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All Journal BALANCE: Economic, Business, Management and Accounting Journal JURNAL MANAJEMEN MODAL INSANI DAN BISNIS (JMMIB) Jurnal Akuntansi, Manajemen Dan Ekonomi Islam (JAM-EKIS) JIMAKUKERTA Jurnal Entrepreneur dan Manajemen Sains Jurnal Ekonomi, Manajemen, Akuntansi dan Keuangan
Adi Sismanto
Universitas Muhammadiyah Bengkulu
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Social Sciences Other

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PENGARUH PERCEIVED QUALITY DAN STORE ATMOSPHERE TERHADAP KEPUTUSAN PEMBELIAN KOSMETIK WARDAH DI TOKO MY LOVA BENGKULU Linsi Oktaviani; Adi Sismanto
Jurnal Entrepreneur dan Manajemen Sains (JEMS) Vol. 7 No. 1 (2026): Januari
Publisher : UM. Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36085/jems.v7i1.9803

Abstract

The purpose of this research is based on the identification of the problems stated above, the purpose of this research is to identify whether perceived quality affects the purchase decision of cosmetics in consumers at the My Lova Bengkulu store To identify whether the credibility of the advertisement affects the decision to purchase Wardah cosmetics at the My Lova Bengkulu store. To identify whether the store atmosphere affects the purchase decision of Waedah cosmetics at the My Lova Bengkulu store. This type of research is a quantitative approach. The method used in this study is a descriptive method. Based on the results of this study and the analysis of the data that has been described above, it can be concluded that there is an influence of perceived quality (X2) on the purchase decision of cosmetics (Y) at the My Lova Shop in Bengkulu City, meaning that the higher the perceived quality, the higher the purchase decision. There is an influence of store atmosphere (X2) on the purchase decision of Wardah (Y) cosmetics at Toko My Lova Kota Bengkulu, meaning that the higher the store atmosphere, the higher the purchase decision. There is an effect of perceived quality (X1) and store atmosphere (X2) together or simultaneously on cosmetic purchase decisions (Y). Keywords : Perceived Quality, Store Atmosphere, Purchase Decision.
PENGARUH CONTENT MARKETING DAN BRAND AWARENESS TERHADAP KEPERCAYAAN GUNA MENINGKATKAN KEPUTUSAN PEMBELIAN Leonita Ristiani; Adi Sismanto
Jurnal Entrepreneur dan Manajemen Sains (JEMS) Vol. 7 No. 2 (2026): Juli
Publisher : UM. Bengkulu

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Abstract

This study aims to analyze the influence of content marketing and brand awareness on trust in order to increase purchasing decisions for Skintific skincare among Generation Z. Case study: Pematang Gubernur sub-district. Data was analyzed using path analysis to test the direct and indirect relationships between the independent variables (content marketing and brand awareness), the mediating variable (trust), and the dependent variable (purchase decision). The problems found in this study are consumer dissatisfaction with Skintific products due to overly high expectations from content marketing promotions on social media, product incompatibility with some consumers causing irritation, relatively higher product prices compared to other brands, and fierce competition in the skincare industry. Although Skintific's brand awareness is quite strong, it has not been able to fully increase the trust and purchasing decisions of Generation Z consumers. The results show that Content Marketing and Brand Awareness have a positive and significant effect on trust, with path coefficients of 0.880 and 0.815, respectively. Additionally, trust acts as a significant mediating variable in increasing the purchase decision for Skintific skincare. Content Marketing and Brand Awareness have also been proven to have an indirect influence on purchasing decisions through trust, with coefficients of 0.879 and 0.801, respectively. Trust in skincare skintific purchasing decisions among Generation Z in Pematang Gubernur Village has a coefficient of 0.890 or 89% with a significance level of 0.000 < 0.050, so Ho is rejected. Keywords: Content Marketing, Brand Awareness, Trust, Purchase Decision
Co-Authors Anggun Tarisa Budi Astuti Dio Saputra Epa Susanti Erwin Juliadi Eti Arini Eva Fatmawati Febriana Astita Gustiawan Putra Hamdani Hamdani Ivan Haristo Khairul Bahrun Leo Afriza Saputra Leo Aprianto Leonita Ristiani Linsi Oktaviani Lisa Indriani Muhammad Ihsan Iqbal Musticha Purnamasarie Nopi Indar Pertiwi Noveriyanto Peri Yusrizal Rakes Savitra Ranidiah, Furqonti Sri Ekowati Stevani Agustina Vika Fikuria Wulandari Wulandari Yulinda, Ade Tiara