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Putu Nina Madiawati
Universitas Telkom
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Energy Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Nursing Public Health Social Sciences Other

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Pengaruh Influencer Marketing Dan Brand Image Terhadap Kepuasan Konsumen Melalui Variabel Keputusan Pembelian Produk Rucas Madani, Akmal Mulki; Madiawati, Putu Nina
eProceedings of Management Vol. 12 No. 6 (2025): Desember 2025
Publisher : eProceedings of Management

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Industri fashion lokal Indonesia berkembang pesat seiring dengan peran media sosial dan e-commerce dalam mendukungstrategi pemasaran digital. Rucas, sebagai brand lokal, memanfaatkan influencer marketing dan memperkuat brand imageuntuk mendorong keputusan pembelian dan meningkatkan kepuasan konsumen. Penelitian ini tujuannya menganalisapengaruh influencer marketing dan brand image terhadap kepuasan konsumen dengan keputusan pembelian sebagaivariabel mediasinya. Metodenya memakai kuantitatif dengan pendekatan kausalitas, ada 180 respondennya yaknipengguna aktif TikTok dan Instagram yang mengenal produk Rucas melalui teknik simple random sampling. Analisisdatanya memakai Structural Equation Modeling (SEM) dengan basis Partial Least Square dibantu SmartPLS versi 4.1.1.2.Hasil penelitiannya bahwasanya influencer marketing dan brand image berpengaruh signifikan terhadap keputusanpembelian dan kepuasan konsumen. Lalu keputusan pembelian memediasi pengaruh tidak langsung influencer marketingdan brand image terhadap kepuasan konsumen. Temuan ini mendorong perusahaan untuk terus mengembangkan strategidigital melalui kolaborasi dengan influencer dan menjaga citra merek guna meningkatkan keputusan pembelian sertakepuasan konsumennya.Kata Kunci: Influencer Marketing, Brand Image, Keputusan Pembelian, Kepuasan Konsumen
Pengaruh Influencer Marketing, Content Marketing Dan Kualitas Produk Terhadap Keputusan Pembelian Melalui Brand Trust Sebagai Variabel Mediasi Pada Produk Kosmetik Time Phoria Di Bandung Rahmawati, Nurul; Madiawati, Putu Nina
eProceedings of Management Vol. 12 No. 6 (2025): Desember 2025
Publisher : eProceedings of Management

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ime Phoria “merupakan produk kosmetik internasional yang baru memasuki pasar Indonesia dan belum dikenal luasoleh konsumen lokal. Rendahnya brand trust menjadi tantangan dalam mendorong keputusan pembelian. Penelitian inibertujuan untuk menganalisis pengaruh Influencer Marketing, Content Marketing, dan Kualitas Produk terhadapKeputusan Pembelian melalui Brand Trust sebagai variabel mediasi pada produk kosmetik Time Phoria di Bandung.Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei terhadap 100 responden perempuan diBandung yang mengetahui produk Time Phoria, menggunakan teknik purposive sampling. Analisis data dilakukandengan Structural Equation Modeling–Partial Least Square (SEM–PLS) menggunakan SmartPLS versi 4.0.Hasil penelitian menunjukkan bahwa Brand Trust berpengaruh positif dan signifikan terhadap Keputusan Pembelian.Kualitas Produk memiliki pengaruh langsung dan tidak langsung yang signifikan terhadap Keputusan Pembelianmelalui Brand Trust. Influencer Marketing berpengaruh langsung terhadap Keputusan Pembelian, namun tidaksignifikan terhadap Brand Trust. Content Marketing tidak berpengaruh langsung terhadap Keputusan Pembelian, tetapiberpengaruh secara tidak langsung melalui Brand Trust. Temuan ini menyarankan perusahaan untuk meningkatkankualitas produk, membangun konten yang relevan, serta mengevaluasi pemilihan influencer agar sesuai dengan citradan target pasar Time Phoria di Indonesia.”Kata Kunci: Influencer Marketing, Content Marketing, Kualitas Produk, Brand Trust, Keputusan Pembelian
Pengaruh Kepercayaan, Kualitas Informasi, dan Kualitas Layanan Elektronik Terhadap Loyalitas Pengguna Wondr by BNI Mobile Banking Dengan Kepuasan Sebagai Variabel Intervening Fauziah, Farizsa Rianka; Madiawati, Putu Nina
eProceedings of Management Vol. 12 No. 6 (2025): Desember 2025
Publisher : eProceedings of Management

