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All Journal Jurnal Kajian Manajemen Bisnis JETL (Journal Of Education, Teaching and Learning) JURNAL PUNDI Suluah Bendang: Jurnal Ilmiah Pengabdian Kepada Masyarakat Marketing Management Studies Journal of Management and Administration Provision Manaruko: Jurnal Pengabdian Masyarakat
Septrizola, Whyosi
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Aerospace Engineering Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Social Sciences Other

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Journal : Marketing Management Studies

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The influence of influencer marketing, and hedonic motivation on purchasing decisions on the Tiktok application in Padang City with fear of missing out (FoMo) as a mediating variable. Effita Suri, Nadia; Septrizola, Whyosi
Marketing Management Studies Vol. 4 No. 4 (2024): Marketing Management Studies
Publisher : Universitas Negeri Padang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24036/mms.v4i4.552

Abstract

This study aims to analyze the effect of influencer marketing and hedonic motivation on consumer purchasing decisions on the TikTok application in Padang City with Fearof Missing Out (FoMo) as the Mediating Variable. The number of samples in this study were 210 respondents. The research data was collected through distributing questionnaires online and the analysis technique used in this study was the Structural Equation Modeling (SEM) analysis technique with PLS 4.0 software. The results of this study indicate (1) Influencer marketing has a significant effect on fear of missing out (FoMo) (2) Fear of missing out (FoMo) has a significant positive effect on consumer purchasing decisions (3) Influencer Marketing has a significant positive effect on consumer purchasing decisions (4) Hedonic motivation has a significant effect on consumer purchasing decisions (5) Influencer marketing has a negative and significant effect on purchasing decisions with fear of missing out (FoMo) as mediation.
The impact of product reviews and price on purchase intention for Skintific skincare products: Trust as a mediating variable Rony Ariesta, Ghiva; Septrizola, Whyosi
Marketing Management Studies Vol. 5 No. 1 (2025): Marketing Management Studies
Publisher : Universitas Negeri Padang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24036/mms.v5i1.553

Abstract

This research aims to determine the influence of product reviews, price, which is mediated by trust on buying interest at the State University in Padang City. The population is Padang State University (UNP), Andalas University (UNAND), and Imam Bonjol State Islamic University (UIN IB) with a sample size of 290 respondents. Data was collected using a questionnaire and data was processed using SmartPLS 4. The results are (1) Product reviews have a positive and significant influence on purchasing interest. (2) Price has a positive and significant influence on buying interest. (3) Product reviews have a positive and significant influence on trust. (4) Price has a positive and significant influence on trust. (5) Trust does not have a positive and significant influence on buying interest. (6) Product reviews do not have a positive and significant influence on purchasing interest through trust. (7) Price does not have a positive and significant influence on buying interest through trust.
The impact of brand ambassadors and brand personality on brand image through brand trust mediation: evidence from Indonesian Cosmetics industry Tardi, Yesi Erma Cahyani; Septrizola, Whyosi
Marketing Management Studies Vol. 5 No. 2 (2025): Marketing Management Studies
Publisher : Universitas Negeri Padang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24036/mms.v5i2.598

Abstract

This study aims to analyze the influence of brand ambassadors and brand personality on brand image, with brand trust as a mediating variable, for Wardah Cosmetic products in Tanah Datar Regency. This research is motivated by the decline in Wardah's brand index, which is suspected to be related to the effectiveness of brand ambassadors and the consistency of brand personality. Data was collected through a survey of 250 respondents using a 1-5 Likert scale and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with Smart-PLS software. The results showed that: (1) brand ambassadors have a significant influence on Wardah's brand image in Tanah Datar Regency, (2) brand ambassadors have a significant influence on Wardah's brand trust in Tanah Datar Regency, (3) brand personality has a significant influence on Wardah's brand image in Tanah Datar Regency, (4) brand personality has a significant influence on Wardah's brand trust in Tanah Datar Regency, and (5) brand trust has a significant influence on Wardah's brand image in Tanah Datar Regenc.
Co-Authors Afdal, Zul Al Fajri, Deo Asria, Maya Asriel, Armida S Cecep Kusmana Dwita, Vidyarini Effita Suri, Nadia Mira Hasti Hasmira Muskhir , Mukhlidi Nisa, Sahrun Nofriyanti, Monica Putra, Ade Herdian Rahmadani, Ezy Rino Rino Rony Ariesta, Ghiva Syofianti Engreini Tardi, Yesi Erma Cahyani WULANDARI, WIDYA Yasri, Yasri