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The Effect of Advertising Credibility, Brand Trust, and Product Quality Perception on Consumer Repurchase Interest in Unitary Sunscreen Products Aspi Nurani; Dadan Abdul Aziz Mubarok
International Journal of Marketing & Human Resource Research Vol. 7 No. 1 (2026): International Journal of Marketing and Human Resource Research
Publisher : Training & Research Institute - Jeramba Ilmu Sukses

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47747/ijmhrr.v7i1.3329

Abstract

This study aims to analyze the effects of advertising credibility, brand trust, and perceived product quality on the repurchase intention of Sunscreen Unitary consumers. The study's background focuses on intensifying competition in the skincare industry and differences in consumer perceptions of promotional messages and product quality. This study employs a quantitative method, using a survey administered to 100 participants who have used Sunscreen Unitary products, with predetermined criteria. The results indicate that advertising credibility has a substantial impact on the desire to repurchase, such that the more credible the advertisement is to consumers, the greater their tendency to repurchase.  Repurchase intention is positively associated with perceived product quality. making product quality a dominant thing in encouraging clients to continue using the product. Meanwhile, brand trust did now not have a significant repurchase intention, indicating that trust in the brand was not a major factor in consumers' repurchase decisions in this study. However, the simultaneous test results indicated that the three variables collectively had a significant effect on repurchase intention. The research findings show that product quality and advertising credibility play a greater position in encouraging repeat purchases than brand trust. These results can be taken into consideration by companies in formulating marketing strategies and maintaining product quality.
The Impact of Price, Product Quality, and Brand Image on Vienna Skincare Purchase Decisions Among Bandung University Students Vira Rohmania Oktaviani; Dadan Abdul Aziz Mubarok
International Journal of Marketing & Human Resource Research Vol. 7 No. 1 (2026): International Journal of Marketing and Human Resource Research
Publisher : Training & Research Institute - Jeramba Ilmu Sukses

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47747/ijmhrr.v7i1.3330

Abstract

This study aims to find out how Bandung university students' decisions to purchase Vienna skincare products are influenced by brand perception, price, and product quality. Both a survey approach and a quantitative methodology were employed in the investigation. Data from one hundred students who had previously used Vienna skincare products was collected using purposeful sampling. The results demonstrate that brand image has a favorable and significant influence on purchasing decisions (t = 2.433; p = 0.017). Price has a positive and substantial influence (t = 2.172; p = 0.032), while product quality has the biggest impact on purchasing decisions (t = 3.469; p < 0.001). Brand image, price, and product quality have a significant simultaneous influence on purchasing decisions, as indicated by an F-value of 356.917 (p < 0.001). The three independent variables account for 91.8% of the variation in purchase decisions, with other factors not included in this study impacting the remaining 8.2%, according to the coefficient of determination (R2) of 0.918. These findings highlight the importance of maintaining product quality, implementing appropriate pricing strategies, and enhancing brand image to improve purchase decisions among local skincare brands targeting student consumers.
The Effect of Brand Ambassadors and Logo Design on Repurchase Interest through Consumer Trust as a Mediating Variable in Tiebymin Hijab Products on TikTok Shop Yesi Safitri; Dadan Abdul Aziz Mubarok
International Journal of Marketing & Human Resource Research Vol. 7 No. 1 (2026): International Journal of Marketing and Human Resource Research
Publisher : Training & Research Institute - Jeramba Ilmu Sukses

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47747/ijmhrr.v7i1.3331

Abstract

The growth of live commerce on TikTok Shop has encouraged hijab businesses to strengthen marketing strategies through promotional figures and brand visual identity. This study examines the effects of Brand Ambassadors and Logo Design on repurchase intention through consumer trust for Tiebymin hijab products, particularly following a logo redesign that elicited varied consumer responses. A quantitative explanatory approach was applied, collecting data from 100 consumers through an online 1–5 Likert-scale questionnaire using purposive sampling. Data were analyzed with Partial Least Squares–Structural Equation Modeling (PLS-SEM) via measurement and structural model evaluation. Findings indicate that Brand Ambassadors and Logo Design positively influence Consumer Trust, which mediates and reinforces their impact on Repurchase Intention. These results highlight that repurchase decisions in live-commerce depend not only on promotional appeal and visual identity but also on consumer confidence in the brand. Businesses are advised to select Brand Ambassadors aligned with brand character and to maintain consistent logo design; future research may include additional factors to expand understanding of repurchase behavior.
Pengaruh Kualitas Pelayanan dan Pengalaman Pelanggan Terhadap Kepuasan Pelanggan pada BNI Kcu Jl. Perintis Kemerdekaan Bandung Dhea Octaviani; Dadan Abdul Aziz Mubarok
El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Vol. 7 No. 8 (2026): El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/elmal.v7i8.13221