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Penelitian ini dilandasi oleh rendahnya loyalitas pengguna terhadap aplikasi Wondr, sebagaimana terlihat dari hasilsurvei awal dan peringkat aplikasi yang belum maksimal. Dalam era digital yang sangat kompetitif, pengembanganlayanan mobile banking yang responsif, informatif, dan terpercaya menjadi kunci dalam mempertahankan pelanggandan meningkatkan loyalitas.Metode penelitian yang dipakai ialah kuantitatif dengan pendekatan deskriptif dan verifikatif. Data dikumpulkan lewatpenyebaran kuesioner kepada pengguna aplikasi Wondr by BNI di mana banyaknya responden sejumlah 100 orang.Analisis data dilaksanakan memakai teknik Structural Equation Modeling dengan pendekatan Partial Least Squares.Temuan riset memperlihatkan jika kepercayaan serta kualitas layanan elektronik berpengaruh positif signifikanterhadap kepuasan pengguna, sementara kualitas informasi tidak berpengaruh signifikan. Kepuasan pengguna sendiriterbukti berpengaruh kuat terhadap loyalitas pengguna.Temuan ini menunjukan jika kepercayaan sekaligus kualitas pelayanan elektornik berpengaruh langsung terhadapkepuasan pengguna, sedangkan untuk kualitas informasi tidak berpengaruh terhadap kepuasan pengguna. Selain itukepercayaan sekaligus kualitas pelayanan elektronik berpengaruh tidak langsung terhadap loyalitas pengguna lewatkepuasan pengguna, sementara kualitas informasi tidak berpengaruh secara tidak langsung terhadap loyalitaspengguan lewat kepuasan pengguna. Kualitas informasi yang belum memberikan pengaruh signifikan perlu dievaluasiulang agar penyajiannya lebih relevan, jelas, dan mendukung kebutuhan pengguna.Kata Kunci: Kepercayaan, Kualitas Informasi, Kualitas Pelayanan Elektronik, Kepuasaan Pengguna, LoyalitasPengguna.
Pengaruh Kualitas Produk Dan Harga Terhadap Keputusan Pembelian Pada Produk Eiger Melalui Kepuasan Konsumen Sebagai Variabel Interventing Sanusi, Dede Sukmadyanto; Madiawati, Putu Nina
eProceedings of Management Vol. 12 No. 6 (2025): Desember 2025
Publisher : eProceedings of Management

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Dalam sepuluh tahun terakhir, partisipasi aktivitas luar ruangan di Indonesia meningkat pesat, terutama di kalangangenerasi muda, menjadikan perlengkapan luar ruangan simbol status yang terkait dengan mode dan tren modern.Eiger, merek domestik terkemuka, mencatat lonjakan penjualan signifikan, termasuk peningkatan pendapatan 16 kalilipat selama Shopee 8.8 Grand Beauty and Fashion Festival 2023. Namun, umpan balik daring menunjukkan adanyakesenjangan antara harga yang diharapkan konsumen dan kualitas yang dirasakan, yang berpotensi menurunkankepuasan dan minat beli. Penelitian ini bertujuan menyelidiki pengaruh atribut produk dan harga terhadap pilihanpembelian produk Eiger, dengan mempertimbangkan peran kepuasan pelanggan. Pendekatan kuantitatif digunakandengan melibatkan 114 pengguna produk Eiger yang dipilih secara acak. Data dikumpulkan melalui kuesioner dandianalisis menggunakan statistik deskriptif serta Partial Least Squares (PLS) untuk mengevaluasi model luar dandalam. Hasil deskriptif menunjukkan penilaian positif terhadap kualitas produk (87,89%), harga (88,25%), pilihanpembelian (88,67%), dan kepuasan pelanggan (87,84%). Analisis PLS mengungkapkan bahwa kualitas produk danharga berpengaruh langsung terhadap pilihan pembelian, serta tidak langsung melalui peningkatan kepuasanpelanggan. Temuan ini menegaskan pentingnya peningkatan kualitas secara konsisten dan penetapan harga yangsepadan dengan nilai yang dirasakan konsumen guna mempertahankan posisi unggul Eiger di pasar perlengkapan luarruangan.Kata Kunci: Partisipasi aktivitas luar ruangan, Anak muda Indonesia, Perlengkapan luar ruangan, Eiger
Pengaruh Penggunaan Media Sosial Dan Ewom Terhadap Keputusan Pembelian Melalui Kepercayaan Konsumen Pada Instagram @Mcdonaldsid Gunardi, Muhammad Raihan Aufa; Madiawati, Putu Nina
eProceedings of Management Vol. 12 No. 6 (2025): Desember 2025
Publisher : eProceedings of Management

