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All Journal Proceeding National Conference Business, Management, and Accounting (NCBMA) Skena Bisnis
Vannessa, Vannessa
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Economics, Econometrics & Finance Education Social Sciences

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UNVEILING THE IMPACT OF BRAND IDENTITY TOWARDS BRAND ADVOCACY (CASE STUDY: SOMETHINC) Hansopaheluwakan, Scherly; Hayanimasy, Ratu Allysa; Vannessa, Vannessa
Proceeding National Conference Business, Management, and Accounting (NCBMA) 7th National Conference Business, Management, and Accounting
Publisher : Faculty of Economics and Business Universitas Pelita Harapan

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Abstract

This study seeks to examine the impact of Brand Ambassador, Brand Credibility, and Brand Love on Brand Advocacy within the cosmetics industry, with a particular focus on Somethinc serums. Using quantitative methods, data was collected from those aged 18-34 years who had previously purchased and used serum from Somethinc. The sampling technique used Hair theory where data was collected from 110 respondents with an observation period of two months which took place in January-March. The analytical techniques employed in this research encompass construct reliability and validity tests, inner model tests, and hypothesis tests, facilitated by SmartPLS 4.1.0.1 software. The results of this research show that 2 (two) variables, Brand Ambassador and Brand Credibility, have a positive and significant influence on Brand Advocacy. Meanwhile, the Brand Love variable does not have a positive and significant influence on Brand Advocacy with the bootstrapping test results obtaining a p-value of 0.440.
PENGARUH DIFERENSIASI PRODUK, DIVERSIFIKASI PRODUK, PENETAPAN HARGA TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PT. KARYA ALAM SUKSES Vannessa, Vannessa; Margery, Errie; Asmawiani Okta, Mila Asmawiani Okta
Skena Bisnis Vol. 2 No. 1 (2025): Skena Bisnis Journal (SB)
Publisher : Fakultas Ilmu Sosial Dan Humaniora, Universitas Ibbi

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In an increasingly competitive business environment, product purchasing decisions are crucial to a company's success. In this moment, many companies are required to continuously innovate to remain competitive. With the growing number of product options available in the competitive market, consumer purchasing decisions become more complex. Therefore, companies need to develop strategies to meet consumers' needs and desires. The aim of this research is to identify and analyze the influence of Product Differentiation, Product Diversification, and Pricing on Consumer Purchase Decisions at PT. Karya Alam Sukses. The data collection techniques used in this research include questionnaires, documentation, and literature review. This research employs both qualitative and quantitative methods. The population in this research consists of consumers whose business licenses are in the form of a limited liability company (PT). The data used in this research are from the year 2023, involving 85 consumers. The sample consists of 85 consumers selected using a saturated sampling technique. The data analysis technique applied in this research is multiple regression analysis.The results of this research indicate that, partially, product differentiation has a positive but insignificant effect on purchasing decisions, product diversification has a negative but insignificant effect on purchasing decisions, and pricing has a positive but insignificant effect on purchasing decisions. However, simultaneously, product differentiation, product diversification, and pricing have a positive and significant effect on purchasing decisions.
Co-Authors Asmawiani Okta, Mila Asmawiani Okta Hansopaheluwakan, Scherly Hayanimasy, Ratu Allysa Margery, Errie