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All Journal Jurnal Ekonomi, Manajemen, Akuntansi
Alfatih S. Manggabarani
Universitas Pembangunan Nasional “Veteran” Jakarta, Indonesia
Economics, Econometrics & Finance Social Sciences

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What Makes Consumers Buy Pet Food? A Study on Social Media Marketing, Brand Image, Brand Credibility, and Brand Trust toward Purchase Intention for Kitchen Flavor Dry Dog Food Ivan Bachtiar Pandapotan Nababan; Alfatih S. Manggabarani
EKOMA : Jurnal Ekonomi, Manajemen, Akuntansi Vol. 5 No. 3: Maret 2026
Publisher : CV. Ulil Albab Corp

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56799/ekoma.v5i3.15029

Abstract

This research investigates the influence of social media marketing, brand image, brand credibility, and brand trust on consumers’ purchase intention toward Kitchen Flavor dry dog food in Indonesia. A quantitative research design was applied, using online questionnaires distributed to 100 respondents selected through purposive sampling. The measurement model was tested using PLS-SEM through SmartPLS 3.0 to assess reliability, validity, and the explanatory power of the proposed framework. The findings show that brand image significantly affects purchase intention, indicating that consumers’ perception of product quality, nutritional benefits, and overall brand reputation plays a key role in their buying decisions. However, social media marketing, brand credibility, and brand trust were found to have no significant direct effect on purchase intention. The structural model demonstrates that 61.3% of the variance in purchase intention is explained by the four predictors. These results highlight that while social media engagement and brand-related perceptions contribute to shaping consumer attitudes, the most influential factor driving purchase intention for Kitchen Flavor is a strong and positive brand image. The study provides implications for pet food brands to enhance brand positioning through value-driven communication, product transparency, and strategic digital engagement.
Kecanduan Belanja: Memahami Sisi Emosional Perilaku Konsumen Rahmadi Arif; Alfatih S. Manggabarani
EKOMA : Jurnal Ekonomi, Manajemen, Akuntansi Vol. 5 No. 3: Maret 2026
Publisher : CV. Ulil Albab Corp

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56799/ekoma.v5i3.15031

Abstract

Penelitian ini bertujuan untuk mengeksplorasi secara mendalam fenomena kecanduan belanja dari perspektif psikologis, dengan fokus utama pada peran emosi dalam memicu dan mempertahankan perilaku kompulsif tersebut. Kecanduan belanja tidak hanya berdampak pada kondisi finansial individu, tetapi juga kesejahteraan emosional dan relasi sosial mereka. Melalui tinjauan literatur komprehensif dan analisis terhadap penelitian-penelitian terdahulu, studi ini mengidentifikasi berbagai faktor emosional seperti stres, kecemasan, depresi, dan perasaan rendah diri sebagai pemicu utama perilaku belanja kompulsif. Selain itu, penelitian ini juga membahas mekanisme psikologis seperti pelepasan dopamin dan penguatan negatif yang berkontribusi pada siklus adiktif. Implikasi dari pemahaman mendalam tentang sisi emosional kecanduan belanja ini penting untuk pengembangan strategi pencegahan, intervensi klinis, dan edukasi masyarakat yang lebih efektif dalam mengatasi masalah ini. Penelitian lebih lanjut diperlukan untuk mengembangkan model komprehensif yang mengintegrasikan faktor emosional, kognitif, dan sosial dalam memahami dan menangani kecanduan belanja.
Co-Authors Ivan Bachtiar Pandapotan Nababan Rahmadi Arif