The influence of perceived creativity and positive emotions on relationship quality: The mediating role of interaction


  • Burhanudin Burhanudin Universitas Hayam Wuruk Perbanas
  • Shinta Nufus Aulia Universitas Hayam Wuruk Perbanas



Online grocery shopping offers a convenient shopping experience, but service providers must be creative in meeting customers' needs and delivering a positive shopping experience. This research examines the influence of perceived creativity and positive emotions on interaction and, subsequently, relationship quality. The study also analyses the mediation role of interaction in the relationship between perceived creativity and connection quality and the relationship between positive emotions and relationship quality. A survey was conducted with 288 respondents to investigate the relationships among the variables. The data collected were analyzed using structural equation modelling. The results show that perceived creativity and positive emotions directly influence relationship quality. Furthermore, perceived imagination and positive emotions indirectly affect relationship quality through interaction. These findings suggest that online grocery shopping platform providers can leverage consumers' creative perceptions and positive emotions to create exchanges that can be used to build a quality relationship between service providers and consumers.


Abdelfattah, F., Al Halbusi, H., & Al-Brwani, R. M. (2022). Influence of Self-Perceived Creativity and Social Media Use in Predicting E-entrepreneurial Intention. International Journal of Innovation Studies, 6(3), 119–127.

Amanah, D., & Harahap, D. A. (2019). Loyalitas Konsumen: Implikasi dari Diferensiasi Produk dan Nilai Emosional. Jurnal Ilmiah Manajemen Dan Bisnis, 20(1), 15–26.

Antwi, S. (2021). “I Just Like This E-Retailer”: Understanding Online Consumers Repurchase Intention From Relationship Quality Perspective. Journal of Retailing and Consumer Services, 61.

Asti, W. P., Handayani, P. W., & Azzahro, F. (2021). Influence of Trust, Perceived Value, and Attitude on Customers’ Repurchase Intention for E-Grocery. Journal of Food Products Marketing, 27(3), 157–171.

Bayuardie, D., & Nisa, P. C. (2023). Hubungan antara Emotional Intelligence, Kualitas Layanan, Kepuasan Pelanggan, dan Loyalitas Pelanggan pada Karyawan Kedai Makanan dan Minuman. Journal of Advances in Digital Business and Entrepreneurship, 2(02), 1-17.

Busalim, A. H., Ghabban, F., & Hussin, A. R. C. (2021). Customer Engagement Behaviour on Social Commerce Platforms: An Empirical Study. Technology in Society, 64.

Casaló, L. V., Flavián, C., & Ibáñez-Sánchez, S. (2021). Be Creative, My Friend! Engaging Users on Instagram by Promoting Positive Emotions. Journal of Business Research, 130, 416–425.

Cook, K. S., & Rice, E. (2006). Handbook of Social Psychology: Social Exchange Theory. University of Wisconsin Madison.

De Kerviler, G., & Rodriguez, C. M. (2019). Luxury Brand Experiences and Relationship Quality for Millennials: The Role of Self-Expansion. Journal of Business Research, 102.

Dorai, S., Balasubramanian, N., & Sivakumaran, B. (2021). Enhancing Relationships in E-tail: Role of Relationship Quality and Duration. Journal of Retailing and Consumer Services, 58.

Du, J., An, Y., Ding, X., Zhang, Q., & Xu, W. (2019). State Mindfulness and Positive Emotions in Daily Life: An Upward Spiral Process. Personality and Individual Differences, 141(122), 57–61.

Fadhila, S., Lie, D., Wijaya, A., & Halim, F. (2020). Pengaruh Sikap Konsumen dan Persepsi Konsumen Terhadap Keputusan Pembelian pada Mini Market Mawar Balimbingan. SULTANIST: Jurnal Manajemen dan Keuangan, 8(1), 53–60.

Farah, H. (2021). Pergerseran Perilaku, Dorong Pertumbuhan Layanan E-Groceries Indonesia. Katadata.

Fornell, C., & Larcker, D. (1981). Mengevaluasi Model Persamaan Struktural dengan Variabel yang Tidak Dapat Diamati dan Kesalahan Pengukuran. Jurnal Riset Pemasaran, 18, 39–50.

Ghozali, I. (2008). Structural Equation Modeling: Metode Alternatif Dengan Partial Least Square (PLS). Badan Penerbit Universitas Diponegoro.

