The Effect of Price, Taste Experience, Viral Marketing Activity, and E-Word of Mouth on Customer Satisfaction and Brand Loyalty on Mixue Products

Social media platforms have revolutionized how consumers receive and evaluate product information, particularly through Electronic Word of Mouth (E-WOM). TikTok, with its interactive features and large user base, has emerged as a powerful E-WOM medium that can influence consumer behavior. This study investigates the impact of E-WOM components—information quality, credibility, suitability, and needs—on information usefulness, information adoption, and ultimately purchase intention for Wardah cosmetic products. A quantitative, descriptive-causal research design was applied using purposive sampling, with 160 respondents from the JABODETABEK area who had purchased Wardah products at least twice in 2023. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results reveal that all proposed relationships are statistically significant: E-WOM attributes positively affect information usefulness, which in turn influences information adoption and purchase intention. This study contributes to a deeper understanding of the role of E-WOM in digital consumer behavior and offers practical insights for cosmetic brands aiming to leverage social media platforms for marketing strategies. Keywords: E-WOM, information usefulness, information adoption, purchase intention, TikTok, Wardah cosmetics

The fitness industry in Indonesia has undergone a rapid transformation, particularly after the COVID-19 pandemic, which heightened public interest in health and home-based exercise. This shift has encouraged brands like Gymfitnessindo to adopt digital marketing strategies to influence consumer behavior. This study aims to analyze the impact of Electronic Word of Mouth (eWOM) and Social Media Marketing (SMM) on Purchase Intention, with Customer Satisfaction as a mediating variable and ICT Effectiveness and Endorsement as moderating variables. A quantitative research design was used, collecting data from 220 respondents via purposive sampling using Google Forms. Data analysis was conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results show that eWOM and SMM do not directly affect Purchase Intention. However, both significantly influence Purchase Intention indirectly through Customer Satisfaction. Conversely, ICT Effectiveness and Endorsement do not significantly moderate the relationship between Customer Satisfaction and Purchase Intention. The study concludes that digital marketing strategies are only effective in influencing Purchase Intention when mediated by Customer Satisfaction. This highlights the critical role of satisfaction in the digital purchase journey, especially in high-involvement products such as fitness equipment.

This study aims to examine the dimensions of perceived value; emotional value, social value, functional value (value for money), and functional value (quality) in influencing brand loyalty with customer satisfaction as a mediating variable among micro coffee shop customers in Bali. The research focuses on three micro coffee shops in three cities with most coffee shop population in Bali; Courtside Bre (Denpasar), Pesona by The Bay (Badung), and Selesai Coffee & Memory (Gianyar). The sample consists of 108 respondent’s selected using purposive sampling, targeting individuals who have visited these coffee shops at least twice. The data were analyzed using the Partial Least Squares-Structural Equation Modelling (PLS-SEM) method with SmartPLSsoftware.The results reveal that emotional value and social value have a significant and positive impact on customer satisfaction, which in turn strongly influences brand loyalty. Moreover, customer satisfaction effectively mediates the relationship between emotional and social values and brand loyalty. Conversely, functional value both value for money and quality does not have a significant effect on customer satisfaction or brand loyalty, either directly or through mediation. These findings suggest that micro coffee shop customers in Bali are primarily driven by emotional and social experiences rather than rational or price-based considerations. Therefore, enhancing emotional engagement, creating a comfortable atmosphere, and fostering social interaction are key strategies for building customer satisfaction and brand loyalty in the micro coffee shop industry.

This study contributes to examining the influence of cafe atmosphere and food quality on revisit intention, with customer satisfaction as a mediating variable at Kopi Janji Jiwa. A quantitative method was employed using purposive sampling, involving 273 respondents. Data were analyzed using SmartPLS 4 with the Partial Least Squares Structural Equation Modeling (PLS-SEM) approach. The hypothesis testing revealed that both cafe atmosphere and food quality significantly affect customer satisfaction. Furthermore, food quality and satisfaction directly influence revisit intention. However, cafe atmosphere does not have a direct impact on revisit intention but shows an indirect effect through customer satisfaction. These findings emphasize that food quality and cafe atmosphere play a crucial role in shaping customer satisfaction, which in turn drives revisit intention. Although cafe atmosphere was not found to have a direct effect, its influence becomes significant when customers are satisfied.This study contributes to examining the influence of cafe atmosphere and food quality on revisit intention, with customer satisfaction as a mediating variable at Kopi Janji Jiwa. A quantitative method was employed using purposive sampling, involving 273 respondents. Data were analyzed using SmartPLS 4 with the Partial Least Squares Structural Equation Modeling (PLS-SEM) approach. The hypothesis testing revealed that both cafe atmosphere and food quality significantly affect customer satisfaction. Furthermore, food quality and satisfaction directly influence revisit intention. However, cafe atmosphere does not have a direct impact on revisit intention but shows an indirect effect through customer satisfaction. These findings emphasize that food quality and cafe atmosphere play a crucial role in shaping customer satisfaction, which in turn drives revisit intention. Although cafe atmosphere was not found to have a direct effect, its influence becomes significant when customers are satisfied.

