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All Journal Jurnal Ilmiah Manajemen Kesatuan AKMENIKA Jurnal Manajerial Dan Kewirausahaan International Journal of Application on Economics and Business Jurnal Serina Ekonomi dan Bisnis Asian Journal of Social and Humanities Ekonomia Aksi Kita: Jurnal Pengabdian Kepada Masyarakat Journal of Business and Information System Jurnal Serina Abdimas
Galuh Mira Saktiana
Fakultas Ekonomi Dan Bisnis, Universitas Tarumanagara Jakarta
Computer Science & IT Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Public Health Social Sciences Other

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Triangular Theory Of Love Vs Conditional Integration Theory Of Love Untuk Penelitian Pemasaran Galuh Mira Saktiana
Akmenika: Jurnal Akuntansi dan Manajemen Vol. 19 No. 2 (2022): AKMENIKA
Publisher : Universitas PGRI Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31316/akmenika.v19i2.4171

Abstract

Marketing research adopts many theories derived from psychology. The theory that is widely used for marketing research on the construct of brand love is the Triangular Theory of Love, where this theory discusses interpersonal love in which there are three components, namely intimacy, passion and commitment. This paper provides evidence that the theory turns out to have weaknesses that can be answered by the Conditional Integration Theory of Love and is a complement to the previous one, where this theory says that customer love is influenced by the desire to integrate with an object and the reality of integration with the object. Some of the existing weaknesses can be improved by the Conditional Integration Theory of Love, including the intimacy component which is more suitable for two-way relationships, then the commitment component leads to normative moral obligations. The love that occurs between the consumer and the brand is a one-way love, not a two-way give-and-take relationship. Therefore, a more appropriate theory for marketing research, especially brand love is the Conditional Integration Theory of Love.
Penerapan Aktivitas Social Media Marketing (SMM) pada Pemilihan Destinasi Liburan Galuh Mira Saktiana
Akmenika: Jurnal Akuntansi dan Manajemen Vol. 20 No. 1 (2023): AKMENIKA
Publisher : Universitas PGRI Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31316/akmenika.v20i1.4562

Abstract

This study includes the tourism sector in particular to examine the influence of SMM (Social Media Marketing) activity, brand love, brand trust on brand equity and brand loyalty. This study adapts social network theory, the use of this theory is appropriate for this study which examines SMM activities that affect brand equity which will eventually lead to brand loyalty, because the focus that marketers want to aim for is loyalty. The brand equity can be built with high brand love and high brand trust. This study used 344 respondents to fill out a questionnaire via the Google form provided. The determination of the sample was carried out using a non-probability method with a purposive sampling technique. Then proceed with testing the validity and reliability as well as testing the hypothesis with the SEM-AMOS 22 analysis tool. The results of this study state that all hypotheses that have a direct relationship and mediation are all supported. The results of this study also show that the influence SMM activities on Brand Trust is the strongest. This means that SMM activities through platforms that are in it, such as Instagram, for example, greatly affect brand trust.  
Investigating The Impact of Cause Related Marketing on Consumer Attitude and Purchase Intention Galuh Mira Saktiana; Adhi Prakosa
Asian Journal of Social and Humanities Vol. 1 No. 12 (2023): Asian Journal of Social and Humanities
Publisher : Pelopor Publikasi Akademika

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59888/ajosh.v1i12.124

Abstract

Cause-related marketing (CRM) is a marketing program that closely relates to corporate social responsibility. The increasing popularity of CRM has led many researchers to investigate effective CRM campaign strategies. This study employs an experimental design with a factorial design to assess the impact of time duration, proximity, and congruence on brand attitudes and intentions. The study was conducted with college students from two cities in Indonesia, and statistical analyses, including t-tests and regression, were utilized. The results indicate that respondents' attitudes vary with respect to time duration and congruence, and attitudes towards brands related to CRM programs positively affect intentions. Therefore, marketers should consider the attributes of CRM, such as duration and congruence, to ensure that the program is accepted by consumers.
The Role of Brand Trust in Influencing Purchase Intention through Review and Endorsement Febby Setiawan Salu; Galuh Mira Saktiana
Jurnal Manajerial Dan Kewirausahaan Vol. 7 No. 4 (2025): Jurnal Manajerial dan Kewirausahaan
Publisher : Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/jmk.v7i4.36518

