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All Journal Jurnal Ekonomi Jurnal Online Mahasiswa (JOM) Bidang Ilmu Ekonomi IT JOURNAL RESEARCH AND DEVELOPMENT YUME : Journal of Management Procuratio : Jurnal Ilmiah Manajemen Jurnal Abdi Insani Bahtera Inovasi Economics, Business and Management Science Journal Sibatik Journal : Jurnal Ilmiah Bidang Sosial, Ekonomi, Budaya, Teknologi, Dan Pendidikan Jurnal Bisnis Mahasiswa Jurnal Manajemen Pemasaran dan Perilaku Konsumen QISTINA: Jurnal Multidisiplin Indonesia Aurelia: Jurnal Penelitian dan Pengabdian Masyarakat Indonesia Journal of Artificial Intelligence and Digital Business Nanggroe: Journal Of Scholarly Service Jurnal Pengabdian Masyarakat Bangsa West Science Business and Management West Science Interdisciplinary Studies West Science Interdisciplinary Studies Nanggroe: Journal of Scholarly Service
Henni Noviasari
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Journal : West Science Business and Management

 1 
The Effect of Word of Mouth and Brand Image through Brand Trust on Purchasing Decisions for MS Glow Skincare Products in Bangkinang Kota, Kampar Regency Saniah, Badriati; Noviasari, Henni; Alvionita, Agnes; Siregar, Prima Andreas
West Science Business and Management Vol. 3 No. 02 (2025): West Science Business and Management
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsbm.v3i02.1928

Abstract

This study was conducted with the aim of knowing the effect of Word of Mouth and Brand Image through Brand Trust on Purchasing Decisions for Ms Glow Skincare Products in Bangkinang Kota, Kampar Regency. The population in this study were consumers of MS Glow skincare products in Bangkinang Kota, Kampar Regency, with the sample criteria in this study being MS Glow Skincare Product User Consumers, Consumers who live in Bangkinang Kota, Aged over 17 years. This study will use non-probability sampling techniques, where each member of the population does not have the same opportunity to be selected as part of the sample so that the sample size of this study is 100 people from the total population. The data analysis method of this study uses the Structural Equation Modeling - Partial Least Square (SEM-PLS) analysis method with SmartPLS software version 4.0.  The results of this study indicate that Word of Mouth affects the brand trust of Ms Glow skincare products, Brand Image affects the brand trust of Ms Glow skincare products. Word Of Mouth affects the purchase decision of Ms Glow skincare products, Brand Image affects the purchase decision of Ms Glow skincare products, Brand trust affects the purchase decision of Ms Glow skincare products, Word of mouth affects purchasing decisions through brand trust of Ms Glow skincare products, Brand image affects purchasing decisions through Ms Glow skincare brand trust.
Analyzing the Determinants of Purchase Intention in E-commerce: Evidence from Bukalapak Users in Pekanbaru Tyas, Rara Claudia Kusumaning; Noviasari, Henni; Siregar, Prima Andreas
West Science Business and Management Vol. 3 No. 02 (2025): West Science Business and Management
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsbm.v3i02.1959

Abstract

This study investigates the determinants of purchase intention in e-commerce, focusing on Bukalapak users in Pekanbaru, Indonesia. The research examines the influence of electronic word-of-mouth (eWOM), brand image, and consumer trust on purchase intention. A sample of 150 respondents was selected using non-probability sampling and purposive sampling techniques. Data were collected through questionnaires, observations, and documentation, and analyzed using Structural Equation Modeling-Partial Least Squares (SEM-PLS) with the SMART-PLS application. The results indicate that eWOM and brand image directly influence purchase intention and consumer trust. Consumer trust also directly affects purchase intention. Furthermore, eWOM and brand image indirectly influence purchase intention through consumer trust as a mediating variable. The findings suggest that eWOM and brand image play crucial roles in shaping consumer perceptions and building trust, which ultimately drives purchase intention in the context of e-commerce. The study highlights the importance of delivering strong and convincing information through eWOM and establishing a positive brand image to effectively increase consumer trust and purchase intention. The research contributes to the understanding of consumer behavior in e-commerce and provides insights for Bukalapak to enhance its marketing strategies and address the challenges of declining visitor numbers and purchase intentions.    
Consumer Satisfaction and Loyalty Towards Chatime Beverage Products: Evidence from Pekanbaru, Indonesia Noviasari, Henni; Junaidi, Andi; Wildah, Sri Wahyuni; Azmi, Fauzan; Ishadi, Ishadi; Siregar, Prima Andreas
West Science Business and Management Vol. 2 No. 01 (2024): West Science Business and Management
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsbm.v2i01.691