Abstract

Escalating competition within the financial services industry pushes banks to look beyond product-based advantages and instead pay closer attention to how services are delivered and perceived by customers. This study analyzes the degree to which service quality and customer experience determine the satisfaction levels of clients at BNI KCU Perintis Kemerdekaan. Employing a quantitative survey-based approach, a total of 105 customers were recruited through purposive sampling. Data were executed via Partial Least Squares Structural Equation Modeling (PLS-SEM) utilizing the SmartPLS 4.0 software. The empirical outcomes demonstrate that service quality exerts a positive and significant effect on client satisfaction. In a similar vein, customer experience also has a positive and significant impact exhibiting an even stronger effect compared to service quality. The coefficient of determination (R-square) reaches 0.575 revea that both variables jointly account for 57.5% of the variance in client satisfaction. Ultimately, this research confirms that elevating service quality while simultaneously optimizing customer experience represents a strategic imperative for banks seeking to optimize satisfaction
Pengaruh Brand Awareness terhadap Keputusan Pembelian Produk Sprei Midori Premium di Shopee Shilvia Angelina Fitriani; Ridho Riadi Akbar; Dadan Abdul Aziz Mubarok
Aktiva : Jurnal Manajemen dan Bisnis Vol. 5 No. 2 (2025): Volume 5 Nomor 2 Tahun 2025
Publisher : Actual Insight

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56393/aktiva.v5i2.4085

Abstract

Penelitian ini bertujuan menganalisis pengaruh brand awareness terhadap keputusan pembelian produk sprei fitted hotel berbahan microtencel premium merek Midori yang dipasarkan oleh Toko Rosanna melalui platform Shopee. Tingginya persaingan pada kategori produk home living di marketplace menyebabkan konsumen dihadapkan pada berbagai alternatif produk dengan karakteristik yang relatif serupa, sehingga kesadaran merek menjadi faktor penting dalam proses pengambilan keputusan. Penelitian ini menggunakan pendekatan kuantitatif dengan metode deskriptif dan verifikatif. Data diperoleh melalui penyebaran kuesioner daring kepada 96 responden pengguna Shopee yang pernah mengetahui atau membeli produk Midori, dengan teknik purposive sampling. Analisis data dilakukan menggunakan uji validitas dan reliabilitas, regresi linier sederhana, uji t, uji F, serta koefisien determinasi. Hasil penelitian menunjukkan bahwa brand awareness berpengaruh positif dan signifikan terhadap keputusan pembelian, dengan nilai signifikansi sebesar 0,000 dan koefisien determinasi sebesar 43,5%. Secara konseptual, hasil penelitian ini menegaskan peran brand awareness sebagai mekanisme kognitif yang membantu konsumen mengurangi risiko perseptual dalam pengambilan keputusan pembelian produk premium di marketplace digital.
Pengaruh Engagement Rate, Kepuasan Pengunjung, dan Customer Experience Terhadap Minat Berkunjung di Museum Geologi Bandung: Penelitian Shafira Azkia Syawaliyah; Riyandi Nur Sumawidjaja; Dadan Abdul Aziz Mubarok; Erna Herlianawati
Jurnal Pengabdian Masyarakat dan Riset Pendidikan Vol. 4 No. 3 (2026): Jurnal Pengabdian Masyarakat dan Riset Pendidikan Volume 4 Nomor 3 (Januari 202
Publisher : Lembaga Penelitian dan Pengabdian Masyarakat

