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All Journal Jurnal Siasat Bisnis Gadjah Mada International Journal of Business Jurnal Manajemen Teori dan Terapan Jurnal Ekonomi dan Bisnis Islam Jurnal Riset Manajemen dan Bisnis (JRMB) Fakultas Ekonomi UNIAT Simposium II UNIID 2017 al-Uqud : Journal of Islamic Economics IJEBD (International Journal Of Entrepreneurship And Business Development) EKUITAS (Jurnal Ekonomi dan Keuangan) Ecobisma (Jurnal Ekonomi, Bisnis dan Manajemen) Abdi: Jurnal Pengabdian dan Pemberdayaan Masyarakat Community Engagement and Emergence Journal (CEEJ) Jurnal Layanan Masyarakat (Journal of Public Service) Golden Ratio of Marketing and Applied Psychology of Business El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Journal of Ekonomics, Finance, and Management Studies
Dien Mardhiyah
Faculty Of Economics And Business Universitas Airlangga
Religion Agriculture, Biological Sciences & Forestry Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Health Professions Industrial & Manufacturing Engineering Medicine & Pharmacology Public Health Social Sciences Other

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Social Media Marketing dan Online Customer Review Terhadap Brand Attitude dan Dampaknya pada Purchase Intention pada Product Smartphone Farizil Qudsi, Maulana; Mardhiyah, Dien
El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Vol. 6 No. 10 (2025): El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/elmal.v6i10.8632

Abstract

This study aims to examine and analyze the influence of social media marketing and online customer reviews on brand attitude, and their impact on purchase intention for the OPPO Find N5 Fold product. This research employs a quantitative approach with exogenous variables including Social Media Marketing (X1) and Online Customer Review (X2), and endogenous variables comprising Brand Attitude (Z) and Purchase Intention (Y). Primary data were collected using a five-point Likert scale questionnaire, distributed to respondents residing in Surabaya who do not yet own an OPPO Find N5 Fold, are active on social media, and have seen advertisements or reviews of the product. A purposive sampling technique was applied, with a total of 130 respondents. Data were analyzed using Structural Equation Modeling - Partial Least Squares (SEM-PLS) via SmartPLS 4.0.9. The findings reveal that both social media marketing and online customer reviews have a positive and significant effect on brand attitude, which in turn positively influences purchase intention toward the OPPO Find N5 Fold. Therefore, companies are encouraged to develop creative communication strategies on social media and manage customer reviews strategically to strengthen brand perception and drive purchase intention.
Peran Mediasi Digital Marketing dalam Pengaruh Brand image dan Brand Trust Terhadap Purchase Intention Pusat Oleh-Oleh Gudange Tahu Takwa Ulfaturrosida, Isma; Mardhiyah, Dien
El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Vol. 6 No. 12 (2025): El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/elmal.v6i12.10215

Abstract

This study aims to analyze the effect of brand image and brand trust on purchase intention, mediated by digital marketing, among consumers of Gudange Tahu Takwa (GTT) Souvenir Center. The main issue addressed is the suboptimal digital marketing strategy, which has impacted customer purchase intention, especially among out-of-town visitors. A quantitative approach using explanatory research methodology was employed. A total of 75 respondents were selected, consisting of active social media users and marketplace platform users. Data analysis was performed using the Structural Equation Modeling (SEM) method based on Partial Least Square (PLS). The results indicate that brand image and brand trust significantly influence purchase intention, both directly and indirectly through digital marketing. Digital marketing has been proven to play a significant mediating role in strengthening the relationship between brand image and brand trust with purchase intention. The findings highlight the importance of developing an integrated digital marketing strategy to enhance customer loyalty and purchase intention.
Analisis Perbandingan Brand Trust dengan Social Media Influencer dan Visual Aesthetics yang Berbeda Serta Pengaruhnya Terhadap Purchase Intention pada Fashion Casual yang diiklankan di Instagram M. Alvano Arif Rachman; Dien Mardhiyah; Dian Yulie Reindrawati; Wisam Fadhil Muhammad
Community Engagement and Emergence Journal (CEEJ) Vol. 7 No. 4 (2026): Community Engagement & Emergence Journal (CEEJ)
Publisher : Yayasan Riset dan Pengembangan Intelektual

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37385/ceej.v7i4.10606

Abstract

Penelitian ini menguji perbandingan perbedaan social media influencer dan visual aesthetics yang berbeda pada iklan produk Weartic di Instagram terhadap brand trust dan purchase intention menggunakan MANOVA. Selain itu, penelitian ini menggunakan desain penelitian eksperimen dengan desain faktorial 2 social media influencer (macro influencer vs micro influencer) x 2 visual aesthetics (classical aesthetics vs expressive aesthetics) pada 120 partisipan. Dalam penelitian ini, pada hasil uji MANOVA ditemukan bahwa visual aesthetics yang berbeda berpengaruh signifikan dan positif terhadap brand trust sedangkan variabel social media influencer yang berbeda tidak terdapat pengaruh secara signifikan terhadap brand trust. Selanjutnya, uji regresi menunjukan bahwa brand trust berpengaruh signifikan dan positif terhadap purchase intention.
Co-Authors Abdullah, Syahidah Al Mustofa, Muhammad Ubaidillah Apriwiliza, Gita Arfiani, Ninda Atiya, Nikmatul Aufar Fadlul Hady Ayu Fitriyani B M Purwanto B. M. Purwanto Basu Swastha Dharmmesta Bintang Hanifian Syahdana Dian Yulie Reindrawati Diaz Tulus Anandri Dinda Oktaviona Rosidi Dzikri Nurrohman Eka Puspa Dewi Falah, Yusril Farizil Qudsi, Maulana Fihrist Rayhan Deqauni Fitriah Dwi Susilowati Futuwwah, Ali Imaduddin Gozali, Nidia Artanti Imron Mawardi Kusuma, Aditya M. Alvano Arif Rachman Mohd Faiz Hilmi Muhammad Ubaidillah Al-mustofa Nauval Fadhillah Gusti Wijaya Nur Habiba Zain Osman, Syuhaily Prabowo, Arif Prasetya, Adelia Hapsari Putri, Nadia Ramadhani Nugroho Rosidi, Dinda Oktaviona Saptowati, Errin Dwi Sinulingga, Rizky Amalia Sri Hartini Sri Hartini Sukaris Sulistiyaso, Heru Sulistyawati, Sri Sunan Fanani, Sunan Suyoso, Aldo Lovely Arief Tika Widiastuti Ulfaturrosida, Isma Wisam Fadhil Muhammad Yusvianty, Riedha Sabila Ardian Zain, Nur Habiba