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All Journal JIMAT (Jurnal Ilmiah Mahasiswa Akuntansi) Undiksha Jurnal Ilmiah Mahasiswa FEB JAM : Jurnal Aplikasi Manajemen Buletin Ilmiah Nagari Membangun Jurnal Karinov Jurnal Pengabdian kepada Masyarakat Nusantara Asia Pacific Journal of Management and Education Jurnal Manajemen Pemasaran dan Perilaku Konsumen Jurnal Kewirausahaan dan Inovasi
Rr Ayu Firdausiah
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Agriculture, Biological Sciences & Forestry Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Nursing Public Health Social Sciences Veterinary Other

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Effects of Digital Marketing and Branding Elements on Skincare Buying Decisions Salsabila, Raihan; Firdausiah, RR Ayu
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 4 No. 2 (2025)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2025.04.2.02

Abstract

The cosmetics industry in Indonesia is experiencing rapid growth, leading to intense competition among local brands. As a result, companies must understand the factors that influence consumer behavior, particularly in purchasing decisions. This study aims to investigate the impact of digital marketing, brand image, and brand preference on the purchasing decisions of Generation Z for Avoskin skincare products. The population in this study consists of individuals born between 1997 and 2012 (Generation Z) who reside in Indonesia and use Avoskin skincare products. Data for this quantitative study were collected through an online survey of 150 respondents selected using purposive sampling based on those criteria. Multiple linear regression analysis using IBM SPSS 24 reveals that digital marketing, brand image, and brand preference each have a significant influence on buying decisions, both simultaneously and partially. These findings underscore the significance of digital communication strategies and effective brand image development in shaping preferences and influencing buying decisions among consumers, particularly those in digitally native age groups such as Generation Z.
The Influence of Social Media Marketing, Brand Trust, and Service Quality on The Decision to Use Herlangga, I Wayan Bayu; Firdausiah, RR Ayu
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 4 No. 3 (2025)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk. 2025.04.3.08.

Abstract

The growth of the tourism sector in Bali has significantly increased the demand for transportation services, particularly car rentals. PT Purarentcar Bali, as one of the service providers, faces challenges in maintaining competitiveness amidst fluctuating customer numbers and intense market competition. Given the intense competition in the car rental market, it is urgent for PT Purarentcar Bali to continually strengthen these aspects in order to stay ahead of competitors and enhance their market share. This study aims to analyze the influence of social media marketing, brand trust, and service quality on consumers' usage decisions regarding car rental services at PT Purarentcar Bali. This research employs a quantitative approach with an explanatory research design. The sampling technique used is purposive sampling, involving 120 respondents who have previously used the services of PT Purarentcar Bali. Data were collected through online questionnaires and analyzed using multiple linear regression, supported by validity tests, reliability tests, classical assumption tests, t-tests, F-tests, and the coefficient of determination (R²). The results show that social media marketing, brand trust, and service quality have a positive and significant effect on usage decisions. These three variables simultaneously contribute to increasing consumer decisions in choosing car rental services at PT Purarentcar Bali. Based on these findings, it can be concluded that effective social media marketing strategies, strong brand trust, and high service quality are key factors that drive consumer decisions to use car rental services. Therefore, the company is advised to continuously optimize these three aspects to enhance customer loyalty and satisfaction. In addition, the company should consider implementing loyalty programs and gathering continuous feedback from customers to further improve service quality and customer experience.
Co-Authors Abidin, Nurul Aini Binti Zainal Adelia Shabrina Prameka Fatchur Rohman Hakim, Abdurrahman Herlangga, I Wayan Bayu Islam Fasieh, Muhammad Fajrul Kardina Yudha Parwati Kartikasari, Ani Nanang Suryadi Putu Adi Putra Arimbawa Raditha Dwi Vata Hapsari Ramadhan, Galih Budi Rifandani, Eka Putri Salsabila, Raihan Sumiati Sumiati Sunaryo Sunaryo Toto Rahardjo Wahyuli, Eka Fais