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Nelvin Saputra Halim
Universitas Tarumanagara
Economics, Econometrics & Finance Engineering Environmental Science Social Sciences

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From Communication to Value: The Mediating Role of Perceived Price Value in Local Perfume Purchase Decisions Nelvin Saputra Halim; Rudiansyah
Jurnal Sosial Ekonomi Bisnis Vol 1 No 2 (2026): Juni 2026
Publisher : Yayasan Literasi Ilmiah Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55587/jseb.v1i2.444

Abstract

Purpose: This study explains how celebrity endorsement and electronic word of mouth (e-WOM) influence local perfume purchase decisions through perceived price value. Method: The analysis uses 119 complete survey responses. Standardized mediation paths are estimated with HC3 robust inference, while 5,000 bootstrap samples evaluate the indirect effects. Finding: Celebrity endorsement (β = 0.245, p = 0.007) and e-WOM (β = 0.607, p < 0.001) positively predict perceived price value. Perceived price value predicts purchase decision (β = 0.743, p < 0.001). The indirect effects are significant for endorsement (β = 0.182; 95% CI = 0.054–0.319) and e-WOM (β = 0.456; 95% CI = 0.282–0.678), whereas their direct effects become nonsignificant. Novelty: The study develops the promotional model by repositioning price evaluation as a psychological value mechanism rather than a parallel predictor. The findings show that communication affects purchasing mainly when it strengthens consumers’ value-for-money judgment in an uncertain sensory-product setting.
Iklan Hijau dan Kepedulian Lingkungan Dalam Niat Beli Merek Hijau Melalui Rasa Bersalah Nelvin Saputra Halim; Galuh Mira Galuh Mira
Jurnal Sosial Ekonomi Bisnis Vol 1 No 2 (2026): Juni 2026
Publisher : Yayasan Literasi Ilmiah Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55587/jseb.v1i2.453

Abstract

Purpose: This study develops a model linking green advertising and environmental concern to green brand purchase intention through guilt and examines the relationships supported by the available archival data. Method: An exploratory secondary analysis was conducted using 60 respondent records from a recycled-paper advertising study involving university students in Yogyakarta. Advertising evaluation served as a limited proxy for green advertising, while guilt and purchase intention were reconstructed from conceptually relevant questionnaire items. Analyses included descriptive statistics, internal consistency assessment, regression with HC3 robust standard errors, and 10,000 bootstrap resamples. Sensitivity analysis incorporated an indicator distinguishing two respondent-order blocks. Finding: The pooled analysis produced an indirect association of 0.483, with a 95% confidence interval of 0.247–0.683. After accounting for respondent-order blocks, this association decreased to 0.075, with an interval of −0.019–0.183. These findings indicate that the mediation evidence was unstable. Environmental concern lacked explicit indicators, preventing estimation of its proposed relationships. Novelty: The study combines conceptual model development with transparent assessment of construct compatibility and sensitivity in archival data reuse. It demonstrates why strong pooled associations require further scrutiny before being interpreted as psychological mechanisms and identifies the measurements needed for subsequent testing of the complete model.
Co-Authors Galuh Mira Galuh Mira Rudiansyah