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All Journal Jurnal Bisnis dan Ekonomi Managament Insight: Jurnal Ilmiah Manajemen Journal of Economic, Bussines and Accounting (COSTING) Jurnal Inovasi Bisnis (Inovbiz) EKONOMIS : Journal of Economics and Business J-MAS (Jurnal Manajemen dan Sains) Jesya (Jurnal Ekonomi dan Ekonomi Syariah) YUME : Journal of Management Performance Dialektika: Jurnal Ekonomi dan Ilmu Sosial Management Studies and Entrepreneurship Journal (MSEJ) Jurnal E-Bis: Ekonomi Bisnis Journal of Management and Bussines (JOMB) Jurnal Orientasi Bisnis dan Entrepreneurship PROFICIO: Jurnal Pengabdian Masyarakat Jurnal Ekonomi Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) Journal of Business Studies and Management Review Journal of Social Commerce Komunita: Jurnal Pengabdian dan Pemberdayaan Masyarakat Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Serat Acitya Journal of Ekonomics, Finance, and Management Studies Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis
Putra, Harmanda Berima
Universitas Stikubank
Religion Agriculture, Biological Sciences & Forestry Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Health Professions Industrial & Manufacturing Engineering Public Health Social Sciences Other

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EXPLORING THE DIFFERENTIAL IMPACT OF VARIOUS USER-GENERATED CONTENT TYPES ON PURCHASE INTENTION THROUGH AWARENESS Aquinia, Ajeng; Sutedjo, Bambang; Widyasari, Suzy; Hayuningtias, Kristina Anindita; Putra, Harmanda Berima
Journal of Business Studies and Management Review Vol. 9 No. 1 (2025): JBSMR, Vol 9 No.1 December 2025
Publisher : Management Department, Faculty of Economics and Business, Universitas Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22437/jbsmr.v9i1.49848

Abstract

This study investigates the role of brand awareness as a mediating variable between user generated content (UGC) and purchase intention among generation z consumers of local beauty brands. Employing a quantitative research design, data were collected from 206 respondents through online questionnaire and analyzed using partial least squares structural equation modeling (pls-sem). The measurement model shows high reliability and validity across all constructs, confirming the robustness of the data. The findings reveal that UGC has significant positive effect on both brand awareness and purchase intention, while brand awareness also positively influences purchase intention. Furthermore, the analysis confirms that brand awareness partially mediates the relationship between UGC on consumer behavior is strengthened through enhanced brand recognition and familiarity. these result highlights the crucial role of UGC in shaping consumer perception and purchase decision within the digital beauty market. The study highlights that generations Z consumers who are highly engaged with social media, respond more positively to authentic peer generated content than to traditional advertising. Therefore, local beauty brands are encouraged to utilize UGC-based marketing strategies to build stronger brand awareness and foster higher purchase intention among their target audience.
Penguatan Branding Produk Kampung Jajan Pasar Melalui Kemasan Inovatif, Pemasaran Media Sosial dan Legalitas Produk Halal Kristina Anindita Hayuningtias; Harmanda Berima Putra; Endang Tjahjaningsih
KOMUNITA: Jurnal Pengabdian dan Pemberdayaan Masyarakat Vol 5 No 1 (2026): Februari
Publisher : PELITA NUSA TENGGARA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.60004/komunita.v5i1.439

Abstract

Kampung Jajan Pasar Bugen Utara adalah kelompok usaha yang memproduksi aneka jajan pasar. Usaha ini merupakan usaha turun-temurun yang menjadi mata pencaharian utama para anggotanya. Putu Mayang menjadi produk unggulan yang otentik dari kampung bugen utara. Aneka jajan pasar ini dijual di pasar-pasar kelurahan Bangetayu Kulon dan sekitarnya. Walaupun inovasi produk olahan putu mayang sudah dilakukan, namun kemasan produk ini masih sangat sederhana. Pemasaran produknya pun masih konvensional. Dari aspek legalitas , kelompok usaha ini belum memiliki NIB dan sertifikat produk halal. Oleh karena itu, dibutuhkan pendampingan bagaimana mengemas produk dengan menarik, membuat konten promosi di media sosial dan memahami prosedur pendaftaran NIB dan sertifikasi halal. Kegiatan pengabdian ini terdiri dari sosialisasi dan pelatihan. Pada tahap sosialisasi, anggota kelompok usaha diberikan pemahaman terkait pentingnya kemasan dalam pemasaran, strategi pembuatan konten promosi di media sosial dan prosedur pendaftaran NIB dan produk halal. Selanjutnya, anggota kelompok diberikan ketrampilan pengemasan inovatif, pembuatan konten promosi di media sosial serta pendaftaran legalitas usaha melalui pelatihan. Kegiatan pengabdian ini tentu saja memberikan manfaat bagi seluruh anggota kelompok usaha. Melalui kegiatan pengabdian kepada Masyarakat ini, Kampung Jajan Pasar Bugen Utara lebih siap bersaing, menjangkau pasar yang lebih luas dan mampu meningkatkan pendapatan rumah tangga
Pengaruh Citra Merek Terhadap Niat Beli pada Coffee Shop Dimediasi oleh Kepercayaan Merek Arrafi, Ridho; Putra, Harmanda Berima
Ekonomis: Journal of Economics and Business Vol 10, No 1 (2026): Maret
Publisher : Universitas Batanghari Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33087/ekonomis.v10i1.2422

Abstract

This study aims to analyze the influence of brand image on purchase intention through brand trust in Coffee Shop. This research employs a quantitative approach with a sample of coffee lovers who intend to repurchase coffee shop products. By collecting primary data through the distribution of questionnaires to 165 respondents. Data processing uses PLS-SEM software. The analysis results show that brand image has a positive effect on brand trust. Brand trust has a positive effect on repurchase intention and brand image has a positive effect on repurchase intention through brand trust.
Co-Authors Alvian, Alvin Amalia, Reza Annisa, Intan Tri Anwar Mansyur Aquinia, Ajeng Arief Himmawan Dwi Nugroho Arrafi, Ridho Azzahra, Marceline Diva Berlianda Bambang Sutedjo Bambang Sutejo Chike Amanda Selsa Dinesa Rahmavita Ayu Sukma Endang Tjahjaningsih Feby Rante Limbong Hayuningtias, Kristina Anindita Indra Nur Wicaksana Kodriyah, Laela Kristianti, Saskia Kristina Anindita Hayuningtias Kristina Anindita Hayuningtias Kristina Anindita Hayuningtyas Lutfika Rachmawati Lutfika Rachmawati Mohamad Ridwan Abadi Mutiara Sabila Hudiya Lael Ningsih, Artina Nungki Pradita Nur Rizka Luffiana Nurfatimah, Siti Nuke Pingki Dwi Aprilianingsih Puspitasari, Ratih Ayu Robertus Basiya satria nugraha Silvia, Gina Siska Liana Solly Aryza Sovi Iriyanti Suzy Widyasari Wachid, Ainullah Wisna Rizki Ramadan