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All Journal Jurnal Online Mahasiswa (JOM) Bidang Ilmu Ekonomi Kinerja: Jurnal Ekonomi dan Manajemen YUME : Journal of Management Procuratio : Jurnal Ilmiah Manajemen Jurnal Bisnis Mahasiswa Journal of Artificial Intelligence and Digital Business West Science Business and Management West Science Interdisciplinary Studies International Journal of Multidisciplinary Approach Research and Science International Journal of Applied Economics, Accounting and Management (IJAEAM) West Science Interdisciplinary Studies Jurnal Manajemen dan Bisnis (J-Mabis)
Prima Andreas Siregar
Universitas Riau
Agriculture, Biological Sciences & Forestry Humanities Chemical Engineering, Chemistry & Bioengineering Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Electrical & Electronics Engineering Engineering Environmental Science Health Professions Immunology & microbiology Social Sciences Other

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The Effect of Word of Mouth and Brand Image through Brand Trust on Purchasing Decisions for MS Glow Skincare Products in Bangkinang Kota, Kampar Regency Saniah, Badriati; Noviasari, Henni; Alvionita, Agnes; Siregar, Prima Andreas
West Science Business and Management Vol. 3 No. 02 (2025): West Science Business and Management
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsbm.v3i02.1928

Abstract

This study was conducted with the aim of knowing the effect of Word of Mouth and Brand Image through Brand Trust on Purchasing Decisions for Ms Glow Skincare Products in Bangkinang Kota, Kampar Regency. The population in this study were consumers of MS Glow skincare products in Bangkinang Kota, Kampar Regency, with the sample criteria in this study being MS Glow Skincare Product User Consumers, Consumers who live in Bangkinang Kota, Aged over 17 years. This study will use non-probability sampling techniques, where each member of the population does not have the same opportunity to be selected as part of the sample so that the sample size of this study is 100 people from the total population. The data analysis method of this study uses the Structural Equation Modeling - Partial Least Square (SEM-PLS) analysis method with SmartPLS software version 4.0.  The results of this study indicate that Word of Mouth affects the brand trust of Ms Glow skincare products, Brand Image affects the brand trust of Ms Glow skincare products. Word Of Mouth affects the purchase decision of Ms Glow skincare products, Brand Image affects the purchase decision of Ms Glow skincare products, Brand trust affects the purchase decision of Ms Glow skincare products, Word of mouth affects purchasing decisions through brand trust of Ms Glow skincare products, Brand image affects purchasing decisions through Ms Glow skincare brand trust.
Analyzing the Determinants of Purchase Intention in E-commerce: Evidence from Bukalapak Users in Pekanbaru Tyas, Rara Claudia Kusumaning; Noviasari, Henni; Siregar, Prima Andreas
West Science Business and Management Vol. 3 No. 02 (2025): West Science Business and Management
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsbm.v3i02.1959

Abstract

This study investigates the determinants of purchase intention in e-commerce, focusing on Bukalapak users in Pekanbaru, Indonesia. The research examines the influence of electronic word-of-mouth (eWOM), brand image, and consumer trust on purchase intention. A sample of 150 respondents was selected using non-probability sampling and purposive sampling techniques. Data were collected through questionnaires, observations, and documentation, and analyzed using Structural Equation Modeling-Partial Least Squares (SEM-PLS) with the SMART-PLS application. The results indicate that eWOM and brand image directly influence purchase intention and consumer trust. Consumer trust also directly affects purchase intention. Furthermore, eWOM and brand image indirectly influence purchase intention through consumer trust as a mediating variable. The findings suggest that eWOM and brand image play crucial roles in shaping consumer perceptions and building trust, which ultimately drives purchase intention in the context of e-commerce. The study highlights the importance of delivering strong and convincing information through eWOM and establishing a positive brand image to effectively increase consumer trust and purchase intention. The research contributes to the understanding of consumer behavior in e-commerce and provides insights for Bukalapak to enhance its marketing strategies and address the challenges of declining visitor numbers and purchase intentions.    
Pulling The Strings Of Student Shoppers: How Service Quality, Pricing Power, And Promotional Strategy Shape Bukalapak’s Appeal Among Unri Management Undergraduates Suhatman, Rido; Wasnury, Rendra; Siregar, Prima Andreas
JURNAL MANAJEMEN DAN BISNIS Vol 4 No 1 (2025): Jurnal Manajemen dan Bisnis (J-MaBis)
Publisher : Lembaga Penelitian dan Pengabidan kepada Masyarakat Universitas Kader Bangsa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54816/jmabis.v4i1.970

