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All Journal MIX : Jurnal Ilmiah Manajemen Indonesian Journal of Social Research (IJSR) Bandung Conference Series: Business and Management International Journal of Entrepreneurship and Sustainability Studies Journal of Social Entrepreneurship Theory and Practice
Mulyaningsih, Hendrati Dwi
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences

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Pengaruh Brand Image terhadap Repurchase Interest yang di Moderasi oleh Consumer Trust Ivanna, Rachel Berry; Mulyaningsih, Hendrati Dwi; Permana, Rezi Muhamad Taufik
Bandung Conference Series: Business and Management Vol. 3 No. 2 (2023): Bandung Conference Series Business and Management
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcsbm.v3i2.9094

Abstract

Abstract. The rapid development of technology and information has made people in Indonesia more open to global knowledge. This affects a person's behavior from regular shopping in person (offline) to shopping online through e-commerce platforms. Sociolla is an e-commerce in Indonesia that offers various types of original beauty products such as makeup, skin care, hair care and beauty tools. To be able to survive in a competitive market requires an effort to create strong consumer trust and a brand image that will be attached continuously so that it can form consumer desires to shop again. This research was conducted with the aim of examining the effect of brand image on repurchase intention moderated by consumer trust. The method used in this study is a survey method with a questionnaire instrument as the data collection technique. The object of this research is students in the city of Bandung who use the Sociolla e-commerce application, totaling 200 people. The sampling technique in this study used purposive sampling. There are two hypotheses in this study. To test the hypothesis, the techniques used are simple regression analysis and MRA (Moderated Regression Analysis). The results of this study indicate that there is a positive and significant influence between brand image and repurchase intention of 44.1% in the Sociolla e-commerce online store application. Furthermore, the existence of consumer trust can strengthen and enhance the relationship between brand image and repurchase intention of 47.5% in the Sociolla e-commerce online store application. Abstrak. Pesatnya perkembangan teknologi dan informasi membuat masyarakat di Indonesia semakin terbuka akan pengetahuan global. Hal tersebut mempengaruhi perilaku seseorang dari biasa belanja secara langsung (offline) menjadi berbelanja secara online melalui platform e-commerce. Sociolla adalah salah satu e-commerce di Indonesia yang menawarkan berbagai jenis produk kecantikan original seperti makeup, perawatan kulit, perawatan rambut, dan alat kecantikan. Untuk dapat bertahan di pasar yang kompetitif memerlukan sebuah upaya untuk menciptakan kepercayaan konsumen yang kuat dan citra merek yang akan melekat secara terus menerus sehingga dapat membentuk keinginan konsumen untuk belanja kembali. Penelitian ini dilakukan dengan tujuan untuk menguji Pengaruh Citra Merek terhadap Minat Beli Ulang yang di Moderasi oleh Kepercayaan Konsumen. Metode yang digunakan pada penelitian ini ialah metode survei dengan instrumen kuesioner sebagai teknik pengumpulan datanya. Objek penelitian ini ialah mahasiswa di kota Bandung pengguna aplikasi e-commerce Sociolla yang berjumlah 200 orang. Teknik sampling dalam penelitian ini menggunakan purposive sampling. Terdapat dua hipotesis yang ada pada penelitian ini. Untuk menguji hipotesis, teknik yang digunakan yaitu analisis regresi sederhana dan MRA (Moderated Regression Analysis). Hasil dari penelitian ini menunjukkan bahwa terdapat pengaruh positif dan signifikan antara citra merek terhadap minat beli ulang sebesar 44,1% pada aplikasi online store e-commerce Sociolla. Selanjutnya, dengan adanya kepercayaan konsumen dapat memperkuat dan meningkatkan hubungan antara citra merek terhadap minat beli ulang sebesar 47,5% pada aplikasi online store e-commerce Sociolla.
Pengaruh Social Media Marketing terhadap Keputusan Pembelian yang Dimoderasi Oleh Kualitas Produk Zamani N F, Sri Deva; Mulyaningsih, Hendrati Dwi; Permana, Rezi Muhamad Taufik
Bandung Conference Series: Business and Management Vol. 3 No. 2 (2023): Bandung Conference Series Business and Management
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcsbm.v3i2.9418

