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All Journal MIX : Jurnal Ilmiah Manajemen Indikator: Jurnal Ilmiah Manajemen & Bisnis International Humanities and Applied Science Journal Dinasti International Journal of Digital Business Management Jurnal Ilmiah Wahana Pendidikan International Journal of Economics, Business, and Entrepreneurship (IJEBE) Journal of Social Research Indonesian Community Journal Formosa Journal of Applied Sciences (FJAS) International Journal of Economics (IJEC) Jurnal Indonesia Sosial Sains
Adi Nurmahdi, Adi
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Pengaruh Celebrity Endorser, Kualitas Produk dan Harga Terhadap Keputusan Pembelian Scarlett Whitening Body Lotion di Jabodetabek Paskariyani, Hana; Nurmahdi, Adi
Jurnal Ilmiah Wahana Pendidikan Vol 11 No 8.D (2025): Jurnal Ilmiah Wahana Pendidikan 
Publisher : Peneliti.net

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

Abstract

This study aims to examine and analyze the influence of celebrity endorsers, product quality, and price on purchasing decisions for Scarlett Whitening Body Lotion in Jabodetabek. This study uses an associative causality research method. The population in this study consists of all consumers who use Scarlett Whitening Body Lotion in the Jabodetabek area. The sampling technique used is nonprobability sampling. The sample size used in this study was 125 respondents. Data was analyzed using SmartPLS 4.0. The results of this study show that a celebrity endorser has a not positive and insignificant influence on purchasing decisions. Product quality has a positive and significant influence on purchasing decisions. Price has a positive and significant influence on purchasing decisions.
Impact of Celebrity Endorsers and Youtube Digital Advertising on Purchase Intention with Brand as A Mediating Variable (A Study on Bella Chocolate) Wahyudi, Wahyudi; Nurmahdi, Adi
International Journal of Economics (IJEC) Vol. 3 No. 1 (2024): January-June
Publisher : PT Inovasi Pratama Internasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55299/ijec.v3i1.778

Abstract

This research aims to analyse the impact of Endorsers and Digital YouTube advertising on brand awareness and purchase intention, with brand awareness as a mediating variable. The study involved 400 respondents residing in Jabodetabek who had watched Bella Chocolate ads on YouTube but had not yet purchased the product. The methodology used was purposive sampling with analysis utilizing structural equation modelling (SEM) partial least squares (PLS). The findings indicate that Digital YouTube advertising significantly influences brand awareness and purchase intention, whereas Endorsers do not show significant influence on both variables. Furthermore, Brand awareness significantly affects Purchase Intention and acts as a strong mediator between Digital YouTube Advertising and Purchase Intention.
Analysis of Innovation Culture, Entrepreneurial Leadership, Brand Image and Competitive Advantage as Intervening Variables on PT XX Company Performance Kartini, Fenny; Syafarudin, Afriapollo; Nurmahdi, Adi
Formosa Journal of Applied Sciences Vol. 3 No. 8 (2024): August 2024
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/fjas.v3i8.10918

Abstract

In general, this research was conducted to serve as material for analyzing innovation culture, entrepreneurial leadership, brand image, and competitive advantage as intervening variables affecting the performance of PT XX, which is part of a national company group located in the Tangerang area with 200 permanent workers. The data analysis was performed using the Structural Equation Model (SEM) approach based on Partial Least Squares (PLS) 3.0, with hypothesis testing conducted on 110 samples. The results of the study show that innovation culture, entrepreneurial leadership, and brand image associated with high-quality products can influence competitive advantage as intervening variables, so that they can be assessed as having an effect on improving the Performance of PT XX. However, this impact requires a management strategy characterized by commitment and consistency to achieve the desired outcomes.
Analysis Of Factors Influencing Souvenir Buying Decisions (Study On Gmmtv Fans In Jabodetabek) Syahidah, Hanna Asma; Nurmahdi, Adi
Journal of Social Research Vol. 2 No. 8 (2023): Journal of Social Research
Publisher : International Journal Labs

