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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 Journal of Management Accounting, Tax and Production
Henni Noviasari
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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.
PENGARUH HARGA, KUALITAS PRODUK DAN BRAND AMBASSADOR TERHADAP KEPUASAN PELANGGAN MELALUI KEPUTUSAN PEMBELIAN PRODUK SCARLETT WHITENING DIKOTA PEKANBARU Hasna, Zafira; Jushermi, Jushermi; Noviasari, Henni
Jurnal Online Mahasiswa (JOM) Bidang Ilmu Ekonomi Vol 12, No 2 (2025): : (Juli - Desember)
Publisher : Jurnal Online Mahasiswa (JOM) Bidang Ilmu Ekonomi

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

This study aims to determine the effect of price, product quality and brand ambassador onpurchasing decisions and customer satisfaction of scarlett whitening products in Pekanbarucity. The population in this study were consumers who bought and used scarlett whiteningproducts in Pekanbaru city, the number of which is not known for sure. Sampling usednonprobability sampling with purposive sampling technique and 120 people were selected tobe samples. The data analysis method used structural equation model (SEM) with the helpof SmartPLS software version 3.0. The results of the study showed that: 1) Price has apositive and significant effect on purchasing decisions; 2) Product quality has a positive andsignificant effect on purchasing decisions; 3) Brand ambassador has a positive andsignificant effect on purchasing decisions; 4) Purchasing decisions have a positive andsignificant effect on customer satisfaction; 5) Price has a positive and significant effect oncustomer satisfaction through purchasing decisions; 6) Product quality has a positive andsignificant effect on customer satisfaction through purchasing decisions; 7) Brandambassador has a positive and significant effect on customer satisfaction throughpurchasing decisions.Keywords: Price, Product Quality, Brand Ambassador, Purchasing Decision and CustomerSatisfaction
Pengaruh product quality dan e-wom terhadap brand image dan repurchase intention pengguna motor matic Honda eSAF di Kota Pekanbaru Sitompul, Andri Hasudungan; Nursanti, Aida; Pratiwi, Dian; Noviasari, Henni
Jurnal Bisnis Mahasiswa Vol 5 No 6 (2025): Jurnal Bisnis Mahasiswa
Publisher : PT Aksara Indo Rajawali

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.60036/jbm.858

Abstract

Penelitian ini bertujuan untuk menganalisis Pengaruh Product Quality dan Electronic Word of Mouth (e-WOM) Terhadap Brand Image dan Repurchase Intention Pengguna Motor Matic Honda Berangka enhanced Smart Architecture Frame (eSAF) di Kota Pekanbaru. Metode penelitian yang digunakan adalah kuantitatif dengan pendekatan Structural Equation Modeling (SEM) menggunakan program SmartPLS 4.0. Sampel penelitian terdiri dari 100 responden yang merupakan pengguna motor matic Honda berangka eSAF di Kota Pekanbaru. Hasil penelitian menunjukkan bahwa Product Quality dan Electronic Word of Mouth (e-WOM) berpengaruh positif dan signifikan terhadap Repurchase Intention. Brand Image berpengaruh positif dan signifikan terhadap Repurchase Intention. Selain itu, Brand Image juga memediasi hubungan antara Product Quality dan Electronic Word of Mouth (e-WOM) terhadap Repurchase Intention secara positif dan signifikan. Dengan demikian, semakin baik kualitas produk dan semakin positif pengaruh e-WOM, semakin kuat citra merek dan semakin tinggi niat beli ulang pengguna motor matic Honda berangka eSAF di Kota Pekanbaru.  
Pengaruh Brand Ambassador dan Electronic Word of Mouth Terhadap Keputusan Pembelian Produk Sunscreen Azarine Melalui Brand Image pada Gen Z di Kota Pekanbaru Wigatiningrum, Retno Putri; Noviasari, Henni; Wildah, Sri Wahyuni
AURELIA: Jurnal Penelitian dan Pengabdian Masyarakat Indonesia Vol 5, No 1 (2026): January 2026
Publisher : CV. Rayyan Dwi Bharata