Abstract

The rapid growth of the e-commerce industry in Indonesia has driven competition between digital platforms, including Bukalapak, which, despite having competitive service features, has not shown dominance in the preferences of young consumers. This study aims to analyze the effect of service quality, price, and promotion on the purchasing decisions of Bukalapak application users among students majoring in Management at University of Riau class of 2020. Using a quantitative approach with a case study strategy, data were collected through questionnaires and interviews and analyzed using multiple linear regression with the help of SPSS software. The results showed that promotion had the most significant influence on purchasing decisions, followed by service quality, whereas price had no significant effect. The findings confirm that the effectiveness of promotional communications and improvement of the quality of the digital service experience are the main factors influencing the purchasing behavior of the younger generation, while price considerations are no longer the dominant factor. The contribution of this research lies in a more contextualized understanding of e-commerce user preferences among university students, as well as enriching the digital marketing literature by highlighting the importance of marketing mix strategies based on specific user segments. The practical implications of the findings are aimed at local e-commerce platform managers to strengthen service aspects and adopt more adaptive promotional strategies in the face of competitive digital market dynamics.
Determinasi Minat Berwirausaha Mahasiswa Manajemen Universitas Riau Syamsuri, Abd. Rasyid; Siregar, Prima Andreas; Sulistia, Mayang
Jurnal Bisnis Mahasiswa Vol 5 No 4 (2025): Jurnal Bisnis Mahasiswa
Publisher : PT Aksara Indo Rajawali

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.60036/jbm.501

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh kepribadian, pengetahuan kewirausahaan, dan lingkungan keluarga terhadap minat berwirausaha mahasiswa Manajemen Angkatan 2022 Fakultas Ekonomi dan Bisnis Universitas Riau. Metode penelitian yang digunakan adalah kuantitatif, dengan 105 responden yang dipilih menggunakan teknik non-probability sampling. Data dikumpulkan melalui kuesioner dan dianalisis menggunakan regresi linear berganda dengan bantuan SPSS. Hasil penelitian menunjukkan bahwa secara parsial maupun simultan, kepribadian, pengetahuan kewirausahaan, dan lingkungan keluarga berpengaruh positif dan signifikan terhadap minat berwirausaha mahasiswa. Temuan ini mengindikasikan bahwa semakin baik kepribadian, semakin tinggi pengetahuan kewirausahaan, dan semakin mendukung lingkungan keluarga, maka minat mahasiswa untuk berwirausaha juga akan meningkat. Nilai R Square sebesar 0,361 menunjukkan bahwa ketiga variabel independen tersebut mampu menjelaskan 36,1% variabilitas minat berwirausaha mahasiswa. Hasil ini memberikan implikasi penting bagi pendidikan kewirausahaan dalam meningkatkan minat berwirausaha di kalangan mahasiswa.
Pengaruh Kepemimpinan Otokratis, Motivasi Kerja dan Komunikasi Terhadap Kinerja Pegawai Badan Riset dan Inovasi Daerah Kabupaten Pelalawan Syamsuri, Abd Rasyid; Siregar, Prima Andreas
YUME : Journal of Management Vol 8, No 2 (2025)
Publisher : Pascasarjana STIE Amkop Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37531/yum.v8i2.8970

