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All Journal Golden Ratio of Data in Summary Neraca: Jurnal Ekonomi, Manajemen dan Akuntansi Cendikia: Jurnal Pendidikan dan Pengajaran Neraca: Jurnal Ekonomi, Manajemen dan Akuntansi
Usman , Osly
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Economics, Econometrics & Finance Education Social Sciences

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Journal : Golden Ratio of Data in Summary

 1 
The Effect of E-Wom and Consumer Trust on Purchase Decisions With Brand Image as Mediating Variable: Case Study of Indomie Reviewed By Influencer Tasyi Athasyia Aqilah, Tasya; Irawan , Hery; Usman , Osly
Golden Ratio of Data in Summary Vol. 5 No. 3 (2025): May - July
Publisher : Manunggal Halim Jaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52970/grdis.v5i3.1406

Abstract

The purpose of this study is to examine the relationship between electronic word-of-mouth (eWOM), customer trust in influencers, and purchasing decisions, with Brand Image as a mediator. The author of this study used SmartPLS 4 with a quantitative analysis method. The sample size was 110 people, with the criteria of followers of influencer Tasyi Athasyia and having tried Indomie products. In the results of this study, eWOM does not directly influence purchasing decisions. Consumer trust in influencers influences purchasing decisions. Brand Image can mediate the influence of E-WoM and trust in influencers on purchasing decisions, which means that brand image plays an important role in bridging the influence of communication and consumer trust in determining the final purchasing decision.
A Study on GOJEK's Brand Image and Consumer Trust: An Analysis of the Influence of Digital Marketing Strategies and Promotions on GOJEK's Brand Image and Consumer Trust Setyawan, Muhammad Dimas Arbi; Kanthy, Nur Halizah Wulan Nirmala; Usman , Osly
Golden Ratio of Data in Summary Vol. 5 No. 4 (2025): August - October
Publisher : Manunggal Halim Jaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52970/grdis.v5i4.1370

Abstract

Digital marketing has become a central pillar in building and strengthening brand image in the contemporary information era. This study provides an in-depth analysis of the influence of digital marketing strategies and promotional activities on GOJEK’s brand image, with consumer trust positioned as a critical mediating variable. A quantitative approach was employed, utilizing Structural Equation Modeling (SEM) based on Partial Least Squares (PLS), implemented through the SmartPLS software. The sample consisted of 100 respondents—users of the GOJEK application in the Mustika Jaya District, Bekasi City—who were selected using purposive sampling. The analysis revealed that digital marketing strategies have a positive and significant effect on both brand image (p = 0.041) and consumer trust (p = 0.027). In contrast, promotional activities have a direct, significant effect on brand image, but also significantly and positively influence consumer trust (p = 0.001). The most notable finding is the significant mediating role of consumer trust in the relationships between digital marketing strategies and brand image (p = 0.050) and between promotion and brand image (p = 0.007). These results underscore that the effectiveness of digital marketing strategies and promotional efforts largely depends on their success in establishing consumer trust initially. The practical implication for companies is the need to prioritize transparency, data security, and two-way interaction as core elements of their digital marketing strategies to enhance brand image fundamentally.
The Influence of Conventional and Digital Marketing Strategies on Commercial Vehicle Buying Interest in Increasing Commercial Vehicle Sales Aminudin, Candra Aam; Purba , Yehezkiel Kevin Armando Prima; Usman , Osly
Golden Ratio of Data in Summary Vol. 5 No. 4 (2025): August - October
Publisher : Manunggal Halim Jaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52970/grdis.v5i4.1405

Abstract

This study aims to analyse the impact of conventional and digital marketing strategies on consumer purchase intention in increasing commercial vehicle sales, with purchase intention serving as a mediating variable. A quantitative approach was employed using an explanatory research design. Data were collected through purposive sampling from 111 respondents, consisting of consumers who have either purchased or not yet purchased Hino brand commercial vehicles, including trucks and buses. The collected data were analysed using Structural Equation Modelling (SEM). The findings reveal that both conventional and digital marketing strategies have a positive and significant influence on consumer purchase intention, which in turn directly and indirectly contributes positively to sales performance. Furthermore, purchase intention acts as a significant mediating variable between marketing strategies and vehicle sales. The study concludes that purchase intention plays a crucial mediating role in the relationship between marketing strategies and the increase in commercial vehicle sales. These findings provide valuable insights for commercial vehicle dealers in selecting and implementing appropriate marketing strategies, particularly in leveraging both conventional and digital media to enhance consumer purchase intention and drive sales growth.
Co-Authors Aminudin, Candra Aam Aqilah, Tasya Ayuningsih, Mely Azhari, Mayang Syifa Eryanto , Henry Irawan , Hery Kanthy, Nur Halizah Wulan Nirmala Musyaffi, Ayatulloh Michael Purba , Yehezkiel Kevin Armando Prima Safitri, Salsa Adis Setyawan, Muhammad Dimas Arbi