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All Journal JURNAL DINAMIKA MANAJEMEN DAN BISNIS Jurnal Bisnis, Manajemen, dan Keuangan JURNAL RUMPUN MANAJEMEN DAN EKONOMI JURNAL ILMIAH EKONOMI, MANAJEMEN, BISNIS DAN AKUNTANSI Jurnal Riset Multidisiplin Edukasi J-CEKI Jurnal Ekonomi, Manajemen, Akuntansi Neraca: Jurnal Ekonomi, Manajemen dan Akuntansi
Nofriska Krissanya
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Humanities Chemistry Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Mathematics Social Sciences Other

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Social Media Marketing and E-Wom: Driving Purchase Intentions Through Brand Image Maulidiah Winda Hani Syach; Dita Puruwita; Nofriska Krissanya
JURNAL DINAMIKA MANAJEMEN DAN BISNIS Vol. 7 No. 1 (2024): Jurnal Dinamika Manajemen dan Bisnis
Publisher : LPPM Universitas Negeri Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21009/JDMB.07.1.5

Abstract

The purpose of this research is to identify the factors influencing the purchase intention of Circle K products in the DKI Jakarta area, focusing on the variables of social media marketing, Electronic Word of Mouth (E-WOM), and brand image. The research uses a quantitative approach with the Structural Equation Model (SEM). Primary data was collected through questionnaires using a Likert scale ranging from strongly agree to strongly disagree. A purposive sampling method was used to obtain the sample, and the researchers gathered data from 210 respondents. The results of the study indicate that social media marketing and E-WOM have a positive and significant direct impact on brand image. Purchase intention also has a positive and significant direct impact on brand image. Additionally, social media marketing and E-WOM positively and significantly influence purchase intention through brand image. However, social media marketing and E-WOM do not have an impact on purchase intention. Keywords: purchase intention, brand image, social media marketing, electronic word of mouth, and Circle K
Analisis Pengaruh Celebrity Endorser terhadap Pembelian Produk Smartphone di Jakarta dengan Brand Credibility sebagai Variabel Intervening Arman Rafi Muhamad; Terrylina Arvinta Monoarfa; Nofriska Krissanya
Jurnal Bisnis, Manajemen, dan Keuangan Vol. 5 No. 1 (2024): Jurnal Bisnis, Manajemen, dan Keuangan
Publisher : Fakultas Ekonomi dan Bisnis Universitas Negeri Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21009/jbmk.0501.10

Abstract

ABSTRACT The purpose of this study is to determine the influence of credibility by celebrity endorsers, namely trustworthiness, expertise and attractiveness, on purchase intention of smartphone products in Jakarta with brand credibility as an intervening variable. This research uses SEM (Structural Equation Modeling) for quantification. Primary data was collected through a questionnaire using a Likert scale. The characteristics of the sample in this study are people aged 17 years and over, domiciled in the Special Region of Jakarta, have purchased smartphone products, actively use social media, and have seen smartphone review content marketed by celebrity endorsers. Data analysis was carried out using SPSS version 25 and Amos version 26 software and the sample selected to test all variables was 225 respondents. The research results show that trustworthiness and attractiveness do not have a significant effect on purchase intention. Expertise has a positive and significant effect on purchase intention. Meanwhile, trustworthiness and expertise have a positive and significant effect on brand credibility, and attractiveness has no significant effect on brand credibility. Brand credibility has a positive and significant effect on purchase intention. Keyword: Trustworthiness, Expertise, Attractiveness, Brand Credibility, Purchase Intention ABSTRAK Tujuan dari penelitian ini adalah untuk mengetahui pengaruh kredibilitas yang dimiliki oleh celebrity endorser yaitu trustworthiness, expertise, dan attractiveness terhadap purchase intention dari produk smartphone di Jakarta dengan brand credibility sebagai variabel intervening. Penelitian ini menggunakan SEM (Structural Equation Modeling) untuk kuantifikasi. Data primer dikumpulkan melalui kuesioner dengan menggunakan skala Likert. Karakteristik sampel pada penelitian ini adalah orang berusia 17 tahun keatas, berdomisili Daerah Khusus Jakarta, pernah membeli produk smartphone, aktif menggunakan media sosial, dan pernah melihat konten review smartphone yang dipasarkan oleh celebrity endorser. Analisis data dilakukan dengan menggunakan perangkat lunak SPSS versi 25 dan Amos versi 26 dab sampel yang dipilih untuk menguji semua variabel sebanyak 225 responden. Hasil penelitian menunjukkan bahwa trustworthiness dan attractiveness tidak berpengaruh signifikan terhadap purchase intention. Expertise berpengaruh secara positif dan signifikan terhadap purchase intention. Sedangkan trustworthiness dan expertise berpengaruh secara positif dan signifikan terhadap brand credibility, dan attractiveness tidak berpengaruh signifikan terhadap brand credibility. Brand credibility berpengaruh secara positif dan signifikan terhadap purchase intention. Kata kunci: Trustworthiness, Expertise, Attractiveness, Brand Credibility, Purchase Intention
The Strategic Role of Brand Image in Linking Celebrity Endorsers and E-Wom with Local Skincare Purchase Intention for People in Jabodetabek Nurapriani, Mayang; Dita Puruwita; Nofriska Krissanya
JURNAL DINAMIKA MANAJEMEN DAN BISNIS Vol. 7 No. 2 (2024): Jurnal Dinamika Manajemen dan Bisnis
Publisher : LPPM Universitas Negeri Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21009/JDMB.07.2.4