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/jerkin.v4i3.4481

Abstract

The purpose of this study is to ascertain how visitors' intentions to visit the Geological Museum of Bandung are influenced by social media engagement rate, visitor satisfaction, and customer experience. The study is predicated on evolving post-pandemic tourist behavior, variable visitor numbers, and disparities in the efficacy of involvement across digital channels. People who have visited the museum were given questionnaires as part of a quantitative approach. Multiple linear regression, validity tests, reliability tests, and hypothesis testing were used to process the data. The findings show that visit intention is positively and significantly impacted by engagement rate, visitor satisfaction, and customer experience, both separately and collectively. In order to boost public interest, our findings highlight the significance of increasing visitor experiences, enhancing digital communication tactics, and improving service quality.
Pengaruh Kualitas Pelayanan dan Pengalaman Pelanggan Terhadap Kepuasan Pelanggan pada BNI Kcu Jl. Perintis Kemerdekaan Bandung Dhea Octaviani; Dadan Abdul Aziz Mubarok
El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Vol. 7 No. 8 (2026): El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/elmal.v7i8.13221

Abstract

Escalating competition within the financial services industry pushes banks to look beyond product-based advantages and instead pay closer attention to how services are delivered and perceived by customers. This study analyzes the degree to which service quality and customer experience determine the satisfaction levels of clients at BNI KCU Perintis Kemerdekaan. Employing a quantitative survey-based approach, a total of 105 customers were recruited through purposive sampling. Data were executed via Partial Least Squares Structural Equation Modeling (PLS-SEM) utilizing the SmartPLS 4.0 software. The empirical outcomes demonstrate that service quality exerts a positive and significant effect on client satisfaction. In a similar vein, customer experience also has a positive and significant impact exhibiting an even stronger effect compared to service quality. The coefficient of determination (R-square) reaches 0.575 revea that both variables jointly account for 57.5% of the variance in client satisfaction. Ultimately, this research confirms that elevating service quality while simultaneously optimizing customer experience represents a strategic imperative for banks seeking to optimize satisfaction
PENGARUH KUALITAS PRODUK, HARGA, DAN DIGITAL MARKETING TERHADAP VOLUME PENJUALAN AICE PADA CABANG SOREANG Padil Muhamad Raji; Andre Suryaningprang; Dadan Abdul Aziz Mubarok; Arie Hendra Saputro
Jurnal Ekonomi Bisnis Kompetif Vol 4 No 3 (2025): aktor Penentu Minat Pembelian, Kinerja Karyawan, dan Pengelolaan Hubungan Pelangg
Publisher : Komunitas Manajemen Kompetitif

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35446/bisniskompetif.v4i3.2672

Abstract

ABSTRACT The aim of this study is to evaluate and assess the influence of product quality, price, and digital marketing on Aice sales volume at the Soreang Branch, Bandung Regency. The study uses a quantitative technique, including descriptive and verification methodologies. Primary Data was acquired by delivering questionnaires to 100 participants who were Aice consumers at the Soreang Branch, using purposive sampling. The data were examined with the Partial Least Square–Structural Equation Modeling (PLS-SEM) method to test the validity, reliability, a causal link between variables. The test findings revealed that product quality, pricing, and digital marketing all had a favorable and significant impact on sales volume. In addition, simultaneous testing findings showed that product quality, price, and digital marketing together have a substantial effect on the sales volume of Aice Soreang Branch. These data show that enhancing product quality and establishing competitive prices in line with consumer value perceptions, and optimizing effective and integrated digital marketing strategies play an important role in increasing sales volume. This study provides empirical contributions to the development of marketing management studies, particularly in the context of the food and beverage industry, and offers practical implications for companies in formulating data-driven marketing strategies to improve sales performance sustainably. Keywords: Product Quality, Price, Digital Marketing, Sales Volume. ABSTRAK Pengkajian ditujukan untuk menguji dan menganalisis pengaruh kualitas produk, harga, dan digital marketing terhadap volume penjualan Aice pada Cabang Soreang, Kabupaten Bandung. Studi ini memanfaatkan pendekatan kuantitatif yang menggunakan teknik deskriptif dan verifikatif. Data utama diperoleh melalui penyebaran kuesioner kepada 100 konsumen Aice Cabang Soreang, dengan metode pengambilan sampel purposive. Data dianalisis dengan metode ini Partial Least Square–Structural Equation Modeling (PLS-SEM) untuk menguji validitas, reliabilitas, serta hubungan kausal antarvariabel. Hasil pengujian menunjukkan kualitas produk berpengaruh progresif terhadap volume penjualan, harga berpengaruh progresif terhadap volume penjualan, serta digital marketing berpengaruh progresif terhadap volume penjualan. Selain itu, hasil pengujian keseluruhan menunjukkan kualitas produk, harga, dan digital marketing secara bersama-sama memiliki pengaruh positif terhadap volume penjualan Aice Cabang Soreang. Temuan ini mengindikasikan peningkatan mutu produk, penetapan harga yang kompetitif dan sesuai dengan persepsi nilai konsumen, serta optimalisasi strategi digital marketing yang efektif dan terintegrasi berperan penting dalam meningkatkan volume penjualan. Kajian ini memberikan kontribusi empiris pada pengembangan kajian manajemen pemasaran, khususnya konteks industri makanan dan minuman, serta memberikan manfaat praktis bagi bisnis dalam mengembangkan strategi pemasaran berbasis data untuk meningkatkan penjualan secara konsisten. Kata kunci: Kualitas Produk, Harga, Digital Marketing, Volume Penjualan.
Size Matters in Legal Ethics: Contrasting Mediating Mechanisms of Reputational Capital Raja Frans; Erico Hamdani; Dadan Abdul Aziz Mubarok; Nunung Ayu Sofiati
International Journal of Management, Economic and Accounting Vol. 4 No. 1 (2026): February 2026
Publisher : Yayasan Multidimensi Kreatif

