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All Journal Jurnal Tirtayasa Ekonomika (Tirtayasa Economica Journal) MANAJEMEN Maeswara: Jurnal Riset Ilmu Manajemen dan Kewirausahaan
Enok Nurhayati
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Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences Other

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Journal : MANAJEMEN

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Peran Brand Trust Dalam Memediasi Pengaruh Online Customer Review dan Brand Image Terhadap Purchase Decision: (Studi Kasus Pada Hand & Body Lotion Marina di Kota Tangerang) Imas Amalia; Lutfi Lutfi; Enok Nurhayati
MANAJEMEN Vol. 5 No. 2 (2025): Oktober : MANAJEMEN (Jurnal Ilmiah Manajemen dan Kewirausahaan)
Publisher : LPPM Politeknik Pratama

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51903/6qsxj755

Abstract

The skincare industry in Indonesia has grown rapidly alongside globalization, leading to intense competition among brands. Marina, a local hand & The Indonesian skincare industry is rapidly growing, creating intense competition among brands. Marina, a local hand & body lotion brand established in 1981, is experiencing declining sales due to competitor innovations and stronger brand positioning. This study investigates the mediating role of brand trust in the effect of online customer reviews and brand image on purchase decisions for Marina products in Tangerang. The research involved 180 respondents selected through purposive and accidental sampling. Data were processed using Structural Equation Modeling (SEM) with SmartPLS 4.0. The findings show that: (1) online customer reviews positively and significantly affect purchase decisions, (2) brand image has no direct effect on purchase decisions, (3) both online reviews and brand image significantly influence brand trust, (4) brand trust positively affects purchase decisions, and (5) brand trust mediates the relationship between online reviews, brand image, and purchase decisions. These results highlight the importance of building brand trust as a key strategy. Managing credible online reviews and maintaining product quality consistency can enhance consumer confidence, foster loyalty, and sustain competitiveness in the skincare market.
Pengaruh Influencer Marketing Terhadap Purchase Decision dengan Brand Awareness dan Perceived Value Sebagai Variabel Mediasi Ismawati Ismawati; Lutfi Lutfi; Enok Nurhayati
MANAJEMEN Vol. 5 No. 2 (2025): Oktober : MANAJEMEN (Jurnal Ilmiah Manajemen dan Kewirausahaan)
Publisher : LPPM Politeknik Pratama

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51903/e1zjkx18

Abstract

This study aims to explore the influence of Influencer Marketing on Purchase Decision with Brand Awareness and Perceived Value as mediating variables for Purbasari scrub users in Cilegon City. The research method used is quantitative. This research collects data based on questionnaires and literature studies. The population in this study were Purbasari scrub users in Cilegon City. The sample of this study amounted to 180 respondents with accidental sampling. The data analysis method used is Structural Equation Modeling (SEM) with the SmartPLS 4 analysis tool. The results of this study indicate that Influencer Marketing has a positive but insignificant effect on Purchase Decision. Furthermore, Brand Awareness and Perceived Value are found to mediate the relationship between Influencer Marketing and Purchase Decision. In this study, Brand Awareness and Perceived Value demonstrate the ability to strengthen the effect of Influencer Marketing on Purchase Decision.
Co-Authors Fiesty Utami Imas Amalia Ina Indriana Ina Indriana Ismawati Ismawati Lia Uzliawati Lutfi Lutfi Mei Yanti Br Surbakti Nindy Septia Permatasari Tenny Badina Wawan Ichwanudin