Abstract

Industri kecantikan di Indonesia mengalami pertumbuhan pesat, didukung oleh populasi muda dan kesadaran akan pentingnya perawatan kulit. Untuk meningkatkan minat beli konsumen, perusahaan kosmetik menggunakan berbagai strategi pemasaran, termasuk online customer review dan celebrity endorsement. Penelitian ini bertujuan untuk mengeksplorasi peran brand trust dalam memediasi pengaruh online customer review dan celebrity endorsement terhadap purchase intention pada produk perawatan tubuh di DKI Jakarta. Metode penelitian yang digunakan adalah deskriptif dengan pengumpulan data melalui kuesioner online (g-form) yang diisi oleh 160 responden yang memenuhi kriteria menggunakan teknik purposive sampling. Kuesioner menggunakan skala Likert 1-6 untuk mengukur variabel, dan analisis data dilakukan menggunakan metode Structural Equation Modeling (SEM) dengan software SmartPLS 4. Hasil penelitian menunjukkan bahwa online customer review dan celebrity endorsement memiliki pengaruh positif signifikan terhadap brand trust dan purchase intention. Selain itu, brand trust memediasi secara signifikan pengaruh online customer review dan celebrity endorsement terhadap purchase intention. Kesimpulan penelitian ini menekankan pentingnya brand trust dalam memperkuat niat beli konsumen melalui strategi pemasaran berbasis ulasan online dan dukungan selebriti dalam rangka memperkuat posisinya di pasar yang semakin kompetitif. The beauty industry in Indonesia has experienced rapid growth, supported by a young population and an increasing awareness of the importance of skincare. To enhance consumer purchase intention, cosmetic companies employ various marketing strategies, including online customer reviews and celebrity endorsement. This study aims to explore the role of brand trust in mediating the influence of online customer reviews and celebrity endorsement on purchase intention for body care products in DKI Jakarta. The research method used is descriptive, with data collected through an online questionnaire (g-form) filled out by 160 respondents who met the criteria using purposive sampling. The questionnaire utilized a 1-6 Likert scale to measure variables, and data analysis was performed using Structural Equation Modeling (SEM) with SmartPLS 4 software. The results of the study show that online customer reviews and celebrity endorsement have a significant positive impact on brand trust and purchase intention. Furthermore, brand trust was found to play a significant mediating role between online customer reviews, celebrity endorsement, and purchase intention. The conclusion of this study emphasizes the importance of brand trust in strengthening consumer purchase intention through marketing strategies based on online reviews and celebrity endorsement in order to strengthen their position in an increasingly competitive market.
FOMO as mediator of SMM and e-WOM on intention Galuh Mira Saktiana
Journal of Business and Information Systems (e-ISSN: 2685-2543) Vol. 8 No. 1 (2026): Journal of Business and Information Systems
Publisher : Department of Accounting, Faculty of Business, Universitas PGRI Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31316/jbis.v8i1.343

Abstract

This research aims to explore the phenomenon of FOMO in relation to purchase intent, social media marketing, and EWOM. FOMO arises when individuals feel that their quality of life will improve if they do not miss out on information, trends, events, or experiences that are currently happening. This study will also examine FOMO as a mediating factor between SMM and EWOM and the intention to purchase. This study will apply TAM Theory, in which the research model is constructed using variables that reflect technology adaptation in its application. The research design was quantitative and cross-sectional. The research sample was selected using purposive sampling, specifically by applying the following criterion: social media users who had seen Sensatia Botanicals advertisements, resulting in 201 respondents. Validity testing included discriminant and convergent validity. After that, reliability testing is needed to assess the questionnaire's indicators. SEM-PLS was used to test hypotheses in this research. The research concludes that SMM has no direct effect on purchase intention, whereas FOMO fully mediates this effect. In the effect of EWOM on intention to purchase, FOMO acts as a partial mediator because EWOM has a direct effect on intention to purchase
Pengaruh Service Quality, Perceived Price Fairness, dan Customer Satisfaction sebagai Mediasi terhadap Customer Loyalty Grabfood Natalia Natalia; Galuh Mira Saktiana
Jurnal Manajerial Dan Kewirausahaan Vol. 8 No. 2 (2026): Jurnal Manajerial dan Kewirausahaan
Publisher : Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/jmk.v8i2.37413