Goetz, T., Bieleke, M., Gogol, K., van Tartwijk, J., Mainhard, T., Lipnevich, A. A., & Pekrun, R. (2021). Getting Along and Feeling Good: Reciprocal Associations between Student-Teacher Relationship Quality and Students’ Emotions. Learning and Instruction, 71.

Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to Use and How to Report The Results of PLS-SEM. European Business Review, 31(1), 2–24.

Huang, Y. C., Backman, S. J., Backman, K. F., & Moore, D. W. (2013). Exploring User Acceptance of 3D Virtual Worlds in Travel and Tourism Marketing. Tourism Management, 36, 490–501.

Hudson, S., Huang, L., Roth, M. S., & Madden, T. J. (2016). The Influence of Social Media Interactions on Consumer-Brand Relationships: A Three-Country Study of Brand Perceptions and Marketing Behaviors. International Journal of Research in Marketing, 33(1), 27–41.

Jahng, J., Jain, H., & Ramamurthy, K. (2007). Effects of Interaction Richness on Consumer Attitudes and Behavioral Intentions in E-Commerce: Some Experimental Results. European Journal of Information Systems, 16(3), 254–269.

Keiningham, T. L., Rust, R. T., Lariviere, B., Aksoy, L., & Williams, L. (2018). A Roadmap for Driving Customer Word-of-Mouth. Journal of Service Management, 29(1), 2–38.

Kurniasari, F., & Ryadi, W. T. (2021). Determinants of Indonesian E-Grocery Shopping Behavior After Covid-19 Pandemic Using the Technology Acceptance Model Approach. United International Journal for Research & Technology, 3(01), 12-18.

Lee, J., Lee, Y., & Lee, Y. J. (2012). Do Customization Programs of E-Commerce Companies Lead to Better Relationships with Consumers? Electronic Commerce Research and Applications, 11(3), 262–274.

Li, G. (2020). The Impact of Supply Chain Relationship Quality on Knowledge Sharing and Innovation Performance: Evidence from Chinese Manufacturing Industry. Journal of Business and Industrial Marketing, 36(5), 834–848.

Lin, H., Chi, O. H., & Gursoy, D. (2020). Antecedents of Customers’ Acceptance of Artificially Intelligent Robotic Device Use in Hospitality Services. Journal of Hospitality Marketing and Management, 29(5), 530–549.

Maisaroh, S., & Wibisono, T. (2022). Pengaruh Media Sosial, Kepercayaan, dan Persepsi Manfaat terhadap Keputusan Pembelian Online. Jurnal Fokus Manajemen Bisnis, 12(1), 16–29.

Mighfar, S. (2015). Social Exchange Theory: Telaah Konsep George C. Homans Tentang Teori Pertukaran Sosial. LISAN AL-HAL: Jurnal Pengembangan Pemikiran dan Kebudayaan, 9(2), 259-282.

Miller, P. G., Johnston, J., Dunn, M., Fry, C. L., & Degenhardt, L. (2010). Comparing Probability and Non-Probability Sampling Methods in Ecstasy Research: Implications for The Internet as A Research Tool. Substance Use and Misuse, 45(3), 437–450.

Mulyadi, M. (2013). Penelitian Kuantitatif dan Kualitatif serta Pemikiran Dasar Menggabungkannya. Jurnal Studi Komunikasi Dan Media, 15(1), 128.

Nadeem, W., Juntunen, M., Shirazi, F., & Hajli, N. (2020). Consumers' Value Co-Creation in Sharing Economy: The Role of Social Support, Ethical Perceptions and Relationship Quality. Technological Forecasting and Social Change, 151,.

Pappas, I. O., Kourouthanassis, P. E., Giannakos, M. N., & Chrissikopoulos, V. (2017). Sense and Sensibility in Personalized E-Commerce: How Emotions Rebalance the Purchase Intentions of Persuaded Customers. Psychology and Marketing, 34(10), 972–986.

Pasi, L. N. K., & Sudaryanto, B. (2021). Analisis Pengaruh Online Customer Reviews dan Kualitas Pelayanan terhadap Keputusan Pembelian dengan Kepercayaan sebagai Variabel Intervening (Studi pada Konsumen Shopee di Kota Semarang). Diponegoro Journal of Management, 10(4).

