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All Journal Jurnal Visi Manajemen (JVM) JURNAL RUMPUN MANAJEMEN DAN EKONOMI
Wulansari Wulansari
Unknown Affiliation
Chemistry Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Mathematics Social Sciences

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The Influence of Digital Marketing on Purchase Intention Mediated by Consumer Engagement and Moderated by Consumer Trust Wulansari Wulansari; Hermanto Yaputra; Steven Tanjaya; Ailen Tania; Vebrina Anggraini Tambunan
Jurnal Visi Manajemen Vol. 11 No. 3 (2025): September : Jurnal Visi Manajemen
Publisher : Sekolah Tinggi Ilmu Ekonomi Pariwisata Indonesia Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56910/jvm.v11i3.845

Abstract

This research aims to evaluate the impact of Digital Marketing on Consumer Purchase Intention at beauty clinics in Jakarta, with Consumer Engagement as a mediating variable and Consumer Trust as a moderating variable. The background of this study is the rapid growth of the beauty clinic industry in Jakarta, which is estimated to reach 672 units by 2024, yet the effectiveness of Digital Marketing in influencing purchase decisions remains in question. For the research method, a quantitative approach was used with Structural Equation Modeling (SEM) techniques through AMOS and SPSS 22 software. Data were collected from 330 respondents who are active on social media and have used services from three major beauty clinics in Jakarta: Erha Clinic, Derma Express Clinic, and Impressions Body Care Centre. The findings show that Digital Marketing has a positive and significant influence on Purchase Intention. Consumer Engagement has been shown to significantly mediate the relationship between Digital Marketing and Purchase Intention. Additionally, Consumer Trust has been shown to significantly moderate the relationship between Digital Marketing and Consumer Engagement. These results emphasize that to enhance the effectiveness of Digital Marketing, consumer involvement and trust in the brand are very important factors in supporting purchasing decisions.
PERBANDINGAN PRAKTIK BISNIS MAKANAN HALAL DAN NON HALAL DI KOTA MEDAN Tengku Ayu Aisyah Putri; Wulansari Wulansari; Untsa Nashira; Zainarti Zainarti
JURNAL RUMPUN MANAJEMEN DAN EKONOMI Vol. 3 No. 1 (2026): Januari
Publisher : CV. KAMPUS AKADEMIK PUBLISHING

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61722/jrme.v3i1.8233

Abstract

Perkembangan bisnis kuliner di Kota Medan ditandai dengan keberadaan usaha makanan halal dan non halal yang beroperasi secara berdampingan. Kondisi ini menimbulkan perbedaan dalam praktik bisnis yang dijalankan oleh para pedagang, terutama terkait bahan baku, proses pengolahan, serta transparansi informasi kepada konsumen. Penelitian ini bertujuan untuk menganalisis dan membandingkan praktik bisnis makanan halal dan non halal di Kota Medan. Penelitian ini menggunakan pendekatan deskriptif komparatif dengan subjek penelitian berupa pedagang makanan halal dan non halal, serta didukung oleh data persepsi konsumen sebagai data pendukung. Teknik pengumpulan data dilakukan melalui kuesioner, observasi, dan studi pustaka. Hasil penelitian menunjukkan bahwa praktik bisnis makanan halal lebih menekankan aspek kepatuhan terhadap prinsip syariah, kebersihan, dan transparansi, sedangkan praktik bisnis makanan non halal cenderung lebih fleksibel dalam penggunaan bahan baku dan proses produksi. Penelitian ini diharapkan dapat memberikan kontribusi bagi pengembangan bisnis kuliner yang beretika dan berkelanjutan di Kota Medan.
Co-Authors Ailen Tania Hermanto Yaputra Steven Tanjaya Tengku Ayu Aisyah Putri Untsa Nashira Vebrina Anggraini Tambunan zainarti zainarti