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The Role of Celebrity Endorsers and Brand Awareness on Purchasing Decision through Trust in E-Commerce Consumers in Yogyakarta Barus, Hendra Budianto; Fadhilah, Muinah; Cahyani, Putri Dwi
Jurnal Manajemen Bisnis Vol. 11 No. 1 (2024): March
Publisher : Pusat Penerbitan dan Publikasi Ilmiah, FEB, Universitas Muslim Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33096/jmb.v11i1.719

Abstract

This study aims to determine the effect of celebrity endorsers and brand awareness on purchasing decisions through trust in Tokopedia E-Commerce consumers in Yogyakarta. This research uses quantitative methods. The population is Tokopedia E-Commerec consumers in Yogyakarta. The sampling technique used is nonprobability sampling by distributing questionnaires to 100 respondents measured on a Likert scale. For data analysis techniques using multiple linear regression analysis methods. The results of this study indicate that celebrity endorsers (X1) have a positive and significant effect on purchasing decisions (Y) and trust (Z), brand awareness (X2) has a positive and significant effect on purchasing decisions (Y) and trust (Z), trust (Z) has a positive and significant effect on purchasing decisions (Y). And there is a positive and significant influence of celebrity endorsers and brand awareness on purchasing decisions through trust.
PENGARUH ONLINE CUSTOMER REVIEW DAN ELECTRONIC WORD OF MOUTH TERHADAP PURCHASING DECISION DENGAN BRAND IMAGE SEBAGAI VARIBEL INTERVENING PADA KONSUMEN LAZADA DI YOGYAKARTA Utami, Retno; Fadhilah, Muinah; Maharani, Bernadetta Diansepti
Jurnal Manajemen Terapan dan Keuangan Vol. 13 No. 02 (2024): Jurnal Manajemen Terapan dan Keuangan
Publisher : Program Studi Manajemen Pemerintahan dan Keuangan Daerah Fakultas Ekonomi dan Bisnis Universitas Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22437/jmk.v13i02.31739

Abstract

Abstrak Penelitian ini bertujuan untuk mengetahui pengaruh online customer review, dan electronic word of mouth terhadap purchasing decision dengan brand image sebagai variabel intervening pada konsumen Lazada di Yogyakarta. Penelitian ini menggunakan jenis penelitian kuantitatif, dengan teknik pengambilan sampel yang digunakan yaitu dengan metode purposive sampling. Sampel dalam penelitian sebanyak 102 responden masyarakat di Yogyakarta yang pernah melakukan transaksi pembelian di marketplace Lazada. Metode pengumpulan data menggunakan angket atau kuesioner yang dibagikan secara daring melalui google form. Teknik analisis data menggunakan uji kualitas data, uji asumsi klasik, dan uji hipotesis melalui bantuan program SPSS versi 24. Hasil penelitian ini menunjukkan bahwa electronic word of mouth berpengaruh positif dan signifikan terhadap purchasing decision, online customer review berpengaruh positif dan signifikan terhadap purchasing decision, electronic word of mouth berpengaruh positif dan signifikan terhadap brand image, online customer review berpengaruh positif dan signifikan terhadap brand image, dan brand image berpengaruh negatif dan signifikan terhadap purchasing decision. Kata Kunci: Online customer review, Electronic word of mouth, Brand image, Purchasing decision Abstract This study aims to determine the effect of online customer reviews, and electronic word of mouth on purchasing decisions with brand image as an intervening variable for Lazada consumers in Yogyakarta. This study uses a type of quantitative research, with the sampling technique used, namely the purposive sampling method. The sample in the study was 102 community respondents in Yogyakarta who had made purchase transactions in the Lazada marketplace. The data collection method uses a questionnaire distributed online via Google Forms. The data analysis technique uses data quality tests, classical assumption tests, and hypothesis testing through the help of the SPSS version 24 program. The results of this study indicate that electronic word of mouth has a positive and significant effect on purchasing decisions, online customer review has a positive and significant effect on purchasing decisions, electronic word of mouth has a positive and significant effect on brand image, online customer review has a positive and significant effect on brand image, and brand image has a negative and significant effect on purchasing decision. Keywords: Online customer review, Electronic word of mouth, Brand image, Purchasing decision
PENGARUH CELEBRITY ENDORSER DAN DESAIN PRODUK TERHADAP KEPUTUSAN PEMBELIAN MELALUI BRAND AWARENESS SEBAGAI VARIABEL INTERVENING PADA KONSUMEN BRAND ERIGO DI INDONESIA Rahmawati, Lisa; Fadhilah, Muinah; Cahya, Agus Dwi
Jurnal Manajemen Terapan dan Keuangan Vol. 13 No. 02 (2024): Jurnal Manajemen Terapan dan Keuangan
Publisher : Program Studi Manajemen Pemerintahan dan Keuangan Daerah Fakultas Ekonomi dan Bisnis Universitas Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22437/jmk.v13i02.31741

