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All Journal Advances: Jurnal Ekonomi & Bisnis
Deske W. Mandagi
Universitas Klabat, North Minahasa, Indonesia
Economics, Econometrics & Finance

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Linking Sustainability to Loyalty: The Mediating Role of Brand Image in Local Restaurant Branding Rivena Yasin; Deske W. Mandagi
Advances: Jurnal Ekonomi & Bisnis Vol. 4 No. 2 (2026): March - April
Publisher : Yayasan Pendidikan Bukhari Dwi Muslim

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.60079/ajeb.v4i2.751

Abstract

Purpose: This study aims to examine the effect of sustainable branding on customer loyalty, with brand image as a mediating variable in the context of local restaurants. Research Method: This research employs a quantitative approach using Partial Least Squares Structural Equation Modeling (PLS-SEM) to analyze the proposed relationships. Data were collected through an online survey from 138 customers of local restaurants in North Sulawesi, Indonesia. Results and Discussion: The findings reveal that brand image has a significant positive effect on customer loyalty. The People and Planet dimensions of sustainable branding significantly influence brand image but do not directly affect customer loyalty; instead, their effects are fully mediated by brand image. In contrast, the Prosperity dimension does not significantly influence brand image but demonstrates a strong direct effect on customer loyalty. These results indicate that sustainable branding operates through dual pathways: an indirect, perception-based mechanism via brand image (People and Planet) and a direct, value-based mechanism (Prosperity). Implications: This study contributes to the literature by providing a contextual application of sustainability-driven branding in the restaurant industry and offers practical guidance for managers on how to strategically leverage sustainability initiatives to strengthen brand image and foster long-term customer loyalty.
Influencer Credibility and FOMO as Drivers of Impulsive Buying: Mediating Role of Trust and Hedonic Motivation Chrivana O. Timbuleng; Ronny H. Walean; Deske W. Mandagi
Advances: Jurnal Ekonomi & Bisnis Vol. 4 No. 2 (2026): March - April
Publisher : Yayasan Pendidikan Bukhari Dwi Muslim

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.60079/ajeb.v4i2.761

Abstract

Purpose: This study aims to examine the direct and indirect effects of Fear of Missing Out (FOMO) and influencer credibility on impulsive buying, with hedonic motivation and trust serving as mediating variables. Research Method: A quantitative research design was employed using survey data collected from 200 active TikTok Shop users in North Sulawesi, Indonesia, and analyzed using Structural Equation Modeling (SEM) with SmartPLS 4.0. Results and Discussion: The findings indicate that FOMO has a significant direct effect on impulsive buying, while hedonic motivation partially mediates this relationship. In contrast, influencer credibility does not directly influence impulsive buying; instead, it exerts an indirect effect through trust, which fully mediates the relationship. These results reveal two distinct psychological pathways: an affective pathway in which FOMO enhances hedonic motivation, leading to impulsive buying, and a cognitive pathway in which influencer credibility builds trust that subsequently drives impulsive buying. Implications: This study contributes to the social commerce literature by advancing a dual-mediation framework in explaining impulsive buying behavior and offers practical implications for marketers to design more effective short-video campaigns by leveraging emotional triggers such as FOMO and strengthening credibility through trust.
Co-Authors Chrivana O. Timbuleng Rivena Yasin Ronny H. Walean