Ida Bagus Angga Brahmanta Ni Ketut Karwini Ni Ketut Laswitarni Ni Wayan Ana Rahita Handayani Tettie Setiyarti