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Penelitian ini menganalisa pengaruh penggunaan media sosial dan Electronic Word of Mouth (eWOM) terhadapkeputusan pembelian, dengan kepercayaan sebagai variabel mediasi pada akun Instagram @mcdonaldsid. Fenomenaboikot McDonald’s akibat isu sosial-politik menjadi latar belakang penelitian, mengingat dampaknya pada persepsidan perilaku konsumen, khususnya mahasiswa Generasi Z di Bandung. Metode yang dipakai ialah kuantitatif dengansurvei terhadap 170 mahasiswa aktif pengguna Instagram dan konsumen McDonald’s. Analisis data dilakukanmenggunakan Structural Equation Modeling berbasis Partial Least Squares (SEM-PLS) melalui SmartPLS, meliputipengujian outer model untuk validitas dan reliabilitas, serta inner model untuk hubungan antarvariabel. Hasilpenelitian memperlihatkan bahwa penggunaan media sosial dan eWOM berpengaruh positif dan signifikan terhadapkeputusan pembelian, serta kepercayaan konsumen juga berpengaruh positif terhadap keputusan pembelian. Selainitu, ditemukan bahwa kepercayaan konsumen mampu memediasi pengaruh eWOM terhadap keputusan pembeliansecara signifikan. Temuan ini menegaskan pentingnya strategi digital marketing berbasis interaksi dan kepercayaandi media sosial, serta kekuatan eWOM dalam membentuk keputusan pembelian di era digital, terutama di kalanganGenerasi Z. Penelitian ini memberikan implikasi praktis bagi perusahaan dalam merancang strategi komunikasi yangrelevan, kredibel, dan interaktif untuk membangun loyalitas serta kepercayaan konsumen.Kata Kunci Media Sosial, Electronic Word of Mouth (eWOM), Kepercayaan Konsumen, Keputusan Pembelian,Instagram McDonald’s Indonesia
Role of Brand Image and Price Importance as Moderator on Online Customer Review and Hotel Booking Intention Rania Salsabila; Citra Kusuma Dewi; Putu Nina Madiawati
Binus Business Review Vol. 16 No. 1 (2025): Binus Business Review
Publisher : Bina Nusantara University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21512/bbr.v16i1.11873

Abstract

The increasing ease of Internet access has led to the widespread use of Online Travel Agents (OTAs), especially in the tourism industry. OTAs simplify hotel booking and increase consumer interest. A key factor influencing hotel booking intention is Online Customer Reviews (OCRs), which can be positive or negative and provide essential information to potential buyers. Despite the critical role of OCRs, limited research has been conducted on how brand image and price importance moderate the effect of reviews on hotel booking intentions, particularly in Indonesia. The research aimed to examine the impact of OCRs on hotel booking intention, with a focus on brand image and price importance as moderating factors on Indonesia’s largest OTA platform, Traveloka. Data were collected from 500 valid respondents and analyzed using Partial Least Squares-Structural Equation Modeling (PLS-SEM) to assess the influence of reviews, brand image, and price importance on booking intentions. The results demonstrate that positive OCRs significantly enhance booking intentions. Additionally, brand image and price importance play a crucial moderating role in strengthening the influence of reviews on consumer decisions. These findings highlight hotel managers’ importance in maintaining a positive online presence and leveraging their brand image and pricing strategies to maximize booking intentions. The research contributes to the theoretical understanding of OTA-mediated consumer behavior and offers practical insights for optimizing digital marketing strategies within the Indonesian tourism sector.
The Role of Social Media Marketing Activities to Improve E-Wom and Visit Intention to Indonesia Tourism Destinations through Brand Equity Nabilla Dyah Eka Pramudhita; Putu Nina Madiawati
Jurnal Sekretaris dan Administrasi Bisnis Vol 5 No 1 (2021): Jurnal Sekretaris dan Administrasi Bisnis
Publisher : LPPM Universitas Taruna Bakti

