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Optimalisasi Penggunaan Media Augmented Reality, Brand Image, dan Brand Equity Terhadap Customer Loyalty di Platform Shopee Dewi Komala Sari; Ayu Tri Tungga Dewi; Lilik Indayani
Airlangga Journal of Innovation Management Vol. 5 No. 4 (2024): Airlangga Journal of Innovation Management
Publisher : Universitas Airlangga

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20473/ajim.v5i4.61442

Abstract

The ongoing development of the world of technology has a considerable impact on the daily use of the Internet in Indonesia, data based on a survey conducted by the Indonesia Internet Service Providers Association shows that the number of Internet users in Indonesia itself has increased from 132.7 million in 2016 to as many as 143.26 million in 2017, thus there has been an increase of 10, 56 million per year. The use of smart devices encourages the emergence of a new dimension in the business view of beauty product marketing activities in Indonesia. The research aims to determine how the enhancement of Augmented Reality, Brand Image, and Brand Equity influences Customer Loyalty towards Maybelline Products on the Shopee Platform. The research focused on all consumers who buy or use Maybelline products. For sampling in this study, nonprobability sampling is applied using the purposive sampling approach, with a total of 196 respondents. Data collection was performed through questionnaires that were evaluated using the Likert scale. The data analysis for this study employs multiple linear analysis, utilizing Smart PLS 3. 2. 8 software. Findings from this research show that the optimization of Augmented Reality does not impact the customer loyalty of Maybelline New York products in Sidoarjo Regency, while Brand Image and Brand Equity do influence Customer Loyalty for Maybelline Products.
THE ROLE OF BRAND IMAGE, CELEBRITY ENDORSER, PRODUCT QUALITY IN PURCHASING DECISIONS FOR MS GLOW SKIN CARE PRODUCTS IN SIDOARJO Khoirun Nisa Ashada; Dewi Komala Sari
Journal of Artificial Intelligence and Digital Economy Vol. 2 No. 4 (2025): Journal of Artificial Intelligence and Digital Economy
Publisher : PT ANTIS INTERNATIONAL PUBLISHER

