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All Journal Jurnal Riset Bisnis dan Manajemen Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Theresia Gunawan
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Agriculture, Biological Sciences & Forestry Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences

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EFFECT INSTAGRAM ON PURCHASE INTENTION BY BRAND AWARENESS DURING PANDEMIC Wina Sugiani Sugana; Theresia Gunawan
Jurnal Riset Bisnis dan Manajemen Vol. 15 No. 2 (2022): August Edition
Publisher : Faculty of Economic and Business, University of Pasundan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23969/jrbm.v15i2.5828

Abstract

The purpose of this study was to determine the role of brand awareness that mediates the effect of social media Instagram on purchase intention. This research is quantitative in nature using the SEM (Structural Equation Model) method to test the effect of these three variables. The research respondents were 111 people who were followers of the Coffee Toffee Cafe Bandung Instagram account. Data was collected by distributing questionnaires via google form using convenience sampling technique. The results of this study indicate that brand awareness mediates the effect of social media Instagram on purchase intention significantly and positively at Cafe Coffee Toffee Bandung. Based on the results of this study, it is recommended that the Bandung Coffee Toffee Cafe continues to maintain and improve social media Instagram because it can increase brand awareness and purchase intention from its consumers.
Pengaruh Kredibilitas Idol Group JKT48 Sebagai Celebrity Endorser Produk Erigo Terhadap Niat Beli Konsumen Bani Ady Ramadhan; Istiharini; Theresia Gunawan
Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Vol. 7 No. 5 (2025): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah 
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/alkharaj.v7i5.7083

Abstract

This study aims to examine the impact of the credibility of the idol group JKT48 as a celebrity endorser on consumer purchase intentions for Erigo products. In the rapidly growing digital marketing era, the use of celebrity endorsers has become a key strategy in influencing consumer purchase decisions. JKT48, as an idol group with significant influence, was chosen to test how much their credibility affects consumer purchase intentions for Erigo, a local fashion brand that is rapidly growing. This study employs a quantitative approach with a survey method. Data were collected through questionnaires distributed to respondents who are fans of JKT48 and users of Erigo products. The variables tested include three dimensions of credibility: trustworthiness, expertise, and attractiveness, and their influence on consumer purchase intentions. The results of the study indicate that the credibility of JKT48 as a celebrity endorser influences consumer perception of Erigo products, which in turn affects consumer purchase intentions. The dimensions of trustworthiness, expertise, and attractiveness all prove to have a significant impact on consumers' positive perceptions and purchase intentions for Erigo products. These results confirm that the credibility of JKT48 as a celebrity endorser can strengthen consumer views on the quality and value of Erigo products, which leads to increased purchase intentions.
Pengaruh Citra Merek Terhadap Niat Pembelian Mobil Honda WR-V dengan Preferensi Konsumen Sebagai Variabel Mediasi dan Demografi Sebagai Variable Kontrol Sandris, Dede Mohamad; Istiharini; Theresia Gunawan
Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Vol. 7 No. 5 (2025): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah 
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/alkharaj.v7i5.7309

Abstract

This study analyzes the influence of Brand Image and Consumer Preference on Purchase Intention of the Honda WR-V, along with the moderating role of demographics in the Greater Jakarta area, Indonesia. A quantitative approach was adopted by collecting primary data through surveys of 315 respondents familiar with the Honda brand and planning to purchase a Honda WR-V within the next year. The survey utilized closed-ended questions and was analyzed using Structural Equation Modeling (SEM) with a Partial Least Square (PLS) approach. The results indicate that Brand Image has a positive influence on Purchase Intention, both directly and through Consumer Preference. Consumer Preference also significantly influences Purchase Intention. However, demographics do not moderate the relationship between Brand Image, Consumer Preference, and Purchase Intention
Efektivitas Pemasaran Digital Vs Pemasaran Tradisional pada Dealer Mobil Honda Jabodetabek Aditya Ivan; Theresia Gunawan; Istiharini
Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Vol. 7 No. 6 (2025): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/alkharaj.v7i6.7317

Abstract

This study aims to analyze the comparative effectiveness of digital marketing and traditional marketing strategies at Honda dealerships in the Jabodetabek area. With the rapid advancement of technology, the marketing landscape has shifted significantly, requiring businesses to adapt and optimize their strategies to remain competitive. Traditional marketing methods, such as exhibitions, print advertising, and telemarketing, have long been utilized to reach potential customers. However, the rise of digital marketing leveraging platforms like social media, websites, and online advertisements offers new opportunities for cost-effective, targeted, and measurable marketing strategies. This research employs a quantitative approach using a survey method, involving sales consultants selected based on their sales performance. The collected data were analyzed using descriptive statistics and crosstab analysis to examine the relationship between demographic factors and marketing effectiveness. The findings indicate that social media is the most effective digital marketing channel, while dealer and international exhibitions remain highly relevant in traditional marketing. Conversely, telemarketing and print advertising are perceived as less effective. The study concludes that integrating digital and traditional marketing is crucial to maximizing sales performance. It is recommended that sales consultants receive skill training in digital marketing tools, allowing them to leverage technology effectively while maintaining personal customer engagement through traditional methods.
Pengaruh Brand Image dan Electronic Word of Mouth Terhadap Niat Beli Mobil Honda dengan Sikap Konsumen Sebagai Variabel Moderasi Siska Anzelin; Istiharini; Theresia Gunawan
Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Vol. 7 No. 9 (2025): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/alkharaj.v7i9.8447

Abstract

This study examines the influence of brand image and electronic word of mouth (e-WOM) on purchase intention of Honda Cars, with consumer attitude as a moderating variable. Using a quantitative approach, data were collected from 140 respondents through questionnaires. The analysis technique used is SEM-PLS with SmartPLS 4.0. The results show that brand image and e-wom positively and significantly influence purchase intention. Consumer attitude does not significantly moderates the relationship between brand image and purchase intention, nor does it significantly moderate the relationship between e-Wom and purchase intention. The findings suggest that managing digital reputation and enhancing consumer perceptions are vital for increasing Honda’s market share.
Co-Authors Aditya Ivan Bani Ady Ramadhan Istiharini Sandris, Dede Mohamad Siska Anzelin Wina Sugiani Sugana