Abstract

Abstract. This research focuses on the variables of social media marketing, purchasing decisions, and product quality. The purpose of this study was to determine the relationship between social media marketing and purchasing decisions and the role of product quality as a moderating variable in skincare Somethinc on the TikTok application.The method used in this study is a survey method with a questionnaire instrument as a data collection technique. The object of this research is Somethinc skincare users in the TikTok application who are domiciled in Bandung, totaling 270 people. The sampling technique in this study used purposive sampling. There are two hypotheses in this study. To test the hypothesis, the techniques used are simple regression analysis and MRA (Moderated Regression Analysis). The results of this study indicate that there is a positive and significant influence of social media marketing on consumer purchasing decisions for Somethinc skincare. Furthermore, product quality strengthens the relationship between social media marketing and purchasing decisions for skincare Somethinc on the TikTok application. Abstrak. Penelitian ini berfokus kepada variabel social media marketing, keputusan pembelian, dan kualitas produk. Tujuan dari penelitian ini ialah untuk mengetahui hubungan antara social media marketing dan keputusan pembelian serta peran kualitas produk sebagai variabel moderasi pada konsumen skincare Somethinc di aplikasi TikTok. Metode yang digunakan pada penelitian ini ialah metode survei dengan instrumen kuesioner sebagai teknik pengumpulan datanya. Objek pada penelitian ini ialah pengguna skincare Somethinc di aplikasi TikTok yang berdomisili di Bandung berjumlah 270 orang. Teknik sampling dalam penelitian ini menggunakan purposive sampling. Terdapat dua hipotesis yang ada pada penelitian ini. Untuk menguji hipotesis, teknik yang digunakan yaitu analisis regresi sederhana dan MRA (Moderated Regression Analysis). Hasil dari penelitian ini menunjukkan bahwa terdapat pengaruh positif dan signifikan antara social media matketing terhadap keputusan pembelian pada konsumen skincare Somethinc. Selanjutnya, kualitas produk memperkuat hubungan antara social media marketing terhadap keputusan pembelian pada skincare Somethinc di aplikasi TikTok.
Pengaruh Pemasaran Konten Digital dan Keterlibatan Konsumen terhadap Keputusan Pembelian Anita Putri Rahayu; Mulyaningsih, Hendrati Dwi; Permana, Rezi Muhammad Taufik
Bandung Conference Series: Business and Management Vol. 4 No. 2 (2024): Bandung Conference Series: Business and Management
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcsbm.v4i2.13703

Abstract

Abstract. Digital content marketing is one of the marketing strategies that many business people currently use to market their products, due to increasingly tight business competition. Therefore, digital content marketing strategies continue to be developed in order to compete and maintain their business. The aim of this research is to determine the relationship between digital content marketing and purchasing decisions and the role of consumer involvement. The method used in this research is a survey method with a questionnaire instrument as the data collection technique. The object of this research is Instagram application users who view Tiramisusu by Chocomory content who live in Bandung City, with a total of 400 respondents. The sampling technique in this research used purposive sampling. The results of this research show that there is a positive and significant influence between digital content marketing on purchasing decisions. Furthermore, consumer involvement strengthens the relationship between digital content marketing and purchasing decisions for Tiramisusu by Chocomory products. Abstrak. Pemasaran konten digital merupakan salah satu strategi marketing yang banyak dilakukan oleh para pelaku usaha saat ini dalam memasarkan produknya, karena semakin ketatnya persaingan bisnis. Oleh karena itu, strategi pemasaran konten digital terus dikembangkan agar dapat bersaing dan mempertahankan bisnisnya. Tujuan dari penelitian ini ialah untuk mengetahui hubungan antara pemasaran konten digital dan keputusan pembelian serta peran keterlibatan konsumen. Metode yang digunakan pada penelitian ini ialah metode survei dengan instrumen kuesioner sebagai teknik pengumpulan datanya. Objek penelitian ini ialah pengguna aplikasi Instagram yang melihat konten Tiramisusu by Chocomory yang berdomisili di Kota Bandung, dengan total responden sebanyak 400 orang. Teknik sampling dalam penelitian ini menggunakan purposive sampling. Hasil dari penelitian ini menujukkan bahwa terdapat pengaruh positif dan signifikan antara pemasaran konten digital terhadap keputusan pembelian. Selanjutnya, keterlibatan konsumen memperkuat hubungan antara pemasaran konten digital terhadap keputusan pembelian pada produk Tiramisusu by Chocomory.
Pengaruh Viral Marketing terhadap Impulse Buying yang Dimoderasi oleh FOMO (Fear of Missing Out) Andien Aulia 'Urrohman; Mulyaningsih, Hendrati Dwi; Taufik Permana, Rezi Muhamad
Bandung Conference Series: Business and Management Vol. 4 No. 2 (2024): Bandung Conference Series: Business and Management
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcsbm.v4i2.13893

