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All Journal Ecobisma (Jurnal Ekonomi, Bisnis dan Manajemen) Proceedings of The ICECRS
Dhea Wulan Arianti
Universitas Muhammadiyah Sidoarjo
Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Mathematics

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Brand Image Trust Digital Marketing Drive Nivea Men Purchasing Decisions: Citra Merek Kepercayaan Pemasaran Digital Mendorong Keputusan Pembelian Nivea Men Mazin Daffa; Lintang Pratama Putra Andika; Dhea Wulan Arianti; Reza Dwi Juniar; Sigit Hermawan
Proceedings of The ICECRS Vol. 12 No. 3 (2024)
Publisher : International Consortium of Education and Culture Research Studies

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21070/icecrs.v12i3.1767

Abstract

General Background Technological advancements significantly alter contemporary consumer behavior by facilitating seamless access to online product information. Specific Background The male facial care market is experiencing intense competition, prompting companies to utilize online media for broader consumer reach and heightened credibility. Knowledge Gap While online strategies are prevalent, the exact mediating role of virtual platforms in translating corporate perceptions and consumer confidence into actual sales remains underexplored within specific male grooming segments. Aims This study analyzes the direct relationship of corporate perception and consumer confidence on buying choices, alongside examining online promotion as an intervening variable for male grooming products. Results Path analysis of 52 respondents revealed that corporate perception and consumer confidence directly dictate buying choices. Furthermore, corporate perception significantly shapes online promotional interactions, whereas consumer confidence does not. However, both corporate perception and consumer confidence successfully drive final transactions through online promotional mediation. Novelty The research delineates the distinct pathways where online platforms successfully mediate both corporate perception and consumer confidence, despite the latter failing to directly alter the online promotional variable itself. Implications Grooming companies should prioritize integrating strong corporate reputations with interactive online campaigns to secure competitive advantages and accelerate consumer acquisition. Highlights:• Reputation alongside consumer confidence directly shapes buying choices regarding male facial care items. • Online platforms successfully mediate relationships connecting corporate perception with final transactions. • Consumer certainty fails to directly alter online promotional interactions despite mediating sales. Keywords: Brand Image, Consumer Trust, Digital Marketing, Purchasing Decision, Facial Care
ANALYSIS OF REPUTATION, FACILITIES, AND PRICE ON STUDENTS' DECISIONS TO CHOOSE THE MANAGEMENT STUDY PROGRAM AT MUHAMMADIYAH UNIVERSITY OF SIDOARJO Dhea Wulan Arianti; Mas Oetarjo; Dewi Komala Sari
ECOBISMA (JURNAL EKONOMI, BISNIS DAN MANAJEMEN) Vol 12, No 2 (2025): ECOBISMA
Publisher : Published by the Faculty of Economics and Business, University of Labuhanbatu, North Sumat

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36987/ecobi.v12i2.7326

Abstract

PURPOSE - The purpose of this study was to determine the effect of reputation, facilities, and price on students' decisions to choose the Management Study Program at the University of Muhammadiyah Sidoarjo.METHODOLOGY - This study uses a quantitative approach and the population is all active students of the Management Study Program in 2021-2024. The sampling technique for this study uses the probability sampling method with a simple random sampling technique and with a total of 330 respondents. The criteria are active students of the Management Study Program in 2021-2024. The data collection technique in this study is primary data using an online questionnaire. The data analysis technique in this study uses multiple linear regression analysis with SPSS version 25.FINDING - The results of the study prove that reputation influences student decisions, facilities influence student decisions, and prices influence student decisions in choosing the Management Study Program at Muhammadiyah University of Sidoarjo
Co-Authors Dewi Komala Sari Lintang Pratama Putra Andika Mas Oetarjo Mazin Daffa Reza Dwi Juniar Sigit Hermawan