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31104/jsab.v5i1.181

Abstract

The development of technology that continues to grow, one of which is easy internet access enables people to access information from various sources, including social media. Nowadays, social media is not only used privately, but also companies and even government. One of them, the tourism sector in government. The role of social media, especially Instagram, is recognized as the most appropriate promotional media for travelers in Indonesia. Activities held on social media will spur the occurrence of e-wom and visit intention to Indonesian tourist destinations for domestic tourists. E-wom can be positive and negative e-wom. Therefore, the Indonesian Ministry of Tourism uses @Pesonaid_travel to promote Indonesian tourism and also the Pesona Indonesia’s brand used in @Pesonaid_travel. The purpose of this study is to determine the role of social media marketing activities to increase e-WoM and visit intention through brand equity. This research is a quantitative study, with the type of research used is causality. The population in this study was followers @Pesonaid_travel, totaling 276.000, which was then tested on 400 respondents, using a questionnaire. The data analysis method used is SEM which is processed with the SmartPLS application. The results of this study indicate that each variable that has an effect The results of this study indicate that every variable that exists gives a positive and significant effect on other variables.
Pengaruh Harga, Promosi, Kualitas Pelayanan, Dan Citra Merek Terhadap Keputusan Pembelian Pada Pengguna Shopee Di Bandung Indah Fransiska; Putu Nina Madiawati
Jurnal Sekretaris dan Administrasi Bisnis Vol 6 No 1 (2022): Jurnal Sekretaris dan Administrasi Bisnis
Publisher : LPPM Universitas Taruna Bakti

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31104/jsab.v6i1.271

Abstract

In March 2020, the covid-19 virus entered Indonesia, which led to the establishment of restrictions on outdoor activities and resulted in an increase in the use of e-commerce platforms. Shopee is one of the e-commerce that has increased. Therefore, the purpose of this research is to see how shopee users in Bandung perception of Price, Promotion, Quality of Service, Brand Image, and Purchase Decision and also to see the influence of Price, Promotion, Quality of Service, Brand Image to Purchase Decisions on Shopee Users in Bandung in a Partial and Simultaneous. Data analysis uses multiple linear regression analysis, with descriptive quantitative methods. The number of samples used as many as 100 shopee users domiciled in Bandung with non-probability sampling method with snowball sampling type. The results of the study found that partially the price and quality of service had no significant effect on purchasing decisions, while on promotion and brand image had a significant effect on purchasing decisions. While simultaneously it was obtained that their price, promotion, quality of service, and image significantly influenced the purchase decision by 54.3% and the remaining 45.7% was influenced by other variables not studied in this study
Strategy to Enhance Competitive Advantage Through Culture Analysis and Customer Behaviors on the Iron Clan Jewelry Brand Yudha Aditya Gozali Tahir; Putu Nina Madiawati; Mahir Pradana
Enrichment: Journal of Multidisciplinary Research and Development Vol. 3 No. 12 (2026): Enrichment: Journal of Multidisciplinary Research and Development
Publisher : International Journal Labs

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55324/enrichment.v3i12.538

Abstract

This research aims to analyze strategies to increase competitive advantage through cultural analysis and customer behavior in the Iron Clan Jewelry brand. The jewelry industry in Indonesia showed significant growth, with an export value of USD 547.5 million in December 2023. However, jewelry companies face challenges in understanding increasingly complex and dynamic consumer preferences. This study uses a quantitative approach with the Partial Least Squares Structural Equation Modeling (PLS-SEM) method to analyze the relationship between variables. Data were collected through a survey of 384 respondents who are consumers or potential consumers of Iron Clan Jewelry in the Greater Bandung area. The research results indicate that cultural analysis and customer behavior significantly influence competitive advantage, with product innovation serving as a key mediator in this relationship. Furthermore, regulation moderates these dynamics, shaping the extent to which cultural insights and consumer feedback can be effectively translated into market advantages. The findings suggest that a deep understanding of cultural values and consumer behavior patterns enables companies to design more relevant and differentiated products, thereby strengthening their competitive position. This study provides strategic recommendations for jewelry brands to leverage cultural insights and adaptive innovation processes while aligning with regulatory frameworks to achieve sustainable growth in a competitive market.
How Social Media Marketing and Brand Image Shape College Decision-Making Through Perceived Value Ella Manisa Br Karo; Syahputra Syahputra; Putu Nina Madiawati
Asia Pacific Journal of Management and Education (APJME) Vol 8, No 2 (2025): July 2025
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/apjme.v8i2.4054

