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All Journal Jurnal Mirai Management Jurnal Maneksi (Management Ekonomi Dan Akuntansi) Jurnal EMT KITA IJBE (Integrated Journal of Business and Economics) Jesya (Jurnal Ekonomi dan Ekonomi Syariah) JPEK (Jurnal Pendidikan Ekonomi dan Kewirausahaan) Jurnal Review Pendidikan dan Pengajaran (JRPP) Jurnal Ekonomi Manajemen Jurnal Abdi Insani Journal of Management and Entrepreneurship Research Asian Management and Business Review Jurnal Altifani Penelitian dan Pengabdian kepada Masyarakat Balance : Jurnal Akuntansi dan Manajemen Dinamika Jurnal Manajemen dan Dinamika Bisnis Journal of Artificial Intelligence and Digital Business Innovative: Journal Of Social Science Research Paradoks : Jurnal Ilmu Ekonomi El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam JER
Fatmawati, Elia Resha
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Religion Agriculture, Biological Sciences & Forestry Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Nursing Public Health Social Sciences Other

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Keputusan Pembelian melalui E-Service Quality dan Pemasaran Media Sosial: Peran Mediasi Brand Image pada Zara di Kota Semarang Eldina, Sheila; Damar, Haunan; Safitri, Maria; Fatmawati, Elia Resha
Jurnal EMT KITA Vol 10 No 4 (2026): OCTOBER 2026
Publisher : Lembaga Otonom Lembaga Informasi dan Riset Indonesia (KITA INFO dan RISET) - Lembaga KITA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35870/emt.v10i4.6780

Abstract

The increasing use of digital platforms in shopping activities has encouraged companies to improve the quality of their e-services and social media marketing strategies to influence consumer purchasing decisions. This study aims to analyze the influence of e-service quality and social media marketing on purchasing decisions with brand image as a mediating variable for Zara products. This study uses a quantitative approach with a survey method. The research sample consisted of 190 respondents who were Zara consumers and were selected using a purposive sampling technique. Data collection was carried out through a questionnaire with a Likert scale, then analyzed using the Structural Equation Modeling (SEM) method. The results of the study indicate that e-service quality and social media marketing have a positive and significant effect on brand image. Brand image also has a positive and significant effect on purchasing decisions. In addition, the results of the mediation test prove that brand image plays a significant mediator in the relationship between e-service quality and social media marketing on purchasing decisions. These findings confirm that improving digital service quality and the effectiveness of social media marketing can strengthen brand image, which ultimately encourages increased consumer purchasing decisions for Zara products.
Pengaruh Content Marketing, Influencer Marketing, dan Brand Image terhadap Keputusan Pembelian Parfum Scarlett pada Generasi Z di Kota Semarang Putri, Imayllina Auliya; Amron, Amron; Febriana, Artha; Fatmawati, Elia Resha
Jurnal EMT KITA Vol 10 No 4 (2026): OCTOBER 2026
Publisher : Lembaga Otonom Lembaga Informasi dan Riset Indonesia (KITA INFO dan RISET) - Lembaga KITA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35870/emt.v10i4.6839

Abstract

The development of social media encourages companies to untilize digital marketing strategies to influence consumer behavior, especially Generation Z who actively access product information online. This study aims to analyze the influencer of content marketing, influencer marketing and brand image on purchasing decisions for Scarlett parfume among Generation Z in Semarang City. This study uses a quantitative approach with data collection techniques through distributing questionnaires to 199 respondents selected using a purposivesampling method. The research data were analyzed using multiple linear regression supported by validity tests, reability tests, clasicial assumption tests, t- tests, F tests, and coefficients of determination. The result show that content marketing, Infleunce marketing, and Brand image have a positive and significant effect on purchasing decisions for Scarlett parfume. In addition, brand image is the most dominant variablein influence consumer purchasing decisions. Thecoefficient of determination (R²) value of 0.364 indicates that 36.4% of the variation in purchasing decisions can be explained by these three variables, while the remaining 63.6% is influenced by other factors outside theresearch model. These findings indicate that an effective digital marketing strategy through engaging content, credible influencer endorsment and a strong brand image can increase consumer interest and purchasing decisions towards Scarlett parfume product.
Co-Authors Adilla Kustya Ulfa Amron Amron, Amron Anggraeni, Alfina Fatika Aprilya, Dandy Aryanto, Vincent Didiek Wiet Awanis Linati Haziroh Damar, Haunan Dewi Az-Zahra, Ananda Diana Aqmala Eka Putra, Johni Eldina, Sheila Febriana, Artha Febrianur Ibnu Fitroh Sukono Putra Gilang Bhirawa Noraga Hariyadi, Guruh Taufan Kanaya, Fadia Zulfa Kusuma, Pradana Jati Lamidi, Lamidi Maharani, Dian Ayu Mahmud Mahmud Mila Sartika, Mila Oktariza, Linda Ayu Piji Pakarti puspita, Vinata dyan Putri, Imayllina Auliya Putri, Kinanti Nabila Rizkynugraheny, Andien Dwi Rosalina, Erna Roymon Panjaitan Rumanti, Seline Widi Safitri, Maria Setiawan, Aries Sisca Dian Rahmawati Sobirov, Bobur Sutikno, Dimas Rizky Taufan Hariyadi, Guruh Tri Esti Rahayuningtyas Ujang Permana, Ujang Wahyudyar, Aprillia Bunga Timur Wardani, Nizia Kusuma Wawan Supriyanto Wijanarko, Danang Yulianto, Ahmad Rudi Zahara, Marsya Indana