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Kussudyarsana Kussudyarsana
Fakultas Ekonomi Dan Bisnis Universitas Muhammadiyah Surakarta
Religion Agriculture, Biological Sciences & Forestry Humanities Biochemistry, Genetics & Molecular Biology Chemical Engineering, Chemistry & Bioengineering Chemistry Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Medicine & Pharmacology Physics Public Health Social Sciences Transportation Other

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Journal : JURNAL LENTERA BISNIS

 1 
ANALISIS CELEBRITY ENDORSER, HARGA DAN KUALITAS PRODUK TERHADAP NIAT BELI ULANG PADA PRODUK LOKAL SCARLET WHITENING Anggun Azizah; Kussudyarsana Kussudyarsana
JURNAL LENTERA BISNIS Vol. 14 No. 2 (2025): JURNAL LENTERA BISNIS, MEI 2025
Publisher : POLITEKNIK LP3I JAKARTA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34127/jrlab.v14i2.1522

Abstract

In an era of increasing business competition, especially in the beauty industry, effective marketing strategies are key in building consumer loyalty. Local products such as Scarlet Whitening are required to not only attract new consumers, but also retain existing customers through repeat purchases. Factors such as the use of celebrity endorsers, competitive pricing, and product quality are important aspects that influence consumer decisions to make repeat purchases. This study aims to analyze Celebrity Endorser, Price and Product Quality on Repurchase Intention on Scarlet Whitening local products. This research method is quantitative. The population in this study were all Muhammadiyah Surakarta students. The number of samples in this study were 185 respondents. The sampling technique in this study used a purposive sampling method. The data source of this research is primary data. This study used a questionnaire to collect data. The data collected for this study were analyzed using the Partial Least Square (PLS) program. The results of this study are celebrity endorsement has a positive and significant effect on repurchase intentions. Price has no positive and insignificant effect on repurchase intention. Product quality has a positive and significant effect on repurchase intention.
ANALISIS PENGARUH ENDORSER, KONTEN DIGITAL, DAYA TARIK PRODUK TERHADAP MINAT BELI ULANG PADA HIGHT DAN LOW INVOLVEMENT Gusva Nanda Prayoga; Kussudyarsana Kussudyarsana
JURNAL LENTERA BISNIS Vol. 14 No. 2 (2025): JURNAL LENTERA BISNIS, MEI 2025
Publisher : POLITEKNIK LP3I JAKARTA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34127/jrlab.v14i2.1566

Abstract

This research endeavors to examine the effects of endorsers, digital content, and product appeal on consumers' intentions to repurchase, incorporating product involvement as a moderating factor. A quantitative methodology was utilized, employing an online survey targeting 200 respondents who are active users of social media and have previously engaged in purchases via digital endorsements. The analysis of data was conducted through the Structural Equation Modeling Partial Least Squares (SEM–PLS) technique. The results indicate that each of the three independent variables endorser, digital content, and product appeal exerts a positive and statistically significant impact on repurchase intention. Furthermore, product involvement serves as a significant moderator within these dynamics, particularly affecting the relationships involving digital content and product appeal. The model produced an R² value of 0.797 and a Q² value of 0.794, demonstrating substantial predictive relevance in elucidating the dependent variable.
PENGARUH BRAND IMAGE, BRAND AWARENESS, DAN BRAND AMBASSADOR DALAM PROMOSI K-POP TERHADAP MINAT PEMBELIAN ULANG PADA PRODUK SCARLETT DENGAN SIKAP MEREK SEBAGAI VARIABEL MEDIASI Hidayah, Mahabbatul; Kussudyarsana, Kussudyarsana
JURNAL LENTERA BISNIS Vol. 15 No. 1 (2026): JURNAL LENTERA BISNIS, JANUARI 2026
Publisher : POLITEKNIK LP3I JAKARTA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34127/jrlab.v15i1.2092

Abstract

The purpose of this study is to examine how brand image affects, brand awareness, and brand ambassadors on repurchase intention of Scarlett products, with brand attitude as a mediating variable. This research used a causal research design with a quantitative approach. Data was gathered using questionnaires given out to 180 individuals who regularly use Scarlett products in Indonesia.had made repeat purchases, and were aware of Scarlett’s promotions involving K-Pop brand ambassadors. Purposive sampling was the method of sampling that was employed. Using SmartPLS 4 software, partial least squares–structural equation modeling, or PLS-SEM, was used to analyze the data. The findings show that while brand awareness and image have a favorable and considerable impact on brand attitude, they do not significantly affect repurchase intention. Both brand attitude and repurchase intention are significantly and favorably impacted by brand ambassadors. Additionally, repurchase intention is positively and significantly impacted by brand sentiment. Brand attitude strongly mediates the association between brand image and brand ambassador on repurchase intention, according to mediation tests, but it does not mediate the impact of brand awareness. These findings emphasize the crucial role of brand attitude in encouraging repurchase intention, particularly through positive brand perceptions and the effectiveness of K-Pop brand ambassadors.
Co-Authors Aan Sofyan Adelia Putri Istiqomah Aflit Nuryulia Praswati Agus Setiawan, Anton Agustin Dwi Hastuti Anggrayuda fajar Anggun Azizah Anggun, Nita Putri Annisa Annisa Antika, Mia Anton Agus Setyawan Arumsari, Septiana Lisa Ayu Khoirotul Umaroh Ayuandira, Ririn Berliana, Rahma Novita Cintaning Harda Pramita Devi, Nur Yuliana Dwi Budi Santoso Dwi Putri Kinasih Edy Purwo Saputro Evita Dhewi Hananti F Firmansyah, F Farhan Afifudin, Muhammad Fari Adi Prasetya Farid Wajdi Fatchurrohman Fatchurrohman Fatchurrohman Fatchurrohman, Fatchurrohman Febrianti, Bella Firda Ainiya Gusva Nanda Prayoga Halim Hananti, Evita Dhewi Hastuti, Agustin Dwi Hidayah, Mahabbatul Ihwan Susila Jannah, Zainur Miftakhul Jati Waskito Jufendri Labibah Hasna Syatiqa Laili Isrofa Lestari Rejeki Lestari Rejeki, Lestari Luluk Ria Rakhma Luqiana, Asyifa Lulu M. Rizki M. Sholahuddin Maimun, Muhammad Halim Mangestuti, Ratna Mai Maulana, Huda Kurnia Mia Antika Moh fahmi Johan Syah Muchlison Anis Muh. Tasrif Muhammad Alvin Danu Arta Muhriza, Nurul Muhtadi Muhtadi Mulyono, Afieina Maulida Munajat Tri Nugroho Naisha Rahma Indraswari Nindya Putri Maharani Nur Achmad Nur Ahmad, Nur Nur Yuliana Devi Nurhidayat Nurhidayat Prabowo, Kharina Febby Purwo Saputro, Edy Puspitasari, Anita Rahmad Ageng Handoko Rahmadhoni, Novita Kusuma Rahmawati, Clara Fadhilla Ram Vemuri Ramadhaningtyas, Novendra Frida Reni Nur Alviana Riska Atqiyya Baroroh Rohmani, Nala Putriana Haidir S Soepatini Sholahudin, M. Soeptaini Soeptaini Solly Aryza Suranto Suranto Sutanto, Wullyatri Dewi Risma Syahputra, Firnanda Dwi Utami, Ayu Sri Utami, Ruruh Ayu Widi Utami, Dyah Widiatmoko, Eling Yessy Bangkit Forma Zhari, Maulaniya Nestri Setya Zulfa Irawati Zulfa Irawati, Zulfa