Abstract

The growing influence of digital platforms has transformed marketing practices in higher education, with social media emerging as a key channel in shaping students’ enrollment decisions. This study aims to examine the effect of social media marketing and brand image on college decision-making, with perceived value serving as a mediating variable. A quantitative approach using Partial Least Squares Structural Equation Modeling (PLS-SEM) was applied to analyze data from 461 respondents. The results reveal that social media marketing significantly influences college decision both directly (? = 0.668, p 0.001) and indirectly through perceived value (? = 0.059, p = 0.013). Brand image also impacts college decision directly (? = 0.105, p = 0.031) and indirectly via perceived value (? = 0.032, p = 0.039). The model explains 69.1% of the variance in college decision (R² = 0.691). These findings highlight the importance of digital branding in enhancing students’ perceived value and influencing enrollment behavior. The study contributes to the literature on student decision-making and offers strategic insights for universities to optimize their digital engagement and institutional image.
Co-Authors A.Cut Indah Abdullah Sufyan, Bagja Adi Wirawan Agus Maolana Hidayat Aldi Akbar Anggara Siswanajaya Anita Silvianita Aprelia Rizki Prastika Arif Kuswanto Arif Partono Prasetio, Arif Partono Arry Widodo Aryapermana, Rizqy Fathurrahman Asti, Elvina Syafira Ayu Setyaningrum Az-Zahra, Putri Barus, Viljen Kaginta Baskara, Muhamad Brady Rikumahu Bunga Adelia Putri Choirie, Achmad Thariqul Citra Kusuma Dewi Clarisa Salsabila Davide Calandra Delanera Rizkia Devia Setiawati, Devia Dhiya Shafa Dian Indiyati Dicky Hidayat Dudi Pratomo Ella Manisa Br Karo Erlangga, Yogi Erlita Fadhlullah, Ahmad Fahira, Luwisca Fajar Soefany Fakhira Azzahra Farida Titik Kristanti Fauziah, Farizsa Rianka Federico Lanzalonga Fina Septiani Fuji Dwi Rani Ganea Wijaya, Banu Surya Ghaluh Iedmu’ammar Iedmu’ammar Gunardi, Muhammad Raihan Aufa Haifa Salsabila Handono, Artiar Anjani Hari Sel, Boby Jamis Hidayat, Dani Rizki Ida Nurnida Imanuddin Hasbi Indah Fransiska Insani, Nabilah Alya Ita Nursita Sari Jayabaya, Petrus Jella Zumalia Fitri Krisdamayanti, Sintya Lucky Roy Saputra Madani, Akmal Mulki Mahir Pradana Michele Oppioli Mitha Permata Pura Muhammad Maulvi Mussalman Nabilah Alya Insani Nabilla Dyah Eka Pramudhita Negara, Arif Bijaksana Prawira Nindy Resti Puranda Nugroho, Nova Azhar Nur Kholifah, Cantika Nur Sheha Gunawan, Ahmad NURUL RAHMAWATI Nuslih Jamiat Otari Adelia Tambunan Ovio Destiana Sugiono Pane, Eryanda Rizki Pardede, Nova Lina Kristin Pratama, Agung Putra Pratiwi, Nabila Puranda, Nindy Resti Puranda, Nindy Resti Purba, Hera Glatia Friskilia Putra, Kurniawansyah R. Amalina Dewi Kumalasari R. Nurafni Rubiyanti Raihana, Annisa Lathifah Rama Ramadhani, Zahira Hasna Aulia Ramadhanny, Allisyah Noer Fitri Rania Salsabila Ratih Hendayani Rd. Nurafni Rubiyanti Rd. Nurafni Rubiyanti Robi Latansa Rohmah, Hannah Nasriatun Najah Nur Roza Tri Meilani Rozy Fauzana Saefudin, Miftah Fauzil Adhim Sanusi, Dede Sukmadyanto Saradha Kirana Sarah Miranda Sazkia Alifia Rachmah Setyaningrum, Ayu Sherly Artadita Shilmy Diyani Sitohang, Fitri Melani Sulistijono Sulistijono Syahdan Muhamad Rezky Syahputra Syahputra Syahputra Syahputra Tiara Maharani, Tiara Tri Indra Wijaksana Udayanti, Imel Valencia Sahanaya Wicaksono, Yoga Tri Wulandari, Alivia Trisnanda Ynry Purnamasari Yudha Aditya Gozali Tahir Zamaludin Abdulah Zidan Basyarahil Rais Pambudi