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55324/josr.v2i8.1254

Abstract

The purpose of this study is to determine and assess the impact of fan loyalty and price perceptions on the decision to purchase GMMTV souvenirs, with product placement serving as a moderating variable. The subjects of this study were Jabodetabek fans who had purchased souvenirs. The sample size in this study was determined using Hair's formula, resulting in a sample size of 120 participants. This study was carried out by delivering questionnaires to 141 respondents. The research hypothesis was tested using SmartPLS 4.0 software and a Partial Least Square (PLS) based Structural Equation Model (SEM). The variables that are examined in this study are fan loyalty, price perceptions, product placement, and purchasing decisions. In this study, data were tested using the Measurement Model Test (Outer Model) and the Structural Model Test (Inner Model). According to the findings, customer purchasing decisions for GMMTV souvenirs are influenced by the variables of fan loyalty, price perception, and product placement individually. The results for each fan loyalty and price perception variable, however, varied when the relationship between fan loyalty and price perception was tested using the mediating variable of product placement. Price perception has a considerable influence on purchase decisions when mediated by the product placement variable, as evidenced by a t-statistic value of 2.006 and a p-value of 0.045. Price perception has a considerable influence on purchase decisions when mediated by the product placement variable, as evidenced by a t-statistic value of 2.006 and a p-value of 0.045. Meanwhile, with a t-statistic of 1.410 and a p-value of 0.159, the fan loyalty variable mediated by product placement on purchase decisions has no effect, and the hypothesis is rejected.
Analisis Persepsi Harga, Kualitas Pelayanan dan Hubungan Pemasaran serta Implikasinya terhadap Minat Melakukan Sertifikasi Ulang (Studi Kasus di Salah Satu Perusahaan Jasa Sertifikasi ISO di Indonesia) Sutrisno, Rendi; Nurmahdi, Adi
Jurnal Indonesia Sosial Sains Vol. 2 No. 09 (2021): Jurnal Indonesia Sosial Sains
Publisher : CV. Publikasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59141/jiss.v2i09.420

Abstract

Penelitian ini bertujuan untuk menentukan dan menganalisa pengaruh persepsi harga, kualitas pelayanan dan hubungan pemasaran terhadap kepuasan pelanggan serta implikasinya terhadap minat melakukan sertifikasi ulang di salah satu badan sertifikasi ISO di Indonesia. Penelitian ini menggunakan metode analisis data SEM (Structural Equation Modeling) dan dioperasikan menggunakan aplikasi AMOS 24.0. Penelitian ini menggunakan data primer berupa kuesioner yang dibagikan kepada 225 perusahaan yang merupakan pelanggan salah satu badan sertifikasi ISO di Indonesia. Berdasarakan hasil analisis, persepsi harga dan kualitas pelayanan memiliki pengaruh yang signifikan terhadap kepuasan pelanggan dan keputusan melakukan sertifikasi ulang. Sedangkan hubungan pemasaran secara tidak langsung melalui kepuasan pelanggan memiliki pengaruh yang signifikan terhadap keputusan melakukan sertifikasi ulang.
The Role of Green Self-Identity and Perceived Consumer Effectiveness in Shaping Green Purchase Intention Among Generation Z Dharmawati, Desy; Harwani, Yuli; Nurmahdi, Adi; Wulandari, Ririn
International Journal of Economics, Business, and Entrepreneurship Vol 8 No 2 (2025): IJEBE July-December 2025
Publisher : FEB - Universitas Lampung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23960/ijebe.v8i2.368

Abstract

This study investigates the influence of green self-identity and perceived consumer effectiveness on green purchase intention among Generation Z consumers in Indonesia. Using a quantitative, causal-explanatory approach, data were collected through an online survey involving 350 respondents residing in the Jabodetabek area. Structural Equation Modeling–Partial Least Squares (SEM-PLS 4.0) was employed to test the hypothesized relationships. The results indicate that both green self-identity and perceived consumer effectiveness have a significant and positive effect on green purchase intention. Green self-identity emerges as the dominant predictor, suggesting that internalized environmental self-concept strongly motivates sustainable purchasing behavior. These findings align with the Theory of Planned Behavior, which emphasizes the role of self-concept and perceived control in behavioral intention. Practically, the study provides actionable insights for marketers and policymakers to strengthen sustainable branding strategies targeting young consumers. Enhancing consumers’ sense of personal responsibility and environmental identity can foster long-term pro-environmental commitment. Theoretically, the study contributes to the development of sustainability marketing by validating identity-based and efficacy-based constructs within an emerging market context.
Co-Authors Andri Irfan Rifai Ariyapijati, Raden Hendra Azwar, Rully Choiril Budiono, Nur Aktif Dharmawati, Desy Fitrajaya, Prawira Hadi Hasdian, Elhazri Kartini, Fenny Muhammad Isradi Nahra Putra, Muhammad Thariq Nardo, Ma Theresa Bringas Paskariyani, Hana Pringgodigdoyo, Prapatantio Teteg Ririn Wulandari Scorita, Kurnia Budhy Sutrisno, Rendi Syafarudin, Afriapollo Syafwandi, Syafwandi Syahidah, Hanna Asma Wahyudi Wahyudi Wiguna, Esa Setia Yuli Harwani, Yuli Yusup, Rendi