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Preferensi : Journal of Marketing and Business
Published by CV. Visionary Raya Sakti
ISSN : -     EISSN : 31644651     DOI : https://doi.org/10.67983/preferensi.v1i1
Core Subject :
Preferensi: Journal of Marketing and Business is a peer-reviewed academic journal dedicated to advancing theoretical, empirical, and methodological scholarship in the fields of marketing and business. The journal provides an international forum for high-quality research addressing contemporary and emerging challenges in dynamic, competitive, and digitally driven business environments. The journal welcomes original empirical studies, conceptual papers, systematic literature reviews, and rigorous case analyses that contribute to knowledge development and offer clear theoretical, managerial, and policy implications. Emphasis is placed on analytical rigor, methodological robustness, and originality, aligning with international publication standards. Preferensi adopts an interdisciplinary and future-oriented perspective, integrating insights from marketing science, strategic management, entrepreneurship, digital transformation, innovation studies, and sustainability. The journal particularly encourages research that explores digital marketing ecosystems, consumer behavior analytics, business model innovation, strategic decision-making, governance, and sustainable value creation in both developed and emerging economies. Preferensi: Journal of Marketing and Business aims to serve as a reputable scholarly outlet for researchers, academics, practitioners, and policymakers. The journal aspires to contribute meaningfully to global academic discourse while supporting evidence-based business practices and sustainable economic development.
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Articles 7 Documents
 1 
Examining the Effects of Live Streaming, Endorsement, and Viral Marketing on Consumer Purchase Decisions in Social Commerce: Evidence from TikTok Shop Users Dara Olivia
Preferensi : Journal of Marketing and Business Vol. 1 No. 1 (2026): Preferensi : Journal of Marketing and Business
Publisher : CV. Visionary Raya Sakti

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.67983/preferensi.v1i1.92

Abstract

Purpose This study aims to examine the influence of live streaming, endorsement, and viral marketing on consumer purchase decisions among TikTok Shop users in Sungai Penuh City, Indonesia. The study investigates both the partial and simultaneous effects of digital marketing strategies on consumer purchasing behavior in the context of social commerce platforms. Design/methodology/approach This study employs a quantitative approach with a descriptive causal research design. Data were collected through questionnaires distributed to 80 TikTok Shop users in Sungai Penuh City using a convenience sampling technique. The data were analyzed using multiple linear regression analysis with the assistance of SPSS software. Hypothesis testing was conducted through partial significance tests (t-test), simultaneous significance tests (F-test), and coefficient of determination analysis. Findings The findings reveal that live streaming and endorsement have a positive and significant effect on consumer purchase decisions. Live streaming demonstrates that interactive product presentations, direct communication, and real-time engagement can increase consumers’ willingness to purchase. Furthermore, endorsement significantly influences purchase decisions, indicating that credible and influential endorsers enhance consumer trust toward products offered through TikTok Shop. However, viral marketing does not show a significant effect on purchase decisions, suggesting that viral exposure alone is insufficient to encourage purchasing behavior without additional factors such as trust, product information, and seller credibility. Simultaneously, live streaming, endorsement, and viral marketing significantly influence consumer purchase decisions, with the regression model explaining 93.1% of the variance in purchasing decisions. Research implications This study provides practical implications for TikTok Shop sellers and digital marketers by emphasizing the importance of interactive live streaming strategies and credible endorsement partnerships to increase consumer purchasing decisions. The findings also highlight that viral marketing strategies should focus not only on increasing content reach but also on building consumer trust and converting engagement into actual purchases. This study contributes to the understanding of digital marketing strategies in social commerce, particularly within regional Indonesian markets.
Brand Credibility And Consumer Decision-Making In The Local Skincare Market: The Effects Of Brand Image, Brand Trust, And Electronic Word-Of-Mouth Among Generation Z Lutfi Jami’atul Quyimah; Yanti
Preferensi : Journal of Marketing and Business Vol. 1 No. 1 (2026): Preferensi : Journal of Marketing and Business
Publisher : CV. Visionary Raya Sakti

