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Metta Padmalia
Universitas Ciputra
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THE INFLUENCE OF CORPORATE IMAGE ON CONSUMER PURCHASE INTENTION WITH TRUST AS A MEDIATING VARIABLE IN THE NEW PRODUCT LAUNCHING (NPL) GENTLE GEN AT MAYORA INDAH TBK COMPANY Ayu Roulina Natalida Simorangkir; E. Elia Ardyan; Metta Padmalia
International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) Vol. 6 No. 2 (2026): April
Publisher : CV. Radja Publika

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.19971682

Abstract

Currently, the FMCG industry is experiencing increasing competition, which encourages businesses/companies to continuously seek innovation, particularly through the introduction of new products. However, many new products fail due to a lack of differentiation and a lack of initial consumer demand. Corporate image is a key factor in determining the success of a new product launch. This is important because a positive public image can influence public opinion and foster consumer trust. This study focuses on PT Mayora Indah Tbk, emphasizing the introduction of the Gentle Gen liquid detergent product launched in 2022 as a strategic business move to market for a new product. The purpose of this study is to determine how corporate image influences consumer purchasing intentions, with trust acting as a mediating variable. This study uses a quantitative methodology using an online questionnaire survey. The sample was selected using purposive sampling, with respondents meeting requirements such as being at least 18 years old, making purchasing decisions for household goods, and having a basic understanding of the Mayora brand or Gentle Gen products. Using SmartPLS 4.0 software, data collected from a minimum of 100 respondents will be analyzed using Partial Least Squares (PLS). It is predicted that the research findings will demonstrate a beneficial and substantial impact of corporate reputation on consumer purchase intentions, both directly and indirectly through the trust variable. It is expected that the trust variable will function as a mediating element that strengthens this relationship. From an academic perspective, this study will explain the function of trust as a mediator in new product introductions in FMCG companies in Indonesia. This study provides useful insights for Mayora's marketing plan to increase the market success of Gentle Gen from a realistic perspective.
Co-Authors Adi Kurniawan Yusup Agoes Tinus Lis Indrinanto Aloisius Calvin Mazzarello Andhika Widjojo Andrea Gideon Annisa Aisyah Fayola Ardiansyah, Topan Asta Ayu Susanti Ayu Roulina Natalida Simorangkir Bambang Sugiyono Agus Purwono Carolina Mustikarini Charistantya Tegar Aganta Charly Hongdiyanto Christina Sudyasjayanti Christina Whidya Utami Damelina B. Tambunan Daniel Kurniawan Deandra Vidyanata Devi Vionita Wahanadie Dewanta, Yunus Hani Dewi M. Immanuel Dewi M. Immanuel Dewi Mustikasari Immanuel E. Elia Ardyan Elia Ardyan Ernantyo, Yosef Evandro Fachruroji, Tiara Musdhalifah Fahrul Riza Fazza, Diniar Mufrihatul Finolda, Finolda Finolda, Finolda George Reinhart Changi Gladys Greselda Gosal Guntur Gunawan Guntur Gunawan Hanan, Radinka Ravee Hans Chandra Sandjaya Harisma, Ainun Hartono Hartono Hendro Susanto Immanuel, Dewi M. Indrianto , Agoes Tinus Lis Indrinanto, Agoes Tinus Lis Intan Ramadania Hartono Putri Irantha Hendrika Kenang Irawan, Catherine Marcia Joshua, Davin Junko Alessandro Junko Alessandro Effendy Karidhana, I Wayan Aditya Siddhanta Kelvianto Kusuma Kevin Simon Kezia Melodia Adiprasetya Krismi Budi Sienatra Kuarizmi, Arief Betta Laemonta, Jordyanto Hermanus Laij Victor Effendy Lexi Pranata Budidharmanto Liliana Dewi Lintang, Shinta Ayu Maria Dini Gilang Prativi Maria Dini Gilang Prativi Muljono, Andreas P. Nisa, Puspayani Olivia Agatha Puspa Negara, Arani R. P. Hutadjulu, Rebecca Riesyah Putri Auliyah Rismawati, Rismawati Sitepu Romauli Nainggolan Roos Kities Andadari Sienatra, Krimsi Budi Sofia Umari Stanley Santosa Kamadjaja Stefany Stefany Teofilus Teofilus Teofilus, Teofilus Thiasyura, Honey Gabrielle Tiffany Angwar Tony Antonio Valmai, Michelle Letitia` Wendra Hartono Winarjo, Alexander Jevan Wongso, Nikolas Yensen Fernando Wijaya Yosef Evandro Ernantyo Yoseva Maria Yuli Kartika Dewi