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All Journal Ekonomi Bisnis Gadjah Mada International Journal of Business MIX : Jurnal Ilmiah Manajemen DeReMa (Development Research of Management) Jurnal Manajemen Jurnal Komunikasi Jurnal Bisnis dan Akuntansi MBIA Prologia Jurnal Muara Ilmu Sosial, Humaniora, dan Seni Jurnal Muara Ilmu Ekonomi dan Bisnis Business Management Journal Program Studi Manajemen Jurnal Manajemen Bisnis dan Kewirausahaan Jurnal Akuntansi Jurnal Manajemen Jurnal Bakti Masyarakat Indonesia Jurnal Manajerial Dan Kewirausahaan Jurnal Manajemen dan Pemasaran Jasa
KENI KENI
Faculty Of Economic And Business, Universitas Tarumanagara, Jakarta
Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences Other

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Pengaruh Health Concsiousness, Perceived Risk Of Covid-19 dan E-Wom terhadap Intensi Membeli Suplemen Vitamin C Michael Finley; Keni Keni
MBIA Vol 21 No 1 (2022): Management, Business, and Accounting (MBIA)
Publisher : Direktorat Riset dan Pengabdian kepada Masyarakat Universitas Bina Darma

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33557/mbia.v21i1.1790

Abstract

Since March 2020, Indonesia has been disrupted by the Covid-19 pandemic that has impacted people's lives in every province, one of which is Jakarta, which has a large population and is the center of the economy and the capital city. This pandemic has forced people to live new and healthier habits, such as purchasing health products to start a healthy lifestyle to protect themselves from Covid-19. This study aims to empirically examine the effect of health consciousness, perceived risk of Covid-19, and e-WOM on the purchase intention of Vitamin C supplements. The research design used is descriptive and conclusive. The population in this study is consumers of vitamin C supplement products in Jakarta. This study used non-probability sampling by using convenience sampling. The number of samples obtained by using Google Form is 200 samples. The measurement of each indicator uses a 5-point-Likert-scale, and the collected data were analyzed using Partial Least Square-Structural Equation Modeling. This study concluded that health consciousness and e-WOM could predict consumers' intention to purchase Vitamin C supplements. Still, the perceived risk of Covid-19 cannot indicate the intent to acquire Vitamin C supplements consumers positively. Keywords: Purchase intention, health consciousness, perceived risk of Covid-19, e-WOM Abstrak Sejak Maret 2020, masyarakat Indonesia telah dilanda oleh pandemi Covid-19 yang sangat berdampak pada kehidupan masyarakat di setiap provinsi, salah satunya di Jakarta, yang memiliki banyak penduduk, merupakan pusat perekonomian dan ibu kota. Pandemi telah memakasa masyarakat untuk memulai kebiasaan yang baru dan lebih sehat, seperti membeli produk kesehatan untuk memulai pola hidup yang sehat dalam rangka melindungi diri dari paparan Covid-19. Tujuan penelitian ini adalah untuk menguji secara empiris pengaruh health consciousness, perceived risk of Covid-19, dan e-WOM terhadap intensi membeli suplemen Vitamin C. Desain penelitian yang digunakan merupakan deskriptif konklusif. Populasi penelitian ini merupakan konsumen produk suplemen Vitamin C di Jakarta. Penelitian ini menggunakan non-probability sampling berupa convenience sampling. Jumlah sampel yang diperoleh dengan menggunakan Google Form sebanyak 200 sampel. Setiap indikator menggunakan skala likert 5 poin dan data yang diperoleh kemudian dianalisis dengan menggunakan metode Partial Least Square-Structural Equation Modeling. Penelitian ini menyimpulkan bahwa health consciousness dan e-WOM dapat memprediksi intensi membeli konsumen suplemen Vitamin C tetapi perceived risk of Covid-19 tidak dapat memprediksi intensi membeli konsumen suplemen Vitamin C secara positif. Kata kunci: Intensi membeli, health consciousness, perceived risk of Covid-19, e-WOM
Pengaruh Celebrity Endorser dan E-WOM terhadap Purchase Intention Produk Skincare di Jakarta dengan Brand Trust sebagai Variabel Mediasi Rian Tanjung; Keni Keni
MBIA Vol 22 No 1 (2023): Management, Business, and Accounting (MBIA)
Publisher : Direktorat Riset dan Pengabdian kepada Masyarakat Universitas Bina Darma