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57235/aurelia.v5i1.6395

Abstract

Dengan meningkatnya populasi generasi muda dan kesadaran akan pentingnya perawatan kulit, industri kecantikan di Indonesia mengalami pertumbuhan yang signifikan. Penelitian ini bertujuan untuk menganalisis bagaimana brand ambassador dan E-wom dapat mempengaruhi persepsi konsumen terhadap brand image, yang pada gilirannya mempengaruhi keputusan pembelian merek. Metode yang digunakan adalah deskriptif kuantitatif, Sumber data berasal dari responden kalangan Generasi Z yang pernah membeli sunscreen azarine di Kota Pekanbaru sebanyak 112 reponden, dengan pengambilan sampel menggunakan metode purposive sampling. Analisis data dilakukan melalui pendekatan Partial Least Squares – Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa baik brand ambassador maupun E-wom memiliki pengaruh positif yang signifikan terhadap keputusan pembelian, dengan brand image sebagai mediator yang memperkuat hubungan tersebut. Temuan ini diharapkan dapat memberikan wawasan bagi pemasar dalam merancang strategi pemasaran yang lebih efektif di kalangan gen z.
Comparison of Service Quality, Price, and Physical Evidence of RG Fried Chicken and Richeese Factory on Millennial Generation and Gen Z in Pekanbaru City Elviani, Rahma; Berampu, Lailan Tawila; Wildah, Sri Wahyuni; Noviasari, Henni
Economics, Business and Management Science Journal Vol 6, No 1 (2026): Economics, Business and Management Science Journal, February
Publisher : Mahesa Research Center

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34007/ebmsj.v6i1.1121

Abstract

This study aims to compare the service quality, price, and physical evidence between local and national fast food restaurants in Pekanbaru City, specifically RG Fried Chicken and Richeese Factory, among Millennial and Gen Z consumers. A quantitative approach was used with data collection through questionnaires distributed to respondents who had made purchases at both restaurants. The data were analyzed using descriptive analysis and hypothesis testing with the Paired Sample t-Test method assisted by SPSS version 21 to test the differences between the two research objects. The results showed that there was no significant difference in service quality among Millennials, while there was a significant difference among Generation Z. In addition, there was a significant difference in physical evidence for both generations. However, no significant difference was found in the price variable among Millennials, while a significant difference was found among Generation Z. These findings indicate that generational characteristics influence consumer perceptions of service quality, price, and physical evidence at local and national fast food restaurants in Pekanbaru City and in similar urban markets in Indonesia.
Comparison of Product Quality, Promotion Strategy, Physical Evidence of Holland Bakery and Vanhollano Bakery in Millennial and Generation Z in The City Of Pekanbaru Laurencia, Cristine; Berampu, Lailan Tawila; Wildah, Sri Wahyuni; Noviasari, Henni
Economics, Business and Management Science Journal Vol 6, No 1 (2026): Economics, Business and Management Science Journal, February
Publisher : Mahesa Research Center

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34007/ebmsj.v6i1.1122

Abstract

This study aims to find out the comparison of product quality, promotional strategies, and physical evidence  of Holland Bakery and Vanhollano Bakery in the Millennial Generation and Generation Z in the city of Pekanbaru. This study uses a qualitative approach with a survey method to collect data. The population needed is the Millennial Generation and Generation Z in the city of Pekanbaru who have bought and consumed products from Holland Bakery and Vanhollano Bakery. Data analysis was carried out by descriptive analysis and hypothesis testing using the paired sample t-test method and SPSS software version 22 to find out if there is a difference between the two objects studied. The results of this study show that there is a significant difference between Millennials and Generation Z regarding the promotional strategies of Holland Bakery and Vanhollano Bakery. However, in the variables of product quality and physical evidence, no difference was found between the two brands compared to the two generations. This shows that the rpomosi strategy is one of the distinguishing factors in assessing Holland Bakery and Vanhollano Bakery among the two generations
Comparison of Product Quality, Location, and Promotion of Kopi Kenangan and Leton Coffee Among Millennials and Generation Z in Pekanbaru City Putri Diolanda, Elora; Berampu, Lailan Tawila; Wildah, Sri Wahyuni; Noviasari, Henni
Economics, Business and Management Science Journal Vol 6, No 1 (2026): Economics, Business and Management Science Journal, February
Publisher : Mahesa Research Center

