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All Journal Jurnal Manajemen dan Organisasi JURNAL PENDIDIKAN TAMBUSAI Community Engagement and Emergence Journal (CEEJ) Jurnal Ekonomi Manis : Jurnal Manajemen dan Bisnis Jurnal Pengabdian Masyarakat dan Riset Pendidikan
Asnawi, Aisah
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Health Professions Languange, Linguistic, Communication & Media Mathematics Social Sciences Other

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The Role Of Brand Trust As A Mediation Variable Of The Influence Of Brand Image And Social Media Marketing On Purchase Decisions For Sariayu Martha Tilaar Cosmetics In Dobo City, Aru Island District Amin, Aswar; Asnawi, Aisah; Huwae, Victor Ernest
Jurnal Ekonomi Vol. 13 No. 02 (2024): Jurnal Ekonomi, Edition April - June 2024
Publisher : SEAN Institute

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Abstract

This research aims to analyze the influence of brand image and social media marketing on purchasing decisions through brand trust as a mediating variable. The type of research used is quantitative research. The number of samples in this study was 116 respondents. The sampling technique uses a purposive sampling technique with a non-probability sampling method. Primary data in the research was obtained through distributing questionnaires to customers who use Sariayu Martha Tilaar Cosmetics in Dobo City, Aru Islands Regency. The data analysis method uses Partial Least Square (PLS) which can be operationalized via SmartPLS software. The results of the research show that brand image has a significant effect on brand trust, social media marketing has a significant effect on brand trust, brand trust has a significant effect on purchasing decisions, brand image has a significant effect on purchasing decisions through brand trust as a mediating variable, and social media marketing has a significant effect on purchasing decisions through brand trust as a mediating variable.
PENGARUH ONLINE COSTUMER REVIEW DAN ONLINE COSTUMER RATING TERHADAP KEPUTUSAN PEMBELIAN (PENGGUNA SHOPEE DI KOTA AMBON) Nirmaulana, Nirmaulana; Asnawi, Aisah; Saptenno, Sammy
Manis: Jurnal Manajemen dan Bisnis Vol 9 No 1 (2025): MANIS : Jurnal Manajemen dan Bisnis
Publisher : Jurusan Manajemen Fakultas Ekonomi dan Bisnis Universitas Pattimura

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30598/manis.9.1.10-19

Abstract

Temuan ini bertujuan untuk meneliti pengaruh ulasan pelanggan, penilaian pelanggan, terhadap keputusan pembelian di platform e-commerce shopee di Kota Ambon. Lebih komprehensif, penelitian ini mengisi gap dan ketidakonsistenan dalam penelitian sebelumnya. Metode penelitian menggunakan pendekatan kuantitatif dengan jenis penelitian eksplanasi asosiatif, adapun populasi penelitian adalah pengguna shopee di Kota Ambon yang telah melakukan pembelian, sejumlah 100 sampel yang diambil melalui teknik purposive sampling dan mengaplikasikan Structural Equation Modeling (SEM) PLS untuk menganalisis responden pengguna shopee. Hasil penelitian menunjukkan bahwa dari dua hipotesis yang diuji keduanya diterima, ulasan pelanggan, dan rating berpengaruh signifikan terhadap keputusan pembelian.
Co-Authors Amin, Aswar Benamen , Masna Bugis, Reka Chandra, Felix Huwae, Victor E. Huwae, Victor Ernest Imran, Irna Wijana Latuconsina, Zainuddin Leasiwal, Teddy Loppies, Lussi R. M.Pelupessy, Merry Melati Arifin, Hasmia N. Nengsi, Nadya Nirmaulana, Nirmaulana Pelupessy, Merry M Pelupessy, Merry M. R .Tamher, Etvin R. Loppies, Lussy Saptenno, Sammy Saununu, Siska Jeanete Sitaniapessy, Rainier H. Tamher, Etvin Rizal Teddy Christianto Leasiwal Tehuayo, Erlinda Theresia Waileruny, Hulawa