Article Per Year (5 Year)
p-Index From 2021 - 2026
0.408
P-Index
This Author published in this journals
All Journal Jurnal Sosial Ekonomi Bisnis
Rudiansyah
Universitas Tarumanagara
Economics, Econometrics & Finance Engineering Environmental Science Social Sciences

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

Found 2 Documents
Search

 1 
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.
Do Consumer Voices Outperform Celebrity Influence? Relative Effects of E-Wom, Endorsement, and Price on Local Perfume Purchase Decisions Galuh Mira Saktiana; 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.v1i2.446

Abstract

Purpose: This study tests whether consumer-generated electronic word of mouth (e-WOM) has a stronger relationship with local perfume purchase decisions than celebrity endorsement, while controlling for perceived price. Method: The study uses 119 complete survey responses and 19 five-point Likert items. Construct means are analyzed through multiple regression with standardized coefficients and HC3 heteroskedasticity-robust standard errors. A 5,000-replication bootstrap evaluates the difference between the e-WOM and celebrity-endorsement coefficients. Finding: Perceived price is the only significant predictor (β = 0.743, p < 0.001). Celebrity endorsement (β = −0.092, p = 0.353) and e-WOM (β = 0.032, p = 0.794) are not significant after the predictors are considered together. The bootstrapped e-WOM-minus-endorsement contrast is also nonsignificant (95% CI = −0.233 to 0.441). Novelty: Instead of examining promotional variables separately, the study directly compares paid celebrity influence with consumer-generated information for a sensory experience product. The findings challenge the assumption that stronger average e-WOM scores necessarily represent a stronger unique purchasing effect and identify perceived value as the dominant driver.
Co-Authors Galuh Mira Saktiana Nelvin Saputra Halim