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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 At-Tadbir : jurnal ilmiah manajemen 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 Akuntansi dan Keuangan Kontemporer (JAKK) Jurnal Ilmiah Wahana Pendidikan Berajah Journal MANAJEMEN Jurnal Manajemen dan Profesional JIWAKERTA: Jurnal Ilmiah Wawasan Kuliah Kerja Nyata Jurnal Minfo Polgan (JMP) EKONOMIKA45 International Journal of Humanities Education and Social Sciences 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 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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Journal : EKONOMIKA45

 1 
Pengaruh Online Customer Review dan Halal Awareness terhadap Purchase Decision dengan Brand Trust sebagai Variabel Intervening: (Studi pada Konsumen Lipstik Wardah di Aplikasi Shopee di Kota Serang) Alayfia, Fify; Lutfi, Lutfi; Satyanegara, Diqbal
EKONOMIKA45 :  Jurnal Ilmiah Manajemen, Ekonomi Bisnis, Kewirausahaan Vol. 12 No. 2 (2025): Juni: Jurnal Ilmiah Manajemen, Ekonomi Bisnis, Kewirausahaan
Publisher : Fakultas Ekonomi Universitas 45 Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30640/ekonomika45.v12i2.4302

Abstract

Penelitian ini menganalisis bagaimana Brand Trust menjadi variabel intervening yang menghubungkan berbagai faktor Purchase Decision untuk produk Lipstik Wardah yang dipasarkan melalui aplikasi Shopee, dengan fokus pada area Kota Serang. Metodologi yang diterapkan mengadopsi pendekatan kuantitatif bersifat deskriptif. Proses pengumpulan data memanfaatkan kuesioner sebagai instrumen utama, disertai penelitian literatur yang relevan. Terkait populasi, penelitian berfokus pada masyarakat Kota Serang dengan jumlah sampel mencapai 170 responden yang dipilih menggunakan teknik Convenience sampling. Penelitian ini menggunakan teknik Structural Equation Modelling (SEM) dengan SmartPLS 4 sebagai perangkat analisis data. Temuan-temuan yang diperoleh mengungkapkan beberapa hasil penting: Pertama, terdapat hubungan positif yang bermakna antara Online Customer Review dengan Purchase Decision. Kedua, Halal Awareness menunjukkan dampak positif yang nyata terhadap Purchase Decision. Ketiga, Online Customer Review memperlihatkan efek positif yang substansial pada Brand Trust. Keempat, Halal Awareness terbukti memberikan pengaruh positif yang berarti pada Brand Trust. Kelima, Brand Trust menghasilkan dampak positif yang signifikan terhadap Purchase Decision. Keenam, variabel Brand Trust berperan sebagai penghubung yang efektif antara Online Customer Review dengan Purchase Decision. Terakhir, Brand Trust berhasil menjembatani pengaruh Halal Awareness terhadap Purchase Decision secara efektif.
Pengaruh Brand Identity dan Brand Image terhadap Purchase Decision dengan Brand Trust sebagai Variabel Intervening: (Studi pada Konsumen Fiesta Chicken Nugget di Kota Tangerang) Nabila Tria Amanda; Lutfi Lutfi; Diqbal Satyanegara
EKONOMIKA45 :  Jurnal Ilmiah Manajemen, Ekonomi Bisnis, Kewirausahaan Vol. 12 No. 2 (2025): Juni: Jurnal Ilmiah Manajemen, Ekonomi Bisnis, Kewirausahaan
Publisher : Fakultas Ekonomi Universitas 45 Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30640/ekonomika45.v12i2.4303

Abstract

This study analyzes the relationship between Brand Identity (X1) and Brand Image (X2) that influence Purchase Decision (Y), while considering Brand Trust (Z) which functions as an intervening variable among buyers of Fiesta Chicken Nugget products in the Tangerang City area. Consumer decisions to purchase Fiesta Chicken Nugget products form the foundation of this research, where such decisions are associated with the brand identity and image embedded in the product. The research targeted a population of Fiesta Chicken Nugget product buyers residing in the Tangerang City area. Data collection involved 140 respondents selected using a combination of purposive sampling and convenience sampling methods. The data testing process utilized Structural Equation Modeling (SEM) techniques with SmartPLS 4.0.9.9 software as the analytical tool. The study findings revealed seven main results regarding the relationships between variables: First, it was proven that brand identity produces a significant positive impact on purchase decision. Second, brand image demonstrates a substantial positive effect on purchase decision. Third, brand identity is confirmed to exert a substantial positive influence on brand trust. Fourth, brand trust receives significant positive influence from brand image. Fifth, purchase decision is convincingly positively influenced by brand trust. Sixth, the role of brand trust as an intervening variable is confirmed between brand identity and purchase decision. Seventh, brand trust successfully demonstrates its function as a mediator connecting the influence of brand image on purchase decision.
Co-Authors Abdul Latif Achmad Hizazi Afriantoni Afriantoni Agusty, Delvira 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 Denpharanto Agung Krisprimandoyo 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 Hati, Aulia Permata 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 Lorentia Handoko 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 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 Yuyung, Andi Zahir, Abdul Zahra, Tasya Nailah Zulqifli, Muhammad