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All Journal Bandung Conference Series: Business and Management
Haryaman Justisia Sulaiman
Prodi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Islam Bandung
Economics, Econometrics & Finance

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Pengaruh Brand Image dan Customer Trust terhadap Repurchase Intention Pada Pinkflash Luthfiani Chairunissa; Mochamad Malik Akbar Rohandi; Haryaman Justisia Sulaiman
Bandung Conference Series: Business and Management 775-784
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcsbm.v6i2.25005

Abstract

Abstract. The intense competition in Indonesia’s cosmetics industry is driving companies to build Brand Image and Customer Trust in order to maintain Repurchase Intention and enhance competitiveness amid shifting consumer preferences. However, the issue of the Indonesian Food and Drug Administration (BPOM) revoking Pinkflash’s product distribution license in 2025 has the potential to affect consumer perceptions of the brand’s quality, safety, and credibility; consequently, Brand Image and Customer Trust are suspected to influence the Repurchase Intention of Pinkflash cosmetic users. This study aims to describe and analyze the influence of Brand Image and Customer Trust on Repurchase Intention among female Generation Z consumers who use Pinkflash cosmetics in Bandung. This is a descriptive and confirmatory study using a quantitative approach. The sampling technique employed non-probability sampling with a purposive sampling method. Data were collected through a questionnaire distributed to 429 respondents and analyzed using IBM SPSS Statistics 25 via descriptive analysis, multiple linear regression, and hypothesis testing. The results indicate that Brand Image and Customer Trust have a positive and significant effect on Repurchase Intention, both partially and simultaneously. Furthermore, Customer Trust exerts a greater influence than Brand Image. These findings suggest that strengthening Customer Trust, supported by a positive Brand Image, is a crucial strategy for the company to sustainably increase the Repurchase Intention of Generation Z female consumers who use Pinkflash cosmetics. Abstrak. Persaingan industri kosmetik di Indonesia yang ketat mendorong perusahaan membangun Brand Image dan Customer Trust untuk mempertahankan Repurchase Intention serta meningkatkan daya saing di tengah perubahan preferensi konsumen. Namun, isu penarikan izin edar beberapa produk Pinkflash oleh BPOM pada tahun 2025 berpotensi memengaruhi persepsi konsumen terhadap kualitas, keamanan, dan kredibilitas merek, sehingga Brand Image dan Customer Trust diduga memengaruhi Repurchase Intention pengguna kosmetik Pinkflash. Penelitian ini bertujuan untuk memengaruhi gambaran serta menganalisis pengaruh Brand Image dan Customer Trust terhadap Repurchase Intention pada konsumen Generasi Z pengguna kosmetik Pinkflash di Kota Bandung. Penelitian ini merupakan penelitian deskriptif dan verifikatif dengan pendekatan kuantitatif. Teknik pengambilan sampel dikumpulkan melalui penyebaran kuesioner kepada 429 responden dan dianalisis menggunakan IBM SPSS Statistics 25 melalui analisis deskriptif, regresi linear berganda, dan uji hipotesis. Hasil penelitian menunjukkan bahwa Brand Image dan Customer Trust berpengaruh positif dan signifikan terhadap Repurchase Intention baik secara parsial maupun simultan. Selain itu, Customer Trust memberikan kontribusi pengaruh yang lebih besar dibandingkan Brand Image. Temuan ini menunjukkan bahwa penguatan Customer Trust, didukung oleh Brand Image yang positif, menjadi strategi penting bagi perusahaan dalam meningkatkan Repurchase Intention konsumen perempuan Generasi Z pengguna kosmetik Pinkflash secara berkelanjutn.
Peran Celebrity Endorsement terhadap Purchase Intention yang Dimediasi oleh Brand Image Andriana Andriana; Yudha Dwi Nugraha; Haryaman Justisia Sulaiman
Bandung Conference Series: Business and Management 861-868
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcsbm.v6i2.25447

