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All Journal JDM (Jurnal Dinamika Manajemen) Journal The Winners Gadjah Mada International Journal of Business Jurnal Minds: Manajemen Ide dan Inspirasi JBTI : Jurnal Bisnis : Teori dan Implementasi AJIE (Asian Journal of Innovation and Entrepreneurship) Binus Business Review Graduasi: Jurnal Bisnis & Ekonomi DERIVATIF Jurnal Mirai Management International Journal of Artificial Intelligence Research International Conferences SDGs 2030 Challenges and Solutions Fokus Ekonomi IJEBD (International Journal Of Entrepreneurship And Business Development) DIJB (Diponegoro International Journal of Business) Jurnal Entrepreneur dan Entrepreneurship (JEE) MABIS: Manajemen dan Bisnis International Journal of Economics, Business and Accounting Research (IJEBAR) Review of Management and Entrepreneurship Jurnal Leverage, Engagement, Empowerment of Community (LeECOM) Accounting Profession Journal (APAJI) Abdimas: Jurnal Pengabdian Masyarakat Universitas Merdeka Malang Jurnal Performa: Jurnal Manajemen dan Start-up Bisnis Jurnal Abdidas Inobis: Jurnal Inovasi Bisnis dan Manajemen Indonesia Economics and Digital Business Review Ilomata International Journal of Management Jurnal Ilmiah Wahana Pendidikan JEBDEKER: Jurnal Ekonomi, Manajemen, Akuntansi, Bisnis Digital, Ekonomi Kreatif, Entrepreneur Nobel Management Review International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) Telaah Bisnis Co-Value : Jurnal Ekonomi, Koperasi & Kewirausahaan Journal of Social Research COMSERVA: Jurnal Penelitian dan Pengabdian Masyarakat Golden Ratio of Community Services and Dedication BULETIN BISNIS & MANAJEMEN (BBM) Jurnal Manajemen dan Kewirausahaan Journal Online Manajemen ELPEI (JOMEL) ASEAN Marketing Journal Jurnal Manajemen dan Pemasaran Jasa Journal Research of Social Science, Economics, and Management Eduvest - Journal of Universal Studies Prapanca : Jurnal Abdimas Jurnal Abdimas Sosek (Jurnal Pengabdian dan Pembardayaan Masyarakat) AMMA : Jurnal Pengabdian Masyarakat Lajagoe Pustaka Jurnal Ekonomi Bisnis dan Kewirausahaan International Journal of Review Management Business and Entrepreneurship (RMBE) Vifada Management and Social Sciences Academia Open
Elia Ardyan
Department Of Management, Sekolah Tinggi Ilmu Ekonomi Ciputra Makassar
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THE INFLUENCE OF CORPORATE IMAGE ON CONSUMER PURCHASE INTENTION WITH TRUST AS A MEDIATING VARIABLE IN THE NEW PRODUCT LAUNCHING (NPL) GENTLE GEN AT MAYORA INDAH TBK COMPANY Ayu Roulina Natalida Simorangkir; E. Elia Ardyan; Metta Padmalia
International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) Vol. 6 No. 2 (2026): April
Publisher : CV. Radja Publika

