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All Journal Journal of Economics, Business, & Accountancy Ventura The Indonesian Accounting Review JAKU (Jurnal Akuntansi & Keuangan Unja) (e-journal) EDUCATIO : Journal of Education Jurnal Studi Al-Qur'an International Journal of Community Service Learning Jurnal al-Murabbi Jurnal Samudra Ekonomi dan Bisnis Jurnal Administrasi dan Manajemen Jurnal Review Pendidikan dan Pengajaran (JRPP) Jurnal Mantik Jurnal Ilmiah Al-Mu'ashirah: Media Kajian Al-Qur'an dan Al-Hadits Multi Perspektif Jurnal Scientia Kulidawa Jurnal Cahaya Mandalika Jurnal Ilmiah Wahana Pendidikan Berajah Journal MANAJEMEN Jurnal Manajemen dan Profesional JIWAKERTA: Jurnal Ilmiah Wawasan Kuliah Kerja Nyata Jurnal Minfo Polgan (JMP) EKONOMIKA45 Journal Of Human And Education (JAHE) Journal of Innovation Research and Knowledge Jurnal Ilmiah Manajemen dan Bisnis (JIMBis) Asian Journal of Management Analytics Jurnal Pengabdian Masyarakat Bhinneka Jurnal Karya Abdi Masyarakat Manajemen Kreatif Jurnal Inspiration: Jurnal Teknologi Informasi dan Komunikasi Jurnal Pengabdian Masyarakat Majapahit Journal of Islamic Finance dan Management Jurnal Pengabdian Sosial PEDAMAS (Pengabdian Kepada Masyarakat) Advances In Social Humanities Research Journal of Innovative and Creativity Majapahit Journal of Islamic Finance dan Management Harmoni Pendidikan: Jurnal Ilmu Pendidikan Ruang Advances in Computer System Innovation Journal (ACSI Journal) Akademika Jurnal Teknologi Pendidikan Indonesian Journal of Innovation Multidisipliner Research J-CEKI BAABU AL-ILMI: Ekonomi dan Perbankan Syariah
Lutfi Lutfi
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Religion Agriculture, Biological Sciences & Forestry Humanities Chemical Engineering, Chemistry & Bioengineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Public Health Social Sciences Other

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Journal : MANAJEMEN

 1 
Peran Brand Trust Dalam Memediasi Pengaruh Online Customer Review dan Brand Image Terhadap Purchase Decision: (Studi Kasus Pada Hand & Body Lotion Marina di Kota Tangerang) Imas Amalia; Lutfi Lutfi; Enok Nurhayati
MANAJEMEN Vol. 5 No. 2 (2025): Oktober : MANAJEMEN (Jurnal Ilmiah Manajemen dan Kewirausahaan)
Publisher : LPPM Politeknik Pratama

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51903/6qsxj755

Abstract

The skincare industry in Indonesia has grown rapidly alongside globalization, leading to intense competition among brands. Marina, a local hand & The Indonesian skincare industry is rapidly growing, creating intense competition among brands. Marina, a local hand & body lotion brand established in 1981, is experiencing declining sales due to competitor innovations and stronger brand positioning. This study investigates the mediating role of brand trust in the effect of online customer reviews and brand image on purchase decisions for Marina products in Tangerang. The research involved 180 respondents selected through purposive and accidental sampling. Data were processed using Structural Equation Modeling (SEM) with SmartPLS 4.0. The findings show that: (1) online customer reviews positively and significantly affect purchase decisions, (2) brand image has no direct effect on purchase decisions, (3) both online reviews and brand image significantly influence brand trust, (4) brand trust positively affects purchase decisions, and (5) brand trust mediates the relationship between online reviews, brand image, and purchase decisions. These results highlight the importance of building brand trust as a key strategy. Managing credible online reviews and maintaining product quality consistency can enhance consumer confidence, foster loyalty, and sustain competitiveness in the skincare market.
Pengaruh Influencer Marketing Terhadap Purchase Decision dengan Brand Awareness dan Perceived Value Sebagai Variabel Mediasi Ismawati Ismawati; Lutfi Lutfi; Enok Nurhayati
MANAJEMEN Vol. 5 No. 2 (2025): Oktober : MANAJEMEN (Jurnal Ilmiah Manajemen dan Kewirausahaan)
Publisher : LPPM Politeknik Pratama