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34007/ebmsj.v6i1.1123

Abstract

This study aims to compare consumer perceptions of product quality, location, and promotion between Kopi Kenangan as a domestic brand and Leton Coffee as a local brand in Pekanbaru city. This study uses a quantitative approach. The population in this study consists of Kopi Kenangan and Leton Coffee consumers from the Millennial and Generation Z generations in Pekanbaru City. The sampling technique was obtained by distributing questionnaires to 100 respondents, then analyzed using descriptive analysis, data quality testing, normality testing, and Paired Sample T-Test with the help of SPSS software. The results show that there is no significant difference between the product quality of Kopi Kenangan and Leton Coffee among Millennials, but there is a significant difference between the product quality of Kopi Kenangan and Leton Coffee among Generation Z. Furthermore, there is a significant difference between the locations of Kopi Kenangan and Leton Coffee among Millennials and Generation Z. However, there was no significant difference between the promotion of Kopi Kenangan and Leton Coffee among Millennials and Generation Z
PENGARUH CONTENT MARKETING DAN HARGA TERHADAP LOYALITAS PELANGGAN MELALUI KEPUASAN PELANGGAN NETFLIX PADA GEN Z DI KOTA PEKANBARU Yaningsih, Ria Dini Tuti; Noviasari, Henni; Wildah, Sri Wahyuni
Procuratio : Jurnal Ilmiah Manajemen Vol. 13 No. 4 (2025): Procuratio : Jurnal Ilmiah Manajemen
Publisher : Institut Bisnis dan Teknologi Pelita Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35145/procuratio.v13i4.5613

Abstract

This study aims to examine the influence of content marketing and price on customer loyalty through customer satisfaction among Generation Z Netflix users in Pekanbaru City. Using a quantitative descriptive method, data were collected from 110 respondents who are active Netflix subscribers. The analysis was performed using Partial Least Squares (SmartPLS 4.0) to evaluate the relationships between variables. The results indicate that content marketing and price have a positive and significant effect on customer satisfaction. Furthermore, customer satisfaction positively and significantly influences customer loyalty, acting as a mediating variable between content marketing, price, and loyalty. These findings suggest that relevant and consistent content marketing strategies, supported by fair pricing, can enhance customer satisfaction and build stronger loyalty toward Netflix among Generation Z users in Pekanbaru. The study concludes that optimizing content quality and pricing strategies is essential for maintaining customer engagement and fostering long-term loyalty in the competitive streaming industry. Penelitian ini bertujuan untuk mengkaji pengaruh content marketing dan harga terhadap loyalitas pelanggan melalui kepuasan pelanggan pada pengguna Netflix Generasi Z di Kota Pekanbaru. Penelitian ini menggunakan metode kuantitatif dengan pendekatan deskriptif. Data dikumpulkan dari 110 responden yang merupakan pelanggan aktif Netflix, kemudian dianalisis menggunakan Partial Least Squares (SmartPLS 4.0) untuk menguji hubungan antarvariabel. Hasil penelitian menunjukkan bahwa content marketing dan harga berpengaruh positif dan signifikan terhadap kepuasan pelanggan. Selain itu, kepuasan pelanggan berpengaruh positif dan signifikan terhadap loyalitas pelanggan serta memediasi hubungan antara content marketing, harga, dan loyalitas pelanggan. Temuan ini mengindikasikan bahwa strategi pemasaran berbasis konten yang relevan dan konsisten, disertai dengan penetapan harga yang sesuai, dapat meningkatkan kepuasan serta memperkuat loyalitas pelanggan terhadap Netflix di kalangan Generasi Z di Pekanbaru. Penelitian ini menyimpulkan bahwa optimalisasi kualitas konten dan strategi harga merupakan faktor penting untuk mempertahankan keterikatan pelanggan dan membangun loyalitas jangka panjang di industri streaming yang kompetitif.
PENGARUH INFLUENCER, CONTENT MARKETING, DAN ONLINE CUSTOMER REVIEW TERHADAP KEPUTUSAN PEMBELIAN PRODUK SOMETHINC DI TIKTOK SHOP MELALUI KEPERCAYAAN KONSUMEN PADA GENERASI Z DI KOTA PEKANBARU Faoziyah, Nurul; Noviasari, Henni; Siregar, Prima Andreas; Ishadi, Ishadi
Procuratio : Jurnal Ilmiah Manajemen Vol. 13 No. 4 (2025): Procuratio : Jurnal Ilmiah Manajemen
Publisher : Institut Bisnis dan Teknologi Pelita Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35145/procuratio.v13i4.5616

