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All Journal Ekonomi Bisnis Managament Insight: Jurnal Ilmiah Manajemen Asia-Pacific Management and Business Application JURNAL MANAJEMEN MOTIVASI OIKOS: Jurnal Kajian Pendidikan Ekonomi dan Ilmu Ekonomi Jurnal Manajerial Jurnal Riset Manajemen Sekolah Tinggi Ilmu Ekonomi Widya Wiwaha Program Magister Manajemen Jurnal Doktor Manajemen (JDM) Jurnal Ekonomi, Manajemen dan Perbankan (Journal of Economics, Management and Banking) Journal of Entrepreneurship & Business Jurnal Akuntansi, Manajemen Dan Ekonomi Islam (JAM-EKIS) Jurnal Dehasen Untuk Negeri Jurnal Manajemen dan Pemasaran Jasa Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi)
Muhammad Yasser Iqbal Daulay
Universitas Bengkulu
Humanities Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Public Health Social Sciences Other

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PENGARUH BRAND IMAGE, PRICE DAN SOCIAL MEDIA MARKETING, TERHADAP PURCHASE DECISION PADA PRODUK SEPATU LOKAL DI KOTA BENGKULU Ramadhan, M Fikri Rizqi; Daulay, M Yasser Iqbal
Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA) Vol 8 No 1 (2024): Edisi Januari - April 2024
Publisher : LPPM STIE Muhammadiah Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31955/mea.v8i1.3857

Abstract

Indonesia merupakan salah satu dari empat negara produsen sepatu terbesar di dunia. Di sisi lain, merek sepatu luar negeri yang terkenal juga banyak di Indonesia. Ventela merupakan salah satu brand sepatu lokal ternama di Indonesia. Konsumen lokal mempunyai 4.444 preferensi mengenai negara asal produsen sepatu. Penduduk setempat lebih suka membeli sepatu bermerek lokal jika mereka memiliki selera yang berorientasi etnis dan menyukai merek lokal. Oleh karena itu, penelitian ini bertujuan untuk mengetahui "Pengaruh brand image, price, dan social media marketing, terhadap purchase decision pada produk sepatu lokal di kota bengkulu". Penelitian dilakukan dengan menggunakan kuesioner online, dan dikumpulkan 220 masyarakat kota Bengkulu. Penelitian ini menggunakan SmartPLS untuk menguji validitas, reaibilitas dan uji Hipotesis. Hasil penelitian ini menunjukan bahwa brand image, price, dan social media marketing berpengaruh terhadap purchase decision
BRAND EXPERIENCE : MEMBANGUN BRAND LOVE PENGGUNA IPHONE DENGAN PERCEIVED BRAND VALUE DAN BRAND PRESTIGE Pratama, Andhika Putra Budi; Daulay, Muhammad Yasser Iqbal
Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA) Vol 9 No 1 (2025): Edisi Januari - April 2025
Publisher : LPPM STIE Muhammadiah Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31955/mea.v9i1.5390

Abstract

Penelitian ini bertujuan untuk mengeksplorasi dampak brand experience terhadap brand love di kalangan Generasi Z pengguna iphone di Indonesia, dengan perceived utilitarian, hedonic dan brand prestige sebagai variabel mediasi. Menggunakan teori Consumer-Brand Relationship (CBR) yang dikemukakan oleh Susan Fournier (1998). Penelitian ini mengkaji bagaimana interaksi emosional dan fungsional antara konsumen dan merek dapat membentuk keterikatan yang kuat. Data dikumpulkan secara daring melalui penyebaran kuesioner kepada 190 responden. Pengolahan data dilakukan menggunakan perangkat lunak SmartPLS 3.0 untuk menganalisis hubungan antar variabel. Penelitian ini diharapkan berguna bagi pemasar dalam mengembangkan strategi yang dapat memperkuat hubungan emosional antara merek dan konsumen, khususnya di segmen Generasi Z yang semakin berpengaruh dalam pasar teknologi. Hasil penelitian menunjukkan terdapat pengaruh signifikan brand experience, perceived utilitarian brand value dan brand prestige terhadap brand love. Namun variabel perceived hedonic brand value tidak berpengaruh signifikan baik secara langsung dan sebagai mediasi terhadap brand love.
PENGARUH BRAND LOVE DAN BRAND IDENTIFICATION TERHADAP PURCHASE INTENTION MELALUI SELF CONGRUITY SEBAGAI VARIABEL MEDIASI Situmorang, Grece Simon Situmorang; Iqbal Daulay, M.Yasser
OIKOS: Jurnal Kajian Pendidikan Ekonomi dan Ilmu Ekonomi Vol 8 No 1 (2023): OIKOS: Jurnal Kajian Pendidikan Ekonomi dan Ilmu Ekonomi
Publisher : Fakultas Keguruan Dan Ilmu Pendidikan Universitas Pasundan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23969/oikos.v8i1.10998