Abstract

The purpose of this research is to determine the effect of celebrity endorsers and e-wom on the purchase intention of Azarine skincare for people in Jabodetabek through brand image as an intervening. Sample data collection was carried out by distributing questionnaires with Google Forms and using a 5 point Likert scale measurement consisting of strongly agree to strongly disagree. The sampling technique used is a non-probability sampling technique with a purposive sampling method. The research sample used amounted to 250 respondents using a quantitative approach. The data analysis technique uses the Structural Equation Modeling (SEM) method supported by AMOS software version 24. The findings show that celebrity endorsers have a positive and significant effect on brand image. E-WOM has a positive and significant effect on brand image. Additionally, celebrity endorsers have a positive and significant effect on purchase intention. E-WOM has a positive and significant effect on purchase intention. Brand image has a positive and significant effect on purchase intention. Then, celebrity endorser has a positive and significant effect on purchase intention through brand image. E-WOM has a positive and significant effect on purchase intention through brand image.
The Relationship Between Electronic Service Quality and Electronic Trust with Customer Loyalty in TikTok Shop Users Through Customer Satisfaction in Jabodetabek Febriana, Ayu; Dita Puruwita; Nofriska Krissanya
JURNAL DINAMIKA MANAJEMEN DAN BISNIS Vol. 7 No. 2 (2024): Jurnal Dinamika Manajemen dan Bisnis
Publisher : LPPM Universitas Negeri Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21009/JDMB.07.2.5

Abstract

The purpose of this study was to determine the effect of electronic service quality, electronic trust, and customer satisfaction on customer loyalty of TikTok shop users in Jabodetabek. This quantitative research method collects data through questionnaires. A total of 250 respondents were sampled using purposive sampling techniques. The objects taken in this study were respondents who had used TikTok shop, aged 17-30 years, and domiciled in Jabodetabek. This study uses AMOS software version 24 and SEM (Structural Equation Model) to analyze and process research data. The results obtained in this study indicate that electronic service quality and electronic trust have a positive effect on customer satisfaction. In addition, electronic service quality and customer satisfaction have a positive effect on customer loyalty. Electronic service quality and electronic trust through customer satisfaction also have a positive effect on customer loyalty. However, electronic trust has no effect on customer loyalty.
Green Purchase Intention Influenced by Attitude, Norms, Control, and Price Sensitivity as a Moderation Khalisatuz Zahro; Gatot Nazir Ahmad; Nofriska Krissanya
JURNAL DINAMIKA MANAJEMEN DAN BISNIS Vol. 8 No. 1 (2025): Jurnal Dinamika Manajemen dan Bisnis
Publisher : LPPM Universitas Negeri Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21009/JDMB.08.1.3