Abstract

Abstrak Penelitian ini bertujuan untuk mengetahui pengaruh celebrity endorser dan desain produk terhadap keputusan pembelian dengan brand awareness sebagai variabel intervening. Penelitian ini menggunakan jenis penelitian kuantitatif dengan sampel sebanyak 102 responden di Indonesia yang pernah membeli produk Erigo. Metode pengumpulan data menggunakan kuesioner yang dibagikan menggunakan teknik purposive sampling. Teknik analisis data menggunakan uji kualitas data, uji asumsi klasik, uji regresi berganda, dan uji hipotetis melalui program SPSS 22. Hasil penelitian menunjukkan bahwa celebrity endorser berpengaruh positif dan signifikan terhadap keputusan pembelian, desain produk berpengaruh positif dan signifikan terhadap keputusan pembelian, celebrity endorser berpengaruh positif dan signifikan terhadap brand awareness, desain produk berpengaruh positif dan sigifikan terhadap brand awareness, brand awarenees tidak berpengaruh terhadap keputusan pembelian. Brand awareness tidak mampu memediasi hubungan antara celebrity endorser terhadap keputusan pembelian. Brand awareness tidak mampu memediasi hubungan desain produk terhadap keputusan pembelian. Kata kunci: Celebrity endorser, desain produk, barand awareness, keputusan pembelian Abstract This research aims to determine the influence of celebrity endorsers and product design on purchasing decisions with brand awareness as an intervening variable. This research uses quantitative research with a sample of 102 respondents in Indonesia who have purchased Erigo products. The data collection method uses a questionnaire distributed using a purposive sampling technique. Data analysis techniques use data quality tests, classical assumption tests, multiple regression tests, and hypothetical tests using the SPSS 22 program. The research results show that celebrity endorsers have a positive and significant effect on purchasing decisions, product design has a positive and significant effect on purchasing decisions, celebrity endorsers positive and significant effect on brand awareness, product design has a positive and significant effect on brand awareness, brand awareness has no effect on purchasing decisions. Brand awareness is not able to mediate the relationship between celebrity endorsers and purchasing decisions. Brand awareness cannot mediate the relationship between product design and purchasing decisions. Keywords: Celebrity endorser, product design, brand awareness, purchasing decision
PENGARUH PERCEIVED INFLUENCE PADA INTENTION TO PURCHASE, BRAND ENGAGEMENT, BRAND EXPECTED VALUE SEBAGAI VARIABEL INTERVENING Anggrasari, Yeni Dwi; Fadhilah, Muinah; Kusumaningrum, Nonik
Jurnal Manajemen Terapan dan Keuangan Vol. 13 No. 03 (2024): Jurnal Manajemen Terapan dan Keuangan
Publisher : Program Studi Manajemen Pemerintahan dan Keuangan Daerah Fakultas Ekonomi dan Bisnis Universitas Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22437/jmk.v13i03.32307