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33557/mbia.v22i1.2144

Abstract

This research is aimed to examine whether celebrity endorsers and electronic word of mouth (e-WOM) can partially influence purchase intention and the role of brand trust in mediating those influences. The population of this research is skincare consumers. At the same time, the sample is 150 skincare consumers in Jakarta, which were obtained by using online questionnaires and selected by using the nonprobability sampling technique in the form of convenience sampling. The data were analyzed by using the PLS-SEM method in SmartPLS 4 program. This research is expected to support skincare companies in developing marketing strategies and to be a reference for companies and researchers regarding the purchase intention of skincare products. The results showed that celebrity endorsers had a positive effect on brand trust, while e-WOM did not have a positive effect on brand trust. In addition, celebrity endorsers and brand trusts have a positive effect on purchase intention, while e-WOM does not have a positive effect on purchase intention. Finally, celebrity endorsers positively affect purchase intention mediated by brand trust, while e-WOM has no effect. Keywords: Celebrity endorser, e-WOM, purchase intention, brand trust, skincare product Abstrak Penelitian ini bertujuan untuk menguji apakah celebrity endorser dan e-WOM secara parsial dapat mempengaruhi purchase intention, serta peran brand trust dalam memediasi pengaruh tersebut. Populasi penelitian ini adalah konsumen skincare, sedangkan sampelnya adalah 104 konsumen skincare di Jakarta yang diperoleh dengan menggunakan kuesioner online dan dipilih dengan teknik nonprobability sampling berupa convenience sampling. Data dianalisis dengan metode PLS-SEM pada program SmartPLS 4. Penelitian ini diharapkan dapat mendukung perusahaan perawatan kulit dalam mengembangkan strategi pemasaran, dan menjadi referensi bagi perusahaan dan penelitian mengenai minat beli produk perawatan kulit. Hasil penelitian menunjukkan bahwa celebrity endorser berpengaruh positif terhadap brand trust, sedangkan e-WOM tidak berpengaruh positif terhadap brand trust. Selain itu celebrity endorser dan Brand trust berpengaruh positif terhadap purchase intention, sedangkan e-WOM tidak berpengaruh positif terhadap purchase intention. Akhirnya celebrity endorser berpengaruh positif terhadap purchase intention yang dimediasi oleh brand trust, sedangkan e-WOM tidak berpengaruh. Kata kunci: Dukungan selebriti, e-WOM, niat beli, kepercayaan merek, produk skincare
Co-Authors Ai Ping Teoh Alex Santana Alexandra Fenetta Alvin Putra Winata Anastasia Kristinawati Anastasia Silvi Andrea Anthony Halim Bella Sutanto Burmansah Burmansah Caecelia Cynthia Limanan Callista Callista Calvin Johari Chandra Yudha Cahyadi Christian Halim Christopher Edbert Ang Clarence Clarence Clarissa Cynthia Cynthia Delvin Valentino Agustinus Edi Surya Negara Evelina Larisa Sidharta Fidelius Marlfel Fidelius Marlfel Fincent Sutanto Fransisca I. R. Dewi Fransisca Iriani Roesmala Dewi Gaus Gunawan Halbert Kurniadi Helen Veronica Hendra Wijaya Hendro Hendro I Made Genta Wedangga Ika Nurul Febrianti Ivan Adrian Jacky Sona Putra Jap Tji Beng Jimmy Jap JONATHAN WILSON CHANDRA Jorken Jorken Juliana Juliana Kanto Kanto Kristian Wibisono Leonardo Lantang Leonardo Tan Marlyn Marlyn Martono Martono Meilia Japiana Meilia Japiana Michael Finley Mira Bella Mirtsa Zahara Hadi Nicco Dhitya Arya Winata Nicholas Wilson Nico Michael Bryan Nina Perlita Paulina Kristiani Purnama Dharmawan Rafaela Winata Rasji Rasji Rian Tanjung Rita Markus Idulfilastri Rita Markus Idulfilastri Sherly Sherly Sherly Sherly Silvia Agustina SOFIA PRIMA DEWI Solikhah, Nafiah Sri Tiatri Sri Tiatri Sri Wulandari Stanly Hidajat Sudarman Kosasih Tan, Pauline H. Pattyranie Theophilus Alpha Kristiawan Valentino Wijaya Valentino Wijaya Vanya Dwi Nanda Vellisa Yolanda Verena Sandra Esmeralda Vincent Vincent Vinka Vanlia Sianata VITA BRILIANA Wei Kiong Wendy Olivia Suherli Willi Nathanael Febrian Winnie Winnie Wulan Purnama Sari Yohanes Nuhadriel