Abstract

ABSTRACT This research aims to examine the influence of brand love and brand identification on purchase intention through self-congruity as a mediating variable among Erigo product users in Bengkulu City. Brand love is the strong and positive feeling that consumers have towards a brand, while brand identification is the process by which consumers associate themselves with a brand. Purchase intention is the consumer's desire to buy a product or service from a brand, and self-congruity is the suitability between the consumer's self-image and the brand image. This research used a survey method by distributing questionnaires to 259 respondents who were users of Erigo products in Bengkulu City. The data processing technique uses Structural Equation Modeling (SEM) analysis with the help of SmartPLS. The research results show that brand love and brand identification have a positive and significant effect on purchase intention, both directly and indirectly through self-congruity. Keywords: Brand Love, Brand Identification, Purchase Intention, Self Congruity
Increasing Purchase Intention Through Emotional Appeal. Brand Ambassador and Brand Image : Study of Brand Awareness Mediation Wismawati Wismawati; Muhammad Yasser Iqbal Daulay
Jurnal Doktor Manajemen (JDM) Vol 9, No 1 (2026): APRIL 2026
Publisher : Universitas Mercu Buana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22441/jdm.v9i1.37265

Abstract

Penelitian ini berupaya untuk mengkaji bagaimana Kesadaran Merek (Brand Awareness/BAW) memengaruhi hubungan antara Daya Tarik Emosional (Emotional Appeal/EA), Duta Merek (Brand Ambassador/BA), dan Citra Merek (Brand Image/BI), dalam kaitannya dengan Niat Beli (Purchase Intention/PI) konsumen Generasi Z (Gen Z) di Bengkulu, dengan fokus khusus pada produk Pocari Sweat. Dengan menggunakan metodologi kuantitatif, 110 partisipan Gen Z memberikan data melalui survei online, yang kemudian dianalisis menggunakan Structural Equation Modeling–Partial Least Squares (PLS-SEM). Hasil utama menunjukkan bahwa pemahaman tentang Merek (BAW) adalah hal kunci dan utama dalam memilih untuk melakukan pembelian (PI). Secara khusus, apa yang dipikirkan orang tentang Merek (BI) adalah hal terpenting dalam membuat orang mengenal Merek tersebut. Temuan kunci juga memperjelas bahwa Kesadaran Merek adalah hubungan penuh antara bagaimana Daya Tarik Emosional dan Perwakilan Merek memengaruhi apakah seseorang akan membeli sesuatu. Ini menunjukkan bahwa Daya Tarik Emosional dan memiliki Perwakilan Merek hanya dapat meningkatkan pembelian jika keduanya berhasil mengarah pada Kesadaran Merek yang kuat. Dari perspektif manajerial, perusahaan disarankan untuk memprioritaskan penguatan Citra Merek dan menjaga Kesadaran Merek sebagai landasan strategis untuk meningkatkan niat beli di kalangan konsumen Generasi Z.
Boycott Or Buy? Exploring Consumer to Brand Betrayal and Brand Hate in The F&B Industry Nabila Nurkhalisa; Muhammad Yasser Iqbal Daulay
Jurnal Manajerial Vol. 12 No. 02 (2025): Jurnal Manajerial
Publisher : Program Studi Manajemen Universitas Muhammadiyah Gresik

