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All Journal Diponegoro Journal of Management
Imroatul Khasanah
Fakultas Ekonomika dan Bisnis, Universitas Diponegoro
Decision Sciences, Operations Research & Management

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Analisis Pengaruh Brand Awareness, Perceived Quality, dan Customer Experience terhadap Repurchase Intention dengan Brand Equity sebagai Variabel Mediasi: Studi pada Merek Miniso di Kota Semarang Muhammad Fauzi; Imroatul Khasanah
Diponegoro Journal of Management Volume 15, Nomor 2, Tahun 2026
Publisher : Faculty of Economics and Business Diponegoro University

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Abstract

This study aims to analyse the effect of perceived quality, brand awareness, and customer experience on repurchase intention, with brand equity and customer satisfaction as mediating variables. The research was conducted on Miniso consumers in Semarang using a quantitative approach. Data were collected from 160 respondents through a structured questionnaire and analysed using Structural Equation Modelling-Partial Least Squares (SEM-PLS). The results show that perceived quality, brand awareness, and customer experience have a positive and significant effect on brand equity. Furthermore, brand equity significantly affects customer satisfaction and repurchase intention, while customer satisfaction also has a significant effect on repurchase intention. In addition, brand equity and customer satisfaction have been shown to mediate the relationship between the independent variables and repurchase intention. The model explains 54.5% of the variance in repurchase intention. These findings highlight the importance of strengthening brand equity and enhancing customer satisfaction to improve consumer repurchase intention in the lifestyle retail industry.
Pengaruh Daya Tarik, Kredibilitas, dan Popularitas Brand Ambassador terhadap Keputusan Pembelian Mie Sedaap melalui Brand Image sebagai Variabel Mediasi Petronella Gabrina Simatupang; Imroatul Khasanah
Diponegoro Journal of Management Volume 14, Nomor 4, Tahun 2025
Publisher : Faculty of Economics and Business Diponegoro University

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In recent years, the rising presence of Korean celebrities in marketing campaigns across Indonesia has reflected a shift in brand communication strategies—one that emphasises emotional resonance between public figures and consumers. Mie Sedaap, a wellknown instant noodle brand, adopted this approach by appointing South Korean actor Ahn Hyo Seop as its brand ambassador, aiming to capture the attention of younger audiences and shape a favourable perception of the brand. This study explores how consumers perceive the brand ambassador’s attractiveness, credibility, and popularity, and how these perceptions influence their purchase decisions, with brand image positioned as a mediating variable. The research applies a quantitative approach, using an online questionnaire distributed to 142 respondents who are Mie Sedaap consumers in Semarang. The collected data were analysed using Structural Equation Modelling (SEM) with AMOS 24. The findings indicate that all three attributes of the brand ambassador, attractiveness, credibility, and popularity, positively and significantly influence brand image. In turn, brand image shows a significant positive effect on consumer purchase decisions. Overall, the results highlight the strategic importance of choosing a brand ambassador who is not only visually appealing but also trustworthy and socially influential. When these elements are present, they help shape a stronger brand image that ultimately encourages consumer purchases. These insights provide valuable guidance for marketers seeking to design campaigns that resonate with the emotional and aspirational needs of today’s market.
Analisis Pengaruh Social Media Marketing Dan Kredibilitas Influencer Terhadap Keputusan Pembelian Dengan Kepercayaan Merek Sebagai Mediator: Studi Pada Pengguna Lipstik Wardah Di Kota Semarang Arini Rizkia Nursukma; Imroatul Khasanah
Diponegoro Journal of Management Volume 14, Nomor 2, Tahun 2025
Publisher : Faculty of Economics and Business Diponegoro University

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The cosmetics industry, particularly in the real of lipstick products, is experiencing rapid growth due to an increasing consumer interest in beauty items. Social media and influencers have emerged as powerful marketing tools that significantly shape consumer preferences and purchasing decisions within this sector. However, the decline in popularity of the Wardah lipstick brand presents a challenge for the company in regarding customer loyalty amidst fierce competition. This study aims to analyze the extent to which social media marketing and influencer credibility impact purchasing decisions for Wardah lipstick products, while considering the role of brand trust as a mediating factor.This research employed purposive sampling to identify appropriate participants, specifically Wardah lipstick users in Semarang City. Data was gathered through an online survey administered via Google Forms, targeting respondents who met the set criteria. A total of 135 individuals completed the survey. The collected data was subsequently analyzed using the Structural Equation Model (SEM) approach, utilizing AMOS 24 software.The findings reveal that social media marketing strategies and influencer credibility have a significant positive effect on consumer trust in the Wardah brand. Furthermore, the study demonstrates that social media marketing, influencer credibility, and consumer trust in the brand collectively exert a positive and significant influence on the purchasing decisions related to Wardah lipstick products.
Co-Authors Arini Rizkia Nursukma Muhammad Fauzi Petronella Gabrina Simatupang