Abstract

Abstrak Penelitian ini bertujuan untuk meneganalisis pengaruh kepemimpinan otokratis, motivasi kerja dan komunikasi terhadap kinerja pegawai badan riset dan inovasi daerah kabupaten pelalawan. Penelitian ini menggunakan pendekatan kuantitatif dengan teknik sampel jenuh dengan 37 responden. Data dikumpulkan melalui kuesioner yang diolah dengan regresi linear berganda menggunakan SPSS. Hasil penelitian membuktikan bahwa kepemimpinan otokratis berpengaruh positif dan signifikan terhadap kinerja pegawai, motivasi kerja berpengaruh positif dan signifikan terhadap kinerja pegawai, komunikasi berpengaruh positif dan signifikan terhadap kinerja pegawai, dan secara simultan kepemimpinan otokratis, motivasi kerja dan komunikasi berpengaruh positif dan signifikan terhadap kinerja pegawai. Berdasarkan nilai R square, ketiga variabel ini menjelaskan 80,2% variabilitas kinerja pegawai, dengan nilai R square sebesar 0,802.Kata Kunci: Kepemimpinan Otokratis, Motivasi Kerja, Komunikasi, Kinerja Pegawai
Paving the Path to Green Mobility: An Analysis of Price, Knowledge, and Value Perception on E-Bike Purchase Intentions in Pekanbaru City Sari, Mayang; Wijayanto, Gatot; Siregar, Prima Andreas
West Science Business and Management Vol. 3 No. 03 (2025): West Science Business and Management
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsbm.v3i03.2040

Abstract

This study was conducted with the aim of knowing the effect of product knowledge and price on perceived value and purchase intention of Uwinfly electric bicycles in Pekanbaru City. The population in this study were people in Pekanbaru City who were familiar with electric bicycles. Sampling was carried out using non-probability sampling techniques, with a sample size of 130 respondents based on the formula Hair et al. (2023). The data analysis method used is Partial Least Square-Structural Equation Modeling (PLS-SEM) with SmartPLS software version 4. The results showed that product knowledge has no significant effect on purchase intention, but price has a significant positive effect on purchase intention. In addition, product knowledge and price have a positive effect on perceived value, where perceived value acts as a mediator in the relationship. These findings provide important implications for Uwinfly in designing more effective marketing strategies to increase consumer purchase intention.
Deconstructing Sophisticated Greenwashing: A Meta-Synthesis of Sustainability Communication Strategies on Social Media and Their Impact on Consumer Skepticism Azmi, Fauzan; Irawan, Dika; Primadayani, Syurti; Siregar, Prima Andreas
RIGGS: Journal of Artificial Intelligence and Digital Business Vol. 4 No. 3 (2025): Agustus - October
Publisher : Prodi Bisnis Digital Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/riggs.v4i3.2201

Abstract

The rise of sophisticated greenwashing on social media has revealed a sharp increase in misleading sustainability communication strategies, triggering consumer skepticism about sustainability claims. This study aims to identify a typology of advanced greenwashing strategies and analyze their impact on consumer skepticism through persuasion, signaling, and attribution theories. Using a literature-based approach, data were gathered from recent academic sources relevant to greenwashing, social media and consumer behavior. The findings indicate that inauthentic sustainability narratives enhance the perception of manipulation, leading to brand distrust. This study proposes a conceptual framework that outlines the relationship between greenwashing tactics, consumers’ cognitive evaluation processes, and the emergence of skepticism in response to non-transparent communication.
Is Brand Image Overrated? A Case Study of New Balance Consumer Behavior in Pekanbaru, Indonesia Saputra, Eko; Nursanti, Aida; Siregar, Prima Andreas; Noviasari, Henni
RIGGS: Journal of Artificial Intelligence and Digital Business Vol. 4 No. 3 (2025): Agustus - October
Publisher : Prodi Bisnis Digital Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/riggs.v4i3.2273

Abstract

This study aimed to determine the influence of brand image, product quality, and price on purchasing decisions for New Balance shoes in Pekanbaru. The population in this study consisted of all Pekanbaru residents who used New Balance shoes. The sample size in this study was determined using the purposive sampling technique, in which all New Balance shoe users were included in the sample, resulting in a total of 105 respondents. The data analysis method used in this research was multiple linear regression analysis, processed using SPSS version 31. The results show that brand image has no significant influence on purchasing decisions. Product quality significantly influences purchasing decisions. Price significantly influences purchasing decisions. Brand image, product quality, and price significantly influence purchasing decisions.
The Impact of Celebrity Endorsement, Product Quality, and Brand Image on Purchasing Decisions and Customer Satisfaction of MS Glow Products in Pekanbaru City: A Formal Analysis Noviani, Rima; Nursanti, Aida; Noviasari, Henni; Siregar, Prima Andreas
West Science Interdisciplinary Studies Vol. 1 No. 10 (2023): West Science Interdisciplinary Studies
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsis.v1i10.256

