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All Journal Journal of Economic, Bussines and Accounting (COSTING) Management Studies and Entrepreneurship Journal (MSEJ)
Bambang Sutedjo
Universitas Stikubank
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Pengaruh Kepercayaan Merek Dan Nilai Pelanggan Terhadap Minat Beli Dan Terhadap Loyalitas Pelanggan (Studi pada wanita bekerja pengguna kosmetik Wardah) Rahma Anggraeni; Bambang Sutedjo
Journal of Economic, Bussines and Accounting (COSTING) Vol 7 No 2 (2024): COSTING : Journal of Economic, Bussines and Accounting
Publisher : Institut Penelitian Matematika, Komputer, Keperawatan, Pendidikan dan Ekonomi (IPM2KPE)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31539/costing.v7i3.8809

Abstract

Cosmetics are in great demand by women to fulfill their needs. For working women, cosmetics are very important both to fulfill work demands and the woman's own pleasure. The choice of cosmetic products can be seen from consumer trust and the value of the product. Consumers really pay attention to the cosmetics they will use, such as paying attention to product safety, product halalness, suitability for their skin, affordability and so on. The aim of this research is to analyze the significance of the influence of brand trust and customer value on purchase intention and customer loyalty among working women who use Wardah cosmetics by involving 89 respondents. The method used in this research is purposive sampling with sample selection to obtain information obtained with certain considerations. Data collection was carried out by distributing questionnaires via questionnaires and Google forms to visitors and employees of Luwes Purwodadi. The results of this research can be concluded that brand trust and customer value have a positive and significant effect on purchasing interest. Meanwhile, purchase interest also has a significant positive effect on customer loyalty. Keywords: Brand Trust, Customer Value, Purchase Interest and Customer Loyalty
Pengaruh Celebrity Endorsement, Social Media Marketing, Brand Image Terhadap Purchase Intention (Studi Kasus Pada Produk Luxcrime Blur & Cover Two Way Cake Di Outlet Jepara) Yaska Putri Wardani; Bambang Sutedjo
Management Studies and Entrepreneurship Journal (MSEJ) Vol. 6 No. 4 (2025): Management Studies and Entrepreneurship Journal (MSEJ)
Publisher : Yayasan Pendidikan Riset dan Pengembangan Intelektual (YRPI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37385/msej.v6i4.8143

Abstract

Tujuan dari penelitian ini untuk mengetahui celebrity endorsement, social media marketing dan brand image terhadap purchase intention. Populasi dalam penelitian ini adalah konsumen yang memiliki niat beli produk Luxcrime blur & cover two way cake. Metode kuantitatif digunakan dalam penelitian ini dan data diukur menggunakan skala likert. Pengambilan sampel menggunakan metode purposive sampling dengan kriteria sample sebanyak 92 responden. Hasil dari penelitian ini menunjukkan bahwa celebrity endorsement, brand image berpengaruh positif signifikan terhadap purchase intention, sedangkan social media marketing berpengaruh positif tidak signifikan terhadap purchase intention
Co-Authors Rahma Anggraeni Yaska Putri Wardani