Article Per Year (5 Year)
p-Index From 2021 - 2026
0.61
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This Author published in this journals
All Journal International Journal of Management Science and Information Technology (IJMSIT) International Journal of Economics, Business and Innovation Research Asian Journal of Management, Entrepreneurship and Social Science
Agus Abdurrahman
Islamic University of Indonesia
Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Analysis Of The Influence Of Beauty Influencer Tasya Farasya's Attitude On Consumer Purchase Intention Through Consumer Attitude Towards Influencer As a Mediator Annisa Fitriany Sabrina Mirza; Agus Abdurrahman
International Journal of Economics, Business and Innovation Research Vol. 3 No. 03 (2024): May, International Journal of Economics, Business and Innovation Research (IJE
Publisher : Cita konsultindo

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Abstract

This research is research that examines the relationship between the attitude of beauty influencer Tasya Farasya and consumer purchase intention which is mediated by consumer attitudes towards Influencers. This research aims to identify the influence of influencer attitudes which include the dimensions of credibility, trustworthiness, expertise, liking, similarity, familiarity and attractiveness which are mediated by attitudes towards influencers in influencing consumer purchase intention. This research uses a quantitative approach using primary data in the form of a questionnaire as a research data collection tool. The data in this research was processed using SEM (Structural Equation Modeling) with the help of AMOS to test the research hypothesis. This research produces findings that attitudes towards influencers can mediate the positive and significant influence of beauty influencer Tasya Farasya's attitude on consumer purchase intention. The results of this research provide important insights for marketers and social media practitioners in understanding how attitudes towards influencers, especially in terms of credibility, trustworthiness, expertise, likeability, similarity, familiarity and attractiveness, can influence consumer purchasing interest.
The Influence of Social Media Marketing Sociolla on Brand Loyalty Through Brand Trust and Brand Equity Fidia Shabrina; Agus Abdurrahman
Asian Journal of Management, Entrepreneurship and Social Science Vol. 3 No. 04 (2023): November, Asian Journal of Management, Entrepreneurship and Social Science
Publisher : Cita Konsultindo Research Center

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This study aims to identify the influence of social media marketing on brand loyalty through brand trust and brand equity. By using a quantitative approach through the distribution of online questionnaires and obtained a number of 152 respondents. The number of respondents was obtained based on the criteria of respondents who have social media, aged 18 - 40 years and know about Sociolla. Data analysis using the PLS-SEM method. The results of this study indicate that social media marketing has a positive influence on brand trust, brand equity and brand loyalty. Brand trust has a positive effect on brand equity but does not have a positive impact on brand loyalty. Brand equity has a positive influence on brand loyalty. This research can be used as an additional reference for further research involving social media marketing, brand trust, brand equity, and brand loyalty. As for the company, this research can be a consideration in improving communication and service to Sociolla consumers in order to increase brand loyalty.
The Effect of Product Advertising Through YouTube Media on Brand Awareness, Brand Image, and Purchase Intentions in the Millennial Generation Fariz Irfandi; Agus Abdurrahman
International Journal of Management Science and Information Technology Vol. 3 No. 2 (2023): July - December 2023
Publisher : Lembaga Komunitas Informasi Teknologi Aceh (KITA), Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35870/ijmsit.v3i2.1534

Abstract

This study aims to see the influence of YouTube media as a place for promoting or advertising various products on brand awareness, brand image, and purchase intention by millennials in Indonesia. This research is based on advertising value theory and generational cohort theory. The variables in this study are YouTube advertising, brand awareness, brand image, and purchase intention. This study used a quantitative approach by distributing questionnaires online which managed to get 141 respondents. The respondents were collected by convenience sampling technique based on the choice of age criteria ranging from 18 years to 40 years the birth of the millennial generation 1982-2004 was based on the theory of generation by Strauss-Howe and using YouTube as an entertainment medium and information channel. Process the data from the results of this study using the PLS-SEM application. The results of this study found that there was a positive influence of YouTube advertising on brand awareness, brand image, and direct purchase intention. Brand image also influences purchase intention, but brand awareness does not influence purchase intention. So only brand image can be said as a mediating variable, while brand awareness is not. This research can be additional literacy related to the topic of the influence of YouTube advertisements which is still small. Companies can use this research as a basis for studies to make product or brand marketing through digital media more attractive to convey to consumers.
Co-Authors Annisa Fitriany Sabrina Mirza Fariz Irfandi Fidia Shabrina