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All Journal Greenation Management and Business Review (GMBR)
Francy Iriani Ekawati
Universitas Trilogi, Jakarta, Indonesia

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The Effect of Influencer Marketing and Product Quality on Purchase Decision of Skintific Among Generation Z in Jabodetabek with Brand Image as Mediating Variable Edgina Calista Yunietta; Francy Iriani Ekawati
Greenation Management and Business Review Vol. 2 No. 2 (2026): Greenation Management and Business Review (April - September 2026)
Publisher : Greenation Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/gmbr.v2i2.768

Abstract

This study aims to analyze the effect of influencer marketing and product quality on the purchase decision of Skintific products among Generation Z in Greater Jakarta (Jabodetabek), with brand image as a mediating variable. The background of this research is driven by the intensifying competition among cosmetic brands amid the growth of the “fast beauty” trend, in which Skintific has actively used influencer marketing, represented by its collaboration with Tasya Farasya, as part of its digital marketing strategy. This research employed a quantitative causal approach using an online survey distributed to 200 respondents selected through purposive sampling. Data were analyzed using Partial Least Squares-Structural Equation Modeling (PLS-SEM) with SmartPLS version 4. The results show that influencer marketing has no significant direct effect on purchase decisions, whereas product quality has a positive and significant direct effect on purchase decisions. Both influencer marketing and product quality have positive and significant effects on brand image, and brand image itself has a positive and significant effect on purchase decisions. Furthermore, brand image fully mediates the relationship between influencer marketing and purchase decisions, and partially mediates the relationship between product quality and purchase decisions. These findings indicate that strengthening brand image and improving product quality are essential strategies for increasing purchase decisions for Skintific products among Generation Z consumers.
The Influence of Product Quality and Brand Image on Purchase Decision for Pinkflash Product on E-Commerce with Brand Trust as a Mediating Variable among Generation Z in Jabodetabek Nazwa Kiren Kirana; Francy Iriani Ekawati
Greenation Management and Business Review Vol. 2 No. 2 (2026): Greenation Management and Business Review (April - September 2026)
Publisher : Greenation Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/gmbr.v2i2.770

Abstract

This study aims to analyze the influence of product quality and brand image on purchase decisions for Pinkflash products on e-commerce platforms, with brand trust as a mediating variable among Generation Z consumers in Jabodetabek. This research employs a quantitative approach with a causal associative design. The population consists of Generation Z consumers (aged 17-29 years) domiciled in Jabodetabek who have purchased and used Pinkflash products through e-commerce platforms. The sample was determined using non-probability sampling with a purposive sampling technique, resulting in 150 respondents based on the Lemeshow formula. Data were collected through an online questionnaire using a 4-point Likert scale and analyzed using the Partial Least Square-Structural Equation Modeling (PLS-SEM) method with the assistance of SmartPLS version 4.0 software. The results show that product quality and brand image each have a significant effect on brand trust. However, product quality and brand image do not have a significant direct effect on purchase decisions. Conversely, brand trust has a positive and significant effect on purchase decisions and acts as a full mediating variable in the relationship between both product quality and brand image with purchase decisions. These findings indicate that purchase decisions for Pinkflash products among Generation Z in Jabodetabek are more strongly determined by the level of consumer trust in the brand than by direct perceptions of product quality or brand image.
The Mediating Role of Brand Trust in the Influence of Promotion, Electronic Word of Mouth, and Price on Hangry Culinery Consumer Loyalty Avifah Sita Setyani; Asep Imam Sujoni Sungkawa; Francy Iriani Ekawati
Greenation Management and Business Review Vol. 2 No. 2 (2026): Greenation Management and Business Review (April - September 2026)
Publisher : Greenation Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/gmbr.v2i2.781

Abstract

This study aims to analyze the role of brand trust as a mediating variable in the relationship between promotion, electronic word-of-mouth (E-WOM), and price regarding consumer loyalty toward Hangry culinary products. A quantitative approach was employed, utilizing primary data collected via questionnaires distributed to 100 Hangry consumers in Lenteng Agung who had made purchases through digital platforms. Purposive sampling was used as the sampling technique. Data analysis was conducted using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with SmartPLS software, involving the assessment of measurement and structural models, as well as bootstrapping to test for direct and indirect effects. The results indicate that promotion has a positive but statistically insignificant effect on brand trust. Conversely, both E-WOM and price have positive and significant effects on brand trust. Furthermore, brand trust was found to have no significant effect on consumer loyalty. Regarding indirect effects, brand trust did not mediate the influence of promotion, E-WOM, or price on consumer loyalty; this was evidenced by p-values ​​of 0.676, 0.645, and 0.578, respectively. These findings suggest that enhancing promotion, E-WOM, and price perceptions does not automatically foster consumer loyalty through brand trust. Therefore, Hangry needs to strengthen other aspects that build consumer loyalty, specifically customer experience, product and service quality, and the consistency of the value delivered to consumers.
Co-Authors Asep Imam Sujoni Sungkawa Avifah Sita Setyani Edgina Calista Yunietta Nazwa Kiren Kirana