This study aims to analyze the influence of brand experience, brand trust, and customer satisfaction on brand loyalty in halal skincare products. Additionally, this research explores the mediating role of customer satisfaction in the relationship between brand experience and brand loyalty. This study employs a quantitative approach, collecting data through an online questionnaire distributed to consumers of the halal skincare brand Somethinc. The data collected was analyzed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method with the help of SmartPLS software. The results indicate that brand experience, brand trust, and customer satisfaction have a positive and significant influence on brand loyalty. Furthermore, customer satisfaction significantly mediates the relationship between brand experience and brand loyalty. This study has several limitations, including its focus on a single halal skincare brand, Somethinc, making it difficult to generalize the findings to other brands. Additionally, the cross-sectional approach used does not allow for observing long-term changes in brand loyalty. This research contributes to both academics and marketing practitioners by providing insights into the factors influencing brand loyalty in halal skincare products. The findings can be used by companies to enhance their marketing strategies by strengthening brand experience, building customer trust, and improving satisfaction to maintain customer loyalty.

Perceived service quality is the foundation for comprehending transportation needs, as it influences consumers' selection of the numerous types of services that are continuously evolving. A company's success is determined by its ability to please its clients. This study's objective is to examine the influence of Electronic Word of Mouth (E-WOM) and Perceived Service Quality from Low-Cost Carrier on Brand Image, Customer Satisfaction, and Loyalty. Explanatory research employing a quantitative methodology will be used by the author for this study. This study used a non-probability sampling strategy with a purposive sampling method, meaning the selection of samples is not random but rather based on specified criteria, notably prior experience with LCC (Low-Cost Carrier) or low-cost airlines. Using an adapted SERVQUAL scale, 249 participants who were domestic travelers from Indonesia were contacted. SmartPLS 3 utilized Partial Least Squares Structural Equation Modeling (PLS-SEM) to evaluate the research data. Perceived service quality was a significant predictor of customer satisfaction (β = 0.877, p = 0.000), corporate image (β = 0.607, p = 0.000), and customer loyalty (β = 0.456, p = 0.000), as indicated by the results. EWOM will increase consumer loyalty to low-cost carriers (β = 0.182, p = 0.028). On the basis of these results, LCCs should develop future strategic plans that significantly emphasize the enhancement of service quality metrics

This study examines the impact of Social Media Marketing (SMM) on Brand Loyalty, mediated by Brand Trust and Brand Equity, across two different social media platforms: TikTok (video-based) and Instagram (photo-based). A total of 450 respondents who had interacted with PT Bluebird's social media were surveyed using a structured questionnaire. Partial Least Squares Structural Equation Modeling (PLS-SEM) was employed to analyze the relationships among variables. The findings indicate that SMM significantly influences Brand Trust and Brand Equity, which in turn positively affect Brand Loyalty. Mediation analysis reveals that both Brand Trust and Brand Equity partially mediate the relationship between SMM and Brand Loyalty, with Brand Trust playing a more dominant role. Furthermore, TikTok demonstrates stronger path coefficients compared to Instagram, suggesting that video-based content fosters greater emotional engagement and trust. The study contributes both theoretically and practically by highlighting the importance of emotionally resonant content and platform-specific strategies in fostering long-term consumer loyalty.