Abstract

This study aims to examine the influence of Influencer, Content Marketing, and Online Customer Review on Purchase Decisions with Consumer Trust as a mediating variable for Somethinc products on TikTok Shop among Generation Z in Pekanbaru City. The population in this study consists of Generation Z individuals in Pekanbaru who have purchased and used Somethinc products via TikTok Shop, with a total sample of 115 respondents selected using a purposive sampling technique. Data analysis was conducted using the Structural Equation Modeling (SEM) approach based on Partial Least Squares (PLS) through the SmartPLS 4 application. The results show that Influencer, Content Marketing, and Online Customer Review significantly affect Consumer Trust. Furthermore, Consumer Trust significantly influences Purchase Decisions. Meanwhile, Influencer and Content Marketing do not have a significant direct effect on Purchase Decisions, whereas Online Customer Review has a significant effect on Purchase Decisions. In the mediation analysis, Influencer significantly affects Purchase Decisions through Consumer Trust, Content Marketing does not significantly affect Purchase Decisions through Consumer Trust, and Online Customer Review significantly affects Purchase Decisions through Consumer Trust. These findings confirm that consumer trust plays a crucial role in shaping purchase decisions for Somethinc products among Generation Z in Pekanbaru City. Therefore, the company should optimize the use of credible influencers, provide informative and consistent content marketing, and ensure transparent and high-quality online customer reviews to more effectively encourage purchase decisions. Penelitian ini bertujuan untuk mengetahui pengaruh Influencer, Content Marketing, dan Online Customer Review terhadap Keputusan Pembelian dengan Kepercayaan Konsumen sebagai variabel mediasi pada produk Somethinc di TikTok Shop pada Generasi Z di Kota Pekanbaru. Populasi penelitian mencakup masyarakat Kota Pekanbaru yang termasuk dalam Generasi Z dan pernah membeli serta menggunakan produk Somethinc melalui TikTok Shop, dengan jumlah sampel sebesar 115 responden yang dipilih menggunakan teknik purposive sampling. Analisis data dilakukan menggunakan pendekatan Structural Equation Modeling (SEM) berbasis Partial Least Squares (PLS) melalui aplikasi SmartPLS 4. Hasil penelitian menunjukkan bahwa variabel Influencer, Content Marketing, dan Online Customer Review berpengaruh signifikan terhadap Kepercayaan Konsumen. Selanjutnya, Kepercayaan Konsumen berpengaruh signifikan terhadap Keputusan Pembelian. Sementara itu, Influencer dan Content Marketing tidak berpengaruh signifikan secara langsung terhadap Keputusan Pembelian, sedangkan Online Customer Review berpengaruh signifikan terhadap Keputusan Pembelian. Pada pengujian efek mediasi, Influencer berpengaruh signifikan terhadap Keputusan Pembelian melalui Kepercayaan Konsumen, Content Marketing tidak berpengaruh signifikan melalui Kepercayaan Konsumen, dan Online Customer Review berpengaruh signifikan melalui Kepercayaan Konsumen. Temuan ini menegaskan bahwa kepercayaan konsumen memiliki peran penting dalam membentuk keputusan pembelian produk Somethinc pada Generasi Z di Kota Pekanbaru. Oleh karena itu, perusahaan perlu mengoptimalkan penggunaan influencer yang kredibel, menghadirkan content marketing yang informatif dan konsisten, serta memastikan online customer review yang transparan dan berkualitas guna mendorong keputusan pembelian secara lebih efektif.
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 Nara, Elya Noviani, Rima Nugrah, Ummu Nur Azlina Nurhidayah, Andini Nursyamsi Ayu Nurul Hanifah Oktasia Nasution, Hafiza Paramitha, Anggia 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