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All Journal SENTRALISASI Jurnal Manajemen Bisnis dan Keuangan
Fidia, Fidia
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Economics, Econometrics & Finance

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The Role of Mediation in Purchase Intention in Affecting the Decision to Purchase Health Supplement Products Fidia, Fidia; Christiarini, Renny
Jurnal Manajemen Bisnis dan Keuangan Vol 5 No 1 (2024): April 2024
Publisher : https://jurnal.binamandiri.ac.id/

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51805/jmbk.v5i1.196

Abstract

Customer interest in health products has surged due to the COVID-19 virus, impacting the world, including Indonesia. This encourages the community to consistently maintain the cleanliness of their surroundings and fulfill nutritional needs to strengthen the immune system by consuming healthy food and beverages. However, the nutritional content in food and beverages still needs to be improved, requiring the support of health supplements to help meet these nutritional requirements. This research examines the effect of quality, price, e-WOM, celebrity endorser, and brand image on purchase decisions, with purchase intention as the intervening factor. The data collected from 334 respondents who consume health supplements in Batam were analyzed using the Structural Equation Model (SEM). This research states that price does not significantly affect purchase decisions; however, quality, e-WOM, celebrity endorser, and brand image positively and significantly affect purchase decisions. Additionally, the research results indicate that price does not significantly affect purchase decisions when mediated by purchase intention. Meanwhile, the mediating role of purchase intention on quality, e-WOM, celebrity endorser, and brand image significantly affects purchase decisions.
How Green Brand Love Mediates Green Brand Loyalty in Eco-Friendly Cosmetics ? Purwianti, Lily; Ariyanto , Hepy Hefri; Fidia, Fidia
SENTRALISASI Vol. 14 No. 3 (2025): September
Publisher : Universitas Muhammadiyah Sorong

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33506/sl.v14i3.4692

Abstract

In the increasingly competitive eco-friendly cosmetics market, building sustainability‐based consumer loyalty presents an important challenge. This study aims to analyse the effects of brand popularity (BP), brand authenticity (BAUNT) and green brand trust (GBT) on green brand love (GBL), as well as their direct and indirect effects on green brand loyalty (GBLOY). A quantitative design was adopted, involving 412 female consumers of green cosmetic products in Batam, Indonesia, selected using purposive sampling. Data were analyzed using SmartPLS 4 to evaluate the measurement and structural models, while SPSS was used for descriptive statistics. Results indicate that BP, BAUNT and GBT have significant positive effects on GBL and GBLOY. Furthermore, GBL partially mediates the relationships between BP, BAUNT and GBT with GBLOY. These findings demonstrate that both cognitive (brand popularity, authenticity, and trust) and affective (green brand love) processes jointly shape consumer loyalty in sustainability‐oriented markets. The study contributes theoretically by extending Commitment–Trust Theory in the context of green cosmetics branding and offers practical insights for persuading environmentally conscious consumers through authentic, trustworthy, and emotionally engaging brand strategies. 
Co-Authors Ariyanto , Hepy Hefri Christiarini, Renny Lily Purwianti