Abstract

The purpose of this descriptive study is to identify the variables that affect a consumer's inclination to purchase eco-friendly personal care items: attitudes, subjective norms, perceived behavioral control, with the moderating variable price sensitivity. Primary data was gathered using a standardized questionnaire and disseminated as part of this quantitative study design to 322 respondents in Jakarta, Indonesia. The findings show that attitudes and subjective norms influence green purchase intention positively, while perceived control of behavior did not relate significantly. Further, it was observed that price sensitivity weakened the strength of relationships among attitude, subjective norms, and purchase intention. These results highlight both personal and social factors associated with sustainable consumption, but price sensitivity acts as the main barrier to eco-friendly purchasing decisions. In addition to offering insightful information for marketers and regulators looking to encourage consumers to make more sustainable decisions, this study deepens our understanding of consumer behavior in the beauty and personal care industry.
REPURCHASE INTENTION PADA LAYANAN STREAMING DIGITAL: BAGAIMANA KONTRIBUSI SOCIAL MEDIA MARKETING? Rahma Khoirunnisa; Usep Suhud; Nofriska Krissanya
Jurnal Riset Multidisiplin Edukasi Vol. 2 No. 7 (2025): Jurnal Riset Multidisiplin Edukasi (Edisi Juli 2025)
Publisher : PT. Hasba Edukasi Mandiri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.71282/jurmie.v2i7.634

Abstract

The digital era has driven the rapid development of social media. Digital streaming service companies view this phenomenon as an opportunity to utilize social media platforms to retain consumers. Consequently, the digital streaming industry faces intense competition, making social media marketing an effective strategy to increase consumers' repurchase intention, particularly through enhancing brand engagement, brand image, and brand awareness. This study aims to analyze the influence of social media marketing on repurchase intention in digital streaming services by examining the roles of brand engagement, brand image, and brand awareness. The research employs a quantitative method, with data collected through an online questionnaire distributed to 265 respondents. Data testing and analysis were conducted using SPSS and Structural Equation Modeling (SEM) based on AMOS. The results show that social media marketing does not have a positive effect on brand engagement but has a positive effect on brand image, brand awareness, and repurchase intention. Moreover, brand engagement does not positively affect repurchase intention, whereas brand image and brand awareness do positively influence repurchase intention. These findings reinforce the importance of social media marketing in building consumer repurchase intention through brand image and brand appeal.
PENGARUH PRICE TERHADAP ELECTRONIC WORD OF MOUTH DAN BRAND IMAGE SERTA TERHADAP REPURCHASE INTENTION KONSUMEN KOPI LOKAL KEKINIAN (KOPI TUKU DI JAKARTA) Ilham Rafii Priyambodo; Mohammad Rizan; Nofriska Krissanya
Jurnal Riset Multidisiplin Edukasi Vol. 2 No. 7 (2025): Jurnal Riset Multidisiplin Edukasi (Edisi Juli 2025)
Publisher : PT. Hasba Edukasi Mandiri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.71282/jurmie.v2i7.672

Abstract

This study examines the influence of price on electronic word of mouth (E-WOM) and brand image, and their effects on repurchase intention among consumers of contemporary local coffee, focusing on Kopi Tuku in Jakarta. Using a quantitative approach, data were collected via an online questionnaire from 287 respondents who had purchased Kopi Tuku at least five times in the past three months, lived in Jakarta, were over 17 years old, and actively used the internet and social media to obtain information about the brand. The data were analyzed using Structural Equation Modeling (SEM) with Lisrel 8.8 software. Results indicate that price has a significant positive direct effect on E-WOM, brand image, and repurchase intention. Furthermore, E-WOM positively influences both brand image and repurchase intention. These findings support the Stimulus-Organism-Response (SOR) theory, suggesting that price as a stimulus affects internal consumer perceptions (E-WOM and brand image), which in turn impact repurchase intention as the consumer’s response. This research contributes theoretically by enhancing understanding of consumer behavior in the local coffee market and offers practical recommendations for Kopi Tuku’s management to optimize pricing strategies, strengthen brand image, and encourage positive E-WOM to improve customer loyalty and sales. The study provides valuable insights for businesses competing in the growing market of modern local coffee consumers.
The Role of E-WOM, Perceived Price, and Perceived Quality in Building Brand Image and Visit Intention at SANS Hotel RedDoorz Jakarta among the Young Generation Safitri Eka Lestari; Usep Suhud; Nofriska Krissanya
JURNAL RUMPUN MANAJEMEN DAN EKONOMI Vol. 2 No. 4 (2025): Juli
Publisher : CV. KAMPUS AKADEMIK PUBLISHING

