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All Journal Jurnal Manajemen dan Organisasi Bussman Journal : Indonesian Journal of Business and Management Al-Hisbah Jurnal Ekonomi Syariah Amkop Management Accounting Review (AMAR)
Marsha, Deni
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Religion Humanities Economics, Econometrics & Finance Social Sciences Other

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PENGARUH BRAND AMBASSADOR KOREA DAN KUALITAS PRODUK TERHADAP MINAT BELI KONSUMEN SKINCARE LOKAL DI INDONESIA Marsha, Deni; Yani, Muhammad; Aswan, Aswan
Bussman Journal : Indonesian Journal of Business and Management Vol. 5 No. 1 (2025): Bussman Journal | Januari - April 2025
Publisher : Gapenas Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53363/buss.v5i1.329

Abstract

This study examines the impact of Korean celebrities as brand ambassadors and product quality on consumer purchase intention for local skincare products in Indonesia. In the growing skincare industry, employing Korean celebrities as brand ambassadors has become an effective marketing strategy, contributing to increased brand appeal and influencing consumer purchasing decisions. The study adopts a quantitative approach with a survey design, involving 100 purposively selected respondents. Data were collected through an online questionnaire using a 5-point Likert scale and analyzed through multiple linear regression. The findings reveal that Korean celebrities as brand ambassadors have a significant effect on consumer purchase intention. Additionally, product quality is identified as a key determinant in influencing purchasing decisions. Collectively, the combination of effective brand ambassadors and high product quality creates a strong synergy in driving consumer purchase intention. These findings provide strategic insights for local companies to enhance their competitiveness in the increasingly saturated skincare market. The study also highlights the importance of integrating cultural elements into marketing strategies to establish emotional connections with consumers.
Pengaruh Digital Marketing dan Brand Awareness terhadap Keputusan Pembelian Konsumen pada Produk Fashion Lokal Erigo dan 3Second Marsha, Deni
Al-Hisbah Jurnal Ekonomi Syariah Vol 4 No 2 (2024): Jurnal Al Hisbah
Publisher : Institute Agama Islam Tafaqquh Fiddin Dumai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57113/his.v4i2.436

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh digital marketing dan brand awareness terhadap keputusan pembelian konsumen pada produk fashion lokal, khususnya merek Erigo dan 3Second. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei terhadap 100 responden yang merupakan konsumen aktif pengguna media sosial yang pernah membeli produk tersebut. Hasil penelitian menunjukkan bahwa baik digital marketing maupun brand awareness berpengaruh positif dan signifikan secara parsial maupun simultan terhadap keputusan pembelian. Digital marketing yang kreatif serta kesadaran merek yang kuat terbukti mampu meningkatkan minat beli konsumen. Temuan ini memberikan implikasi penting bagi perusahaan fashion lokal dalam menyusun strategi pemasaran digital yang terintegrasi dengan penguatan identitas merek.
Analisis Metadata terhadap Tinjauan Literatur Pariwisata Halal Marsha, Deni; kharisma Putra, Irfan; Karunia, Erick
Jurnal Manajemen dan Organisasi Vol. 16 No. 2 (2025): Jurnal Manajemen dan Organisasi
Publisher : IPB University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29244/jmo.v16i2.62335

Abstract

Halal tourism has grown rapidly in the last decade, along with the increasing interest of global Muslim tourists. This research aims to analyze metadata from halal tourism literature to identify trends, patterns, and academic contributions in this field. Using data from the Scopus database from 2015 to 2025, this research evaluates document distribution based on time, publication type, institutional affiliation, country, and subject area. The findings show that journal articles dominate publications (70.7%), with Business, Management, and Accounting as the main contributor (29.7%). Indonesia and Malaysia emerge as the countries with the largest contributions, reflecting the strategic role of the Southeast Asian region in halal tourism research and development. Theoretically, this research highlights the potential of metadata in integrating tourist preferences, market trends, and destination needs to address challenges such as variations in halal standards, lack of infrastructure, and low public awareness. Practically, these findings offer strategic guidance for governments, industry, and academics to utilize metadata in halal certification, marketing strategies, and digital technology development. The conclusion of this research emphasizes the importance of multidisciplinary approaches and cross-sector collaboration to enhance the appeal and sustainability of halal tourism at the global level. Future researchers are advised to expand the analysis with a more comprehensive interdisciplinary approach.
The Role of Quality Digital: The effect of WhatsApp business on consumer retention of MSMEs in Papua Mountains Adi, Tiomy Butsianto; Karunia, Erick; Aswan, Aswan; Marsha, Deni; Azis, Muh. Irfandy; Febrian, Muhammad Rully; Syams, Tengku Putri Azizah
Amkop Management Accounting Review (AMAR) Vol. 5 No. 2 (2025): July - December
Publisher : Pascasarjana STIE Amkop Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37531/amar.v5i2.2843

Abstract

This study aims to analyze the influence of WhatsApp Business on customer retention of MSMEs in the Papua Pegunungan region and to examine the moderating role of high-quality digital interaction in this relationship. The study is grounded in the context of infrastructure limitations in 3T (frontier, outermost, and disadvantaged) areas, which demand the use of practical and accessible digital communication media. A quantitative approach was employed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 3.0. Data were collected through a survey of 120 consumers who interact with local MSMEs via WhatsApp Business. The results indicate that WhatsApp Business has a positive and significant effect on customer retention. High-quality digital interaction also shows a considerable impact and moderates the relationship between WhatsApp Business and customer retention. The R² value of 0.576 demonstrates strong predictive power. This research contributes to the development of digital loyalty theory and provides practical implications for empowering MSMEs in disadvantaged regions to enhance digital communication in retaining customers.
Pengaruh Digital Marketing dan Brand Awareness terhadap Keputusan Pembelian Konsumen pada Produk Fashion Lokal Erigo dan 3Second Marsha, Deni
Al-Hisbah Jurnal Ekonomi Syariah Vol 4 No 2 (2024): Jurnal Al Hisbah
Publisher : Institute Agama Islam Tafaqquh Fiddin Dumai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57113/his.v4i2.436

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh digital marketing dan brand awareness terhadap keputusan pembelian konsumen pada produk fashion lokal, khususnya merek Erigo dan 3Second. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei terhadap 100 responden yang merupakan konsumen aktif pengguna media sosial yang pernah membeli produk tersebut. Hasil penelitian menunjukkan bahwa baik digital marketing maupun brand awareness berpengaruh positif dan signifikan secara parsial maupun simultan terhadap keputusan pembelian. Digital marketing yang kreatif serta kesadaran merek yang kuat terbukti mampu meningkatkan minat beli konsumen. Temuan ini memberikan implikasi penting bagi perusahaan fashion lokal dalam menyusun strategi pemasaran digital yang terintegrasi dengan penguatan identitas merek.
Co-Authors Adi, Tiomy Butsianto Aswan Aswan Febrian, Muhammad Rully karunia, Erick kharisma Putra, Irfan Muh. Irfandy Azis Muhammad Yani, Muhammad Syams, Tengku Putri Azizah