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.19971682

Abstract

Currently, the FMCG industry is experiencing increasing competition, which encourages businesses/companies to continuously seek innovation, particularly through the introduction of new products. However, many new products fail due to a lack of differentiation and a lack of initial consumer demand. Corporate image is a key factor in determining the success of a new product launch. This is important because a positive public image can influence public opinion and foster consumer trust. This study focuses on PT Mayora Indah Tbk, emphasizing the introduction of the Gentle Gen liquid detergent product launched in 2022 as a strategic business move to market for a new product. The purpose of this study is to determine how corporate image influences consumer purchasing intentions, with trust acting as a mediating variable. This study uses a quantitative methodology using an online questionnaire survey. The sample was selected using purposive sampling, with respondents meeting requirements such as being at least 18 years old, making purchasing decisions for household goods, and having a basic understanding of the Mayora brand or Gentle Gen products. Using SmartPLS 4.0 software, data collected from a minimum of 100 respondents will be analyzed using Partial Least Squares (PLS). It is predicted that the research findings will demonstrate a beneficial and substantial impact of corporate reputation on consumer purchase intentions, both directly and indirectly through the trust variable. It is expected that the trust variable will function as a mediating element that strengthens this relationship. From an academic perspective, this study will explain the function of trust as a mediator in new product introductions in FMCG companies in Indonesia. This study provides useful insights for Mayora's marketing plan to increase the market success of Gentle Gen from a realistic perspective.
Co-Authors . Ismunawan . Pardi Abigail Shanen Wulung Abigail Wulung Achmad Asqar Adelfy, Muhammad Fadel Adindah Novihartina Jafar Adindah Novihartina Jafar Aditya Halim Perdana Kusuma Putra Putra Aditya M. Kouwagam Kouwagam Al Mubarak, Mahesha Alicia Stephanie Gunawan Alicia Stephanie Gunawan Amdar Amdar Amdar, Amdar Andreas Andy Kifli Djiwono Angdris, Jacqueline Fidelia Angelina Jocelyn Djunaidy Anggriani, Andi Nurhalizah Anggriawan, Claudia Ari Susanti Ari Susanti Ari Susanti Arisian, Sobhan Arselia Stefy Arianto Arya Sadely Atika Ayu Ismawati Atika Ayu Ismawati, Atika Ayu Ayu Roulina Natalida Simorangkir Barnabas Theodore Pistos Utomo Kaya Bilyan Putra Sari Biondy, Mel Budi Istiyanto Budi Istiyanto Budi Carolina Novi Mustikarini Carolina Novi Mustikarini Chaerani , Fatimah Rezky Chandra , Clarine Eugenia Chandra, Angelica Aurelia Charlyn Elizabeth Jocelyn Hamdali Christina Sudyasjayanti Cindy Yoel Tanesia Cindy Yoel Tanesia Cindy Yoel Tanesia Cipta C. Perdana Claudia, Jenica Constantine, Winston Cosmas Gatot Haryono Daniel Kurniawan David Sundoro Deasy Widya Hayu Deni Setiadi Deni Setiadi, Deni Denny Bernardus Denny Dwi Wiratama Devin Riady Shak Diana Aqmala Dina Martha Hutapea Diondre Theodore Edelshia Salli Padang Endah Pri Ariningsih Endi Sarwoko Erwin Parega Fadma Sari Felicia Wong Fenti Winda Sari Fenti Winda Sari, Fenti Winda Fika Kurniawaty Fintikasari, Indah Florencia Jierussel Fongiman, Evelyn Khezya Fransisca Jovita Amelfdi Gaitedy, Novyanti Gideon Carakaardi Wicaksana GINANJAR RAHMAWAN Ginanjar Rahmawan Ginanjar Rahmawan, Ginanjar Gobai, Febbi Afrelia Gracela Marisa Sanapang Gracia Ongkowijoyo Hafiz Kurniawan Hafiz Kurniawan, Hafiz Hani Sirine Hasim , Natalsjha Angelique Ersten Uno Heny Kurnianingsih Heny Kurnianingsih, Heny Hertanto, Noel Hestin Mutmainah, Hestin Ida Ayu Kade R. Kusasih, Ida Ayu Kade R. Indah Fintikasari Indri Wijayanti Ismunawan Ismunawan, Ismunawan Istiatin Ivan, Johanes Jason Hartanto Jesika Phurnama Jesslyn Aurelya Chandra jodhinata, andreas Justin Wijaya Kasih, Agatha Febrina Kasmir Syariati Kesya Natalia Angriawan Laisila, Maya Lauwis, Angelica Liesapali, Karin Liliputra, Angelique Leticia Linawati Linawati Luhgianto M. Dandi Rahman Mahesha Al Mubarak Maichal Maichal Maichal Manuel Goncalves Manuel Goncalves Maritz, Alex Marselinus, Sayrina Cantika Marsya Lilyan Wijaya Meisyelin Yuriko Chananta Metta Padmalia Michel Vincencia Michel Vincencia Mouritzio Harapan Plate Muchtar Muchtar Muhammad Sa’ad Trisnawijaya Murry Harmawan Saputra Murry Harmawan Saputra Mustikarini, Carolina Novi Nada Syifa Natali Ika Widjaya Nico Lucky Wijaya Novi Yuniarti Novika Ayu Triany Oky Tira Ayuda Oky Tira Ayuda, Oky Tira Olivia T. Putri, Olivia T. Oscarius Yudhi Ari Wijaya Palino , Patricia Putri Pardi, . Powell Gian Hartono Purnomo, Windy Rahmat Zulfikar Raqi Rabbani Nugraha S.E., M.M, Dr. Monalisa, Sani, Fadhil Ali Setyiawan, Clarissa Febraskynova R. Siahaan, Paroloan Sinar Dharmayana Putra Sinar Dharmayana Putra Sonata Christian St Salmah Sharon Stenly Lorens Stiven Gunawan Suade, Yuyun K. M. Suciawan, Ariell Goldina Sutanto, J.E Suwanto, Vanessa Leviane Syahril Sidik Syam, Asriah Syarif, Siti Fadilah Syifa Annisa Nur Salsabilah tandoko, jason Tanesia, Cindy Yoel Tanesia, S.E., MBA, Cindy Yoel Tanus, Evelyn Destiana Thedy, Patricia Aprilia Theodore, Diondre Thoriq Amir Sholehuddin Toding, Luciana Alriani Tony Antonio Tunjung Candra Ervia Danis Utama, Vionisia Efelin Utomo Wibisono Utomo Wibisono Vangeline Mevica Thevianny Vionisia Efelin Utama Vlady Marcelo Sorensen Wibisono, Utomo Wicaksana, Gideon Carakaardi Widiarti, Ary Wijaya, Cynthia Wijaya, Faustin Venus Wijaya, Oscarius Yudhi Ari Wijaya, Oscarius Yudhi Ari Wijaya, Windy Angelica Widya Willar, Ayumi Elizabeth Pricillia Williams, Jason Winarto Poernomo Winata . Winata ., Winata Winata Winata Winata, Winata Wirakusuma, Alvin Wirawan, Kevin Wisnu Sancoyo Wisnu Sancoyo, Wisnu Yudha Ari Wijaya Yunus Hani Dewanta Yuyun Karystin Meilisa Suade Yuyun Karystin Meilisa Suade