Abstract

This study examines the influence of taste, price, and service quality on consumer satisfaction and loyalty towards Chatime beverage products in Pekanbaru, Indonesia. Understanding consumer behavior is crucial for sustaining business growth in the rapidly growing food and beverage industry. By leveraging theories of consumer satisfaction and loyalty, this study adopts a quantitative approach through multiple regression analysis of data collected from 108 respondents. The findings revealed that taste, price, and service quality significantly affect consumer satisfaction and loyalty. Interestingly, while satisfaction significantly fosters loyalty, it does not mediate the relationship between price and loyalty, suggesting price sensitivity among students’ demographics. Despite perceiving Chatime's products as relatively expensive, their willingness to recommend the brand indicates recognition of quality. This study contributes to a nuanced understanding of the factors driving consumer loyalty in the competitive beverage industry, emphasizing the need for strategic pricing and quality enhancement to foster consumer satisfaction and loyalty.
The Influence of Brand Image, Product Quality, and Social Media Promotion on Customer Satisfaction through Purchase Decisions at Viera Cake House in Pekanbaru City Rihandhika, Bagas Marcellino; Jushermi, Jushermi; Noviasari, Henni
West Science Business and Management Vol. 2 No. 03 (2024): West Science Business and Management
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsbm.v2i03.1160

Abstract

One of the cake shops in Pekanbaru is Viera Cake House. There is a phenomenon related to the decline in the level of customer satisfaction at Viera Cake House. Low customer satisfaction will have an impact on decreasing purchasing decisions at Viera Cake House. This research aims to see the influence of brand image, product quality, and social media promotion on customer satisfaction through purchasing decisions at Viera Cake House in Pekanbaru City. The number of samples taken in the research was determined using the Lameshow formula and a sample of 100 consumers was obtained. The data analysis method used is Structural Equation Model (SEM) using SmartPLS software. The test results showed that brand image, product quality and social media promotion had a positive and significant effect on purchasing decisions. Purchasing decisions have a positive and significant effect on customer satisfaction. Product quality and social media promotion have a positive and significant effect on customer satisfaction through purchasing decisions. Brand image does not have a significant effect on customer satisfaction through purchasing decisions.
The Impact of Service Quality and Ease of Use on Customer Loyalty for BRILink in Pekanbaru City with Customer Satisfaction as a Mediating Variable Alfath, Sauli; Jushermi, Jushermi; Noviasari, Henni
West Science Business and Management Vol. 2 No. 03 (2024): West Science Business and Management
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsbm.v2i03.1184

Abstract

This research aims to determine the effect of service quality and ease of use on customer loyalty using BRILink services in Pekanbaru city with customer satisfaction as a mediating variable. The research population is customers at BRILink agents in Pekanbaru City who have made transactions more than once at the same outlet in Pekanbaru City, the number of which is unknown with a sample size of 120 respondents. Sampling used probability sampling techniques. Research data was collected using questionnaires. In terms of data analysis, this research used Structural Equation Modeling (SEM) analysis with Smart Partial Least Squares (SPLS) Version 3.0. The research results show that service quality and ease of use have a positive and significant effect on customer satisfaction, service quality and ease of use have a positive and significant effect on customer loyalty, customer satisfaction has a positive effect on customer loyalty, service quality and ease of use have a positive and significant effect on customer loyalty which is mediated by customer satisfaction among BRILink users in the city of Pekanbaru.
The Influence of Content Marketing, Brand Ambassadors and Product Reviews on Purchasing Decisions for Scarlett Whitening Consumers in Pekanbaru City Putri, Yolanda Harmila; Alvi Furwanti Alwie; Henni Noviasari
West Science Business and Management Vol. 2 No. 03 (2024): West Science Business and Management
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsbm.v2i03.1191

Abstract

This study was conducted to determine the effect of content marketing, brand ambassadors, and product reviews on purchasing decisions for Scarlett Whitening consumers in Pekanbaru City. With 190 responders the population in examination was Scarlett Whitening in Pekanbaru City. Purposive and non-probability sampling techniques are used in sample dedicating. Multiple linear regression analysis is the analytical technique utilized in this research, and SPSS V.25 helpline to process the data. Research findings indicate that content marketing has a partial effect on purchasing decisions, brand ambassadors has a partial effect on purchasing decisions, product reviews has a partial effect on purchasing decisions. In addition, there is a simultaneous relationship betweeen content marketing, brand ambassadors, and product reviews and purchasing decisions
The Influence of Social Media Marketing and Product Quality on Brand Awareness and Purchase Decisions on Skintific Products in Pekanbaru City Raesela, Raesela; Jushermi, Jushermi; Noviasari, Henni
West Science Business and Management Vol. 2 No. 04 (2024): West Science Business and Management
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsbm.v2i04.1312

