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All Journal JEM : Jurnal Equilibrium Manajemen
Arweni Ibrahim
Universitas Panca Bhakti
Economics, Econometrics & Finance Social Sciences Other

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PERBANDINGAN STRATEGI PEMASARAN SKINCARE ANTARA MS GLOW DAN WARDAH DI KOTA PONTIANAK Dhea Crista Sheva Anandauri; Dina Octaviani; Arweni Ibrahim
Jurnal Equilibrium Manajemen Fakultas Ekonomi Universitas Panca Bhakti Vol 11 No 2 (2025): Vol 11 No 2 (2025): Jurnal Equilibrium Manajemen (JEM)
Publisher : Prodi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Panca Bhakti

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54035/jem.v11i2.598

Abstract

This study aims to analyze the differences in skincare marketing strategies between MS Glow and Wardah in Pontianak City. The method used is associative quantitative with purposive sampling technique on 118 respondents, consisting of 59 MS Glow users and 59 Wardah users. Data were analyzed using the Cochran Q Test via SPSS 23. The results of the study showed significant differences in the marketing strategies of the two brands, indicated by the calculated Q value of 43.27 with a significance of 0.000 < 0.05. The average score of Wardah (19.61) is higher than MS Glow (18.86), which confirms that the effectiveness of a marketing strategy is not only determined by the intensity of promotion, but also the suitability of the approach to consumer preferences. These findings are expected to be a reference for local skincare brands in developing more targeted marketing strategies and being able to compete in an increasingly competitive market
Peran Trust Dalam Memediasi Pengaruh Electronic Word Of Mouth (E-Wom) Terhadap Keputusan Pembelian (Studi Kasus Pada Platfrom Marketplace Tokopedia Di Kota Pontianak) Rikardus Reki; Maulana Filani Rizal; Arweni Ibrahim
Jurnal Equilibrium Manajemen Fakultas Ekonomi Universitas Panca Bhakti Vol 12 No 1 (2026): Vol 12 No 1 (2026): Jurnal Equilibrium Manajemen (JEM)
Publisher : Prodi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Panca Bhakti

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54035/jem.v12i1.639

Abstract

In the digital era, electronic word of mouth (eWOM) has become a key factor in shaping consumer behavior on e-commerce platforms, especially in Indonesia, where marketplaces like Tokopedia dominate online transactions with a user base reaching hundreds of millions. However, the influence of electronic word of mouth is often mediated by consumers' level of trust in the platform and its recommendations. This study aims to analyze the role of trust as a mediating variable in the relationship between electronic word of mouth and purchasing decisions among Tokopedia users in Pontianak City. This study aims to analyze the role of trust in mediating the influence of electronic word of mouth on purchasing decisions, using a case study on the Tokopedia marketplace platform in Pontianak City. This study used a quantitative method with a descriptive approach. Data were obtained through questionnaires distributed to 137 respondents who had made purchases on the Tokopedia marketplace platform in Pontianak City. Data analysis was performed using the Partial Least Squares-Structural Equation Modeling method using SmartPLS 4.1 software. The results of this study indicate that electronic word of mouth has no effect, while trust has a significant effect on purchasing decisions. Furthermore, trust was shown to significantly mediate the relationship between electronic word of mouth and purchasing decisions. These findings confirm that consumer trust plays a significant role in enhancing purchasing decisions through positive reviews, ratings, and customer comments on the Tokopedia marketplace platform.
Co-Authors Dhea Crista Sheva Anandauri Dina Octaviani Maulana Filani Rizal Rikardus Reki