This research investigates the influence of social media marketing (SMM) on purchase decisions mediated by brand equity and brand trust. In this digital era, SMM has emerged as a critical strategy for businesses to engage consumers, specifically in the competitive fashion footwear market, such as PT Buccheri Indonesia. Using a quantitative approach, data were collected from 280 respondents domiciled in Jakarta, who had interacted with Buccheri’s Instagram account. The analysis used Partial Least Squares Structural Equation Modeling (PLS-SEM) with WarpPLS software. The results reveal that: (1) SMM positively and significantly influenced brand equity, (2) SMM positively and significantly influenced brand trust, (3) SMM positively and significantly influenced purchase decision, (4) brand equity positively and significantly influenced purchase decision, (5) brand trust positively and significantly influenced purchase decision. Strengthening brand equity through brand awareness, perceived value, and brand loyalty, alongside building trust through consistent service, privacy protection, and fulfilling promises significantly impacts purchase decisions. This research highlights the role of SMM and provides actionable insights for Buccheri to optimize its SMM strategy by enhancing Instagram marketing content, reinforcing brand positioning, and converting digital interactions into tangible sales on Shopee

Takaful, as a distinctive form of Islamic insurance, plays a pivotal role in the financial landscape. In the era of digital transformation, takaful operators increasingly rely on digital platforms to deliver their services. This empirical study aims to investigates the dynamic relationship between Electronic Word-of-Mouth (EWOM) and customer satisfaction in the context of digital platform services provided by Malaysia takaful operators. The extended Unified Theory of Acceptance and Use of Technology (UTAUT) model is used in the study to examine this relationship. Through quantitative analysis, data were derived from an online survey with 158 respondents by using Partial Least Squares Structural Equation Modeling (PLS-SEM) and Statistical Package for the Social Sciences (SPSS). The findings of this research contribute valuable insights to both academic and industry stakeholders. By unraveling the complex relationship between EWOM and customer satisfaction, the study offers practical recommendations for Takaful operators to enhance their digital platforms and foster positive customer experiences. As digital platforms continue to reshape the Takaful industry, this paper provides a timely and relevant analysis that aids Takaful operators in optimizing their services, fostering customer satisfaction, and sustaining their competitive edge in the evolving landscape of digital financial services.

Purpose: This study examines how social media marketing elements—entertainment, interaction, and electronic word-of-mouth (eWOM)—influence brand loyalty toward local Indonesian fashion brands. It explores both the direct and indirect effects, with consumer brand engagement and brand awareness acting as mediators.Method: A quantitative research design was employed, involving 311 respondents aged 18–43 who are active social media users and have purchased local fashion products. Data were collected through an online questionnaire and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM).Result: The results indicate that entertainment, interaction, and eWOM significantly enhance consumer brand engagement and brand awareness. Both mediating variables were found to strengthen brand loyalty, demonstrating that a well-structured and engaging digital presence can foster emotional connections, trust, and long-term relationships between consumers and local brands.Practical Implications for Economic Growth and Development: By enhancing their digital engagement strategies, local fashion brands can increase repeat purchases, generate sustainable revenue streams, and contribute to the growth of Indonesia's creative economy. These improvements also enhance the competitiveness of local brands in both domestic and global markets, supporting inclusive economic growth and industry resilience.Originality/Value: This study integrates entertainment, interaction, and eWOM into a single model. It also highlights the mediating roles of consumer brand engagement and brand awareness, specifically within the context of local Indonesian fashion brands targeting Gen Z and millennial consumers.

The emergence of local perfume brands in Indonesia corresponds with the heightened digital engagement of Generation Z, rendering social media an essential platform for cultivating brand equity and consumer loyalty. This study investigates the impact of Social Media Marketing (SMM) and Consumer Brand Engagement (CBE) on Brand Equity (BE) within the framework of local perfume consumption among Generation Z in Jakarta. Employing a quantitative research design and Partial Least Squares–Structural Equation Modeling (PLS-SEM) analysis with 270 participants, the results demonstrate that SMM exerts a significant positive influence on both CBE and BE. Moreover, CBE shows a substantial positive effect on BE, indicating that engaged consumers tend to develop stronger emotional and cognitive associations with local fragrance brands. The findings highlight that interactive, visually appealing, and personalized social media marketing content can enhance consumers’ emotional connection and behavioral involvement, thereby reinforcing brand equity. From a managerial perspective, this research underscores the need for local perfume brands to strengthen their digital marketing strategies through creative storytelling, influencer collaboration, and consistent brand messaging. Furthermore, the study emphasizes that sustainable improvements in SMM, CBE, and BE depend on the advancement of digital infrastructure and supportive government policies to enhance internet accessibility and technological adoption, aligning with Sustainable Development Goal 9 (SDG 9) Industry, Innovation, and Infrastructure. Overall, the study contributes to understanding the role of digital innovation in improving user experience and competitiveness within Indonesia’s fragrance industry.

