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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 Formosa Journal of Applied Sciences (FJAS) International Journal of Economics (IJEC) Jurnal Indonesia Sosial Sains Enrichment: Journal of Multidisciplinary Research and Development Journal of Sustainable Economic and Business
Adi Nurmahdi, Adi
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Religion Agriculture, Biological Sciences & Forestry Humanities Astronomy Biochemistry, Genetics & Molecular Biology Chemistry Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Energy Engineering Environmental Science Health Professions Immunology & microbiology Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Neuroscience Physics Social Sciences Other

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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.
Analysis of Consumer Intentions to Avoid Purchasing Electric Motorcycle Products: An Innovation Resistance Theory Approach and the Moderating Role of Green Trust Damayanti, Nenty; Nurmahdi, Adi
Enrichment: Journal of Multidisciplinary Research and Development Vol. 3 No. 11 (2026): Enrichment: Journal of Multidisciplinary Research and Development
Publisher : International Journal Labs

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55324/enrichment.v3i11.616

Abstract

Electric motorcycles are promoted as an environmentally friendly transportation solution to reduce carbon emissions and support sustainable development. However, consumer resistance to purchasing electric motorcycles remains a major barrier, particularly in developing countries such as Indonesia. This study aims to analyze the effects of innovation barriers on Intention to Resist Electric Motorcycle Product Purchase, namely Usage Barrier, Value Barrier, Risk Barrier, Tradition Barrier, and Image Barrier, and to examine the moderating role of Green Trust. The study employs a quantitative approach using PLS-SEM. Data were collected from 221 respondents aged 18–56 who live or work in Jabodetabek and Yogyakarta. The findings indicate that Usage Barrier, Value Barrier, Tradition Barrier, and Image Barrier have a positive and significant effect on consumers’ intention to resist purchasing electric motorcycles, while Risk Barrier is not significant. Among all barriers, the Tradition Barrier is the most dominant factor. In addition, Green Trust is not proven to significantly moderate the relationships between the innovation barriers and the intention to resist purchase. This study extends the application of Innovation Resistance Theory (IRT) in the context of green products and offers practical recommendations for industry stakeholders to strengthen credibility and foster more positive perceptions of electric motorcycles.
Analysis of Consumer Intention to Resist Electric Motorcycles Product Purchase : an Innovation Resistance Theory Approach Damayanti, Nenty; Nurmahdi, Adi
Journal of Sustainable Economic and Business Vol. 3 No. 1 (2026): Journal of Sustainable Economic and Business (JOSEB)
Publisher : ARE Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70550/joseb.v3i1.316

Abstract

Objectives: Electric motorcycles have been promoted as a sustainable transportation solution; however, consumer adoption in Indonesia remains relatively limited, indicating the existence of resistance toward this innovation. This study aims to analyze the factors influencing consumers’ intention to resist electric motorcycle product purchase using the Innovation Resistance Theory (IRT) approach.Methodology: This research adopts a quantitative research approach using a survey method. Data were collected through an online questionnaire from 221 respondents selected using purposive sampling, consisting of individuals aged 18–56 years who reside or work in Jabodetabek and Yogyakarta and are familiar with electric motorcycles. The collected data were analyzed using PLS-SEM with SmartPLS 4.1.1.4 software to examine the relationships among the innovation resistance variables.Finding: The results reveal that usage barrier, value barrier, tradition barrier, and image barrier have a positive and significant effect on consumers’ intention to resist electric motorcycle product purchase, while risk barrier does not show a significant effect. Among all barriers, tradition barrier is identified as the most dominant factor contributing to consumer resistance.Conclusion: Consumer resistance toward electric motorcycle product purchase in Indonesia is mainly driven by behavioral, value-related, and perceptual barriers rather than perceived risk. The dominance of tradition barrier highlights the strong influence of habitual reliance on conventional motorcycles, indicating that efforts to accelerate adoption should prioritize behavior change strategies, value enhancement, and image improvement rather than focusing solely on technical aspects.
Co-Authors Azwar, Rully Choiril Budiono, Nur Aktif Damayanti, Nenty Dharmawati, Desy Fitrajaya, Prawira Hadi Kartini, Fenny Nahra Putra, Muhammad Thariq Nardo, Ma Theresa Bringas Paskariyani, Hana Pringgodigdoyo, Prapatantio Teteg Ririn Wulandari Scorita, Kurnia Budhy Sutrisno, Rendi Syafarudin, Afriapollo Syahidah, Hanna Asma Wahyudi Wahyudi Wiguna, Esa Setia Yuli Harwani, Yuli Yusup, Rendi