Abstract

This study aims to determine how much influence celebrity endorsers, product quality and brand image have on purchasing decisions and customer satisfaction for MS Glow products in Pekanbaru city. The population of this study are all consumers who have bought and used ms glow products. This study used 147 respondents with non-probability sampling technique with purposive sampling method. This research analysis method uses path analysis with data processing using SPSS (Statistical Program Society Science) version 23 for windows. The results of this study indicate that (1) Celebrity endorser has a positive and significant effect on purchasing decisions; (2) Product quality has a positive and significant effect on purchasing decisions; (3) Brand image has a positive and significant effect on purchasing decisions; (4) Purchasing decisions have a positive and significant effect on customer satisfaction; (5) Celebrity endorser has a positive and significant effect on customer satisfaction through purchasing decisions; (6) Product quality has a positive and significant effect on customer satisfaction through purchasing decisions; (7) Brand image has a positive and significant effect on customer satisfaction through purchasing decisions.
The Impact of Celebrity Endorsers, Price, and Product Quality on Purchase Decision of Yamaha Maxi Motorcycles in Pekanbaru City: An Exploratory Study Wahyudi, Beny; Noviasari, Henni; Musfar, Tengku Firli; Siregar, Prima Andreas
West Science Interdisciplinary Studies Vol. 1 No. 10 (2023): West Science Interdisciplinary Studies
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsis.v1i10.262

Abstract

This research aims to examine the influence of celebrity endorsers, price and product quality on purchasing decisions for Yamaha Maxi motorbikes in the city of Pekanbaru. The type of data used in the research is quantitative. The population in this study includes all Yamaha Maxi motorbike consumers in Pekanbaru City. The sampling technique used a non-probability sampling method which was purposive sampling, totaling 128 respondents. Data was collected with the help of a questionnaire and then the data was processed using multiple linear regression analysis with the help of SPSS version 22 software. The research results showed that: 1) Celebrity Endorser had a significant positive effect on Purchase Decisions for Yamaha Maxi motorbike products in the city of Pekanbaru. 2) Price has a significant positive effect on purchasing decisions for Yamaha Maxi motorbike products in the city of Pekanbaru. 3) Product quality has a significant positive effect on purchasing decisions for Yamaha Maxi motorbike products in the city of Pekanbaru. 4) Celebrity Endorser, Price and Product Quality simultaneously have a significant positive effect on Purchase Decisions for Yamaha Maxi motorbike products in the city of Pekanbaru.
Co-Authors Abd. Rasyid Syamsuri Adelia Dwi Anggita Ahmad Rifqi Aida Nursanti Aida Nursanti Alvionita, Agnes Andri Anggita, Adelia Dwi Arrisky, Freshly Azmi, Fauzan Beny Wahyudi Eko Saputra Gatot Wijayanto Ghifary, Arya Hadi Henni Noviasari Henni Noviasari Hidayat, Fakhri Hutabarat, Lentina Irawan, Dika Ishadi Ishadi Junaidi, Andi Jushermi Jushermi Jushermi Jushermi, Jushermi Mayang Sari Muhammad Nayoga Nayoga, Muhammad Noviani, Rima Primadayani, Syurti Putri MB, Riskia Adisty Raden Lestari Garnasih Rendra Wasnury Rima Noviani Samsir Samsir Samsir, Samsir Saniah, Badriati Sri Wahyuni Wildah Suhatman, Rido Sulistia, Mayang Tengku Firli Musfar Tengku Firli Musfar Tengku Firli Musfar Tyas, Rara Claudia Kusumaning wahyudi, beny Widayatsari, Any Zulfadil, Zulfadil