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61306/ijmea.v4i1.696

Abstract

The efficacy of digital signaling in credence goods markets remains paradoxical: while visibility tools are universal, their reputational impact is highly context-dependent. This study challenges the prevailing "one-size-fits-all" assumption in legal services marketing by examining firm size as a critical boundary condition. Drawing on a synthesis of Signaling Theory and Institutional Theory, we posit that the mechanism of building reputational capital differs fundamentally between market challengers (small firms) and incumbents (large firms). Data were collected from 126 strategic elites (partners/founders) in the Indonesian legal sector, representing a high-uncertainty emerging market context. The model was tested using Partial Least Squares Multi-Group Analysis (PLS-MGA). The results confirm a sharp strategic dichotomy. For small firms, professional ethics functions as an "offensive weapon," where digital signaling intensity yields a massive impact on ethical legitimacy , effectively overcoming the liability of newness. Conversely, for large firms, ethics serves merely as a "defensive shield" or hygiene factor, with a significantly lower conversion rate , as their reputation is already "embedded" in historical institutional structures. Theoretically, this research introduces the concept of "Signal Elasticity," demonstrating that the reputational yield of ethical signaling is structurally contingent. These findings provide tailored strategic prescriptions for "Davids" and "Goliaths" in the digital legal marketplace, suggesting that while challengers must prioritize high-fidelity signaling, incumbents should focus on maintaining institutional buffers.
Pengaruh Online Customer Review, Kualitas Produk, dan Brand Image Terhadap Keputusan Pembelian pada Produk Viva Cosmetics Isna Rosya Jamil; Dadan Abdul Aziz Mubarok
Indonesian Journal of Multidisciplinary on Social and Technology Vol. 4 No. 3 (2026): Juli - Oktober
Publisher : PT Ilmu Data Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.69693/ijmst.v4i3.13187