Abstract

Penelitian ini bertujuan untuk menentukan pengaruh perceived impact terhadap niat beli, keterlibatan merek, dan nilai yang diharapkan dari merek sebagai variabel intervening di Yogyakarta. Kemajuan teknologi dalam berbelanja telah menunjukkan kemajuan signifikan di seluruh dunia. Di Indonesia, banyak aplikasi e-commerce yang tersedia, dengan Blibli.com menjadi salah satu platform terkemuka yang masih dalam tahap pengembangan. Studi ini menggunakan metode kuantitatif, menargetkan konsumen Blibli.com di Yogyakarta sebagai populasi. Pengambilan sampel nonprobability digunakan, dengan menyebarkan kuesioner kepada 277 responden, yang diukur menggunakan skala Likert. Teknik analisis data yang diterapkan adalah analisis regresi linier berganda. Temuan menunjukkan adanya korelasi yang signifikan dan positif antara Perceived Influence, Brand Engagement, Brand Expected Value, dan Intention To Buy di Blibli.com.
PENGARUH PENDEKATAN KUALITATIF DALAM RISET PEMASARAN DAN PENGUKURAN PADA KINERJA BISNIS Baiza, Ahmad; Uran, Alfonsus Vianey Nara; Fadhilah, Muinah
Jurnal Ekonomi Kreatif dan Manajemen Bisnis Digital Vol 1 No 2 (2022): NOVEMBER
Publisher : Transpublika Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (185.716 KB) | DOI: 10.55047/jekombital.v1i2.344

Abstract

This study aims to discuss qualitative approaches in marketing research as part of measuring business performance today. This research examines the similarities and differences between three qualitative research methods: phenomenology, grounded theory, and ethnography. Research will be beneficial to the development of theories and will assist in the making of sound business decisions. This study demonstrates that qualitative research methods are now considered appropriate for use in consumer research as well as marketing in general. This article presents a research method that takes a qualitative approach and discusses some of the potential applications of that method in marketing research and the measurement of business success.
Pengaruh Kualitas Produk, Desain Produk, dan Promosi terhadap Keputusan Pembelian Produk di e-Commerce Lazada: (Studi Kasus pada Mahasiswa Yogyakarta) Priandewi, Made Maitri; Fadhilah, Muinah; Maharani, Bernadetta Dian Septi
Jurnal Bingkai Ekonomi (JBE) Vol 7 No 1 (2022): Jurnal Bingkai Ekonomi (JBE)
Publisher : Lembaga Penelitian dan Pengabdian kepada Masyarakat (LPPM) - Institut Teknologi dan Bisnis (ITB) Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54066/jbe.v7i1.116

Abstract

In the past, offline stores were in great demand by consumers. As technology develops, many companies develop and facilitate small online stores with the creation of E-Commerce. One of them is Lazada. This research was conducted to see the effect of product quality, product design, and promotion on purchasing decisions in Lazada E-Commerce, either simultaneously or partially. This research is descriptive with quantitative data. The data used are primary data obtained from questionnaires. The results of this study indicate that only partial testing of product quality (X1) and promotion (X3) variables has a significant effect on purchasing decisions (Y). Meanwhile, the product design variable (X2) has no significant effect on purchasing decisions (Y). Meanwhile, simultaneous testing of product quality (X1), product design (X2), and promotion (X3) has a joint effect on purchasing decisions (Y). Suggestions needed in further research are adding other variables that influence purchasing decisions, trust, features and so on.
The Mediating Role of Perceived Value on Purchase Decisions In Ecommerce Amin, Ahmad Muslich; Fadhilah, Muinah; Cahyani, Putri Dwi
Jurnal Ekonomi dan Bisnis Vol 25, No 2 (2024): JURNAL EKONOMI DAN BISNIS
Publisher : Department of Management, Faculty of Economics, Universitas Islam Sutan Agung, Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30659/ekobis.25.2.233-243