Abstract

This study aims to see the influence of Social Media Marketing and product quality on brand awareness and purchase decisions on Skintific products in Pekanbaru City. This study was conducted in Pekanbaru City. The population in this study were the people of Pekanbaru City who bought Skintific products. The number of samples in this study was 175 people. The number of samples in this study was carried out using the non-probability sampling technique with the purposive sampling technique, namely sampling based on certain considerations. The results of the study found that: 1.) Social Media Marketing has a significant effect on purchase decisions. 2.) Product quality has a significant effect on purchase decisions. 3.) Social media marketing has a significant effect on brand awareness. 4.) Product quality has a significant effect on brand awareness. 5.) Brand awareness has a significant effect on purchase decisions. 6.) Social media marketing has a significant effect on purchase decisions moderated by brand awareness. 7.) Product quality has a significant effect on purchase decisions moderated by brand awareness.
The Influence Of Digital Marketing, Brand Ambassador And Electronic Word Of Mouth On Purchasing Decisions For Nivea Body Lotion Product In Pekanbaru Putri, Nazwa Aqiila; Noviasari, Henni; Wildah, Sri Wahyuni
West Science Business and Management Vol. 2 No. 04 (2024): West Science Business and Management
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsbm.v2i04.1313

Abstract

This research was conducted with the aim of knowing the effect of Digital Marketing, Brand Ambassadors and Electronic Word Of Mouth on Purchasing Decisions for Nivea Body Lotion products in Pekanbaru. The population in this study were Pekanbaru people who had bought Nivea Body Lotion. The method used in this research is descriptive and quantitative, with research data sources coming from primary and secondary data. The number of samples in this study amounted to 105 people with the sampling technique using purposive sampling technique. The method of analysis of this research is multiple linear regression analysis and through validity tests and reliability tests. In this study, the results obtained that Digital Marketing has a significant influence on purchasing decisions for Nivea body lotion products in Pekanbaru, Brand Ambassadors have a significant effect on purchasing decisions for Nivea body lotion products in Pekanbaru, and Electronic Word of Mouth on purchasing decisions for Nivea body lotion products in Pekanbaru.
Co-Authors ', Marhadi ', Taufiqurrahman Abd. Rasyid Syamsuri Agus Dian Pramana Putra Aida Nursanti Alfath, Sauli Alvi Furwanti Alwie Alvionita, Agnes Alwina, Febri Amri, Taqiyuddin Andreas Siregar, Prima Anggita, Adelia Dwi Anggraini, Dian Resti Arini Novandalina Aufa, M. Zulkhoiri Azahra, Mutiara Azmi, Fauzan Azra, Nadella Azrico ' Azzahra, Citra Faizah Benny Siboro Berampu, Lailan Tawila Desmiyawati Desmiyawati, Desmiyawati Dian Pratiwi Dinda, Ulfa Dinda Dini, Suci Sartika Rahma Edi Erwan Eko Saputra Elviani, Rahma Eza Aprilia Sari Fadillah, Tiara Adifa Faoziyah, Nurul Febrina Harianja Fendri, Fendri Firli Musfar, Tengku Firmansyah, Rezza Fitri, Nur Anisa Gatot Wijayanto Hasna, Zafira Husniawan, Adamsyah Hutapea, Evita Romaito Ikhsan, Fairuz Ilham Wahyudi Ishadi Ishadi James Hellyward Jayanti, Eka Fajri Junaidi, Andi Jusherm Jusherm Jushermi ' Jushermi Jushermi Jushermi Jushermi, Jushermi Juwita, Anggraini Kartika Indra Bella Kuncoro, Sadam Satyo Abdie Laurencia, Cristine Lestari, Tri Puji Endang Mahmuda, Nanda Marhadi ' Maya Regina Maylista, Sylvia Melinda, Lisa Mita Jayanti Muhammad Jamil Hazfa Muhammad Luthfi iznillah Munzaro’ah, Munzaro’ah Nadhilatullidya , Maida Nainggolan, Gohanna Esha Aprianti Noviani, Rima Nugrah, Ummu Nur Azlina Nurhidayah, Andini Nursyamsi Ayu Nurul Hanifah Oktasia Nasution, Hafiza Pratama, Alfiq Resya Prayoga, Agus Prima Andreas Siregar Putri Diolanda, Elora Putri Lestari, Putri Putri, Aprila Putri, Nazwa Aqiila Putri, Yolanda Harmila Raesela, Raesela Ramadani, Arfina Rianda, Rianda Rihandhika, Bagas Marcellino Rindiani, Rindiani Roni Afrian Pane Rutmaira Sitinjak Sagala, Shuizella BR Salhazan Nasution Saniah, Badriati Sari, Hanifa Sehani Sehani Selfitri, Selfitri shabri, Amirul Siburian, Agus Santoso Siska, Erisa Putri Dwi Sitompul, Andri Hasudungan Sri Rahmi Murni Sri Restuti Sri Wahyuni Wildah Srimaulani ' Susi Hendriani Syahriva, Fellia Rahmi T. Firli Musfar Taufiqurrahman ' Tengku Firli Musfar Trisnawati, Eva Dwi Nur Tyas, Rara Claudia Kusumaning Ufi Mitsaqy Utari, Annisa wahyudi, beny Widiyasari, Devi Wigatiningrum, Retno Putri Yananta Sari, Debyta Yaningsih, Ria Dini Tuti Yutiandry Rivai Z, Searly Luvianti Zatra, Vini Siti Zulkarnain Zulkarnain