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Bondan Subagyo
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tifafufefo@gmail.com
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bemj@unita.ac.id
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Jalan Ki Mangun Sarkoro, Beji, Tulungagung
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Jawa timur
INDONESIA
Business, Entrepreneurship, and Management Journal
Published by Universitas Tulungagung
ISSN : -     EISSN : 29634539     DOI : https://doi.org/10.36563/bemj.v3i2.1233
Core Subject : Economy,
Economics, Econometrics & Finance
BEMJ (Business, Entrepreneurship, and Management Journal) is a collection of journals, articles, ideas, concepts, theories, and research results from various fields related to management. BEMJ welcomes papers with the above aims and scopes. This academic journal is published by the Faculty of Economics, Tulungagung University. It is published biannually in June and December.
Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Bisnis, Menejemen, dan Akutansi (Lain-Lain)
Articles 42 Documents
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THE INFLUENCE OF ADVERTISING FREQUENCY ON CONSUMER PURCHASE INTENTION OF YOUTUBE PLATFORM THROUGH BRAND AWARENESS AND BRAND TRUST AS INTERVINING VARIABLES Fina Rabya Syabina Kusuma; Finnah Fourqoniah; Annisa Wahyuni Arsyad; Poppy Alvianolita Anistasya
BEMJ : Business, Entrepreneurship, and Management Journal Vol. 4 No. 1 (2025)
Publisher : Universitas Tulungagung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36563/bemj.v4i1.1743

Abstract

This study examines the influence of YouTube advertising frequency on consumer purchase intention for Traveloka, mediated by brand awareness and brand trust. With Indonesia’s internet penetration reaching 79.5% and YouTube attracting over 139 million users, digital platforms have become central to marketing strategies. Traveloka, the most visited online travel agent in Indonesia, leverages YouTube ads to enhance consumer engagement. Using a quantitative approach, 164 purposively sampled respondents who had been exposed to Traveloka’s YouTube advertisements were surveyed. Data were analyzed using SEM-PLS to assess measurement and structural models. Results indicate that advertising frequency significantly increases both brand awareness and brand trust, with brand trust exerting a stronger effect on purchase intention. Specifically, advertising frequency showed moderate effects on brand awareness (f²=0.319) and brand trust (f²=0.343), while brand trust had a large effect on purchase intention (f²=0.452) compared to brand awareness’s small effect (f²=0.231). R² values revealed that brand awareness and trust jointly explained 70.4% of purchase intention variance. All hypothesized relationships were statistically significant (p<0.05). The study concludes that optimal ad frequency fosters trust and awareness, enhancing purchase intentions, and recommends maintaining ad consistency while avoiding consumer fatigue. Future research should incorporate additional variables such as brand image, e-WOM, and customer satisfaction, alongside broader demographic sampling to improve generalizability.
DETERMINAN’S OF PURCHASING INTENTION IN TIKTOK SHOP E-COMMERCE: THE ROLE OF DIGITAL MARKETING AND FINANCIAL LITERACY IN SAMARINDA Tiara Almira Pratiwi; Poppy Alvianolita Sanistasya; Mukhibatul Hikmah; Ummi Nadroh
BEMJ : Business, Entrepreneurship, and Management Journal Vol. 4 No. 1 (2025)
Publisher : Universitas Tulungagung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36563/bemj.v4i1.1744

Abstract

This study investigates the influence of Affiliate Marketing, Financial Literacy, and Online Customer Ratings on consumers’ Purchase Intention within the TikTok Shop e- commerce platform in Samarinda, Indonesia. Amidst the rapid growth of online shopping behavior through social media, TikTok Shop has emerged as a prominent platform, particularly among younger demographics. Employing a quantitative research approach, data were collected from 100 active TikTok Shop users via an online questionnaire. The analysis was conducted using SPSS version 22 and applied multiple linear regression techniques. The findings reveal that, individually, both Affiliate Marketing and Online Customer Ratings exert a positive and statistically significant impact on consumers’ Purchase Intention. Conversely, Financial Literacy does not exhibit a significant partial effect. However, when analyzed simultaneously, all three variables Affiliate Marketing, Financial Literacy, and Online Customer Ratings demonstrate a significant collective influence on Purchase Intention. These results underscore the strategic importance of digital marketing content and credible customer feedback in enhancing consumer engagement and purchase decision-making on social commerce platforms like TikTok Shop. This research contributes to the growing literature on digital consumer behavior and offers practical insights for e-commerce practitioners aiming to optimize affiliate-based marketing strategies and manage user-generated reviews effectively to align with evolving consumer expectations.

Page 5 of 5 | Total Record : 42

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