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All Journal Journal of Business and Behavioural Entrepreneurship REMIK : Riset dan E-Jurnal Manajemen Informatika Komputer Edunomia : Jurnal Ilmiah Pendidikan Ekonomi TOFEDU: The Future of Education Journal Ekopedia: Jurnal Ilmiah Ekonomi Oikonomia : Journal of Management Economics and Accounting Jurnal Ilmiah Ekonomi dan Manajemen Indonesia
Daru Putri Kusumaningtyas
Universitas Negeri Jakarta
Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Mathematics Social Sciences Other

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Analyzing The Influence of Social Media Marketing, Price Discount, and Product Quality on Purchase Intention: A Study of Mad For Makeup Rifa Abhista Rizkyah; Corry Yohana; Daru Putri Kusumaningtyas
The Future of Education Journal Vol 5 No 2 (2026)
Publisher : Lembaga Penerbitan dan Publikasi Ilmiah Yayasan Pendidikan Tumpuan Bangsa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61445/tofedu.v5i2.1936

Abstract

The cosmetics industry in Indonesia has experienced rapid growth along with increasing consumer awareness of self-care and the expansion of digital platforms. This study aims to examine the effect of social media marketing, price discount, and product quality on purchase intention toward the Mad For Makeup brand. A quantitative approach was employed using survey data collected from 162 respondents who are beauty enthusiasts in West Java and have been exposed to Mad For Makeup’s social media content. The data were analyzed using multiple linear regression with SPSS 31, including validity, reliability, classical assumption tests, and hypothesis testing. The results indicate that all three independent variables have a positive and significant effect on purchase intention. Among them, product quality is the most dominant factor influencing purchase intention, followed by price discount and social media marketing. These findings suggest that while digital marketing activities and promotional strategies contribute to consumer interest, product quality remains the key determinant in shaping purchase intention in the cosmetics industry. The study provides practical implications for cosmetic brands to strengthen product quality while maintaining effective social media engagement and competitive pricing strategies.
Pengaruh Brand Ambassador, Brand Image, dan Event Marketing terhadap Purchase Decision Tiket Allo Bank Hangout Festival 2025: Studi pada Pengunjung di Wilayah Jabodetabek Divani Mona Ritonga; Nadya Fadillah Fidhyallah; Daru Putri Kusumaningtyas
Ekopedia: Jurnal Ilmiah Ekonomi Vol. 2 No. 3 (2026): JULI-SEPTEMBER
Publisher : Indo Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/tp80fz18

Abstract

This study aims to analyze the influence of brand ambassador, brand image, and event marketing on purchase decision of Allo Bank Hangout Festival 2025 tickets among visitors in the Jabodetabek area. The research employs a quantitative approach with a survey method involving 125 respondents selected through purposive sampling. Data were collected using a Likert-scale questionnaire and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4. The results indicate that brand ambassador has a positive and significant effect on purchase decision (β = 0.444, t = 6.582, p < 0.001). Brand image also has a positive and significant effect on purchase decision (β = 0.285, t = 3.684, p < 0.001). Event marketing has a positive and significant effect on purchase decision (β = 0.212, t = 2.524, p = 0.012). Among the three variables, brand ambassador is the most dominant factor influencing purchase decision. These findings reinforce the theoretical concepts of celebrity endorsement, brand image, and experiential marketing in shaping consumer behavior, particularly in the event and entertainment industry. The study provides practical implications for digital banks and event organizers in designing more effective marketing strategies oriented toward consumer experience.
Telaah Product Quality, Brand Image, dan Brand Trust dalam Membentuk Customer Satisfaction dan Brand Switching Konsumen BBM Non-Subsidi dari Pertamina ke SPBU Swasta di DKI Jakarta Dzaid Harris Putra Fahyat; Usep Suhud; Daru Putri Kusumaningtyas
Ekopedia: Jurnal Ilmiah Ekonomi Vol. 2 No. 3 (2026): JULI-SEPTEMBER
Publisher : Indo Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/5ft47039

Abstract

This study aims to analyze the influence of product quality, brand image, and brand trust on customer satisfaction and brand switching among non-subsidized fuel consumers switching from Pertamina to private gas stations in DKI Jakarta. The research employs a quantitative associative-causal design with a cross-sectional time horizon. Data were collected through questionnaires distributed to 210 respondents selected via purposive sampling, comprising consumers residing in DKI Jakarta, aged at least 17 years, owning a private motor vehicle, and having used non-subsidized fuel from both Pertamina and private gas stations. Data were analyzed using covariance-based Structural Equation Modeling (SEM) with AMOS, preceded by validity and reliability tests using SPSS. The results show that product quality, brand image, and brand trust have no significant direct effect on brand switching, and that product quality and brand image likewise have no significant effect on customer satisfaction. Brand trust, however, has a positive and significant effect on customer satisfaction, which in turn has a positive and significant effect on brand switching. These findings suggest that customer satisfaction serves as the key mediating factor linking brand trust to brand switching, since the direct effects of the three independent variables on brand switching were not significant, while the indirect path through customer satisfaction proved significant. This study is expected to contribute theoretically to consumer behavior research in the energy sector, and practically to PT Pertamina, private gas station operators, and the government in formulating strategies to enhance satisfaction and loyalty among non-subsidized fuel consumers.
Pengaruh Perceived Quality, Brand Trust, dan Customer Experience terhadap Repurchase Intention pada Produk Skincare Scarlett di DKI Jakarta Darryl Sagara; Nadya Fadillah F; Daru Putri Kusumaningtyas
Ekopedia: Jurnal Ilmiah Ekonomi Vol. 2 No. 3 (2026): JULI-SEPTEMBER
Publisher : Indo Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/xrraah57

Abstract

This study aims to analyze the influence of Perceived Quality, Brand Trust, and Customer Experience on Repurchase Intention among consumers of Scarlett skincare products in Jakarta. This study employed a quantitative approach using a survey method through the distribution of questionnaires to respondents who met the research criteria. The sample consisted of 155 Generation Z respondents aged 18–29 years who had used or purchased Scarlett products in Jakarta. The sampling technique used was non-probability sampling with a purposive sampling method. The data were analyzed using the Statistical Package for the Social Sciences (SPSS), including descriptive statistical analysis, classical assumption tests, multiple linear regression analysis, and hypothesis testing. The results showed that Perceived Quality had a positive and significant effect on Repurchase Intention, Brand Trust had a positive and significant effect on Repurchase Intention, and Customer Experience had a positive and significant effect on Repurchase Intention. Simultaneously, Perceived Quality, Brand Trust, and Customer Experience also had a positive and significant effect on Repurchase Intention. The three variables explained 58.1% of the variation in Repurchase Intention, while the remaining 41.9% was explained by other factors outside the research model. These findings indicate that consumers’ perceptions of product quality, trust in the brand, and experiences gained through interactions with the product are important aspects in shaping consumers’ intention to repurchase Scarlett products.  
Co-Authors Amanda Chrisanty Wibowo Annisa Lutfia Corry Yohana Daniel Pungkas Prastia Wibowo Darryl Sagara Dian Nirmalasari Dita Puruwita Divani Mona Ritonga Dzaid Harris Putra Fahyat Fidhyallah, Nadya Fadillah Khilda Nur Uswah Akhsariah Kinthan Arum Rengganis Setiyadjid Nabila Anindhita Puji Yuniarti Raya Sulistyowati Rifa Abhista Rizkyah Riswandi Riswandi Rizka Zakiah Sajiwo Tri Prakoso Sri Indah Nikensari Sugiyono Sugiyono Terrylina Arvinta Monoarfa Usep Suhud Wulan Suminar