Kreativitas, e-WOM, motif, dan kepemimpinan merek dalam membangun minat pembelian ulang: Peran mediasi emosi pada minuman kekinian di Kota Batam

Authors

  • Edy Yulianto Putra Universitas Internasional Batam
  • Novi Angelina Universitas Internasional Batam
  • Lily Purwianti Universitas Internasional Batam

DOI:

https://doi.org/10.53088/jmdb.v5i2.1572

Keywords:

Social Media, Social Commerce, Brand Leadership, Repurchase Intention, Digital Marketing

Abstract

Social media commerce has increasingly served as a primary platform for sharing product and service information, while also facilitating the buying and selling process. It has become a crucial source of information in consumer purchasing decisions. This study aims to examine the effects of stimuli, namely creativity, electronic word of mouth (E-WOM), motives, and brand leadership, on repurchase intention, with emotion acting as the mediating variable, among consumers of contemporary beverages in Batam City. Data were collected through a questionnaire distributed to 288 respondents and analyzed using the Structural Equation Modeling–Partial Least Squares (SEM-PLS) method. The findings indicate that creativity, E-WOM, and motives have a significant and positive influence on repurchase intention through emotional mediation. In contrast, brand leadership has no significant effect. This study contributes to a broader understanding of the role of social media in shaping consumer purchasing decisions in the contemporary beverage industry. The findings also provide strategic implications for business actors to focus on enhancing creativity, strengthening word-of-mouth communication on social media, and fostering emotional connections with consumers to encourage repeat purchases.

References

Afista, T. L., Fuadina, A. L., Aldi, R., & Nofirda, F. A. (2024). Analisis perilaku konsumtif gen-z terhadap digital e-wallet DANA. Jurnal Pendidika Tambusai, 8(1), 3344–3350. https://doi.org/10.31004/jptam.v8i1.12910

Chiu, W., & Cho, H. (2019). E-commerce brand: The effect of perceived brand leadership on consumers’ satisfaction and repurchase intention on e-commerce websites. Asia Pacific Journal of Marketing and Logistics, 33(6). https://doi.org/10.1108/APJML-10-2018-0403

Chrisnathaniel, H., Hartini, S., & Rahayu, S. P. (2021). Analisis Gamification Shopee.com Sebagai Media Pemasaran Terhadap EWOM, Positive Emotion, & Repurchase Intention (Pada Aplikasi Shopee.com). JURNAL NUSANTARA APLIKASI MANAJEMEN BISNIS, 6(1). https://doi.org/10.29407/nusamba.v6i1.14630

Christina, & Yulianto, E. (2023). Analysis of The Effect of Online Shopping On Self-Manufactured Fashion In Young Women In Batam City With Brand Awareness as Mediation. Management Studies and Entrepreneurship Journal, 4(1), 169–182.

Cristimonica, J., & Setiawan, M. B. (2022). The Effect of Addressing Attraction, Price Perception and Electronic Word of Mouth (EWOM) on the Purchase Decision of YOU Brand Cosmetics. JIM UPB Journal of Management Studies Program Universitas Putera Batam, 10(1).

Fang, L., & Lee, Y. (2021). The Effects of online shopping mall Usage Motives in e-commerce on Repurchase Intention: Centered on international Chinese students. Journal of Digital Convergence.

Ginting, Y. M., Chandra, T., Miran, I., & Yusriadi, Y. (2023). Repurchase intention of e-commerce customers in Indonesia: An overview of the effect of e-service quality, e-word of mouth, customer trust, and customer satisfaction mediation. International Journal of Data and Network Science, 7(1). https://doi.org/10.5267/j.ijdns.2022.10.001

Hair, J. F., Astrachan, C. B., Moisescu, O. I., Radomir, L., Sarstedt, M., Vaithilingam, S., & Ringle, C. M. (2021). Executing and interpreting applications of PLS-SEM: Updates for family business researchers. Journal of Family Business Strategy, 12(3). https://doi.org/10.1016/j.jfbs.2020.100392

Hair, J. F., Celsi, M., Ortinau, D. J., & Bush, R. P. (2016). Essentials of marketing research; Essentials of marketing research.

Irawan, I., & Nasrun, N. (2020). Bahaya Perekrutan Terorisme Melalui Media Sosial di Indonesia. SUSTAINABLE: Jurnal Kajian Mutu Pendidikan, 3(1). https://doi.org/10.32923/kjmp.v3i1.1392

Khaddapi, M., Burhanuddin, B., Sapar, S., Salju, S., & Risal, M. (2022). Pengaruh Kualitas Pelayanan Kepuasan Pelanggan Melalui Loyalitas Terhadap Minat Membeli Kembali di Jinan Pet Care and Veterinary Palopo. Jurnal Aplikasi Bisnis Dan Manajemen. https://doi.org/10.17358/jabm.8.3.951

Kumgliang, O., & Khamwon, A. (2023). The Influence of Brand Leadership on Brand Relationship Quality and Brand Advocacy in Gadgets Industry, Thailand. Quality - Access to Success, 24(195). https://doi.org/10.47750/QAS/24.195.07

Laparojkit, S., & Suttipun, M. (2022). The causal factors influencing repurchase intentions of local tourists in Thailand during COVID-19 crisis. Journal of Tourism Futures. https://doi.org/10.1108/JTF-05-2021-0122

Le, T. D., Robinson, L. J., & Dobele, A. R. (2023). eWOM processing from receiver perspective: Conceptualising the relationships. International Journal of Consumer Studies, 47(1). https://doi.org/10.1111/ijcs.12864

Li, H., Yang, H., Li, Y., & Zhu, J. (2022). The effect of multi-level dialectical emotion on creativity. Journal of Creativity, 32(3). https://doi.org/10.1016/j.yjoc.2022.100030

Maydeline, & Christiarini, R. (2023). Analisis Faktor-Faktor yang Mempengaruhi Purchase Intention Generasi Z pada Social Commerce. Open Journal Systems, 17(7), 1363–1376. https://doi.org/10.33578/mbi.v17i7.220

Nainggolan, F., Lady, Lady, & Harianja, E. (2023). Repurchase intention pada Bitcoin di Indonesia. Jurnal Ilmiah MEA (Manajemen, Ekonomi, Dan Akuntansi), 7(3), 1285–1304. https://doi.org/10.31955/mea.v7i3.3504

Nathania, Y., & Susan, M. (2023). Pengaruh Brand Leadership dan Brand Trust Terhadap Repurchase Intention Konsumen Produk Makanan Di Tokopedia. Jurnal Ilmu Administrasi Bisnis, 5.