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30587/jurnalmanajerial.v12i02.9576

Abstract

Background – Boycotts are a form of rejection that has been going on for a long time and has a significant impact on product sales, production and marketing . Aim – This study further explores the relationship between negative word of mouth, brand hate, brand betrayal and desire for avoidance in the context of the boycott phenomenon against fast food restaurants, McDonald's. Design / methodology / approach – This study focuses on consumers in Indonesia who have purchased McDonald's products both before and after the boycott. The method used in this study is quantitative with purposive sampling technique and the analysis tool is Smart-PLS-based Structural Equation Modeling (SEM). Findings – The results of this study show that there is an influence between the NWOM variable on brand hate and brand betrayal, brand hate influences desire for avoidance. However, NWOM and brand betrayal have no effect on desire for avoidance. Nevertheless, NWOM mediated by hatred of the brand is proven to directly influence the desire for avoidance, while when mediated by hatred of the brand, the effect is insignificant. Conclusion – This study reveals that a person's decision to continue buying or avoiding a boycotted brand is not solely influenced by negative information, but is also influenced by various factors, such as the need for the product. Research implications – Based on the results of this study, companies need to pay more attention to managing negative sentiment, especially on social media, to prevent the emergence of hatred towards brands that have the potential to cause long-term loss of consumers. Limitations – The limitation of this study is the limited number of consumers who boycott. Not all individuals will avoid boycotted brands due to religious beliefs, sympathy, or geographical limitations covering only one country.
Fooled by Glowing? The Role of Social Commerce Constructs in Building Trust on Intention To Buy Pramesti, Betrice Gita; Iqbal Daulay, Muhammad Yasser
JURNAL MANAJEMEN MOTIVASI Vol 21 No 2 (2025): Jurnal Manajemen Motivasi
Publisher : Universitas Muhammadiyah Pontianak

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29406/jmm.v21i2.7853

Abstract

This study examines the effect of social commerce constructs on purchase intention through trust in overclaimed skincare products among Bengkulu City consumers. Using a quantitative approach with 220 respondents via purposive sampling, data were analyzed using Structural Equation Modeling. Results show that social commerce constructs significantly influence trust, which in turn positively affects purchase intention. However, social commerce constructs do not directly influence purchase intention. These findings suggest that building consumer trust is essential for skincare businesses to optimize marketing strategies on social media
GREEN BEAUTY IN DIGITAL ERA : THE ROLE OF INFLUENCER CREDIBILITY AND HOMOPHILY, MEDIATED BY MIMICRY DESIRE, ON BRAND TRUST IN GREEN BEAUTY PRODUCTS Zahra Pandya; Iqbal Daulay, M. Yasser
JURNAL MANAJEMEN MOTIVASI Vol 22 No 1 (2026): Jurnal Manajemen Motivasi
Publisher : Universitas Muhammadiyah Pontianak

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29406/jmm.v22i1.8901

Abstract

The purpose of this study is to investigate how brand trust for green beauty goods is shaped by homophily and influencer credibility, with mimicry desire serving as a mediator. This study uses a purposive sampling technique with 130 respondents who use eco-friendly beauty products in addition to a quantitative approach using SEM-PLS analysis with SmartPLS 4 software. A questionnaire was used to gather the data. According to the study's findings, brand trust and mimicry desire are significantly positively impacted by influencer credibility and homophily.
BEYOND LIVE STREAMING: HOW IMMERSION AND CONSUMER TRUST SHAPE PURCHASE INTENTION IN TIKTOK LIVE COMMERCE Muhammad Yasser Iqbal Daulay; Islamuddin
Jurnal Ilmiah Akuntansi, Manajemen dan Ekonomi Islam (JAM-EKIS) Vol. 9 No. 2 (2026): Jurnal Ilmiah Akuntansi, Manajemen, dan Ekonomi Islam (JAM-EKIS)
Publisher : Universitas Muhammadiyah Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36085/jam-ekis.v9i2.10310

