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All Journal Management Studies and Entrepreneurship Journal (MSEJ)
Nyoman Sri Manik Parasari
University of National Education
Decision Sciences, Operations Research & Management

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Pengaruh Influencer Marketing, Online Customer Review Terhadap Purchase Decision Melalui Brand Awareness Sebagai Variabel Mediasi (Pada Produk Crusita Di Kota Denpasar) Ni Nyoman Tania Maharani; Nyoman Sri Manik Parasari
Management Studies and Entrepreneurship Journal (MSEJ) Vol. 6 No. 6 (2025): Management Studies and Entrepreneurship Journal (MSEJ)
Publisher : Yayasan Pendidikan Riset dan Pengembangan Intelektual (YRPI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37385/msej.v6i6.9713

Abstract

Penelitian ini bertujuan untuk mengetahui bagaimana Brand Awareness memediasi pengaruh Influencer Marketing, Online Customer Review terhadap Purchase Decision pada produk crusita. Teknik sampling yang digunakan adalah purposive sampling dengan jumlah responden sebanyak 170 orang. Metode penelitian ini menggunakan metode kuantitatif dengan teknik analisis data menggunakan PLS. Dari hasil penelitian dapat disimpulkan bahwa Influencer Marketing berpengaruh positif dan signifikan terhadap Brand Awareness, Online Customer Review berpengaruh positif dan signifikan terhadap Online Customer Review, Brand Awareness berpengaruh positif dan signifikan terhadap Purchase Decision, Influencer Marketing berpengaruh positif dan signifikan terhadap Purchase Decision, Online Customer Review berpengaruh positif dan signifikan terhadap Purchase Decision, Brand Awareness terbukti memediasi secara positif dan signifikan pengaruh Influencer Marketing terhadap Purchase Decision, Brand Awareness terbukti memediasi secara positif dan signifikan pengaruh Online Customer Review terhadap Purchase Decision.
The Role Of Environmental Knowledge In Mediating The Influence Of Green Product And Social Media Exposure On Purchase Intention In Denpasar City I Gusti Agung Shadevaningrat; Nyoman Sri Manik Parasari
Management Studies and Entrepreneurship Journal (MSEJ) Vol. 6 No. 6 (2025): Management Studies and Entrepreneurship Journal (MSEJ)
Publisher : Yayasan Pendidikan Riset dan Pengembangan Intelektual (YRPI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37385/msej.v6i6.9782

Abstract

This study aims to determine how Environmental Knowledge is able to mediate the influence of Green Product and Social Media Exposure on Purchase Intention on environmentally friendly products in Denpasar City. The sampling technique used is purposive sampling with a total of 160 respondents. This research method uses a quantitative method with data analysis techniques using PLS. From the results of the study it can be concluded that Green Product has a positive and significant effect on Environmental Knowledge, Social Media Exposure has a positive and significant effect on Environmental Knowledge, Green Product has a positive and significant effect on Purchase Intention, Social Media Exposure has a positive and insignificant effect on Purchase Intention, Environmental Knowledge has a positive and significant effect on Purchase Intention, Environmental Knowledge significantly mediates the relationship between Green Product and Purchase Intention, and Environmental Knowledge mediation is not significant on the relationship between Social Media Exposure and Purchase Intention.
Co-Authors I Gusti Agung Shadevaningrat Ni Nyoman Tania Maharani