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All Journal EQIEN - JURNAL EKONOMI DAN BISNIS Score: Jurnal Lentera Manajemen Pemasaran
Arbi Siti Rabiah
Universitas Bina Nusantara
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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FAKTOR-FAKTOR YANG MEMPENGARUHI BRAND LOYALTY PADA SMARTPHONE REALME DI JAKARTA Arbi Siti Rabiah; Jeffry Jeffry
Eqien - Jurnal Ekonomi dan Bisnis Vol 10 No 1 (2022): EQIEN - JURNAL EKONOMI DAN BISNIS
Publisher : Sekolah Tinggi Ilmu Ekonomi Dr Kh Ez Mutaqien

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (755.048 KB) | DOI: 10.34308/eqien.v10i1.544

Abstract

This study aims to analyze the factors that influence brand loyalty on Realme smartphone it is perceived quality, brand communication, customer satisfaction, Brand Trust. The data obtained in this study through an online survey using a questionnaire instrument and obtained 100 respondents who use smartphone Realme in Jakarta. Data is processed by Structural Equation Modeling (SEM) with Partial Least Square (PLS) Technique.
Social Media Marketing, Brand Awareness, and Consumer Reviews in Gen Z Skincare Purchase Decisions Theresia Aurora; Arbi Siti Rabiah
Score: Jurnal Lentera Manajemen Pemasaran Vol. 4 No. 01 (2026): Mei 2026
Publisher : Lentera Ilmu Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59422/lmp.v4i01.1253

Abstract

This study aims to analyze the influence of Social Media Marketing, Brand Awareness, and Customer Reviews on Purchase Decisions for local skincare products among Generation Z in the Jabodetabek area. The data collection method was carried out by distributing questionnaires using Google Form media, with a sample size of 301 respondents. The data analysis technique used was multiple linear regression analysis, with the help of SPSS version 25 software. The results of the study showed that Social Media Marketing, Brand Awareness, and Customer Reviews had a positive and significant effect on purchase decisions (Purchase Decision) for local skincare products. This finding indicates that these three variables are important factors that need to be considered by business actors in increasing Gen Z consumers' purchasing decisions for local skincare products.
Co-Authors Jeffry Jeffry Theresia Aurora