Novitasari, D., Bangun Jeppri Napitupulu, B., Abadiyah, S., Silitonga, N., & Asbari, M. (2022). Linking between Brand Leadership , Customer Satisfaction , and Repurchase Intention in the E-commerce Industry. International Journal of Social and Management Studies, 03(01).

Nugroho, S. D. P., Rahayu, M., & Hapsari, R. D. V. (2022). The impacts of social media influencer’s credibility attributes on gen Z purchase intention with brand image as mediation. International Journal of Research in Business and Social Science (2147- 4478), 11(5), 18–32. https://doi.org/10.20525/ijrbs.v11i5.1893

Purwianti, L., & Dila, W. N. (2021). Analisis Faktor-Faktor yang Mempengaruhi Purchase Intention pada Pembelian Produk Fashion melalui Social Commerce terhadap masyarakat Kota Batam. CoMBInES - Conference on Management, Business, Innovation, Education and Social Sciences, 1(1).

Purwianti, L., Nurjanah, L., & Chen, R. (2024). The Impact of TAM , Social Influence , and Information Quality on Purchase Intention in E-commerce. Jurnal Organisasi Dan Manajemen, 20(2), 187–206. https://doi.org/10.33830/jom.v20i2.9123.2024

Rahadhini, M. D., Wibowo, E., & Lukiyanto, K. (2020). The role of positive emotion in hedonic shopping value affecting consumers‟ impulse buying of fashion products. International Journal of Scientific and Technology Research, 9(2).

Sallaku, R., & Vigolo, V. (2022). Predicting Customer Loyalty to Airbnb using PLS-SEM: the Role of Authenticity, Interactivity, Involvement and Customer Engagement. TQM Journal. https://doi.org/10.1108/TQM-12-2021-0348

Samoggia, A., Del Prete, M., & Argenti, C. (2020). Functional needs, emotions, and perceptions of coffee consumers and non-consumers. Sustainability (Switzerland), 12(14). https://doi.org/10.3390/su12145694

Sanjaya, S., & Budiono, H. (2021). Pengaruh Penggunaan Sosial Media Dan E-Wom Terhadap Keputusan Pembelian Di Mediasi Kepercayaan. Jurnal Manajerial Dan Kewirausahaan, 3(4). https://doi.org/10.24912/jmk.v3i4.13510

Simanjuntak, M., Nur, H. R., Sartono, B., & Sabri, M. F. (2020). A general structural equation model of the emotions and repurchase intention in modern retail. Management Science Letters, 10(4). https://doi.org/10.5267/j.msl.2019.10.017

Syaharni, D. S., & Kesumahati, E. (2023). Factors Influencing Indonesian Skincare Purchase Decision Using Korean Brand Ambassador with Purchase Intention as Intervening Variable. Almana : Jurnal Manajemen Dan Bisnis, 7(3), 540–555. https://doi.org/10.36555/almana.v7i3.2371

Veronica, M. T., & Ilmi, I. M. B. (2020). Minuman Kekinian di Kalangan Mahasiswa Depok dan Jakarta. Indonesian Jurnal of Health Development, 2(2).

Wang, E. S.-T., & Yu, J.-R. (2016). Effect of product attribute beliefs of ready-to-drink coffee beverages on consumer-perceived value and repurchase intention. British Food Journal, 118(12), 2963–2980. https://doi.org/10.1108/BFJ-03-2016-0128

Wang, X., Wang, H., & Zhang, C. (2022). A Literature Review of Social Commerce Research from a Systems Thinking Perspective. In Systems (Vol. 10, Issue 3). https://doi.org/10.3390/systems10030056

Wulandari, Z., Alam, A., Purbo Tyas, G., & Syahidah, Y. (2021). Webinar Dan Pelatihan Digital Marketing sebagai upaya meningkatkan promosi produk UMKM. Jurnal Pengabdian UntukMu NegeRI, 5(2). https://doi.org/10.37859/jpumri.v5i2.3055

Xia, M., Zhang, Y., & Gu, R. (2023). Creative Tea Beverages as a New Tourism Attraction? Exploring Determinants of Tourists’ Repurchase Intention Using Dual Process Theory. Sustainability (Switzerland), 15(13). https://doi.org/10.3390/su151310642

Xu, A., Wei, C., Zheng, M., Sun, L., & Tang, D. (2022). Influence of Perceived Value on Repurchase Intention of Green Agricultural Products: From the Perspective of Multi-Group Analysis. Sustainability (Switzerland), 14(22). https://doi.org/10.3390/su142215451

Downloads

Published

2025-07-07

How to Cite

Putra, E. Y., Angelina, N., & Purwianti, L. (2025). Kreativitas, e-WOM, motif, dan kepemimpinan merek dalam membangun minat pembelian ulang: Peran mediasi emosi pada minuman kekinian di Kota Batam. Journal of Management and Digital Business, 5(2), 467–482. https://doi.org/10.53088/jmdb.v5i2.1572