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All Journal Bandung Conference Series: Business and Management
Yudha Dwi Nugraha
Prodi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Islam Bandung
Economics, Econometrics & Finance

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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.
Citra Merek, Religiusitas, dan Niat Pembelian Ulang McDonald's di Tengah Boikot Vicky Fikhril Hadi; Septiana Ayu Estri Mahani; Yudha Dwi Nugraha
Bandung Conference Series: Business and Management 1001-1008
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcsbm.v6i2.25588

Abstract

Abstract. The boycott movement against products allegedly affiliated with Israel has influenced consumer purchasing behavior, including toward McDonald's in Indonesia. Despite the boycott, some consumers continue to repurchase McDonald's products, indicating that other factors may influence repurchase intention. This study aims to analyze the effect of brand image and religiosity on consumers' repurchase intention toward McDonald's products amid the boycott. This research employed a quantitative approach using a descriptive and verificative research design. Data were collected through questionnaires distributed to 150 McDonald's consumers in Bandung City who met the predetermined research criteria. The data were analyzed using descriptive analysis and multiple linear regression. The findings indicate that brand image has a positive and significant effect on repurchase intention. Religiosity also has a positive and significant effect on repurchase intention. Simultaneously, brand image and religiosity significantly influence consumers' repurchase intention toward McDonald's products amid the boycott. These findings suggest that maintaining a positive brand image while understanding consumers' religious values remains important in shaping repurchase intention despite the ongoing boycott phenomenon. Abstrak. Gerakan boikot terhadap produk yang diduga terafiliasi dengan Israel telah memengaruhi perilaku pembelian konsumen, termasuk terhadap McDonald's di Indonesia. Meskipun demikian, sebagian konsumen tetap menunjukkan niat untuk melakukan pembelian ulang, yang mengindikasikan adanya faktor-faktor lain yang memengaruhi keputusan tersebut. Penelitian ini bertujuan menganalisis pengaruh citra merek dan religiusitas terhadap niat pembelian ulang produk McDonald's di tengah boikot. Penelitian menggunakan pendekatan kuantitatif dengan metode deskriptif dan verifikatif. Data dikumpulkan melalui penyebaran kuesioner kepada 150 konsumen McDonald's di Kota Bandung yang memenuhi kriteria penelitian. Analisis data dilakukan menggunakan analisis deskriptif dan regresi linier berganda. Hasil penelitian menunjukkan bahwa citra merek berpengaruh positif dan signifikan terhadap niat pembelian ulang. Religiusitas juga berpengaruh positif dan signifikan terhadap niat pembelian ulang. Secara simultan, citra merek dan religiusitas berpengaruh signifikan terhadap niat pembelian ulang produk McDonald's di tengah boikot. Temuan ini menunjukkan bahwa citra merek yang positif serta nilai religius yang dimiliki konsumen tetap menjadi faktor penting dalam membentuk niat pembelian ulang di tengah fenomena boikot.
Peran Kualitas Pelayanan dan Lokasi Strategis terhadap Keputusan Menginap Wisatawan Domestik di Hotel Grand Dafam Braga Bandung Faisal Ariz Rizqullah; Dede R. Oktini; Yudha Dwi Nugraha
Bandung Conference Series: Business and Management 945-952
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcsbm.v6i2.25844

Abstract

Abstract. Increasing competition in the hotel industry encourages hotels to improve service quality and leverage strategic location as factors influencing tourists' decision to stay. This study aimed to analyze the role of service quality and strategic location in influencing the decision to stay of domestic tourists at Hotel Grand Dafam Braga Bandung. This study employed a quantitative approach using an explanatory method with a cross-sectional design. Data were collected through questionnaires from 202 domestic tourists selected using purposive sampling and analyzed using multiple linear regression with IBM SPSS Statistics version 31. The results indicate that service quality and strategic location have a positive and significant effect on the decision to stay, both partially and simultaneously. The coefficient of determination (R²) of 0.581 indicates that both variables explain 58.1% of the variation in the decision to stay. Therefore, improving service quality and maintaining a strategic location play an important role in enhancing domestic tourists' decision to stay at Hotel Grand Dafam Braga Bandung. Abstrak. Persaingan industri perhotelan mendorong hotel untuk meningkatkan kualitas pelayanan dan memanfaatkan lokasi strategis sebagai faktor yang memengaruhi keputusan menginap wisatawan. Penelitian ini bertujuan untuk menganalisis peran kualitas pelayanan dan lokasi strategis terhadap keputusan menginap wisatawan domestik di Hotel Grand Dafam Braga Bandung. Penelitian menggunakan pendekatan kuantitatif dengan metode eksplanatori dan desain cross-sectional. Data dikumpulkan melalui kuesioner terhadap 202 wisatawan domestik yang dipilih menggunakan teknik purposive sampling dan dianalisis menggunakan regresi linear berganda dengan bantuan IBM SPSS Statistics versi 31. Hasil penelitian menunjukkan bahwa kualitas pelayanan dan lokasi strategis berpengaruh positif dan signifikan terhadap keputusan menginap, baik secara parsial maupun simultan. Nilai koefisien determinasi (R²) sebesar 0,581 menunjukkan bahwa kedua variabel mampu menjelaskan 58,1% variasi keputusan menginap, sedangkan sisanya dipengaruhi oleh faktor lain di luar penelitian. Dengan demikian, peningkatan kualitas pelayanan dan pemanfaatan lokasi yang strategis menjadi faktor penting dalam meningkatkan keputusan menginap wisatawan domestik di Hotel Grand Dafam Braga Bandung.
Co-Authors Andriana Andriana Dede R. Oktini Faisal Ariz Rizqullah Haryaman Justisia Sulaiman Mochamad Malik Akbar Rohandi Raihan Habibi Septiana Ayu Estri Mahani Shalsabila Aristawidya Vicky Fikhril Hadi