Abstract

Live-streaming commerce has become a major component of social commerce, particularly on platforms such as TikTok that combine real-time interaction with online shopping. This study examines the effect of live streaming on purchase intention by considering the mediating roles of immersion and consumer trust. Based on the Stimulus–Organism–Response (SOR) framework and Flow Theory, the research explores how live-streaming experiences influence consumers’ psychological responses and behavioral intentions. A quantitative approach was applied using survey data from 229 TikTok users who had watched live-streaming sessions featuring fashion products. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings show that both immersion and consumer trust positively and significantly influence purchase intention, with consumer trust exerting a stronger effect. However, live streaming does not significantly affect immersion, consumer trust, or purchase intention. These results suggest that internal psychological factors, particularly trust and immersion, play a more important role than technological features in shaping consumer purchase intentions in live-streaming commerce
Increasing Purchase Intention Through Emotional Appeal. Brand Ambassador and Brand Image : Study of Brand Awareness Mediation Wismawati Wismawati; Muhammad Yasser Iqbal Daulay
Jurnal Doktor Manajemen (JDM) Vol. 9 No. 1 (2026): APRIL 2026
Publisher : Universitas Mercu Buana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22441/jdm.v9i1.37265

Abstract

Penelitian ini berupaya untuk mengkaji bagaimana Kesadaran Merek (Brand Awareness/BAW) memengaruhi hubungan antara Daya Tarik Emosional (Emotional Appeal/EA), Duta Merek (Brand Ambassador/BA), dan Citra Merek (Brand Image/BI), dalam kaitannya dengan Niat Beli (Purchase Intention/PI) konsumen Generasi Z (Gen Z) di Bengkulu, dengan fokus khusus pada produk Pocari Sweat. Dengan menggunakan metodologi kuantitatif, 110 partisipan Gen Z memberikan data melalui survei online, yang kemudian dianalisis menggunakan Structural Equation Modeling–Partial Least Squares (PLS-SEM). Hasil utama menunjukkan bahwa pemahaman tentang Merek (BAW) adalah hal kunci dan utama dalam memilih untuk melakukan pembelian (PI). Secara khusus, apa yang dipikirkan orang tentang Merek (BI) adalah hal terpenting dalam membuat orang mengenal Merek tersebut. Temuan kunci juga memperjelas bahwa Kesadaran Merek adalah hubungan penuh antara bagaimana Daya Tarik Emosional dan Perwakilan Merek memengaruhi apakah seseorang akan membeli sesuatu. Ini menunjukkan bahwa Daya Tarik Emosional dan memiliki Perwakilan Merek hanya dapat meningkatkan pembelian jika keduanya berhasil mengarah pada Kesadaran Merek yang kuat. Dari perspektif manajerial, perusahaan disarankan untuk memprioritaskan penguatan Citra Merek dan menjaga Kesadaran Merek sebagai landasan strategis untuk meningkatkan niat beli di kalangan konsumen Generasi Z.
Co-Authors Alfiansyah, M. Effed Darta Fachri Eka Saputra Gandasari, Arum Laila Gerry Suryosukmono Hayadi, Ilsya Indah Septiana Islamuddin Kinanti, Mutiara Lizar Alfansi Muhartini Salim Nabila Nurkhalisa Nasution, Suswati Pramesti, Betrice Gita Praningrum, Praningrum Pratama, Andhika Putra Budi Puspita, Anggri Ramadhan, M Fikri Rizqi Situmorang, Grece Simon Situmorang Sukmono, Gerry Suryo Sularsih Anggarawati Willy Abdillah Wismawati Wismawati Zahra Pandya