Article Per Year (5 Year)
p-Index From 2021 - 2026
1.259
P-Index
This Author published in this journals
All Journal Jurnal Ilmiah Edunomika (JIE) Jurnal Fokus Manajemen Bisnis DedikasiMU: Journal of Community Service Prosiding Seminar Nasional Program Pengabdian Masyarakat JURNAL MANAJEMEN MODAL INSANI DAN BISNIS (JMMIB) Warta LPM JMMR (Jurnal Medicoeticolegal dan Manajemen Rumah Sakit) Jurnal Ekonomi, Manajemen, Akuntansi dan Keuangan
Hasnah Rimiyati
Universitas Muhammadiyah Yogyakarta
Religion Agriculture, Biological Sciences & Forestry Humanities Chemical Engineering, Chemistry & Bioengineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Law, Crime, Criminology & Criminal Justice Mathematics Medicine & Pharmacology Nursing Public Health Social Sciences Other

Published : 11 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 11 Documents
Search

 1   2 
BRAND TRUST MEMEDIASI PENGARUH SOCIAL MEDIA MARKETING DAN CELEBRITY ENDORSER TERHADAP PURCHASE DECISION Ritanti Aulia Muswara; Hasnah Rimiyati
JURNAL MANAJEMEN MODAL INSANI DAN BISNIS (JMMIB) Vol. 7 No. 1 (2026): Juli
Publisher : Yayasan Insani Mandiri Santani

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

Abstract

This study aims to analyze the influence of social media marketing and celebrity endorsers on purchase decisions through band trust in Glad2Glow skincare consumers in the Shopee marketplace in the Special Region of Yogyakarta. The subjects in this study were consumers who had purchased Glad2Glow. The sample consisted of 160 respondents selected using a purposive sampling method with the criteria of being at least 17 years old, having purchased and used Glad2Glow skincare in the last 6 months through the Shopee marketplace, consumers domiciled in the Special Region of Yogyakarta, having seen Syifa Hadju promote Glad2Glow skincare on Instagram. The analysis method used Structural Equation Modeling Partial Least Squares (SEM PLS) with Smart PLS software. Based on the data analysis that has been done, the results show that social media marketing has a positive and significant effect on band trust. Celebrity endorsers have a positive and significant effect on band trust. Brand trust has a positive and significant effect on purchase decisions. Social media marketing has a positive and significant effect on purchase decisions. Celebrity endorsers have a direct positive and significant effect on purchase decisions. Brands continue to mediate social media marketing on purchase decisions. Brand trust mediates celebrity endorsers towards purchase decisions. Keywords: purchase decision; brand trust; celebrity endorser; social media marketing.
Co-Authors Alfando Digo Sewanto Alhensa Ferninda Jelita Diana Astuti Edi Supriyono Farizna Permata Sari Nila Fadilatul Jannah Nuryakin Risa Dwi Saputri Ritanti Aulia Muswara Rizka Fakhriani Tri Maryati, Tri