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All Journal Asia-Pacific Management and Business Application Gema Wiralodra Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi)
Daulay, Muhammad Yasser Iqbal
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences Other

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Transitioning from public figures to entrepreneur: Analyzing the impact of influencer credibility on eliciting consumer purchase intention Rani, Rani; Daulay, Muhammad Yasser Iqbal
Gema Wiralodra Vol. 15 No. 1 (2024): Gema Wiralodra
Publisher : Universitas Wiralodra

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31943/gw.v15i1.648

Abstract

Influencer endorsements are one of the most popular marketing communications tools used by cosmetic products to shape consumer behavior. This study aims to analyze the effect of social media influencers' endorsement on consumer behavior in purchasing cosmetic products and explore the attributes of influencers who significantly impact this behavior. This research design uses a quantitative descriptive approach, which focuses on measuring variables to find patterns, relationships, and generalizations that can be applied to a wider population. Data analysis in this study used the SEM model with the help of SmartPLS 4.0 software. The research sample consisted of 128 people, with respondents categorized as having used mother-of-pearl products in Bengkulu City. According to the research findings, only 122 individuals were deemed eligible to be included as respondents. The research was conducted in November 2023. The research results show that an influencer's expertise, attractiveness, and suitability can increase their credibility. In contrast, an influencer's credibility can influence a person's intention to purchase cosmetic products. This is evidenced by a t-statistic value exceeding 1.96 and a p-value below 0.05. Meanwhile, the trust variable has an insignificant effect on credibility and purchase intention if mediated by credibility. This is evidenced by a T-statistic value below 1.96 and a p-value over 0.05. All hypotheses in this study can be declared accepted except hypothesis 1 and hypothesis 6a.
BRAND EXPERIENCE : MEMBANGUN BRAND LOVE PENGGUNA IPHONE DENGAN PERCEIVED BRAND VALUE DAN BRAND PRESTIGE Pratama, Andhika Putra Budi; Daulay, Muhammad Yasser Iqbal
Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA) Vol 9 No 1 (2025): Edisi Januari - April 2025
Publisher : LPPM STIE Muhammadiah Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31955/mea.v9i1.5390

Abstract

Penelitian ini bertujuan untuk mengeksplorasi dampak brand experience terhadap brand love di kalangan Generasi Z pengguna iphone di Indonesia, dengan perceived utilitarian, hedonic dan brand prestige sebagai variabel mediasi. Menggunakan teori Consumer-Brand Relationship (CBR) yang dikemukakan oleh Susan Fournier (1998). Penelitian ini mengkaji bagaimana interaksi emosional dan fungsional antara konsumen dan merek dapat membentuk keterikatan yang kuat. Data dikumpulkan secara daring melalui penyebaran kuesioner kepada 190 responden. Pengolahan data dilakukan menggunakan perangkat lunak SmartPLS 3.0 untuk menganalisis hubungan antar variabel. Penelitian ini diharapkan berguna bagi pemasar dalam mengembangkan strategi yang dapat memperkuat hubungan emosional antara merek dan konsumen, khususnya di segmen Generasi Z yang semakin berpengaruh dalam pasar teknologi. Hasil penelitian menunjukkan terdapat pengaruh signifikan brand experience, perceived utilitarian brand value dan brand prestige terhadap brand love. Namun variabel perceived hedonic brand value tidak berpengaruh signifikan baik secara langsung dan sebagai mediasi terhadap brand love.
Antecedents to Websıte E-Commerce Satısfactıon and Loyalty Darta, Effed; Daulay, Muhammad Yasser Iqbal; Abdillah, Willy
APMBA (Asia Pacific Management and Business Application) Vol. 9 No. 2 (2020)
Publisher : Department of Management, Faculty of Economics and Business, Brawijaya University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/ub.apmba.2020.009.02.4

Abstract

This study explores the major determinants of feedback on shopping satisfaction. This research is essential to provide empirical evidence about the factors that can ensure customer satisfaction and loyalty. By surveying respondents that are users of e-commerce website services, this study uses the construct validity test using the Partial Least Square (PLS) method with SmartPLS software application version 2.0. The results explain the visual involvement variable does not correlate with customer satisfaction and loyalty. The interactivity website variable has a strong relationship with customer satisfaction and loyalty. Therefore, customers need service communication interactivity for service providers and merchants. This research contributes to the development of consumer experience theory and online consumer experience.
Co-Authors Darta, Effed Pratama, Andhika Putra Budi RANI RANI, RANI Willy Abdillah