Article Per Year (5 Year)
p-Index From 2021 - 2026
0.408
P-Index
This Author published in this journals
All Journal Kompak : Jurnal Ilmiah Komputerisasi Akuntansi
Widya Prananta
Fakultas Ekonomika dan Bisnis, Universitas Negeri Semarang, Indonesia
Education

Published : 2 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 2 Documents
Search

 1 
Pengaruh Social Media Marketing dan E-WOM pada Purchase Intention Dimediasi oleh Brand Trust Aisya Muthia Majid; Widya Prananta
Kompak :Jurnal Ilmiah Komputerisasi Akuntansi Vol. 19 No. 1 (2026): Kompak : Jurnal Ilmiah Komputerisasi Akuntansi
Publisher : Universitas Sains dan Teknologi Komputer

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51903/kompak.v19i1.3813

Abstract

This study examines how social media marketing, electronic word of mouth, and brand trust influence purchase intention among prospective Garnier consumers. Data were collected through a questionnaire distributed to 105 prospective Garnier consumers in Semarang. Respondents were selected using purposive sampling, and the data were analyzed using the SEM-PLS method. The findings indicate that electronic word of mouth has a positive and significant effect on purchase intention. However, social media marketing and brand trust do not have a significant effect on purchase intention. Furthermore, although social media marketing and electronic word of mouth have a positive and significant effect on brand trust, the proposed mediation hypotheses are not empirically supported, indicating that brand trust does not function as an effective mediator in explaining the relationship between social media marketing, electronic word of mouth, and purchase intention. These findings suggest that consumer recommendations and reviews play a greater role in shaping purchase intention than social media marketing activities and brand trust. This study contributes to the development of digital marketing literature and provides practical implications for companies to optimize their electronic word of mouth strategies in an effort to increase consumer purchase intention.
Pengaruh Celebrity Endorsement dan Social Media Marketing terhadap Purchase Intention melalui Brand Image sebagai Variabel Intervening: Studi Kasus Serum Wajah Oriflame Dinda Isnaini Putri; Widya Prananta
Kompak :Jurnal Ilmiah Komputerisasi Akuntansi Vol. 19 No. 2 (2026): Kompak : Jurnal Ilmiah Komputerisasi Akuntansi
Publisher : Universitas Sains dan Teknologi Komputer

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51903/kompak.v19i2.4087

Abstract

The increasing competition in the cosmetic industry and fluctuations in the performance of skincare brands highlight the need to understand factors influencing consumers’ purchase intention. This study examines the effects of celebrity endorsement and social media marketing on purchase intention, with brand image serving as an intervening variable, focusing on prospective consumers of Oriflame facial serum in Semarang City. A quantitative associative approach was applied using primary data obtained through questionnaires from 120 respondents selected by purposive sampling. The data were analyzed using Partial Least Squares-Structural Equation Modeling (PLS-SEM) with SmartPLS 4.0. The findings reveal that celebrity endorsement positively and significantly influences purchase intention and brand image. Social media marketing positively and significantly influences brand image but has a negative and significant direct effect on purchase intention. Brand image also has a positive and significant effect on purchase intention. Furthermore, brand image significantly mediates the relationships between celebrity endorsement and purchase intention and between social media marketing and purchase intention. In the latter relationship, the direct and indirect effects have opposite directions, indicating that social media marketing can contribute positively to purchase intention when its influence is channeled through a favorable brand image. These findings support the Stimulus-Organism-Response (SOR) perspective by demonstrating the role of consumers’ internal brand perceptions in translating marketing stimuli into purchase intention. The study suggests that Oriflame should emphasize informative and relevant social media content that strengthens brand image rather than relying predominantly on hard-selling promotional approaches.  
Co-Authors Aisya Muthia Majid Dinda Isnaini Putri