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.67983/preferensi.v1i1.93

Abstract

Purpose This study aims to examine the effects of brand image, brand trust, and electronic word-of-mouth (e-WOM) on purchase decisions of local skincare products among Generation Z in West Sumatra, Indonesia. This research is motivated by the rapid growth of the local skincare industry and the increasing occurrence of product overclaim practices, which may influence consumer perceptions, trust, and purchasing behavior. Design/methodology/approach This study employed a quantitative approach using a survey method. Data were collected through questionnaires distributed to 185 Generation Z respondents who had experience using local skincare products in West Sumatra. The collected data were analyzed using multiple linear regression analysis with the assistance of SPSS version 27. Validity tests, reliability tests, and classical assumption tests were conducted to ensure the quality and accuracy of the research model. Findings The results indicate that brand image, brand trust, and electronic word-of-mouth (e-WOM) have positive and significant effects on purchase decisions for local skincare products. These findings demonstrate that a strong brand image, consumer trust, and positive digital communication play important roles in influencing Generation Z’s purchasing decisions, particularly in an increasingly competitive skincare market where consumers are becoming more aware of product credibility and excessive claims. Research limitations/implications This study is limited to Generation Z consumers in West Sumatra and focuses on three main determinants of purchase decisions without incorporating other possible factors, such as perceived risk, product quality, or consumer awareness of misleading claims. The findings provide theoretical implications for consumer behavior research and practical implications for local skincare businesses in developing transparent, credible, and trust-oriented marketing strategies.
Influence Of Location And CRM On Customer Loyalty With Satisfaction As An Intervening Variable Among Lesehan Bahun Boeleoh Customers Amelda Rahmi
Preferensi : Journal of Marketing and Business Vol. 1 No. 1 (2026): Preferensi : Journal of Marketing and Business
Publisher : CV. Visionary Raya Sakti

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.67983/preferensi.v1i1.95

Abstract

Purpose: This study aims to examine the effect of location and Customer Relationship Management (CRM) on customer loyalty, particularly among consumers of Lesehan Bahun Boeleoh. Design/methodology/approach: This study employs a quantitative research approach. Data were collected through questionnaires distributed to consumers of Lesehan Bahun Boeleoh and analyzed using statistical methods to test the effects of location and CRM on customer loyalty. Findings: The results indicate that location has a significant effect on customer loyalty, whereas Customer Relationship Management does not have a significant effect on customer loyalty. These findings suggest that the accessibility and strategic location of the business play an important role in encouraging customers to remain loyal. Research implications: The findings imply that Lesehan Bahun Boeleoh should maintain and improve its strategic location while strengthening its CRM practices. Although CRM was not found to have a significant direct effect on customer loyalty, improvements in customer relationships may still support long-term customer retention when integrated with other aspects of service and marketing strategy.
Brand Love, Service Quality, And Brand Loyalty: The Mediating Role Of Electronic Word Of Mouth In Sabang Diving Tourism Muhammad Sidwan; Sayed Mahdi; Nur Chalil
Preferensi : Journal of Marketing and Business Vol. 1 No. 1 (2026): Preferensi : Journal of Marketing and Business
Publisher : CV. Visionary Raya Sakti

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.67983/preferensi.v1i1.96

Abstract

Purpose: This study aims to examine the effects of brand love and service quality on brand loyalty and to investigate the mediating role of electronic word of mouth (e-WOM) in the context of diving tourism in Sabang City, Indonesia. Design/methodology/approach: This study employed a quantitative research design. Data were collected from 190 tourists who had visited diving tourism destinations in Sabang City and met the predetermined eligibility criteria. Respondents were selected using a purposive sampling technique. The hypothesized relationships among brand love, service quality, e-WOM, and brand loyalty were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS. Findings: The results reveal that brand love and service quality have positive and significant effects on brand loyalty. Both brand love and service quality also positively and significantly influence e-WOM, while e-WOM has a positive and significant effect on brand loyalty. Furthermore, e-WOM partially mediates the relationship between brand love and brand loyalty as well as the relationship between service quality and brand loyalty. These findings indicate that tourists’ emotional attachment and perceptions of service quality contribute to destination loyalty both directly and indirectly through positive digital word-of-mouth communication. Research implications: The findings extend the literature on destination branding and tourist loyalty by demonstrating the mediating role of e-WOM in linking brand love and service quality with brand loyalty within the specific context of diving tourism. From a practical perspective, destination managers, diving tourism operators, and local tourism authorities should strengthen tourists’ emotional connection with Sabang, improve the quality and safety of diving-related services, and encourage tourists to share positive experiences through digital platforms. These strategies may enhance destination loyalty and strengthen Sabang’s competitiveness as a diving tourism destination.
The Influence Of Product Quality, Price, Product Design, And Influencers On Smartphone Purchase Decisions Of Transsion Products Wayan Fendi Pranata; Muhammad Saputra
Preferensi : Journal of Marketing and Business Vol. 1 No. 1 (2026): Preferensi : Journal of Marketing and Business
Publisher : CV. Visionary Raya Sakti

