Kopi Kenangan became the first Foods and Beverages Retail Unicorn from Southeast Asia, during the COVID-19 pandemic, the company learned to quickly adapt to changing business environments and challenges by implementing new strategies, so as to be able to serve 40 million cups of coffee in the last 12 months. This study aims to determine whether Brand Attachment through Brand Commitment and Brand Loyalty has an effect on Repurchase Intention of Kopi Kenangan. The research method is quantitative with the independent variable is Brand Attachment, the intervening variables are Brand Commitment and Brand Loyalty, and the dependent variable is Repurchase Intention. The population in this study were Kopi Kenangan consumers with a sample of 200 respondents. Data collection was carried out using a questionnaire which was distributed using a Google form. Data processing uses the SEM method by utilizing the SmartPLS application which consists of outer model analysis, inner model analysis and hypothesis testing. The results showed that Brand Attachment through Brand Commitment and Brand Loyalty indirectly affected Repurchase Intention on Kopi Kenangan, but Brand Attachment directly did not affect affected Repurchase Intention on Kopi Kenangan.
This study aims to examine the direct and indirect impact of promotions on purchasing decisions through Sayurbox's online customer reviews. The independent variable in this study was promotion, the dependent variable was purchase decision, and the intervening variable was online customer ratings. Quantitative data analysis uses the SEM method and the partial least squares (PLS) approach. It consists of an analysis of the external model followed by an analysis of the internal model, ending with hypothesis testing using the SmartPLS application. The results of this study show that promotions have a positive impact on online customer reviews, online customer reviews have a positive impact on purchasing decisions, and the end result is that promotions have a positive impact on online customer reviews through purchases, indicates that it has a direct and indirect positive impact on Decision making.
Media sosial sendiri memiliki banyak fungsi yang ditawarkan untuk para pengguna. Fitur Live Streaming yang awalnya hanya digunakan untuk melakukan siaran langsung untuk berkomunikasi secara real time dengan pengikut yang ada di platform tersebut, beralih fungsi menjadi tempat menjual dan memasarkan produk. Kegiatan jual-beli melalui Live Streaming ini sering disebut dengan Live Shopping. Kegiatan Live Shopping di media sosial yang ramai diperbincangkan adalah Live Shopping pada aplikasi TikTok. Penelitian ini bertujuan untuk mengetahui mempengaruhi atau tidaknya Sales Promotion dan Influencer Credibility terhadap Minat Beli pada live shopping di TikTok. Pengumpulan data dilakukan melalui kuesioner yang disebarkan kepada 200 responden, yang selanjutnya diolah dengan menggunakan perangkat lunak SmartPLS versi 3.3. Hasil Penelitian menunjukkan bahwa Sales Promotion dan Influencer Credibility secara positif dan signifikan mempengaruhi Minat Beli pada live shopping di TikTok.
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