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All Journal Jurnal Maneksi (Management Ekonomi Dan Akuntansi)
Erny Rachmawati
University of Muhammadiyah Purwokerto
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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THE INFLUENCE OF BRAND AMBASSADOR, BRAND IMAGE, WORD OF MOUTH, AND PRODUCT QUALITY ON SKINTIFIC SKINCARE PURCHASE DECISIONS Syahlira Sayidatina; Erny Rachmawati; Naelati Tubastuvi; Dian Widyaningtyas
Jurnal Maneksi (Management Ekonomi Dan Akuntansi) Vol. 15 No. 2 (2026): Jurnal Maneksi (Management Ekonomi Dan Akuntansi)
Publisher : Politeknik Negeri Ambon

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31959/jm.v15i2.3740

Abstract

Introduction: This study aims to analyze the influence of brand ambassadors, brand image, word-of-mouth, and product quality on Skintific skincare purchase decisions.Methods: The study uses a quantitative, 5-point Likert-scale assessment. The selected sample uses purposive sampling. The population in this study is the general public of Purwokerto who have purchased Skintific skincare twice. Data were collected through the distribution of questionnaires, yielding 125 responses. Furthermore, the data were analyzed using SPSS version 24.Results: The study shows that brand ambassadors and product quality have a positive and significant effect on purchase decisions, whereas brand image and word of mouth do not.Conclusion and suggestion: This study shows that brand ambassadors and product quality are important factors in consumers' choice of skincare products. However, brand image and word of mouth have not had an optimal influence on purchase decisions, so companies need to improve their strategies to strengthen brand image and word of mouth through more effective marketing and improve consumer experience to order to drive purchase decisions. Keywords: Brand Ambassador, Brand Image, Word of Mouth, Product Quality, Purchase Decision  
PENGARUH BRAND IMAGE, PRICE DISCOUNT, BONUS PACK, DAN DISPLAY PRODUCT TERHADAP IMPULSE BUYING DI ALFAMART Sonnya Aulia Soldie; Erny Rachmawati; Hermin Endratno; Arini Hidayah; Irawan Randikaparsa
Jurnal Maneksi Vol. 15 No. 3 (2026): Jurnal Maneksi (Management Ekonomi Dan Akuntansi)
Publisher : Politeknik Negeri Ambon

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31959/jm.v15i3.4055

Abstract

Introduction: This study aims to analyze the effects of brand image, price discounts, bonus packs, and product displays on impulse buying among Alfamart consumers in Purwokerto. Methods: This study uses a quantitative approach with primary data obtained through distributing questionnaires to 133 respondents who were selected using the purposive technique. Data were analyzed using the Partial Least Squares (PLS) method with the help of SmartPLS 3.0.Results: The results show that brand image, price discounts, bonus packs, and product display have a significant positive effect on impulse buying. The findings indicate that the marketing strategies implemented by the company, both through strengthening brand image, providing price discounts, offering product bonuses, and arranging products in an attractive manner, are able to encourage consumers to make spontaneous purchases. Conclusion and suggestion: Therefore, retail companies need to optimize these various marketing strategies to increase consumers' buying interest and drive sales growth. This Research is expected to contribute to the development of marketing science and serve as a reference for companies in understanding consumers' impulse buying behavior. Keywords: Brand Image, Price Discount, Bonus Pack, Display Product, Impulse Buying.
Co-Authors Arini Hidayah Dian Widyaningtyas Hermin Endratno Irawan Randikaparsa Naelati Tubastuvi Sonnya Aulia Soldie Syahlira Sayidatina