Abstract

Penelitian ini bertujuan untuk mengetahui peran customer satisfaction sebagai intervening dalam hubungan antara service quality dan perceived price fairness terhadap customer loyalty pada GrabFood. Landasan teori pada penelitian ini adalah teori diskonfirmasi ekspektasi, yaitu teori yang membahas kepuasan pelanggan terhadap pengalaman yang diperoleh. Ukuran sampel yang diteliti adalah 200 responden dengan populasi berupa warga DKI Jakarta. Responden yang terlibat dalam penelitian ini adalah orang-orang yang menggunakan aplikasi layanan GrabFood. Pengolahan data menggunakan alat SmartPLS 4.0 dan melibatkan beberapa uji, seperti validitas dan reliabilitas, uji R-square, uji effect size, dan uji lainnya yang dibutuhkan. Hasil dari penelitian ini menunjukkan bahwa masing-masing variabel, yaitu service quality, perceived price fairness, dan customer satisfaction memiliki pengaruh terhadap customer loyalty. Selain itu, penelitian ini juga menemukan bahwa customer satisfaction berperan sebagai intervening dan memediasi sebagian hubungan masing-masing variabel independen tersebut terhadap variabel dependen penelitian ini. This study aims to determine the role of customer satisfaction as an intervening in the relationship between service quality and perceived price fairness on customer loyalty at GrabFood. The theoretical basis in this study is the theory of expectation disconfirmation, which is a theory that discusses customer satisfaction with the experience obtained. The sample size studied was 200 respondents with a population of DKI Jakarta residents. Respondents involved in this study were people who used the GrabFood service application. Data processing used the SmartPLS 4.0 tool and involved several tests, such as validity and reliability, R-square test, effect size test, and other tests as needed. The results of this study indicate that each variable, namely service quality, perceived price fairness, and customer satisfaction have an influence on customer loyalty. In addition, this study also found that customer satisfaction plays an intervening role and mediates part of the relationship between each independent variable and the dependent variable of this study.
Pengaruh Celebrity Endorsement dan Brand Image terhadap Purchase Intention dengan Brand Trust sebagai Variabel Mediasi Rifaldo Hardion; Galuh Mira Saktiana
Jurnal Manajerial Dan Kewirausahaan Vol. 8 No. 2 (2026): Jurnal Manajerial dan Kewirausahaan
Publisher : Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/jmk.v8i2.37487

Abstract

Tujuan penelitian ini adalah untuk menguji pengaruh celebrity endorsement terhadap purchase intentions pada produk sepatu Under Armour. Untuk menguji pengaruh celebrity endorsement terhadap brand trust pada produk sepatu Under Armour. Untuk menguji pengaruh brand image terhadap purchase intention pada produk sepatu Under Armour. Untuk menguji pengaruh brand image terhadap brand trust pada produk sepatu Under Armour. Untuk menguji pengaruh brand trust terhadap purchase intention pada produk sepatu Under Armour. Untuk menguji brand trust dapat memediasi pengaruh celebrity endorsement dan brand image terhadap purchase intention pada produk sepatu Under Armour. Penelitian ini termasuk dalam kategori penelitian kuantitatif. Populasi dari penelitian ini adalah semua pengguna Under Armour di Jabodetabek. Probability sampling dan non-probability sampling adalah dua kategori utama teknik pengambilan sampel. Berdasarkan pada hasil analisis data, dapat ditarik kesimpulan Celebrity endorsement tidak berpengaruh terhadap purchase intention pada produk sepatu brand Under Armour. Celebrity endorsement berpengaruh positif terhadap brand trust pada produk sepatu brand Under Armour. Brand image berpengaruh positif terhadap purchase intention pada produk sepatu brand Under Armour. Brand image berpengaruh positif terhadap brand trust pada produk sepatu brand Under Armour. Brand trust berpengaruh positif terhadap purchase intention pada produk sepatu brand Under Armour. Brand trust dapat memediasi pengaruh celebrity endorsement terhadap purchase intention pada produk sepatu brand Under Armour. Brand trust dapat memediasi pengaruh brand image terhadap purchase intention pada produk sepatu brand Under Armour. The purpose of this study was to examine the effect of celebrity endorsement on purchase intentions for Under Armour shoe products. To examine the effect of celebrity endorsement on brand trust in Under Armour shoe products. To examine the effect of brand image on purchase intention in Under Armour shoe products. To examine the effect of brand image on brand trust in Under Armour shoe products. To examine the effect of brand trust on purchase intention in Under Armour shoe products. To examine the effect of brand trust on purchase intention in Under Armour shoe products. To examine brand trust can mediate the effect of celebrity endorsement on purchase intention in Under Armour shoe products. To examine brand trust can mediate the effect of brand image on purchase intention in Under Armour shoe products. This study is included in the quantitative research category. The population of this study were all Under Armour users in Jabodetabek. Probability sampling and non-probability sampling are two main categories of sampling techniques. Based on the results of data analysis, it can be concluded that celebrity endorsement has no effect on purchase intention in Under Armour brand shoe products. Celebrity endorsement has a positive effect on brand trust in Under Armour brand shoe products. Brand image has a positive effect on purchase intention in Under Armour brand shoe products. Brand image has a positive effect on brand trust in Under Armour brand shoe products. Brand trust has a positive effect on purchase intention in Under Armour brand shoe products. Brand trust can mediate the influence of celebrity endorsement on purchase intention in Under Armour brand shoe products. Brand trust can mediate the influence of brand image on purchase intention in Under Armour brand shoe products.
Mediasi Brand Trust: Faktor-Faktor yang Mempengaruhi Purchase Intention Produk Rosé All Day di DKI Jakarta Hanako Kimi; Galuh Mira Saktiana
Ekonomia Vol. 16 No. 1 (2026): Maret Ekonomia
Publisher : Universitas Lembah Dempo