This study aims to analyze the impact of viral marketing and electronic word of mouth (e-WOM) on purchasing decisions for Cimory Yogurt Bites products through TikTok Shop. By applying a quantitative descriptive verification approach and the Partial Least Square-Structural Equation Modeling (PLS-SEM) method, data was collected from 105 respondents who are active TikTok Shop users. The results revealed that viral marketing contributes significantly to purchasing decisions through the rapid and engaging dissemination of information on social media. Similarly, e-WOM provides a significant positive impact through consumer reviews that increase trust in the product. Together, these two variables explain 83.3% of the variability in purchase decisions. The findings confirm the importance of social media-based marketing strategies in attracting the attention of consumers, especially the younger generation. This research provides strategic insights for businesses to optimize the use of social media to increase product appeal and sales.

This research addresses the challenge of maintaining competitiveness and customer satisfaction in fitness centers, during the increasing popularity of fitness activities after the COVID-19 pandemic. With a study case of RPM Body Fitness, this research aims to explore the correlation of Social Media Marketing, Service Quality, Brand Image, and Customer Satisfaction. The number of samples used in this study was 104 using non-probability sampling techniques with purposive sampling methods. In this study, the tool used to analyze is the Structural Equation Model Partial Least Square (SEM-PLS) with the help of SMART PLS 4.0 software. The results of the analysis show that social media marketing has a positive and significant effect on brand image, Social media marketing does not have a positive and significant effect on customer satisfaction, Service quality has a positive and significant effect on brand image, Service quality has a positive and significant effect on customer satisfaction, Brand image has a positive and significant effect on customer satisfaction, Brand image can mediate social media marketing on customer satisfaction, Brand image can mediate service quality on customer satisfaction. RPM Body Fitness has successfully treated its customers with great customer service and optimized its social media to increase brand image and customer satisfaction.

The banking industry is currently facing many challenges because it is considered very competitive, complex and dynamic. In getting new customers, banks must make changes that can attract customers, one of which is marketing through eWOM. Positive eWOM is created when banks provide the best service for customers. In its goal of creating positive eWOM, banks must improve customer experience and customer satisfaction, besides that customer co-creation is also considered as an effort to increase competitiveness and create positive eWOM. This study aimed to analyze and determine the effect of customer co-creation, and customer experience on electronic word of mouth (eWOM) through customer satisfaction on Bank Syariah Indonesia customers in Medan City. The population in this study were BSI customers who were Twitter users as many as 110 people. The sampling method uses non-probability techniques with purposive sampling. The data analysis method uses Structural Equation Modeling- Partial Least Squares (SEM-PLS). The results showed that customer co-creation has a positive and significant effect on eWOM, customer experience has a negative and insignificant effect on eWOM, customer co-creation has a positive and significant effect on customer satisfaction, customer experience has a positive and significant effect on customer satisfaction, customer satisfaction has a positive and significant effect on eWOM, customer co-creation has a positive and significant effect on eWOM through customer satisfaction, customer experience has a positive and significant effect on eWOM through customer satisfaction.

This study investigates the relationships between digital marketing strategies (social media marketing, video marketing, and artificial intelligence marketing), organizational innovation climate, and product innovation performance in Malaysian educational institutions, focusing on the mediating effect of organizational innovation climate. A quantitative cross-sectional survey design is employed, collecting data from 169 employees working in Malaysian educational institutions, including administrative staff, marketing personnel, academic leaders, and innovation team members from both public and private institutions. The research model is tested using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings reveal that all three dimensions of digital marketing positively impact organizational innovation climate, with artificial intelligence marketing demonstrating the strongest effect (β = 0.323), followed by video marketing (β = 0.289) and social media marketing (β = 0.247). Organizational innovation climate significantly influences product innovation performance (β = 0.683). While social media marketing and video marketing exhibit both direct and indirect effects on innovation performance, artificial intelligence marketing operates entirely through organizational innovation climate, indicating full mediation. The results suggest that educational institutions should implement advanced digital marketing tools alongside nurturing organizational structures that support innovation, with artificial intelligence marketing investments requiring simultaneous development of innovation-friendly climates. Strategic digital marketing significantly impacts educational product innovation through organizational innovation climate, enabling institutions to adapt to emerging insights and design innovative educational products tailored to student demands.