Article Per Year (5 Year)
p-Index From 2020 - 2025
1.456
P-Index
This Author published in this journals
All Journal Jurnal Entrepreneur dan Entrepreneurship At-tijaroh: Jurnal Ilmu Manajemen dan Bisnis Islam MANAJEMEN DEWANTARA Jurnal Manajemen dan Inovasi (MANOVA) Golden Ratio of Marketing and Applied Psychology of Business Journal of Accounting and Finance Management (JAFM)
Komariyatin, Nurul
Unknown Affiliation
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences Other

Published : 9 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search
Journal : Journal of Accounting and Finance Management (JAFM)

 1 
Menyelidiki Hubungan antara Citra Merek, Brand Ambassador, dan Keputusan Pembelian Pemutih Wajah Scarlett: Peran Mediasi dari Kepercayaan Pelanggan Kusuma Dewi, Intan; Komariyatin, Nurul
Journal of Accounting and Finance Management Vol. 5 No. 6 (2025): Journal of Accounting and Finance Management (January - February 2025)
Publisher : DINASTI RESEARCH

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/jafm.v5i6.1507

Abstract

In addition to having a large market potential, Indonesia's cosmetics industry is also one of the industrial sectors that many domestic industry players are involved in because it can compete with various brands abroad. This makes competition tougher and encourages cosmetic companies, especially local producers, to be able to stand out in the eyes of potential consumers so that potential consumers end up with a decision to transact with a particular company and become its customers. This study aims to determine the effect of brand ambassadors and brand image on purchase decisions for scarlett whitening products mediated by customer trust. This study uses PLS-SEM as an analysis technique and is processed using SmartPLS software version 4.0. The results of the analysis show that: Based on the data above, the conclusion that can be drawn is that the results of the analysis show that the Brand Ambassador and Brand Image variables more strongly influence the Purchase Decision variable with Customer Trust as the Intervening variable.
Co-Authors Ali Ali Asaroh, Laily Khomsyata Intan Kusuma Dewi Kurnia, Tri Megawati - Mohamad Rifqy Roosdhani Nurul Huda Roosdhani, Mohammad Rifqy Samsul Arifin Syuhud, Fikrotus wulandari, Ananda eri