Recently, online transportation that enables people to freely choose and order transportation services with their smartphones is growing very rapidly in Indonesia. This study aims to test the variables that affect customer satisfaction of online transportation with regard to price, service quality, and trust. This quantitative study uses 100 respondents selected by the purposive sampling technique. Next, this study analyzes the data generated using the multiple regression analysis. The results show that service quality and trust significantly affect customer satisfaction, but price does not exhibit a significant influence on customer satisfaction. Further, price, service quality, and trust simultaneously exhibit significant influences on online transformation’s customer satisfaction. Thus, this study practically implies that offering competent service quality, such as emphasizing cars’ cleanliness and tidiness, providing responsive services and timely presence complemented by the enhancement of drivers’ skills. Besides, firms have to maintain customers’ trust by offering convenient, satisfying, and responsible services.
Di era digital saat ini Internet adalah hal yang penting untuk memudahkan setiap individu yang ingin berbelanja dengan mudah dan cepat. Kemunculan e-commerce mempermudah bagi mereka yang ingin melakukan transaksi jual-beli online, sehingga perlu bagi perusahaan e-commerce untuk memperkenalkan mobile e-commerce mereka kepada masyarakat. Penelitian ini bertujuan untuk mengetahui pengaruh brand ambassador, tagline terhadap keputusan pembelian dengan brand awareness sebagai variabel mediasi pada e-commerce Shopee. Sampel dalam penelitian ini merupakan masyarakat di Kecamatan Ambarawa, Kabupaten Semarang. Data sebanyak 170 responden dikumpulkan dengan menggunakan kuesioner baik secara offline maupun online. Metode analisis yang digunakan untuk mengolah data menggunakan path analysis dan dilanjutkan pengujian tidak langsung menggunakan sobel test. Hasil analisis menyatakan jika brand ambassador, tagline berpengaruh positif dan signifikan terhadap keputusan pembelian, namun brand ambassador dan tagline tidak memiliki pengaruh yang signifikan terhadap brand awareness. Di sisi lain, brand awareness mampu memediasi pengaruh brand ambassador dan tagline terhadap keputusan pembelian.
Brand loyalty is one of the most essential component that incumbent company to retain their customers, particularly in order to win the market share. The main reason is that incumbent firms need to maintain their market share and then upscale their market when they have a thorough understanding of the segmentation. Brand loyalty in this study is utilized as a mediating variable to confirm the impact of brand attachment and customer digital experience for the repurchase intention creation of smartphone users. An online questionnaire was distributed to 100 respondents using a purposive sampling technique. The criteria of respondents in this study are those who are using Samsung smartphone for at least a year, and experience searching the brand using a digital platform. The statistical analysis showed that brand attachment and customer digital experience have a significant positive influence on brand loyalty. Furthermore, brand attachment shows direct and indirect effects to repurchase intentions indicating partial mediation existence of brand loyalty. Customer digital experience indirectly affects repurchase intentions through brand loyalty. These results highlight the role of brand attachment and customer digital experience has to secure repurchase intentions of customers by utilizing brand loyalty.
The digital era changes marketing activities and consumer behavior, particularly by changing conventional transactions into digitalized ones through online marketplaces. Before consumers make purchase decisions, they usually experience a phase in which they have needs and desires to choose, have, and use certain products. This phase is commonly known as intention to buy. However, intention to buy alone is insufficient in encouraging ones to make purchase decisions, especially in the online shopping environment. In this respect, the trust factor in online transactions that is established by maintaining good relationships with consumers through interactive marketing also likely explains online purchase decisions. Consequently, this study tests the effect of intention to buy on online purchase decisions as moderated by interactive marketing at an online marketplace in Indonesia, namely Sale-Stock. Data are generated from 200 respondents with the purposive sampling technique by distributing the questionnaires in Google Form through social media. Data are then analyzed with the multiple regression technique. The results show that intention to buy and interactive marketing affect online purchase decisions, both individually and simultaneously. Further, interactive marketing does not moderate the relationship between intention to buy and online purchase decisions.
Purpose The contemporary organizations invest a lot of funds to gain a better understanding of the emerging needs of customers in near future. However, customers sometimes do not appreciate these hard efforts which lead to some unanticipated results for the firm. The purpose of this paper is to identify the customers’ perceptions about the future anticipatory measures done by a company. Design/methodology/approach The authors employed triangulation of methods to develop credibility of techniques and the findings of this qualitative research study. A semi-structured interview with six participants is used to explore the phenomena. After the authors gained a better understanding about the phenomena, a focus group discussion with eight participants was held to gain a better understanding of perceptions of future. Finally, the digital ethnography was employed to better explore customer behavior. Findings The results show that future anticipatory efforts conducted by a company are highly appreciated by the customers. This, in turn, builds a positive autobiographical memory for customers that lead to the development of a brand relationship. Originality/value The application of futurology to study within a marketing context and the employment of autobiographical memory are unique products of this study.
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