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All Journal Jurnal Review Pendidikan dan Pengajaran (JRPP) Formosa Journal of Applied Sciences (FJAS) Journal of Social Science
Ni Made Wulandari Kusumadewi
Fakultas Ekonomi dan Bisnis, Universitas Udayana
Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Languange, Linguistic, Communication & Media Social Sciences Other

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The Role of Brand Awareness in Mediating the Influence of Beauty Vlogger Credibility on Axis-Y Product Buying Interest Sari, Luh Kartika Purnama; Oktora P, I Gede nandya; Kusumadewi, Ni Made Wulandari; Suwandana, I Gusti Made
Journal Of Social Science (JoSS) Vol 4 No 8 (2025): JOSS: Journal of Social Science
Publisher : Al-Makki Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57185/joss.v4i8.497

Abstract

This study aims to examine the role of brand awareness in mediating the influence of beauty vlogger credibility on buying interest in Axis-Y skincare products. The phenomenon of increasing use of social media, especially YouTube, has made beauty vloggers one of the main sources of information in the beauty field. One of them is Suhay Salim, who is known to have a large following and product review content. However, the low interest in buying Axis-Y products even though it has been reviewed shows that there are other factors that influence, one of which is brand awareness. This study uses a quantitative method with path analysis and Sobel test techniques. The research sample of 100 respondents who met the criteria had watched Suhay Salim's video about Axis-Y but had never bought the product. The results of the study show that the credibility of beauty vloggers has a positive and significant effect on brand awareness and buying interest. In addition, brand awareness has been proven to mediate the indirect influence of beauty vlogger credibility on buying interest. These findings show the importance of the role of beauty vloggers and brand awareness in increasing consumer buying interest.
The Role of Consumer Satisfaction as a Mediating Factor in Mediating the Influence of Usability on the Intention of Reuse of the Shopeefood Application in the City of Denpasar Ridho, Ahmad; Kusumadewi, Ni Made Wulandari
Formosa Journal of Applied Sciences Vol. 3 No. 8 (2024): August 2024
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/fjas.v3i8.10474

Abstract

Shopee Food is one of the providers of food delivery services but currently holds the second position when compared to its competitor. This is attributed to the limited interest of consumers in reusing the application, influenced by the ease with which a consumer can use the application. This study aims to analyze the factors of consumer satisfaction in mediating the influence of usability on reuse intention of ShopeeFood application in Denpasar City. The study was conducted in Denpasar city with a sample size of 120 respondents, The findings of this research include: 1) ease of use significantly and positively influences reuse intention, 2) ease of use significantly and positively influences consumer satisfaction, 3) consumer satisfaction significantly and positively influences the reuse intention, and 4) consumer satisfaction acts as a mediating variable in the influence of usability on the reuse intention.
PERAN WORD OF MOUTH MEMEDIASI PENGARUH KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN (Studi pada Produk Lipstik Wardah di Kota Denpasar) D, Putu Wanda Maha Rani Andika; Kusumadewi, Ni Made Wulandari
Jurnal Review Pendidikan dan Pengajaran Vol. 7 No. 3 (2024): Volume 7 No 3 Tahun 2024
Publisher : LPPM Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/jrpp.v7i3.29727

Abstract

Dewasa ini industri kosmetik dunia mengalami perkembangan yang sangat pesat termasuk di Indonesia, salah satunya yaitu produk lipstik. Lipstik adalah salah satu kosmetik yang sangat populer pada wanita yang berfungsi memberi warna bibir agar terwujud riasan yang segar. Oleh karena itu untuk dapat bersaing di pasar wajib bagi perusahaan memiliki strategi yang dapat meningkatkan keputusan pembelian. Penelitian ini bertujuan untuk menganalisis peran word of mouth dalam memediasi pengaruh kualitas produk terhadap keputusan pembelian konsumen. Penelitian ini dilakukan di Kota Denpasar dengan jumlah sampel 100 responden dengan menggunakan metode non probability sampling dengan teknik purposive sampling. Teknik analisis data yang digunakan adalah teknik analisis inferensial meliputi analisis faktor konfirmatori, analisis jalur, uji sobel, dan uji VAF. Hasil Penelitian menunjukkan bahwa kualitas produk berpengaruh positif dan signifikan terhadap keputusan pembelian. Kualitas produk berpengaruh positif dan signifikan terhadap word of mouth. Word of mouth berpengaruh positif dan signifikan terhadap keputusan pembelian. Word of mouth secara parsial memediasi kualitas produk terhadap keputusan pembelian konsumen lipstik Wardah di kota Denpasar.
Co-Authors Ahmad Ridho D, Putu Wanda Maha Rani Andika I Gusti Made Suwandana, I Gusti Made Oktora P, I Gede Nandya Sari, Luh Kartika Purnama