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All Journal Jurnal bintang manajemen
Rudy P.Tobing
Universitas Media Nusantara Citra
Decision Sciences, Operations Research & Management

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Pengaruh Green Forest Campaign Message Dan Packaging Terhadap Brand Image Produk Innisfree Di Mall Central Park Jakarta Barat Arin Valia; Rudy P.Tobing
Jurnal Bintang Manajemen Vol 1 No 3 (2023): September : Jurnal Bintang Manajemen
Publisher : Sekolah Tinggi Ilmu Ekonomi Trianandra

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jubima.v1i3.1886

Abstract

This Study ains to determine the effect of Green Forest Campaign Message and Packaging on Innisfree’s Brand Image. The sampel in this study were 89 respondents. The method of determining the sample in this study uses a simpler random sampling method. The data analysis method used is the Multiple Linear Regression method using the SPSS 26 program. The result of this study indicate that Green Forest Campaign Message has a positive and significant on Innisfree Brand Image, and Packaging has a positive and significant on Innisfree Brans Image and Green Forest Campaign Message and Packaging have a simultaneous effect on the Innisfree Brand Image.
Pengaruh Influencer Dan Brand Ambassador Terhadap Purchase Intention Di Instagram Melalui Brand Equity Sebagai Variabel Intervening Putri F O Bintang Mutiara; Rudy P.Tobing
Jurnal Bintang Manajemen Vol 1 No 3 (2023): September : Jurnal Bintang Manajemen
Publisher : Sekolah Tinggi Ilmu Ekonomi Trianandra

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jubima.v1i3.1887

Abstract

This study used quantitative research methods with data collection techniques using questionnaires. The research sample consisted of Instagram users who had followed certain Influencers or Brand Ambassadors and had been exposed to their content. The collected data will be analyzed using path analysis to test the relationship between existing variables. The results of this study show an analysis that: (1) The influence of Influencers has a positive and significant effect on Brand Equity as evidenced by a calculated t value of 3.855 with a significance level of 0.00< 0.05 (probability value); (2) The influence of Brand Ambassadors has a positive and significant effect on Brand Equity as evidenced by a calculated t value of 3.990 with a significance level of 0.000 < 0.05 (probability value); (3) Influencers have a positive and significant effect on Purchase intention as evidenced by a calculated t value of 2.147 with a significance value of 0.033 < 0.05 (probability value); (4) Brand Ambassador has a positive relationship direction towards Purchase intention as evidenced by the calculated t value of 3.181 with a significance value of 0.002 < 0.05 (probability value); (5) Brand Equity has a positive relationship direction towards Purchase intention as evidenced by the calculated t-value results of 0.32 < 0.05 (probability value).
Co-Authors Arin Valia Putri F O Bintang Mutiara