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All Journal International Journal of Management, Economic and Accounting
Hamida Nur Rahmawati
Universitas Malahayati
Economics, Econometrics & Finance

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The Influence of User Interface, Payment Flexibility, Flash Sales, and Perceived Enjoyment on Switching Intention among Gojek Application Users in Bandar Lampung Dina Sabila Darmawan; Euis Mufahamah; Hamida Nur Rahmawati
International Journal of Management, Economic and Accounting Vol. 4 No. 2 (2026): April 2026
Publisher : Yayasan Multidimensi Kreatif

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61306/xcpk2787

Abstract

The increasingly fierce competition between digital service applications encourages companies to understand the factors that influence user switching intention. This study aims to analyze the influence of user interface, payment flexibility, flash sale, and perceived enjoyment on the switching intention of Gojek application users in Bandar Lampung City. This study uses a quantitative approach with a survey method through the distribution of questionnaires to 105 respondents who are active users of the Gojek application in Bandar Lampung. The data analysis techniques used include validity tests, reliability tests, classical assumption tests, and multiple linear regression analysis. The results of the study show that partially user interface, payment flexibility, flash sale, and perceived enjoyment have a significant effect on Gojek users' switching intentions. Simultaneously, the four independent variables also have a significant effect on switching intention. These findings show that a good user experience, ease and flexibility of transactions, the right promotional strategy, and the level of enjoyment of using the app play an important role in suppressing users' intention to move to a competitor's app. This research is expected to be a consideration for Gojek in designing a more effective user retention strategy.
Pengaruh Content Media Sosial, Affiliate, Review Pelanggan Konversi Penjualan Produk Tiktok Shop Di Pt Garasi Agan Indonesia Sebagai Variabel Moderasi jasmin azzahra; Euis Mufahamah; Hamida Nur Rahmawati
International Journal of Management, Economic and Accounting Vol. 4 No. 2 (2026): April 2026
Publisher : Yayasan Multidimensi Kreatif

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61306/k6e9tf62

Abstract

Perkembangan social commerce melalui platform TikTok Shop mendorong perubahan strategi pemasaran dan perilaku konsumen dalam proses pembelian. Content media sosial, affiliate marketing, dan review pelanggan menjadi elemen penting yang berpotensi memengaruhi konversi penjualan. Namun, tingginya paparan konten dan promosi tidak selalu diikuti oleh peningkatan pembelian, sehingga kepercayaan konsumen dipandang perlu sebagai faktor yang memperkuat hubungan tersebut. Penelitian ini bertujuan untuk menganalisis pengaruh content media sosial, affiliate, dan review pelanggan terhadap konversi penjualan produk perawatan mobil di TikTok Shop PT Garasi Agan Indonesia dengan kepercayaan konsumen sebagai variabel moderasi. Penelitian menggunakan pendekatan kuantitatif dengan metode survei terhadap 100 responden yang ditentukan menggunakan rumus Slovin dari populasi sebanyak 13.978 konsumen. Data dikumpulkan melalui kuesioner skala Likert dan dianalisis menggunakan regresi linier berganda serta uji interaksi. Hasil penelitian diharapkan menunjukkan bahwa content media sosial, affiliate, dan review pelanggan berpengaruh terhadap konversi penjualan, serta kepercayaan konsumen mampu memperkuat pengaruh variabel pemasaran digital terhadap konversi penjualan. Penelitian ini diharapkan memberikan kontribusi teoretis dalam kajian social commerce serta manfaat praktis bagi perusahaan dalam menyusun strategi pemasaran digital di TikTok Shop.
Co-Authors Dina Sabila Darmawan Euis Mufahamah jasmin azzahra