Preston, C. C., & Colman, A. M. (2000). Optimal Number of Response Categories in Rating Scales: Reliability, Validity, Discriminating Power, and Respondent Preferences. Acta Psychologica, 104(1), 1–15.

Rajabi, M., & Gharcheh, M. (2022). The Effect of Perceived Creativity of Sports Store Instagram Posts on the Interactive Intention of Followers With the Mediating Role of Affective Commitment. Research in Sport Management and Marketing, 3(3), 35-46.

Rukmayanti, R., & Fitriana, F. (2022). Pengaruh Kualitas Produk, Harga, dan Promosi terhadap Keputusan Pembelian. Jurnal Fokus Manajemen Bisnis, 12(2), 206–217.

Ryadi, W. T., Kurniasari, F., & Sudiyono, K. A. (2021). Factors Influencing Consumer’s Intention Towards E-Grocery Shopping: An Extended Technology Acceptance Model Approach. Economics, Management and Sustainability, 6(2), 146–159.

Santouridis, I., & Veraki, A. (2017). Customer Relationship Management and Customer Satisfaction: The Mediating Role of Relationship Quality. Total Quality Management and Business Excellence, 28(9–10), 1122–1133.

Sheikh, Z., Yezheng, L., Islam, T., Hameed, Z., & Khan, I. U. (2019). Impact of Social Commerce Constructs and Social Support on Social Commerce Intentions. Information Technology and People, 32(1), 68–93.

Singh, S., & Srivastava, S. (2019). Engaging Consumers in Multichannel Online Retail Environment: A Moderation Study of Platform Type on Interaction of E-Commerce and M-Commerce. Journal of Modelling in Management, 14(1), 49–76.

Snijders, I., Rikers, R. M. J. P., Wijnia, L., & Loyens, S. M. M. (2018). Relationship Quality Time: The Validation of A Relationship Quality Scale In Higher Education. Higher Education Research and Development, 37(2), 404–417.

Srivastava, M., & Kaul, D. (2014). Social Interaction, Convenience and Customer Satisfaction: The Mediating Effect of Customer Experience. Journal of Retailing and Consumer Services, 21(6), 1028–1037.

Tajvidi, M., Wang, Y., Hajli, N., & Love, P. E. D. (2021). Brand Value Co-Creation in Social Commerce: The Role of Interactivity, Social Support, and Relationship Quality. Computers in Human Behavior, 115.

Thornberg, R., Forsberg, C., Hammar Chiriac, E., & Bjereld, Y. (2022). Teacher–Student Relationship Quality and Student Engagement: A Sequential Explanatory Mixed-Methods Study. Research Papers in Education, 37(6), 840–859.

Ulrich, M., Jahnke, H., Langrock, R., Pesch, R., & Senge, R. (2021). Distributional Regression for Demand Forecasting in E-Grocery. European Journal of Operational Research, 294(3), 831–842.

Weng, D., & Zhao, J. (2020). Positive Emotions Help Rank Negative Reviews In E-Commerce. arXiv preprint arXiv:2005.09837.

Wibowo, A., Chen, S. C., Wiangin, U., Ma, Y., & Ruangkanjanases, A. (2021). Customer Behavior as an Outcome of Social Media Marketing: The Role of Social Media Marketing Activity and Customer Experience. Sustainability (Switzerland), 13(1), 1–18.

Yin, J. (2019). Study on The Progress of Neural Mechanism of Positive Emotions. Translational Neuroscience, 10(1), 93–98.

Yoon, J. K., Pohlmeyer, A. E., Desmet, P. M. A., & Kim, C. (2021). Designing for Positive Emotions: Issues and Emerging Research Directions. Design Journal, 24(2), 167–187.

Zannuba, S. H., & Prawitasari, D. (2022). Pengaruh Gaya Hidup dan Kualitas Pelayanan melalui Kepuasan Konsumen terhadap Minat Beli Ulang. Jurnal Fokus Manajemen Bisnis, 12(2), 176–193.




How to Cite

Burhanudin, B., & Aulia , S. N. . (2023). The influence of perceived creativity and positive emotions on relationship quality: The mediating role of interaction. Jurnal Fokus Manajemen Bisnis, 13(2), 179–196.