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

Abstract

Sebagai salah satu merek kosmetik lokal yang berkembang pesat, Rosé All Day menghadapi persaingan ketat di industri kecantikan, sehingga penting untuk meneliti variabel-variabel yang berperan dalam membentuk niat beli. Fokus pada penelitian ini melakukan pengujian perihal pengaruh yang berasal dari brand image dan electronic word of mouth atas purchase intention dengan brand trust sebagai mediator pada produk Rosé All Day. Metode purposive sampling diterapkan sebagai teknik dalam mengumpulkan sampel dengan banyaknya responden sebanyak 180 responden yang mengetahui dan pernah melihat produk Rosé All Day melalui iklan atau media sosial di DKI Jakarta. Teknik yang diterapkan dalam mengumpulkan data yaitu dengan memanfaatkan kuesioner menggunakan google form dan diolah dengan teknik analisis PLS-SEM melalui SmartPLS 4.1.1.6. Temuan penelitian memberi penjelasan perihal brand image memiliki pengaruh positif signifikan terhadap purchase intention, electronic word of mouth menunjukkan pengaruh positif tidak signifikan terhadap purchase intention, brand trust terbukti memiliki pengaruh positif signifikan atas purchase intention, berperan sebagai mediator penuh dalam hubungan electronic word of mouth dengan purchase intention, serta sebagai mediator parsial pada hubungan brand image dengan purchase intention. 
THE INFLUENCE OF NCT DREAM AS A BRAND AMBASSADOR AND E-WOM ON PURCHASE INTENTION OF TOSTOS PRODUCTS IN DKI JAKARTA THROUGH BRAND IMAGE Roslyn Brenda Haslimin; Galuh Mira Saktiana
International Journal of Application on Economics and Business Vol. 4 No. 2 (2026): May 2026
Publisher : Graduate Program of Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/ijaeb.v4i2.387-396

Abstract

The snack food industry in Indonesia experiences rapid growth every year. TosTos, one of the tortilla chip brands from PT Dua Kelinci, maintaining its brand image and increasing purchase intention, especially after its collaboration with NCT Dream, boy band from Korea. Research aims to analyze the influence of Brand Ambassador, E-WOM on the Buying Intention of TosTos products, through Brand Image. Descriptive quantitative design with purposive sampling for data collection through an online survey of 260 respondents in the DKI Jakarta area. Data analysis was conducted using PLS SEM. The results of this study indicate that Brand Ambassador and E-WOM have a positive influence on brand image and intention to buy. In addition, Brand Image also plays a significant mediating role in the relationship between Brand Ambassador and E-WOM toward Purchase Intention. This research provides practical contributions for companies in developing effective marketing communication strategies, particularly in leveraging public figures and managing consumer perceptions on social media
THE EFFECT OF BRAND IMAGE, EWOM, PRODUCT QUALITY, AND PRICE ON PURCHASE INTENTION OPPO SMARTPHONE IN JAKARTA Pramudya Gusti Kelana; Galuh Mira Saktiana
International Journal of Application on Economics and Business Vol. 4 No. 2 (2026): May 2026
Publisher : Graduate Program of Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/ijaeb.v4i2.433-440

Abstract

The purpose of this research is to examine brand image, EWOM, product quality, and price influence the purchase intention of Oppo smartphones among the people of DKI Jakarta. The sample consisted of 250 respondents who are consumers aware of Oppo smartphones in the DKI Jakarta area. Purposive sampling, with data collected through an online questionnaire distributed via Google Forms. The collected data were analyzed using the Structural Equation Modelling (SEM) method and processed with the SmartPLS application. The results of the study indicate that brand image, electronic word of mouth, product quality, and price all have a positive influence on purchase intention. Specifically, the findings show that: (1) brand image has a positive significant on purchase intention, (2) EWOM has a positive and significant effect on intention to buy, (3) product quality has a positive not significant effect on purchase intention, and (4) price has a positive but not significant effect on purchase intention. These findings suggest that brand image and e-WOM play a dominant role in driving the purchase intention of consumers in DKI Jakarta toward Oppo smartphones. Furthermore, although product quality and price have a positive impact, they are not significant, indicating that purchase decisions are more strongly influenced by brand perception and consumer reviews on social media. This highlights the importance of branding strategies and effective e-WOM management in increasing purchase intention.
Co-Authors Adhi Prakosa Andri Jonathan Angelina Monica Arif Sudaryana Febby Setiawan Salu Hanako Kimi Natalia Natalia Patricia Patricia Pramudya Gusti Kelana Rifaldo Hardion Robin Kenzo Xu Roslyn Brenda Haslimin Sherlene Jivana Shinta Monica Tasya Adiba Kamilah