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Galuh Mira Saktiana
Faculty of Economics and Business, Universitas Tarumanagara, Jakarta, Indonesia
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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THE INFLUENCE OF NCT DREAM AS A BRAND AMBASSADOR AND E-WOM ON PURCHASE INTENTION OF TOSTOS PRODUCTS IN DKI JAKARTA THROUGH BRAND IMAGE Roslyn Brenda Haslimin; Galuh Mira Saktiana
International Journal of Application on Economics and Business Vol. 4 No. 2 (2026): May 2026
Publisher : Graduate Program of Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/ijaeb.v4i2.387-396

Abstract

The snack food industry in Indonesia experiences rapid growth every year. TosTos, one of the tortilla chip brands from PT Dua Kelinci, maintaining its brand image and increasing purchase intention, especially after its collaboration with NCT Dream, boy band from Korea. Research aims to analyze the influence of Brand Ambassador, E-WOM on the Buying Intention of TosTos products, through Brand Image. Descriptive quantitative design with purposive sampling for data collection through an online survey of 260 respondents in the DKI Jakarta area. Data analysis was conducted using PLS SEM. The results of this study indicate that Brand Ambassador and E-WOM have a positive influence on brand image and intention to buy. In addition, Brand Image also plays a significant mediating role in the relationship between Brand Ambassador and E-WOM toward Purchase Intention. This research provides practical contributions for companies in developing effective marketing communication strategies, particularly in leveraging public figures and managing consumer perceptions on social media
THE EFFECT OF BRAND IMAGE, EWOM, PRODUCT QUALITY, AND PRICE ON PURCHASE INTENTION OPPO SMARTPHONE IN JAKARTA Pramudya Gusti Kelana; Galuh Mira Saktiana
International Journal of Application on Economics and Business Vol. 4 No. 2 (2026): May 2026
Publisher : Graduate Program of Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/ijaeb.v4i2.433-440

Abstract

The purpose of this research is to examine brand image, EWOM, product quality, and price influence the purchase intention of Oppo smartphones among the people of DKI Jakarta. The sample consisted of 250 respondents who are consumers aware of Oppo smartphones in the DKI Jakarta area. Purposive sampling, with data collected through an online questionnaire distributed via Google Forms. The collected data were analyzed using the Structural Equation Modelling (SEM) method and processed with the SmartPLS application. The results of the study indicate that brand image, electronic word of mouth, product quality, and price all have a positive influence on purchase intention. Specifically, the findings show that: (1) brand image has a positive significant on purchase intention, (2) EWOM has a positive and significant effect on intention to buy, (3) product quality has a positive not significant effect on purchase intention, and (4) price has a positive but not significant effect on purchase intention. These findings suggest that brand image and e-WOM play a dominant role in driving the purchase intention of consumers in DKI Jakarta toward Oppo smartphones. Furthermore, although product quality and price have a positive impact, they are not significant, indicating that purchase decisions are more strongly influenced by brand perception and consumer reviews on social media. This highlights the importance of branding strategies and effective e-WOM management in increasing purchase intention.
THE INFLUENCE OF BRAND EXPERIENCE AND PERCEIVED QUALITY ON BRAND LOYALTY IN ST.IVES PRODUCTS IN DKI JAKARTA THROUGH BRAND TRUST Tasya Adiba Kamilah; Galuh Mira Saktiana
International Journal of Application on Economics and Business Vol. 4 No. 2 (2026): May 2026
Publisher : Graduate Program of Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/ijaeb.v4i2.454-462

Abstract

This research has a purpose to test the affect brand experience, perceived quality, and brand trust on brand loyalty for St.Ives products in the people of DKI Jakarta. Sampling technique is non-probability, with purposive sampling with 260 participants, and used analyze data with SEM PLS. The results of this research are positive and significantly influence on brand experience, perceived quality, and brand trust on brand loyalty for St.Ives products in the DKI Jakarta community. Brand trust not mediate brand experience and perceived quality on brand loyalty. This shows that brand experience, Perceived Quality, and brand trust have a dominant affect in encouraging the loyalty of the people of DKI Jakarta to St.Ives products. Brand trust, although it has a positive affect, is not significant, which indicates that although customers believe in a particular brand, it is not strong enough to influence their behavior or decisions. The result emphasize the importance of build loyalty to consumer.
Co-Authors Pramudya Gusti Kelana Roslyn Brenda Haslimin Tasya Adiba Kamilah