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All Journal Indonesian Journal of Strategic Management Jurnal Multidisiplin Madani (MUDIMA) Jurnal Manajemen Kreatif dan Inovasi
Ra Nurlinda
Universitas Esa Unggul
Civil Engineering, Building, Construction & Architecture Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences

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The Effect of Electronic Word of Mouth and Celebrity Endorser Through Brand Trust on Repurchasing Interests of Lip Cream Make Over Products Tuffa Hati Berliana; Ra Nurlinda
Jurnal Multidisiplin Madani Vol. 2 No. 11 (2022): November 2022
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/mudima.v2i11.1760

Abstract

Many women think that the use of masks, can cause the lipstick used to always stick to the mask and leave a mark so that the lipstick they wear can't last long and reduce their makeup look unattractive. In these conditions Make Over created its newest lipstick formula, Lipcream Powerstay Transproof where this type of lipstick can be used even if you wear a mask, because the texture of this lipstick can last for 14 hours on the lips even if you drink it. This study examines the direct effect of electronic word of mouth and celebrity endorser on repurchase interest with the brand trust variable as the intervening variable. Premiere data was collected using a survey method by distributing questionnaires to respondents who had purchased and used MakeOver lip cream. The questionnaires collected were 145 respondents, the data was then processed by path analysis method. Based on the results of research analysis there is a direct influence between electronic word of mouth on brand trust, there is a direct influence between electronic word of mouth, celebrity endorser, and brand trust on repurchase interest, but there is no direct influence of celebrity endorser on brand trust. Brand trust is not an intervening variable between electronic word of mouth variables and repurchase interest
Pengaruh Brand Image dan Hedonic Lifestyle Terhadap Keputusan Pembelian Melalui Emotional Value Gita Rogayah; RA Nurlinda
Indonesian Journal of Strategic Management Vol 6, No 2 (2023): Indonesian Journal of Strategic Management
Publisher : Universitas Kuningan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25134/ijsm.v6i2.8354

Abstract

The aim of this study is to find out the effect of brand image, hedonic lifestyle, and emotional value on purchase decisions, as well as to know the indirect effect of brand image and hedonic lifestyle on purchase decisions through emotional value. This study is a causal quantitative research and uses a data analysis method Path Analysis. Data collection was carried out by survey with a questionnaire. The population in this study is made up of 165 respondents who have purchased and used Buttonscarves hijab products. The result shows that brand image had a positive effect on emotional value, while hedonic lifestyle had no positive effect on emotional value. Brand image, hedonic lifestyle, and emotional value have a positive effect on purchase decisions. Therefore, brand Image had a positive effect on purchase decisions through emotional value. A hedonic lifestyle had no effect on purchase decisions through emotional value.
Pengaruh Kualitas Produk, Lifestyle, Country Of Origin Terhadap Keputusan Pembelian Cici Dwi Tamara; Ra Nurlinda
Jurnal Manajemen Kreatif dan Inovasi Vol. 2 No. 2 (2024): April : Jurnal Manajemen Kreatif dan Inovasi
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59581/jmki-widyakarya.v2i2.3044

Abstract

Currently,smartphone use is increasing and growing very rapidly. As a result of the increasing use of smartphones, entrepreneurs in the technology sector are increasingly racing and competing to increase their sales by releasing new products with sophisticated features and diverse and attractive models. The iPhone is one of the smartphones that is in great demand among various groups. The first appearance of the iPhone in the world began in 2007 and every year Apple continues to launch new products with increasingly developed specifications. This research examines the direct influence of product quality, lifestyle, country of origin on purchasing decisions. Primary data was collected using a survey method by distributing questionnaires to 160 respondents, the data was then processed using the path analysis method. Based on the results of the research analysis, there is a direct influence between product quality, lifestyle, country of origin on purchasing decisions.
Co-Authors Cici Dwi Tamara Gita Rogayah Tuffa Hati Berliana