Article Per Year (5 Year)
p-Index From 2020 - 2025
0.23
P-Index
This Author published in this journals
All Journal Jurnal Bina Bangsa Ekonomika
Bintang Julian Pratama
Universitas Muhammadiyah Surakarta
Economics, Econometrics & Finance

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
PENGARUH BRAND IMAGE DAN INFLUENCER ENDORSEMENT TERHADAP PURCHASE INTENTION PADA SMARTPHONE SAMSUNG DENGAN TRUST SEBAGAI VARIABEL MEDIASI Bintang Julian Pratama; Ahmad Mardalis
Jurnal Bina Bangsa Ekonomika Vol. 17 No. 2 (2024): Jurnal Bina Bangsa Ekonomika (JBBE)
Publisher : LP2M Universitas Bina Bangsa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46306/jbbe.v17i2.553

Abstract

The purpose of this study is to analyze the influence of Brand Image and Influencer Endorsement on Purchase Intention on Samsung smartphones with Trust as a mediation variable. This research method is quantitative. The population in this study is all consumers or users of Samsung smartphones. The total sample of this study was 286 respondents. The sampling technique uses a non-probability sampling approach  with purposive sampling techniques. The type of data used in this study is primary data.  Data collection techniques using questionnaires and research instruments. The data analysis technique in this study uses a Partial Least Square (PLS)-based SEM structural equation model. The result of this study is that Brand image has a positive and significant influence on Purchase Intention. Influencer endorsements have a positive but not significant influence on Purchase Intention. Brand image has a positive and significant influence on trust. Influencer endorsements have a positive and significant influence on Trust. Trust has a positive and significant influence on Purchase Intention. Brand image has a positive and significant influence on purchase intention mediated by Trust. Influencer endorsements have a positive and significant influence on  trust-mediated purchase intent
Co-Authors Ahmad Mardalis, Ahmad