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All Journal Jurnal Riset Ekonomi dan Bisnis PENANOMICS: INTERNATIONAL JOURNAL OF ECONOMICS
Purwanto SK
Universitas Esa Unggul
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Pengaruh brand ambassador dan social media ads terhadap purchase intention melalui brand image produk skincare ms glow Nina Nurhasanah; Zella Putri Febriyani; Purwanto SK
Jurnal Riset Ekonomi dan Bisnis Vol 16, No 2 (2023): AGUSTUS
Publisher : Universitas Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26623/jreb.v16i2.6466

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh brand ambassador, dan social media ads terhadap purchase intention dengan brand Image sebagai variabel intervening. Populasi dalam penelitian ini adalah para pria yang menggunakan produk skincare Ms Glow di Universitas Esa Unggul, dengan sampel sebanyak 115 responden. Pengambilan sampel dengan menggunakan Teknik purposive sampling dan dihitung dengan rumus Hair.   Teknik pengumpulan data dengan menggunakan kuesioner. Metode analisis yang digunakan pada penelitian ini adalah SEM (Struktural Equation Model) Partial Least Square. Hasil penelitian menunjukkan   variabel brand ambassador dan social media ads melalui brand image berpengaruh positif terhadap purchase intention. Penelitian ini bermanfaat bagi  perusahaan dalam membuat kebijakan dan menyusun strategi. Beberapa strategi yang dapat  dikembangkan perusahaan adalah mempertahankan brand image yang baik di persepsi konsumen, menggunakan brand ambassador yang identik dengan keunikannya untuk mempromosikan produk, serta terus berinovasi dalam mengiklankan atau mempromosikan produknya menggunakan social media ads untuk meningkatkan purchase intention pelanggan.This study aims to determine the effect of brand ambassadors and social media ads on purchase intention with the brand image as an intervening variable. The population in this study were men who used Ms Glow's skincare products at Esa Unggul University, with a sample of 115 respondents. Sampling using purposive sampling technique and calculated by the formula Hair. Data collection techniques using a questionnaire. The analytical method used in this study is SEM (Structural Equation Model) Partial Least Square. The study results from show that brand ambassador and social media ads variables through brand image positively affect purchase intention. This research is helpful for companies in making policies and developing strategies. Several strategies that companies can develop are maintaining a good brand image in consumer perceptions, using brand ambassadors who are identical with their uniqueness to promote products, and continuing to innovate in advertising or promoting their products using social media ads to increase customer purchase intention.
IMPACT OF PERCEIVED USEFULNESS, PERCEIVED EASE OF USE AND CONSUMER TRUST ON BEHAVIORAL INTENTION Reta Tata Pratiwi; Purwanto SK; Nina Nurhasanah
PENANOMICS: International Journal of Economics Vol. 2 No. 3 (2023): December
Publisher : Yayasan Pusat Cendekiawan Intelektual Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56107/penanomics.v2i3.152

Abstract

This study aims to examine and analyze the effect of Perceived Usefulness, Perceived Ease of Use and Consumer Trust both partially and simultaneously on Behavioral Intention in the Traveloka Application. The research approach used in this research is quantitative research. The population in this study are consumers who use the Traveloka application. Data was collected using the survey method by distributing questionnaires to respondents who have purchased tickets through the Traveloka application, purchased tickets using the Traveloka application in the last 6 months and are in the Jabodetabek area. Questionnaires collected as many as 150 respondents, the data is then processed using multiple linear regression methods. Results of data analysis performed with the help of SPSS tools. Based on the results of this analysis it is known that the variables Perceived Usefulness, Perceived Ease of Use and Consumer Trust simultaneously have a positive effect on Behavioral Intention in the Traveloka Application. Partially the variables Perceived Usefulness, Perceived Ease of Use and Consumer Trust have proven to have a positive effect on Behavioral intention in the Traveloka Application. It can be stated that the easier the use of the Traveloka Application, the better the benefits of the application, and the greater the consumer trust, which leads to an increased intention to use the Traveloka Application. It is expected that the findings of this research, along with support from other studies, can provide a strong foundation for guiding the future development of the Traveloka application.
Co-Authors Nurhasanah, Nina Reta Tata Pratiwi Zella Putri Febriyani