Abstract

Abstract. In Indonesia, fashion is rapidly evolving, accompanied by dynamic changes in trends. The fashion industry, particularly the footwear sector, now not only meets basic needs but also has become a popular trend among young people. With the latest trends, public interest in local pride has increased, especially among the youth. This study focuses on Viral Marketing, Impulse Buying, and FOMO (Fear of Missing Out). The aim of this research is to determine the relationship between Viral Marketing and Impulse Buying, as well as the role of FOMO (Fear of Missing Out) as a moderating variable in the NAH Project. The method used in this research is a quantitative approach with a questionnaire as the data collection technique. The subjects of this study are 240 NAH Project shoe users residing in Bandung City, selected through purposive sampling. There are two hypotheses in this study. To test the hypotheses, the techniques used are simple regression analysis and Moderated Regression Analysis (MRA). The results of this study indicate that there is a positive and significant effect of Viral Marketing on Impulse Buying in the NAH Project. Furthermore, FOMO (Fear of Missing Out) strengthens the relationship between Viral Marketing and Impulse Buying in the NAH Project. Abstrak. Di Indonesia, fashion berkembang dengan cepat, diiringi oleh perubahan tren yang dinamis. Industri fashion, khususnya sektor sepatu, kini tak hanya memenuhi kebutuhan dasar tetapi juga menjadi tren populer di kalangan anak muda. Seiring tren terbaru, minat masyarakat terhadap local pride meningkat, terutama di kalangan anak muda. Penelitian ini berfokus pada Viral Marketing, Impulse Buying, dan FOMO (Fear of Missing Out). Tujuan dari penelitian ini adalah untuk mengetahui hubungan antara Viral Marketing dan Impulse Buying serta peran FOMO (Fear of Missing Out) sebagai variabel moderasi pada NAH Project. Metode yang digunakan dalam penelitian ini adalah metode penelitian kuantitatif dengan instrumen kuesioner sebagai teknik pengumpulan data. Objek penelitian ini adalah pengguna sepatu NAH Project yang berdomisili di Kota Bandung dengan jumlah 240 orang. Teknik sampling dalam penelitian ini menggunakan purposive sampling. Terdapat dua hipotesis dalam penelitian ini. Untuk menguji hipotesis, teknik yang digunakan adalah analisis regresi sederhana dan Moderated Regression Analysis (MRA). Hasil dari penelitian ini menunjukkan bahwa terdapat pengaruh positif dan signifikan antara Viral Marketing terhadap Impulse Buying pada NAH Project. Selanjutnya, FOMO (Fear of Missing Out) memperkuat hubungan antara Viral Marketing dan Impulse Buying pada NAH Project.
Does Country of Origin Matter? Exploring Its Effect on Purchase Decisions Mediated by Perceived Quality Mulyaningsih, Hendrati Dwi; Sufian, Muhammad Fathoni; Saraswati, Nindya
Indonesian Journal of Social Research (IJSR) Vol 7 No 1 (2025): Indonesian Journal of Social Research (IJSR)
Publisher : Universitas Djuanda

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30997/ijsr.v7i1.623

Abstract

This research explores whether a product’s country of origin (COO) influences consumer purchasing decisions through the mediating role of perceived quality. The study is grounded in consumer behavior and brand perception theories, focusing on Adidas users in Bandung as a case. Using a quantitative method and Structural Equation Modeling (SEM) via SmartPLS, data were collected from 110 respondents through a structured questionnaire. The analysis confirmed that COO has a significant positive influence on perceived quality and, subsequently, on purchase decisions. However, the COO does not directly influence purchasing decisions without the mediation of perceived quality. These findings highlight the importance of perceived product quality in bridging the consumer's perception of a brand's origin and purchasing behavior. This study contributes to marketing and branding strategies by emphasizing the need for companies to enhance the perceived quality of their products when leveraging their country of origin in brand positioning.
The Influence of Green Marketing and Brand Awareness on Purchase Intention Through Brand Image as a Mediation Variable Murtiningsih, Dewi; Wulandari, Ririn; Mulyaningsih, Hendrati Dwi
MIX: JURNAL ILMIAH MANAJEMEN Vol 14, No 1 (2024): MIX: Jurnal Ilmiah Manajemen
Publisher : Universitas Mercu Buana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22441/jurnal_mix.2024.v14i1.009

