Article Sidebar

Download
PDF
Statistic
Read Counter : 128 Download : 83

Main Article Content

Abstract

This study aims to develop a new theoretical model to address the research gap and inconsistencies in previous findings and expert opinions regarding the influence of brand trust on purchasing decisions. To bridge this gap, we propose the Brand Love Advantage model, which is conceptually grounded in the Resource Advantage Theory. The study employed purposive sampling with a total of 100 respondents. Data were analyzed using Structural Equation Modeling (SEM) with the assistance of SmartPLS software. The findings reveal that E-Brand Trust, E-Brand Awareness, and E-FoMo (Fear of Missing Out) each have a significant effect on the E-Brand Love Advantage. Furthermore, E-Brand Love Advantage significantly influences E-Purchase Decision. All four hypotheses proposed in this study are supported by the data. Theoretically, this research contributes to the development of the Resource Advantage Theory by demonstrating the strategic role of emotional brand connections—specifically, brand love—in enhancing digital brand competitiveness and influencing consumer decision-making.

Keywords

E-Brand Trust E-Brand Awareness E-FoMo Brand Love Advantage E-Purchase Decision

Article Details

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

How to Cite
Nadira Hasanah Sahupala, & Rainier Hendrik Sitaniapesy. (2025). Model Strategi Keunggulan E-Brand Love: Studi Kasus E-Commerce di Indonesia. Paradoks : Jurnal Ilmu Ekonomi, 8(2), 1219–1230. https://doi.org/10.57178/paradoks.v8i2.1297
Download Citation
Endnote/Zotero/Mendeley (RIS)
BibTeX