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51903/e1zjkx18

Abstract

This study aims to explore the influence of Influencer Marketing on Purchase Decision with Brand Awareness and Perceived Value as mediating variables for Purbasari scrub users in Cilegon City. The research method used is quantitative. This research collects data based on questionnaires and literature studies. The population in this study were Purbasari scrub users in Cilegon City. The sample of this study amounted to 180 respondents with accidental sampling. The data analysis method used is Structural Equation Modeling (SEM) with the SmartPLS 4 analysis tool. The results of this study indicate that Influencer Marketing has a positive but insignificant effect on Purchase Decision. Furthermore, Brand Awareness and Perceived Value are found to mediate the relationship between Influencer Marketing and Purchase Decision. In this study, Brand Awareness and Perceived Value demonstrate the ability to strengthen the effect of Influencer Marketing on Purchase Decision.
Co-Authors Abdul Latif Achmad Hizazi Afriantoni Afriantoni Alayfia, Fify Amir, Nour Ariyanti AmirUniversitas Negeri Makassar , Nour Ariyanti Andi Yuyung Asnawi Bahar, Muh Assyifa, Hakhan Maulana Atiyyah, Jazilatul Bahri, Zainul Burhanuddin Burhanuddin Buwarda, Sukriyah Chairunisa, Salsabila Chang, Ming-Chung Cindy Puspita Sari Damarwulan, Liza Mumtazah Dassucik, Dassucik DEWI FITRIANI Dica Lady Silvera Diqbal Satyanegara Dwi Pita Reski Eisenring, Deltri Dikwardi Enok Nurhayati FARIHEN, FARIHEN Ferri Hidayad, Ferri Firdaus, Shafira Maharani Fitrini Mansur Hafidah, Andi Hafidzi, Anwar Haikal Azrasabiy Hansein Arif Wijaya Hayati Nufus, Hayati Hazikin, Dimas Nur Hendra, Robi Heriyani Heriyani Idrus , Imriani Imansyah, Farizal Imas Amalia Imawati, Sri Ismawati Ismawati Kaliey, Ricky Yohanes Kamalatsyah, Taza Athirah Karsikah Karsikah Kartikasari, Devini Kholid, Ikhwan Lestari, Sindi Luthviyah Romziana Madziatul Churiyah Maisyarah, Nyimas Dian Meliza Silvy Misni Erwati, Misni Misriandi, Misriandi Muazza Muazza Muchlis, Aditia Muetia, Muetia Muhammad Irfan muhammad irfan Muhammad Ramli Muhammad Ridwan Muhdi Muhdi Mutmainnah Mutmainnah Nabila Tria Amanda Nugraha, Fajar Mulya Nur Aini, Nadya Septi Putri, Chalilia Yuri Rafiqi Rahayu, Nur Azizah Rahmadani, Ima Rahmat Sholihin Ramdansyah, Agus David Ratih Kusumastuti Reski, Dwi Pita Rico Wijaya Z Roihan, Muhammad Romansyah Sahabuddin RR. Ella Evrita Hestiandari Rr. Iramani Safrillah, Nur Fadhilah Sam, Iskandar Sarifuddin Sarifuddin Satyanagara, Diqbal Satyanegara, Diqbal Selian, Mardiah Mutiara Puspitasari Septianingsi, Septianingsi Siska Kusuma Wardani, Siska Kusuma Sofi’i, Imam Sonjaya, Trisna Sumarni Sumarni Susbiyantoro, Susbiyantoro Syavardie, Yimmi Tampubolon, Gordon Pardamean Tyas, Utami Wahyudi Wahyudi Wajdi, Muhammad Wawan Prahiawan Widya Sari Wendry Wiralestari, Wiralestari Yudi Yudi Yuyung, Andi Zahir, Abdul Zahra, Tasya Nailah Zulqifli, Muhammad