Abstract

Marketing using the concept of green marketing should create positive emotions so that consumers can influence product evaluation. Objectives: The problems of the study are: Does green marketing influence brand image? Does green marketing influence buying interest through brand image as a mediation variable? Does brand awareness influence buying interest? Does brand awareness influence brand image? Does brand awareness influence purchasing attention through the perception of a brand as a mediation variable? Does brand image influence buying interest? Meanwhile, the objectives of the study are to find out the influence of green marketing on buying interest, the influence of green marketing on brand image, the influence of green marketing on buying interest through brand image as a mediation variable, the brand awareness's impact on consumers' purchase intentions, the impact of brand awareness on brand image, the influence of buying interest through brand image as a mediation variable, and the influence of brand image on buying interest.Methodology: This research is part of exploration research. Participants in the research are unknown; the quantity of samples used in this research is 110. The analysis tool used is PLS.Finding: green marketing does not influence buying interests; green marketing does not influence brand image; brand image does not moderate the impact of green advertising on buying interests; brand awareness influences buying interests; brand awareness influences brand image; brand image does not mediate the impact of brand recognition on purchasing interests; and trademark image influences purchasing interests. Conclusion: Based on the findings from the conclusions of this study, these are some suggestions that can be used as research recommendations: this research focuses on the variables green marketing, brand awareness, brand image, and buying interest, so other variables such as brand trust, social media marketing, perceived quality, price, and customer satisfaction are needed to find out the buying interest; Future studies are anticipated to increase the sample size, expand the research object, and add relevant topics; future research is expected to process data with different analysis tools.
The Effect of Eco-Friendly Packaging on Purchase Intention with Consumer Perception as an Intervening Variable Esvandiari, Megia; Susan, Marcellia; Mulyaningsih, Hendrati Dwi; Muhardi; Oktini, Dede R; Nurhayati, Nunung
International Journal of Entrepreneurship and Sustainability Studies Vol. 3 No. 2 (2023): December 2023
Publisher : Research Synergy Foundation

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31098/ijeass.v3i2.1818

Abstract

The increasing use of plastic water bottles has exacerbated the global plastic waste crisis. Eco-friendly packaging is the concept of reducing and recycling plastic packaging waste. AQUA carried out this concept with Danone, who launched the AQUA Life product. This study aimed to determine the direct and indirect effects of eco-friendly packaging on the purchase intention of AQUA Life products through consumer perception and to analyze descriptively how eco-friendly packaging, consumer perception, and purchase intention of AQUA Life products. The analysis technique in this study uses Path Analysis to determine the role of consumer perception in mediating eco-friendly packaging on the purchase intention of AQUA Life products. The results showed that descriptive analysis for eco-friendly packaging, consumer perception, and purchase intention for AQUA Life products received good responses. \]And it was found that the magnitude of the indirect effect of eco-friendly packaging on purchase intention was more significant than the direct effect. This means that consumer perception as an intervening variable significantly influences eco-friendly packaging on purchase intention. The research results are expected to help the company add other features, such as the reuse idea for consumers, and reconsider product selling prices. To directly increase purchase intention, the company should pay attention to factors that influence consumer purchasing intentions, such as increasing the popularity of products.
Social Entrepreneurship Model Based on Quadruple Helix Collaboration: Economic Empowerment in Disabilities Community: (Editorial Article) Mulyaningsih, Hendrati Dwi
Journal of Social Entrepreneurship Theory and Practice Vol. 1 No. 1 (2021): August
Publisher : Research Synergy Foundation

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31098/jsetp.v1i1.647

Abstract

Social entrepreneurship is a process of continuous innovation in classifying different social problems to overcome social problems and meet social needs. The social entrepreneurship approach is very promising in creating new opportunities for individuals with disabilities in the emerging industry. The conceptual contribution to developing a theory that explains the relationship between constructions has been less underlined. Thus, this study aims to identify different models and how they work and propose a conceptual model of social entrepreneurship to empower the economy in disability communities. This study uses descriptive analysis by conducting various literature syntheses to understand the contribution of entrepreneurship in social development. Based on discussion and analysis, new model propositions consider the value of co-creation stakeholders and supporting ecosystems such as academics, government, profit, and non-profit organizations and communities (quadruple helix concept). Overall, this study provides a conceptual framework that enables an understanding of the phenomenon of social entrepreneurship growth and its role in empowering community disabilities. Also, this research also tries to facilitate the stakeholders involved to contribute to the empowerment of community disabilities.
Co-Authors Andien Aulia 'Urrohman Anita Putri Rahayu Dede R Oktini Dewi Murtiningsih Esvandiari, Megia Ivanna, Rachel Berry Marcellia Susan Muhardi Nunung Nurhayati Permana, Rezi Muhamad Taufik Permana, Rezi Muhammad Taufik Ririn Wulandari Saraswati, Nindya Sufian, Muhammad Fathoni Taufik Permana, Rezi Muhamad Utami, Elsa Nanda Zamani N F, Sri Deva