References

  1. Alghifari, A.f., dan Rahayu, T.S.M. 2021. “Pengaruh Diskon, Kualitas Website, Persepsi Risiko Dan Kepercayaan Terhadap Keputusan Pembelian Pada Online Shop Shopee: Studi Pada Mahasiswa Universitas Muhammadiyah Purwokerto.” Jurnal Manajemen 15(2): 223–36.
  2. Anggun Emeliana Natasya, Ahmad Jauhari, and Brahma Wahyu. 2022. “Pengaruh Digital Marketing Dan Kepercayaan Pelanggan Terhadap Keputusan Pembelian Online Shop Larissa Aesthetic Center.” Digital Bisnis: Jurnal Publikasi Ilmu Manajemen dan E-Commerce 1(4): 176–89. doi:10.30640/digital.v1i4.411
  3. Barus, Ngalemisa, Monika Pangaribuan, and Sari Purnama. 2021. “Pengaruh Promosi Menggunanakan Media Sosial TikTok Terhadap Keputusan Pembelian Produk Kosmetik Ms. Glow Pada Mahasiswa Di Kota Medan.” Prosiding Konferensi Nasional Social & Engineering Polmed (KONSEP) 2: 616–26.
  4. Chin W, Marcoulides G. 1998. “The Partial Least Squares Approach to Structural Formula Modeling.” Advances in Hospitality and Leisure 8（2）(April): 5.
  5. Chyntia Fadillah Nasution1Dr. Robert Kristaung, M.M. 2022. “F Pengaruh Kepercayaan Merek Dan Promosi Penjualan Terhadap Keputusan Pembelian Online (Studi Kasus Cosmetics Brand Mother Of Pearl).” Ekonomi Digitale-ISSN :2828-3740Vol. 1 No. 2Oktober 2022 : hal : 131-140 2(1).
  6. Confos, Nicolla, and Teresa Davis. 2016. “Young Consumer-Brand Relationship Building Potential Using Digital Marketing.” European Journal of Marketing 50(11): 1993–2017. doi:10.1108/ejm-07-2015-0430.
  7. Dwiyanti, Eris, Nurul Qomariah, and Wenny Murtalining Tyas. 2018. “Pengaruh Persepsi Kualitas, Nama Merek Dan Brand Awareness Terhadap Keputusan Pembelian.” Jurnal Sains Manajemen dan Bisnis Indonesia 8(2). doi:10.32528/jsmbi.v8i2.1786.
  8. Hair, Joseph F, William C Black, Barry J Babin, and Rolph E Anderson. 2010. Edisi 7 Multivariate Data Analysis. Prentice Hall.
  9. Hamdan, Hamdan, Tine Yuliantini, Indra Raharja, Amzad Samudro, and Hapzi Ali. 2023. “Establishing Collaboration and Knowledge Sharing as a Fear of Missing out Response in Improving Tourist Travel Agency Innovation Performance.” BISMA (Bisnis dan Manajemen).
  10. Henseler, Jörg, Christian M. Ringle, and Rudolf R. Sinkovics. 2009. “The Use of Partial Least Squares Path Modeling in International Marketing.” Advances in International Marketing 20: 277–319. doi:10.1108/S1474-7979(2009)0000020014.
  11. Hunt, Shelby D., and Robert M. Morgan. 2005. The Resource-Advantage Theory of Competition. doi:10.1108/S1548-6435(2004)0000001008/FULL/PDF.
  12. Islam, Aluf Diniy Diyanatul. 2020. “Pengaruh Brand Love Terhadap Word of Mouth Serta Dampaknya Terhadap Keputusan Pembelian Konsumen Muda.” Jurnal Ilmu Manajemen (JIMMU) 5(2): 140–52.
  13. Kadarusman Kadarusman, Evi Maria, and Dwi Danesty Deccasari. 2019. “Cinta Merek Sebagai Mediasi Antara Kepercayaan Merek, Gairah Merek Dan Niat Beli Kembali.” Jurnal Ilmiah Manajemen dan Bisnis 20(2): 92–105. doi:10.30596/jimb.v20i2.3466.
  14. Khadijah, Khairiyah, Maria Oktasari, Hayu Stevani, and M. Ramli. 2023. “Fear of Missing Out (Fomo) Dalam Perspektif Teori Solution Focused Brief Counseling.” Research and Development Journal of Education 9(1): 336. doi:10.30998/rdje.v9i1.14841.
  15. Kohtamäki, Marko, Vinit Parida, Pejvak Oghazi, Heiko Gebauer, and Tim Baines. 2019. “Digital Servitization Business Models in Ecosystems: A Theory of the Firm.” Journal of Business Research. doi:10.1016/j.jbusres.2019.06.027.
  16. Kumar, Anil, Sachin Kumar Mangla, Sunil Luthra, Nripendra P. Rana, and Yogesh K. Dwivedi. 2018. “Predicting Changing Pattern: Building Model for Consumer Decision Making in Digital Market.” Journal of Enterprise Information Management 31(5): 674–703. doi:10.1108/JEIM-01-2018-0003/FULL/HTML.
  17. Lailiya, Nisfatul. 2020. “Pengaruh Brand Ambassador Dan Kepercayaan Terhadap Keputusan Pembelian Di Tokopedia.” IQTISHADequity jurnal MANAJEMEN 2(2): 113. doi:10.51804/iej.v2i2.764.
  18. Lestiyani, Dhea Nofa, and Sugeng Purwanto. 2023. “Analisis Pengaruh Influencer Marketing Dan Brand Love Terhadap Keputusan Pembelian Produk Skincare Skintific.” El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam 5(2): 886–98. doi:10.47467/elmal.v5i2.5513.