Abstract

This research aims to find out whether brand image and digital marketing variables influence purchasing decisions on the Lazada application with perceived value as a mediating variable. This research took samples from consumers in Indonesia. The sampling method is non-probability, and the sampling technique uses purposive sampling. Data collection was carried out via messages with questionnaires sent via WhatsApp. The number of respondents processed was 112 respondents and the data was analyzed using SPSS. The results of the t test research show that the brand image variable has a significant effect on purchasing decisions with a significance value of 0.013 <0.05; The digital marketing variable has no influence and is not significant on purchasing decisions with a significance value of 0.072 > 0.05; The perceived value variable has a significant effect on purchasing decisions with a significance value of 0.000 <0.05; The brand image variable has a significant effect on perceived value with a significance value of 0.002 <0.05; The digital marketing variable has a significant effect on perceived value with a significance value of 0.002 < 0.05. Based on the results of the F test, the variables brand image, digital marketing, and perceived value have a simultaneous influence on the purchasing decision variable, because the significance value is 0.000 < 0.05; The brand image and digital marketing variables have a simultaneous effect on perceived value, because the significance value is 0.000 <0.05.
The Impact of Brand Image on Purchasing Decisions on 3 Second Brand Products Nugroho, Dwi Agus; Fadhilah, Muinah; Cahya, Agus Dwi
Jurnal Ekonomi dan Bisnis Vol 25, No 2 (2024): JURNAL EKONOMI DAN BISNIS
Publisher : Department of Management, Faculty of Economics, Universitas Islam Sutan Agung, Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30659/ekobis.25.2.223-232

Abstract

This study aims to determine whether product design and content marketing variables affect purchasing decisions on products from 3Second brands with brand image as an intervening variable. This study took samples from consumers who were in the Special Region of Yogyakarta. The sampling method is non-probability, and the sampling technique uses purposive sampling. Data collection was done through a messenger with questionnaires sent via Whatsapp. The number of respondents processed was 105 respondents and the data was analyzed using SPSS. The results showed that the variables of product design, content marketing and brand image had a positive and significant effect on purchasing decisions. The results also showed that product design and content marketing variables had a positive and significant effect on brand image. Product design variables mediated by brand image have a positive and significant influence on purchasing decisions. Content marketing variables mediated by brand image have a positive and significant influence on purchasing decisions.
ANALISIS ONLINE CONSUMER REVIEWS DAN GREEN PRODUCT TERHADAP PURCHASE DECISION MELALUI TRUST SEBAGAI VARIABEL INTERVENING Putri, Yessi Anggraeni; Lukitaningsih, Ambar; Fadhilah, Muinah
Jurnal Pendidikan Ekonomi (JURKAMI) Vol 8, No 2 (2023): JURKAMI
Publisher : STKIP Persada Khatulistiwa Sintang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31932/jpe.v8i2.2464

Abstract

In this study, trust will be used as a mediator to examine the elements that affect consumers' decisions to buy skin care goods at Sociolla. Quantitative research methodology is employed. 100 Sociolla consumers who bought Sukin goods in Indonesia are included in this study. Questionnaire-based data collection where answers are rated on a likert scale. Descriptive statistical analysis and inferential statistical analysis (SEM) based on variance, including the Measurement Model Indicator Test and Fit Model Test, are included in the data analysis process. testing of hypotheses using internal model testing findings. Based on the results of the analysis can be concluded that online customer reviews have a positive impact on consumer trust Sociolla, Green product has a positive effect on the trust of consumers Sociolla. Trust has no positive influence on purchase decisions, Online customer reviews have no positive impact on purchasing decisions. Green products have a positive impact on purchasing decisions. Trust variables do not play a role in measuring the influence of online customer reviews on consumer purchase decisions at Sociolla. Trust variables do not play a role in influencing the influence of green products on purchasing decisions at Sociolla.
Determinan Keputusan Pembelian dan Kepercayaan Merek Sebagai Variabel Mediasi (Determinants of Purchasing Decisions and Brand Trust as Mediating Variables) Erawati, Dian; Fadhilah, Muinah; Cahya, Agus Dwi
Akutansi Bisnis & Manajemen ( ABM ) Vol 31 No 1 (2024): April
Publisher : STIE Malangkucecwara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35606/jabm.v31i1.1387

