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All Journal Jurnal Minds: Manajemen Ide dan Inspirasi Jurnal Manajemen STIE Muhammadiyah Palopo JURNAL MANAJEMEN BISNIS Jurnal Ilmiah Akuntansi Manajemen JURNAL PENELITIAN EKONOMI DAN AKUNTANSI (JPENSI) AL-FIKR: Jurnal Pendidikan Islam Journal of Economic, Public, and Accounting (JEPA) International Journal of Health, Economics, and Social Sciences (IJHESS) Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) Paradoks : Jurnal Ilmu Ekonomi Jurnal Bisnis dan Kewirausahaan AGROTEKBIS: Jurnal Ilmu Pertanian Advances in Business & Industrial Marketing Research Celebes Journal of Community Services
Dirwan Dirwan
Jurusan Teknik Sipil, Fakultas Teknik, Universitas Syiah Kuala Jl. Tgk. Syeh Abdul Rauf No. 7, Darussalam Banda Aceh 23111
Agriculture, Biological Sciences & Forestry Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Public Health Social Sciences Other

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Advertising Strategies and Celebrity Endorsements on Online Consumer Purchase Interest Latief, Fitriani; Dirwan, Dirwan
Jurnal Manajemen Bisnis Vol. 13 No. 1 (2026): March
Publisher : Pusat Penerbitan dan Publikasi Ilmiah, FEB, Universitas Muslim Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33096/tx73ft46

Abstract

This study aimed to evaluate the influence of Advertising Services (ADS) and Celebrity Endorsement (CE) on Purchase Interest (PI) among students as active users of online shopping platforms. A quantitative research design was employed, utilizing a survey method distributed to the student population. Data were analyzed using Partial Least Squares - Structural Equation Modeling (PLS-SEM) to assess both the measurement and structural models. The results revealed that Advertising Services had a statistically insignificant effect on purchase interest. In contrast, Celebrity Endorsement had a significant positive impact and was identified as the dominant driver of consumer interest in this study. The structural model demonstrated satisfactory explanatory power and established predictive relevance for the variables involved. These findings suggest that for the student segment, the presence of a credible public figure is more effective in stimulating purchase interest than traditional advertising services. Consequently, online shop operators should prioritize selecting highly credible endorsers who resonate with the target audience to optimize promotional effectiveness.
Brand Trust Saturation and Image-Driven Loyalty: Evidence from Consumer Satisfaction Pathways Dirwan, Dirwan; Latief, Fitriani
Jurnal Minds: Manajemen Ide dan Inspirasi Vol 12 No 2 (2025): December
Publisher : Management Department, Universitas Islam Negeri Alauddin Makassar, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24252/minds.v12i2.61608

Abstract

This study aims to examine the effects of brand image and brand trust on customer loyalty, with customer satisfaction as a mediating mechanism among soft drink consumers. The study contributes by uncovering a saturation effect in brand trust, where trust functions as a baseline condition with limited incremental impact on loyalty, while brand image drives loyalty through both direct and satisfaction-mediated pathways. Using a quantitative design, data from 197 consumers were analyzed using PLS-SEM to test direct and indirect relationships. The findings show that brand image significantly influences customer satisfaction and loyalty, with satisfaction partially mediating this relationship. In contrast, brand trust positively affects satisfaction but does not significantly influence loyalty, either directly or indirectly. These results highlight asymmetric roles of brand constructs, suggesting that strengthening brand image remains critical for loyalty formation, while trust serves as a foundational but non-differentiating factor in mature markets.
Co-Authors Ahmad Firman Alamsyar, Al Ali Supriadi Amin, Asbi Amir Mahmud Andi Ircham Hidayat Annur SB, Ince Adzzahra Asniwati Bahrul Ulum Ilham, Bahrul Ulum Basri Basri Bunyamin Bunyamin Dara Ayu Nianty Fahrun, Moh Farid Farid, Farid Febrianti, Resty Ayu Ghazwan, Muhammad Faathir Haerani, Gusmi Hardianty Askar Hasnah Hasnah Irawati, Arwita Khaeran, Muh. Isnan L, Fitriani Latief, Fitriani Mande, Henni Maulana, Andi Arif Muhammad Idris Multhazam, Nur Afifah Thohirah Muslim, Almutia Muslimin, Istyqamah Nursiah Nursiah, Nursiah Rafiqah, Rafiqah Rajindra Randa, Alfa Rasdi Rasdi, Rasdi Sofyan, Iradat Rayhan Suriyanti, Suriyanti Umrah, St Wildani Pingkan S. Hamzens