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All Journal International Journal of Economics, Business and Accounting Research (IJEBAR) Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi)
Denis Hartanto
Sekolah Tinggi Ilmu Ekonomi Ciputra Makassar
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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DOES BRAND IMAGE MEDIATE NUTRI-CLAIMS AND PRICE EFFECTS ON GENZ BEVERAGE CHOICE? Denis Hartanto; Erwin Erwin
Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA) Vol 10 No 2 (2026): ON GOING
Publisher : LPPM STIE Muhammadiah Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31955/mea.v10i2.7482

Abstract

This study investigates the trend of healthy lifestyle in Generation Z consumers in Makassar and the adjustment the industry does towards the brand. The research studies the effects of Nutrition Claims and Price Perception towards the Purchase Intention of Generation Z consumers towards packaged beverages with Brand Image as a mediating factor. The respondents consists of 198 Generation Z living in Kota Makassar who have bought or consumed packaged beverages within the last three months. The data were collected via a questionnaire using a 5-point Likert Scale. The collected data is then processed using SEM-PLS using the SmartPLS application. The results show Nutritional Claims cannot give a direct effect towards Purchase Intention. In contrast, Price Perception can directly affect Purchase Intention. The core result is Brand Image becoming the main catalyst heavily affecting the effects of both Nutritional Claims and Price Perception on Purchase Intention. And so, Brand Image is signified as an important mediating variable in this research. This research is important as it signals for companies to not only add Nutritional Claim labels but also build a good Brand Image, weakening price resistance and building trust towards the products.
THE DIGITAL TRINITY: INFLUENCERS, REVIEWS AND BRAND – QUANTIFYING THEIR SYNERGISTIC EFFECT ON FNB PURCHASE INTENTION Muhammad Sa`ad Trisnawijaya; Evi Jayanti Yonardi; Anastasya Putri Haeruddin; Denny Eka Axelito; Denis Hartanto; Erwin Erwin
International Journal of Economics, Business and Accounting Research (IJEBAR) Vol 9 No 4 (2025): IJEBAR, VOL. 09 ISSUE 04, DECEMBER 2025
Publisher : LPPM ITB AAS INDONESIA (d.h STIE AAS Surakarta)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/ijebar.v9i4.18673

Abstract

Trends in social media marketing have advanced significantly and are being utilized by culinary business operators. These trends are used to build Brand Awareness, which increases consumers' Purchase Intention. The purpose of this study is to analyze the effect of Influencer Marketing and Online Customer Reviews on Purchase Intention, with the mediating role of Brand Awareness. This study was analyzed using Partial Least Squares Structural Equation Model (PLS-SEM). The collected data were then processed using SMART-PLS. A total of 160 consumers from the Gen Z and Y demographics were surveyed using questionnaires with a 5-point Likert scale. The study shows that Online Customer Reviews can influence Purchase Intention, unlike Influencer Marketing, which only affects Purchase Intention through Brand Awareness. This highlights the central role of Brand Awareness for every trend used, which, in this case, Influencer Marketing and Online Customer Reviews contribute to purchase intention. Therefore, operators in the culinary business must aim to balance the use of existing trends with efforts to enhance their Brand Awareness.
Co-Authors Anastasya Putri Haeruddin Denny Eka Axelito Erwin Parega Evi Jayanti Yonardi Muhammad Sa`ad Trisnawijaya