Abstract

Penelitian ini bertujuan untuk pengujian berdesain kuantitatif deskriptif ini ditujukan memetakan dinamika perilaku belanja masyarakat akibat impuls dari ulasan daring, mutabilitas kualitas produk, serta daya Viva Cosmetics Dua ratus partisipan digunakan dalam prosedur pengambilan sampel. Studi ini menggunakan IBM SPSS Statistics untuk analisis regresi linier berganda, uji-t, uji-f, dan R2. Data diperoleh melalui kuesioner menggunakan skala Likert. Penelitian ini menemukan bahwa sinergi antara ulasan pelanggan online, kualitas produk, dan citra merek serentak bersamaan, sebagaimana ditunjukkan , Hasil Adjusted R Squared mencapai 0,778 yang berarti 77% dinamika peilahan pembelian dikontribusikan oleh kombinasi ketiga variabel bebas, sementara 22,2% disumbang oleh determinan ekstrenal lainnya. Riset ini menegaskan bahwa Viva Cosmetics dapat meningkatkan kualitas produk, umpan balik pelanggan, dan citra merek mereka untuk membuat produk mereka lebih menarik bagi pembeli.
Co-Authors Adelia Nurma Isyah Agri Regiansa Alexander Patrick Sinamo Alya Napsi Fitria Ambarwati, Erli Ameilia Destiara Ahdiat Andre Suryaningprang Anjani, Deliana Septi Aprilliani, Pritta Ardinal Djalil Arie Hendra Saputro Aspi Nurani Benny Bernadus Bernadus, Benny Cahyani, Putri Regita Cecep Saepul Rohman Cecep Saepul Rohman Chandra Jaya, Rama Cinta Dwi Alieka Dalfa Septi Miami Dayan Hakim Natigor Dayona Ismail, Gurawan Dedi Gumilar Dendi Sujatmika Deni Hamdani Depi Ratna Sari Detya Wiryany Devyanthi Syarif Dhea Octaviani Dinda Fitriya Nurazyka Dini Carollina Erico Hamdani Erika Hartina Erna Herlianawati Erna Herlinawati Erna Herlinawati Fadilah, Hamidah Fauziah Faiz Sidqi Robbani Fanji Wijaya Faulina Nur Azizah Fauziah, Ninda Fauziyyah, Anggia Nur Febriyanti, Karina Fina Fahrina Fahrunisa Fitri Julianti Gemma Handayani Gurawan Dayona Ismail Gustami, Alifia Dwi Habib Amir Mujahid Hajar, Asri Shopiatul Handayani, Tias Ratna Helinawati, Erna Helvy Ramadhan Icha Mustika Wahyudi Ida Farida Oesman Ida Farida Oesman Indri Theresa Sitohang Ismail, Gurawan Dayona Isna Rosya Jamil Jaya, Rama Chandra Karamang, Ezra Karimah Azzahra, Waffa Kleofas Sumaler Laela Rahmawati Laelasari, Memey Lina Oktaviani Listri Herlina Mochammad Mukti Ali Muhamad Nazri Darise Muhamad Rizki Pratama Muhammad Bayu Muhammad Randi Febrian Mujahid, Habib Amir Mukti Ali, Mochammad Muttaqin, Ridlwan Nadia Muldiani Nafisah, Zian Neng Rosmiati Niken Annisa Zulkarnaen Nisa, Nina Auliya Novita Tri Hapsari Nunung Ayu Sofiati Nunung Ayu Sofiati (Efi) Nur Solehah Nuradina, Kartika Nurul Fadli, Ahmad Mukhlis Nurwidyani, Sabrina Eka Oktapian, Elsa Padil Muhamad Raji Palupi Permata Rahmi Pramitha, Adila Prasetiyo, Wildan Guretno Prinska Damara Sastri Putri Ermawan, Amanda Putri, Dea Anisa Putri, Rizka Ardlia R. Rheina Amalina Iskandar Raja Frans Rama Candra Jaya Rama Chandra Jaya Ramadillah, Tsara Khalistha Ramdan, Ahmad Taufiq Maulana Recky, Recky Rega Noer Cahyana Ria Marlia Hartati Riadi, Ridho Ridho Riadi Akbar Ridlwan Muttaqin Rifqi Farisan Akbar Rikko Oktaviano Baktiar Rima Nurul Afifah Rimayani Rimayani Rimayani, Rimayani Rini Marlina Rio Ari Ramadhan Riska Nuraini Riyandi Nur Sumawidjaja Riyandi Nur Sumawidjaja Riyandi Nur Sumawidjaja Riyandi Nur Sumawidjaya Rizki Fathurrahman Septian Ryan Marshal Fauzy Sani Aulia saniyyah, seli Sari, Lita Adhitya Sari, Putri Amalia Satrio Rahardi Sayyidinaa Zahra Ridha Pramitha Setiawan, Ariq Rifqi Shafira Azkia Syawaliyah Shilvia Angelina Fitriani Siddiq, Andhika Mochamad Sihaloho, Monika Sinamo, Alexander Patrick Siswahyudianto Siti Nur Haliza Oktavia Siti Nurjannah Siti Sarah, Siti Solehudin Sujatmika, Dendi Sumawidjaya, Riyandi Nur Syahputra, Fadli Angga Reza Syamsul Bachri Syarif, Devyanthi Tawaqal, Rizki Surya Trijaya, Teguh Ulfa, Nabila Utami, Latifa Alda Vira Rohmania Oktaviani Waffa Karimah Azzahra Wais Alqorni, Muhammad Zaki Widyastuti Nurmalia Utami Wulan Wulandari Gunawan Yanda Ihza Rizky Yesi Safitri Yoyo Sudaryo Yoyo Sudaryo Yudi Wahyudi Yulia Putri, Shofa