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.67983/preferensi.v1i1.97

Abstract

Purpose: This study aims to analyze the effects of product quality, price, product design, and influencers on consumers’ purchase decisions regarding Transsion smartphones. Design/methodology/approach: This study employed a quantitative approach using primary data collected through questionnaires. The sample was selected using a non-probability sampling technique, with a total of 220 respondents determined based on the sample size considerations proposed by Hair et al. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). Findings: The results indicate that product quality does not significantly influence consumers’ purchase decisions regarding Transsion smartphones. In contrast, price has a positive and significant effect on purchase decisions. Product design also has a positive and significant effect on purchase decisions for Transsion smartphone brands, including Infinix, TECNO, and itel. Furthermore, influencers have a positive and significant effect on consumers’ purchase decisions. Research implications: The findings imply that Transsion should prioritize competitive pricing, attractive and functional product design, and effective influencer marketing strategies to strengthen consumers’ purchase decisions. Meanwhile, improvements in product quality should be accompanied by stronger efforts to communicate and demonstrate the value of such quality to consumers.
The Influence Of Product Quality, Price, Product Design, And Influencers On Smartphone Purchase Decisions Of Transsion Products Dea Amelia; Muryati; Riman Abimayu
Preferensi : Journal of Marketing and Business Vol. 1 No. 1 (2026): Preferensi : Journal of Marketing and Business
Publisher : CV. Visionary Raya Sakti

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.67983/preferensi.v1i1.98

Abstract

Purpose: This study aims to analyze the effects of lifestyle and the thrifting phenomenon on students’ shopping decisions in the Management Study Program at Universitas Graha Karya Muara Bulian. Design/methodology/approach: This study employed a quantitative descriptive research design using multiple linear regression analysis. The independent variables were lifestyle (X1) and the thrifting phenomenon (X2), while students’ shopping decisions (Y) served as the dependent variable. Findings: The results indicate that lifestyle (X1) has a positive and significant effect on students’ shopping decisions, with a t-value of 3.103 and a significance level of 0.004 < 0.05. In contrast, the thrifting phenomenon (X2) does not have a significant effect on students’ shopping decisions, with a t-value of 0.960 and a significance level of 0.344 > 0.05. Simultaneously, lifestyle and the thrifting phenomenon significantly affect students’ shopping decisions, as indicated by an F-value of 10.573 > 3.26 and a significance level of 0.000 < 0.05. The adjusted coefficient of determination (Adjusted R²) of 0.335 indicates that lifestyle and the thrifting phenomenon jointly explain 33.5% of the variance in students’ shopping decisions, while the remaining 66.5% is explained by other factors outside the scope of this study. Research implications: This study suggests that students should make more prudent shopping decisions by considering their actual needs and the benefits of the products they purchase. For thrift business owners, the findings highlight the importance of leveraging students’ lifestyle trends and developing marketing strategies that align with the characteristics and preferences of young consumers to encourage more effective purchasing decisions
The Effects Of Advertising And Discounts On Purchase Decisions In The Shopee Application: A Study Of Management Students Wiwin Adriani; Muryati; Irfan Widyanto
Preferensi : Journal of Marketing and Business Vol. 1 No. 1 (2026): Preferensi : Journal of Marketing and Business
Publisher : CV. Visionary Raya Sakti

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.67983/preferensi.v1i1.99

Abstract

Purpose: This study aims to analyze the effects of advertising and discounts on purchase decisions on the Shopee application among Management students at Universitas Graha Karya Muara Bulian. Design/methodology/approach: This study employed a quantitative approach involving Management students at Universitas Graha Karya Muara Bulian as respondents. Data were collected through questionnaires and analyzed using SPSS version 20. The analysis included validity and reliability tests, t-test, F-test, and coefficient of determination. Findings: The results show that advertising and discount variables obtained mean index scores of 4.28 and 4.29, respectively, categorized as very attractive, while purchase decisions obtained a mean index score of 4.30, categorized as very good. Advertising has a positive and significant effect on purchase decisions (t = 3.372 > 2.02809), whereas discounts have no significant effect (t = 1.423 < 2.02809). Simultaneously, advertising and discounts significantly affect purchase decisions (F = 27.992 > 3.27). The Adjusted R² of 0.587 indicates that the two variables explain 58.7% of the variation in purchase decisions. Research implications: The findings indicate that advertising plays an important role in influencing students' purchase decisions on Shopee. Therefore, Shopee and its sellers should develop more attractive and relevant advertising strategies, while discount programs should be evaluated and integrated with other marketing factors to strengthen their effectiveness.

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