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh dukungan selebriti dan variasi produk yang dimediasi oleh kepercayaan merek terhadap keputusan pembelian mie sedaap. Obyek penelitian adalah pelanggan mie sedaap di Yogyakarta pada tahun 2023. Sampel secara purposive dan diperoleh 105 responden yang kemudian dianalisis dengan regresi linier berganda dan uji sobel. Hasil penelitian menunjukkan dukungan selebriti dan variasi produk tidak berpengaruh pada keputusan pembelian, juga tidak berpengaruh pada kepercayaan merek, tetapi variasi produk berpengaruh pada kepercayaan merek. Selain itu kepercayaan merek berpengaruh positif pada keputusan pembelian dan memediasi hubungan variasi produk dengan keputusan pembelian. Namun kepercayaan merek tidak dapat memediasi hubungan dukungan selebriti terhadap keputusan pembelian.
Co-Authors Abdul Rokhim Agus Dwi Cahya Agus Setiawan, Eko Agustin, Lina Alika, Azza Putri Ambar Lukitaningsih Amin, Ahmad Muslich Amirullah, Malik Abd Karim Andika Andika Anggrasari, Yeni Dwi Arafah, Riqif Arief Prasetyo Arif Wahyu Setiawan, Arif Wahyu Arlana Hidayatullah, Aidil Ayu Larasati, Adelia Azizah, Rizka Nur Baiza, Ahmad Barus, Hendra Budianto Budi Setiawan Cahyati, Ratih Nur Chandra Putry, Nur Anita Chasanah, Iswatun Dedek Susanto, Dedek Dewi, Siskana Dwi Agus Nugroho Erawati, Dian Fatmaningrum, Sakti Riana Fauzi , Fitriya Gilang Ramadhan, Oktavian Hadi , Syamsul Hatmanti Hutami, Lusia Tria Henny Welsa Heru Pratama, Yhoga Himmah, Tri Siswari Faiqotul Hutami, Lusia Tri Hatmanti Hutami, Lusia Tria Hatmanti IBN Udayana, IBN Ida Bagus Nyoman Udayana Kholifah, Laras Kirana Putri , Fuadhillah Kurniawati, Melinda Kusuma Chandra Kirana, Kusuma Chandra Kusumaningrum, Nonik Larasati, Adelia Ayu Larasati, Rian Lestari, Efa Suci Lisa Rahmawati Luthfiana, Della Nanda Maharani, Bernadetta Dian Maharani, Bernadetta Dian Septi Maharani, Bernadetta Diansepti Nadia Nadia Nonik Kusuma Ningrum Noraini, Jesy Nur Anisa Nurrohmah, Mutiah Nusantara, Aiza Duta Dwipa Oktaviani, Ayuni Pramana, Fendy Aji Pratama, Nico Pratiwi, Selly Anjar Priandewi, Made Maitri Purwani Sari, Putri Gesit Purwantoro, Nugroho Puspitaningrum, Sari Rahma Putri Dwi Cahyani, Putri Dwi Putri, Yessi Anggraeni Reni Suci Wahyuni Retno Utami, Retno Retno Wulandari Riskin Hidayat Sekartyasmara, Wulan Septyarini, Epsilandri Setiawan, Eko Agus Setyawan, Didik Wahyu Supinardi, ,Bambang Susanto Susanto Taqi Ardabilli, Muhammad Triono, Tomi Agus Uran, Alfonsus Vianey Nara Wijaya, Sananta Malde Wulandari, Destri Wulansari, Rika Yusup, Ariska Maulana Zulfiah, Evi