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61722/jrme.v2i4.5921

Abstract

The purpose of writing this research is to examine the role of E-WOM, perceived price, and perceived quality in building brand image and its impact on visit intention. Data collection was carried out using a questionnaire method distributed online through social media. The objects taken in this study are potential customers who know about SANS Hotel RedDoorz, live in Jakarta, and are part of the younger generation (at least 17 years old). The sample used in this study totalled 277 respondents. This research uses SEM (Structural Equation Model) with the help of AMOS software to carry out the data analysis and processing process. It is hoped that the results obtained in this study can provide new insights and become a reference for further research. The results obtained in this study show that E-WOM, perceived price, and perceived quality have a positive and significant effect on brand image. In addition, all of these variables along with brand image are also proven to have a positive and significant effect on visit intention.
PENGARUH INFLUENCER MARKETING TERHADAP BRAND AWARENESS DAN PURCHASE INTENTION PRODUK SKINCARE TRUE TO SKIN PADA MEDIA SOSIAL TIKTOK Yeni Dwi Atika; Dita Puruwita; Nofriska Krissanya
JURNAL ILMIAH EKONOMI, MANAJEMEN, BISNIS DAN AKUNTANSI Vol. 2 No. 4 (2025): JULI
Publisher : CV. KAMPUSA AKADEMIK PUBLISING

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61722/jemba.v2i4.1218

Abstract

This study aims to examine the effect of Influencer Marketing on Brand Awareness and Purchase Intention of true to skin skin skincare products on Tiktok social media. The method used is quantitative research with a survey approach. The research population is skincare users aged 18-34 years in the Bekasi City area who have an interest in buying true to skin skincare products on TikTok social media. The sampling technique used a non-probability purposive sampling method with a total of 120 respondents. Data was obtained through a closed questionnaire using a Likert scale. Data processing was carried out using the Structural Equation Modeling (SEM) method with the Partial Least Squares (PLS) approach using SmartPLS version 4 software, with indicators VIF, R-square, effect size (F2), Q-square (Q2), Goodness of Fit (GoF). The results showed that Influencer Marketing has a positive and significant effect on Purchase Intention, and Brand Awareness. Brand Awareness has a positive and significant effect on Purchase Intention. In addition, Brand Awareness plays a significant role in mediating the influence of influencer marketing on Purchase Intention.
PENGARUH PRICE PERCEPTION, SELF CONTROL, CONSUMER ENGAGEMENT DAN HEDONIC SHOPPING MOTIVATION TERHADAP IMPULSIVE BUYING DALAM FITUR LIVE SHOPPING TIKTOK Oktafiani, Ananda; Dita Puruwita; Nofriska Krissanya
JURNAL ILMIAH EKONOMI, MANAJEMEN, BISNIS DAN AKUNTANSI Vol. 2 No. 4 (2025): JULI
Publisher : CV. KAMPUSA AKADEMIK PUBLISING

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61722/jemba.v2i4.1224

Abstract

The rise of social commerce, particularly through the live shopping feature on Tiktok, hastransformed consumer behavior, especially in relation to impulsive buying. This study aims to analyze theinfluence of price perception, self-control, consumer engagement, and hedonic shopping motivation onimpulsive buying behavior within the context of Tiktok's live shopping feature in the Jakarta area. Aquantitative approach was employed using a survey method involving 180 Generation Z respondents whoactively use Tiktok Shop. Data were analyzed using Structural Equation Modeling (SEM) based on thePartial Least Squares (PLS) technique with the assistance of SmartPLS 4.0 software. The results revealthat price perception, consumer engagement, and hedonic shopping motivation have a positive andsignificant effect on impulsive buying. Conversely, self-control has a negative and significant effect,reaffirming its role as an internal factor capable of restraining impulsive urges. These findings align withthe Stimulus-Organism-Response (S-O-R) theoretical framework employed in this study. This researchcontributes to the digital consumer behavior literature and offers practical implications for marketers indesigning strategic interventions that ethically stimulate or manage impulsive purchasing behavior withinthe live commerce ecosystem.
Co-Authors Abimanyu Pratama Arifianto Arman Rafi Muhamad Ayu Febriana Dita Puruwita Dita Purwita Fitri Hikmah Sufiah Gatot Nazir Ahmad Herlambang, Ilham Ilham Rafii Priyambodo Kalila Erianita Kusuma Wardhani Khalisatuz Zahro Kisko Bintang Mahesa Maulidiah Winda Hani Syach Miranda Nur Khafifah Mohammad Rizan Namira Putri Rinjani Nurapriani, Mayang Oktafiani, Ananda Rahma Khoirunnisa Safitri Eka Lestari Terrylina Arvinta Monoarfa Usep Suhud Yeni Dwi Atika