Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal International Journal of Business, Economics, and Social Development
Tazkiya Salsabillah
Universitas Swadaya Gunung Jati
Humanities Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Social Sciences

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
The Effect of Message Source Credibility and Discount Framing on Purchase Intention of Emina Products with Brand Image as Mediation Tazkiya Salsabillah; Savitri Ariani; Aang Curatman; Farah Noor Ayuningtyas
International Journal of Business, Economics, and Social Development Vol. 6 No. 3 (2025): International Journal of Business, Economics, and Social Development (IJBESD)
Publisher : Rescollacom (Research Collaborations Community)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46336/ijbesd.v6i3.967

Abstract

The development of the beauty industry in Indonesia is driven by the increasing use of social media and e-commerce. Emina is one of the local brands that attracts attention, especially for teenagers in considering purchasing beauty products. This study aims to analyze the effect of message source credibility and discount framing on purchase intention of Emina products, with brand image as a mediating variable. A quantitative approach was used through an online survey with a total sample of 217 respondents and data analysis was carried out using the Partial Least Square Structural Equation Modeling (PLS-SEM) technique. The results show that message source credibiliy and discount framing have a positive and significant effect on purchase intention, both directly and indirectly through brand image as mediation.
Co-Authors Aang Curatman Farah Noor Ayuningtyas Savitri Ariani