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61796/jaide.v2i4.1518

Abstract

Objective: This study aims to analyze the influence of brand image, celebrity endorsers, and product quality on purchasing decisions for MS Glow skincare products in Sidoarjo City. Method: A quantitative research approach was applied using purposive sampling, with a total of 97 respondents who are consumers of MS Glow products. Data were collected through questionnaires and analyzed using multiple linear regression and hypothesis testing. The independent variables include brand image, celebrity endorser, and product quality, while the dependent variable is purchasing decision. Results: The findings indicate that brand image, celebrity endorser, and product quality each have a positive and significant effect on purchasing decisions for MS Glow skincare products in Sidoarjo. These results suggest that consumer perceptions of brand reputation, influencer credibility, and product performance play a key role in shaping purchasing behavior. Novelty: This study contributes to marketing literature by providing empirical evidence on how brand communication and perceived product quality jointly influence consumer decision-making in the competitive skincare industry.
Co-Authors Abby Gina Boangmanalu, Abby Gina Achmad Taqwimul Khafid Achmad Zilmam Sadad Abu Kautsar Adianto, Titania Elga Adinda , Taskia Putri Afifa Nur Rahma Agung Indra Lesmana Agustina Santi Ainnia Dewi Oktaviah Ainun Zariyah Ainur Rochmaniah Akfinniha, Rizki Akhmad Mulyadi ALFARIS SURURI Alshaf Pebrianggara Amilatun Nadhifah Apriliyah Amirah Najchan Hibah Andala Rama Putra Barusman Andjani, Salsabilla Andrian Setyo Wibowo Anggraini, Helvina Julia Anggraini, Oktafia Nur Anisa Ayu Karindra Aqhillah Maulitha Kisbiyah Atnike Nova Sigiro Attalia Reinita Erlitna Putri Audri, Della Natasa Aura Athiyah Anargia Auwalina, Roudlotul Ayu Tri Tungga Dewi Ayubi, Mochamad Ayub Al Ayuni Nur Chamila Bachtiar, Muhammad Rizki Baihaqki, Wildhan Ardin Cut Nuraini Detak Prapanca Dhea Wulan Arianti Diah Krisnaningsih Dina Mayangsari Dini Anjarwani Dwi Saputri, Cindy Chareynina Dwi Wulandari Edwin Dwi Kusharianto Eka Febriansah, Rizky Emil, Kamila Erisa Al Maidah Evi Rinata Evi Wijayanti Fachrur Rozi Farikha Nur Mafulah Fauzen, Muhammad Febriansah, Risky Eka Febriansah, Rizky Fedrica Dellyanti Ferry Irawan, Gusti Elang Firdausi, Heisyah Apriliana Tri Firmansyah, Amirul Zidan Fitanto, Julian Harris Ega Fitriani Fitriani Fitriani Fitriani Fitriyah, Silva Nur Lailatul Fityan Izza Noor Abidin Hadi, Heri Lukman Hidayah, Ika Nurul Hidayati, Fitriana Nurul Imelda Dian Rahmawati Indah Apriliana Sari Wulandari Indah Dwi Lestari Intan Dewi Oktafiyanti Intan Nuraini Irma Galuh Septiany Isna Fitria Agustina Istiqlaliyatul Kholiq Izzati, Alisya Maghfiroh Jane Daniels Jannah, Hayyu Nur Januar Ari Ramdan Jumili Arianto Khisamuddin, Muhammad Idrus Khoironi, Affan Khoirun Nisa Ashada Kumara Adji Kusuma Kurniawan, Ari Lista Kurniawan, Tri Aditya Lailatul Fitriyah Lianawati Lilik Indayani Lintang Pratama Putra Andika Lusi Rahmawati M. Farid Hilmi Najim M. Suryawinata M. Suryawinata Madani, Yamul Furqaan Al Made Deviani Duaja Margie, Maryam Wiyar Marlinton, Denata Putri Mas Oetarjo Mashhura Toirxonovna Alimova Masithasari, Arrini Andina Masruroh, Indah Maulana, Rafli Maulida, Reva Rahma Metha Karina Mirza Hardian Misti Hariasih Mochamad Rizal Yulianto Mohammad Dwi Fajar Romadhon Dwi Fajar Mohammad Fattah Muhammad Afif Syaifudin Muhammad Fauzen Muhammad Rajib Krisnahadi Muhammad Yani, Muhammad Muhammad Yosa Vernanda Muhammad, Prayoga Radhitya Muhsinin, Siti Zuraida Mukhammad Zakkiy Badar Musfiqoh Musniati Muzakki, Ilham Nadia Nurifayza Sufiyanti Naufal Akmal Christiono NELIYATI, Neliyati Ningtias, Riska Putri Ayu Nisfullaili Hidayati Nizam Maulana At thaariq Nonik Atika Aprilia Rosa Novi Rosita Anggraeni Nur Chamila, Ayuni Nur Hidayah, Meizar Nur Laila Maulidyah Nurhayati, Isma Dewi NURSEHA NURSEHA Octafehili, Dwi Nur Octavia, Rena Salsabil Octavianisyah, Bella Oktafian , Rio Oktafiyanti, Intan Dewi Oktaviah, Ainnia Dewi Pramahsuari, Salsa Agwah Prasojo, Galih Priyambodo, Moch Iqbal Pandhu Pujianingsih, Vonny Putri Qur’Ana, Dinda Ucik Rachma Annisa Firdaus Raden Hanif Arga Suryana Ratna Lailatul As’ari Rifdah Abadiyah Rindi Kartika Sari Rindiani Rindiani Rini Ayu Agustin Rio Chandra, Rio Rita Ambarwati Rita Ambarwati Sukmono Rizal, As’at Rizky Eka Febriansah Romadhoni, Mega Putri Auliya Rudi Cahyono Safina, Maria Sahri, Vania Berlinda Permata Sari, Ainul Nurma Satrio Sudarso Septiany, Irma Galuh Setiawan, Bayu Dwi Shafarina, Dian Sigit Hermawan Silvy Imelda Windari Sintha Wahyu Arista Sirajuddin Solekha, Amalia Sonia Puspita Sari Sriyono Sriyono Sumarno . Sumartik Supardi Supardi Supardi Supardi Supardi Sururi, Alfaris Sutri, Sutri Syahputri, Denisa Firlian Syaifuddin, Aldy Hamid Syaifudin, Muhammad Afif Tiara Khurnia Illahi Tofan Tri Nugroho Uce Indahyanti Uce Indahyati Utami Nur Illahi Vera Firdaus Vernanda Suyono Putri Wildan Nasution Yuhanda, Rihadatul Aisy Zahro, Fatimatuh Zaytun, Anita Al