  19. Machado, Emilia Machado, and Rodhiah Rodhiah. 2021. “Pengaruh Self-Expression Dan Brand Trust Terhadap Electronic-Word of Mouth Dengan Brand Love Sebagai Mediasi Pada Konsumen Vans Di Jakarta.” Jurnal Muara Ilmu Ekonomi dan Bisnis 5(1): 49. doi:10.24912/jmieb.v5i1.9674.
  20. Mansyur, Mukhamad, Siti Asiyah, and Restu Millaningtyas. 2022. “Pengaruh Brand Image, Brand Love, Brand Trust Dan Kualitas Produk Terhadap Keputusan Pembelian Sepatu Vans Di Malang (Studi Pada Mahasiswa Fakultas Ekonomi Dan Bisnis Universitas Islam Malang Jurusan Manajemen Angkatan 2018).” E-JRM: Elektronik Jurnal Riset Manajemen 11(1): 87–100. https://jim.unisma.ac.id/index.php/jrm/article/view/16441/12375.
  21. Novrianto, Novrianto, Sri Restuti, and Rendra Wasnury. 2023. “Pengaruh Kualitas Produk Dan Kepercayaan Merek Terhadap Keputusan Pembelian Dan Kepuasan Konsumen.” Jurnal Manajemen Pemasaran dan Perilaku Konsumen 3: 394–408. doi:10.21776/jmppk.2024.03.2.12.
  22. Nursani, Arifin, and Hufron. 2019. “Analisis Pengaruh Kepercayaan, Keamanan, Kualitas Pelayanan, Dan Persepsi Akan Resiko Terhadap Keputusan Pembelian.” Jurnal STiE Semarang 8 No. 9(2011): 6. https://core.ac.uk/download/pdf/35374501.pdf.
  23. Patria, Teguh Amor, Khrisnamurti, and Wisnu Rahtomo. 2020. “The Influence of Image of 10 New Prioritized Destinations on FOMO among Tourism Students.” Proceedings of 2020 International Conference on Information Management and Technology, ICIMTech 2020 (August): 93–96. doi:10.1109/ICIMTech50083.2020.9211143.
  24. “Przybylski AK, Murayama K, DeHaan CR, Gladwell V, 2013.”
  25. Sarstedt, Marko, Joseph F. Hair, Mandy Pick, Benjamin D. Liengaard, Lăcrămioara Radomir, and Christian M. Ringle. 2022. “Progress in Partial Least Squares Structural Equation Modeling Use in Marketing Research in the Last Decade.” Psychology and Marketing 39(5): 1035–64. doi:10.1002/mar.21640.
  26. Sarstedt, Marko, Joseph F Hair, Christian M Ringle, Kai O Thiele, and Siegfried P Gudergan. 2016. “Estimation Issues with PLS and CBSEM: Where the Bias Lies!” Journal of Business Research 69(10): 3998–4010. doi:10.1016/j.jbusres.2016.06.007.
  27. Semuel, Hatane, and Kelvin Yohanes Setiawan. 2018. “Manajemen Pemasaran.” Jurnal Manajemen Pemasaran 12(1): 47–52. doi:10.9744/pemasaran.12.1.47.
  28. Shimp, Terence A. 2010. Advertising, Promotion, & Other Aspects of Integrated Marketing Communications, 8e. 8th ed. Canada.
  29. Sjahruddin, Herman, Aulia Qarinah, Nurlaely Razak, and Poppy Nahdia Syahrani Pascawati. 2022. “Pengaruh Promosi Online Dan Perilaku Konsumen Terhadap Pengambilan Keputusan Pembelian Ayam Pedaging.” Jurnal Ilmu Manajemen 10(4): 1037–47.
  30. Sugiyono. 2021. “Buku Metode Penelitian Komunikasi.Pdf.Crdownload.” : 1–718.
  31. Tiara, Salma Ananda, and Raya Sulistyowati. 2021. “Pengaruh Country of Origin Dan Brand Love Terhadap Keputusan Pembelian Skincare Nature Republic Di Tunjungan Plaza Surabaya.” Jurnal Pendidikan Tata Niaga (JPTN) 10(1): 1583–90. doi:10.26740/jptn.v10n1.p1583-1590.
  32. Ummah, Masfi Sya’fiatul. 2019. “No 主観的健康感を中心とした在宅高齢者における 健康関連指標に関する共分散構造分析Title.” Sustainability (Switzerland) 11(1): 1–14. http://scioteca.caf.com/bitstream/handle/123456789/1091/RED2017-Eng-8ene.pdf?sequence=12&isAllowed=y%0Ahttp://dx.doi.org/10.1016/j.regsciurbeco.2008.06.005%0Ahttps://www.researchgate.net/publication/305320484_SISTEM_PEMBETUNGAN_TERPUSAT_STRATEGI_MELESTARI.
  33. Vivita, Erika, and Wahyu Hidayat. 2022. “PENGARUH KUALITAS PRODUK DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN PRODUK KOSMETIK WARDAH DI KOTA SEMARANG (Studi Pada Konsumen Kosmetik Wardah Di Kota Semarang).” Jurnal Ilmu Administrasi Bisnis 10(3): 1338–43. doi:10.14710/jiab.2021.32222.
  34. Wadi, Muh, Muinah Fadhilah, and Lusia Tria Hatmanti Hutami. 2021. “Analisis Pengaruh Citra Merek, Kepercayaan Merek Dan Kualitas Produk Terhadap Keputusan Pembelian Sepatu Specs (Studi Kasus Pada Konsumen Sepatu Specs Di Kota Lombok Timur).” J-MAS (Jurnal Manajemen dan Sains) 6: 172. doi:10.33087/jmas.v6i1.223.
  35. Wijaya, Ardy, Mirzam Arqy, Program Studi Manajemen, and Fakultas Ekonomi. 2024. “Dengan Brand Love Sebagai Varaibel Mediasi Pada Produk Pasta Gigi Pepsodent Di Indonesia.” 1: 96–108