Abstract

Abstract. The increasing competitiveness of the fashion industry has encouraged companies to implement effective marketing strategies to enhance consumers' purchase intention. One of the most widely adopted strategies is celebrity endorsement, as public figures are considered capable of influencing consumers' perceptions of a brand and attracting their purchasing interest. This study aims to examine the role of celebrity endorsement in influencing purchase intention, with brand image serving as a mediating variable, among MiracleMates consumers. This research employed a quantitative method using descriptive and verificative approaches. A total of 170 respondents were selected through purposive sampling. Data were collected using a structured questionnaire and analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with SmartPLS 4. The findings indicate that celebrity endorsement has a positive and significant effect on both purchase intention and brand image. In addition, brand image positively and significantly influences purchase intention and significantly mediates the relationship between celebrity endorsement and purchase intention. These findings suggest that a positive brand image enhances the effectiveness of celebrity endorsement in increasing consumers' purchase intention toward MiracleMates. Abstrak. Perkembangan industri fashion yang semakin kompetitif mendorong perusahaan untuk menerapkan strategi pemasaran yang mampu meningkatkan niat beli konsumen. Salah satu strategi yang banyak digunakan adalah celebrity endorsement karena dinilai mampu memengaruhi persepsi konsumen terhadap suatu merek. Penelitian ini bertujuan untuk menganalisis peran celebrity endorsement terhadap niat beli yang dimediasi oleh citra merek pada konsumen MiracleMates. Penelitian ini menggunakan metode kuantitatif dengan pendekatan deskriptif dan verifikatif. Sampel penelitian berjumlah 170 responden yang dipilih menggunakan teknik purposive sampling. Data dikumpulkan melalui kuesioner dan dianalisis menggunakan Structural Equation Modeling–Partial Least Squares (SEM-PLS) dengan SmartPLS Versi 4. Hasil penelitian menunjukkan bahwa celebrity endorsement berpengaruh positif dan signifikan terhadap niat beli dan citra merek. Selanjutnya, Citra merek juga berpengaruh positif dan signifikan terhadap niat beli serta mampu memediasi hubungan antara celebrity endorsement dan niat beli. Hasil penelitian menunjukkan bahwa pembentukan citra merek yang positif berperan dalam meningkatkan efektivitas celebrity endorsement sehingga mampu mendorong meningkatnya niat beli konsumen terhadap MiracleMates.
Pengaruh Kualitas Layanan terhadap Kepuasan Pasien yang Dimoderasi oleh Servicescape Moch F Raska Rhamadhan; Mochamad Malik Akbar Rohandi; Haryaman Justisia Sulaiman
Bandung Conference Series: Business and Management 925-934
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcsbm.v6i2.25733

Abstract

Abstract. Improving the quality of healthcare services has become an important aspect in meeting public expectations toward primary healthcare facilities. As a healthcare service provider, Puskesmas is required not only to provide good medical services but also to create a comfortable service experience through a supportive physical environment (servicescape). This study aims to analyze the condition of service quality, servicescape, and patient satisfaction, as well as to determine the effect of service quality on patient satisfaction with servicescape as a moderating variable at Puskesmas Ciparay DTP. The research method used is a quantitative method with a descriptive and verification approach. Data collection was conducted through questionnaires distributed to patients of Puskesmas Ciparay, and the data were analyzed using simple linear regression analysis and Moderated Regression Analysis (MRA). The results show that service quality has a positive effect on patient satisfaction. In addition, servicescape plays a role in strengthening the relationship between service quality and patient satisfaction through aspects of facility comfort, spatial arrangement, and service environment. This study indicates that improving service quality supported by optimal servicescape can increase patient satisfaction at Puskesmas Ciparay DTP. Abstrak. Peningkatan kualitas pelayanan kesehatan menjadi aspek penting dalam memenuhi harapan masyarakat terhadap fasilitas kesehatan primer. Puskesmas sebagai penyedia layanan kesehatan dituntut tidak hanya memberikan pelayanan medis yang baik, tetapi juga menciptakan pengalaman pelayanan yang nyaman melalui lingkungan fisik (servicescape) yang mendukung. Penelitian ini bertujuan untuk menganalisis kondisi kualitas layanan, servicescape, dan kepuasan pasien serta mengetahui pengaruh kualitas layanan terhadap kepuasan pasien dengan servicescape sebagai variabel moderasi pada Puskesmas Ciparay DTP. Metode penelitian yang digunakan adalah metode kuantitatif dengan pendekatan deskriptif dan verifikatif. Pengumpulan data dilakukan melalui penyebaran kuesioner kepada pasien Puskesmas Ciparay, kemudian dianalisis menggunakan analisis regresi linear sederhana dan Moderated Regression Analysis (MRA). Hasil penelitian menunjukkan bahwa kualitas layanan berpengaruh positif terhadap kepuasan pasien. Selain itu, servicescape berperan dalam memperkuat hubungan antara kualitas layanan dan kepuasan pasien melalui aspek kenyamanan fasilitas, tata ruang, serta lingkungan pelayanan. Penelitian ini menunjukkan bahwa peningkatan kualitas layanan yang didukung oleh servicescape yang optimal dapat meningkatkan kepuasan pasien di Puskesmas Ciparay DTP.
Co-Authors Andriana Andriana Luthfiani Chairunissa Moch F Raska Rhamadhan Mochamad Malik Akbar Rohandi Rezi Muhamad Taufik Permana Rizki Nuradi Febrianto Yudha Dwi Nugraha