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All Journal Jurnal Manajemen Terapan dan Keuangan IMAGE Management and Economics Journal (MEC-J) Eduvest - Journal of Universal Studies Research Horizon
Fadhilla, Hanifa Nur
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Aerospace Engineering Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Health Professions Law, Crime, Criminology & Criminal Justice Neuroscience Social Sciences

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The Effect of Brand Experience on Brand Engagement and Brand Equity Mediated by Brand Love Apple Users Syamsuddin, Siti Fatimah; Fadhilla, Hanifa Nur
MEC-J (Management and Economics Journal) Vol 8, No 3 (2024)
Publisher : Faculty of Economics, State Islamic University of Maulana Malik Ibrahim Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.18860/mec-j.v8i3.29527

Abstract

The influence of brand experience on brand engagement and brand equity among Apple customers in Yogyakarta was examined in this study. In addition, the purpose of this study is to gain an understanding of how brand experience can influence brand engagement and value in a competitive market. This research uses a quantitative approach with Partial Least Square (PLS) version 4.0 analysis technique. The research sample consists of 150 people who are in Yogyakarta and use Apple products. To collect data, a questionnaire was used to measure the variables under study. The results of the analysis show that brand experience has a positive and significant effect on brand love, brand involvement, and brand wealth. In addition, there is evidence that brand love significantly regulates brand experience with two other factors, namely brand engagement and brand equity. A good brand experience can increase emotional attachment and customer value, according to the findings of this study. The study concludes that a good brand experience is critical to building customer engagement and value with the brand. To increase customer loyalty and strengthen the brand's position in the market, marketers should concentrate on creating pleasant experiences. These results are highly beneficial for a company's marketing strategy, especially for premium brands like Apple.
E-WoM Information Influences ESQA Cosmetics Consumer Purchase Intention on TikTok Application Prabawati, Raden Roro Sekar Maya; Fadhilla, Hanifa Nur
Image : Jurnal Riset Manajemen Vol 12, No 2 (2024): Image : Jurnal Riset Manajemen
Publisher : Universitas Pendidikan Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.17509/image.2024.020

Abstract

The increasingly rapid development of technology is directly proportional to global economic growth. This influences the symptoms that continue to increase in online purchases. A lot of buying interest arises from the influence of reviews on social media. Social media is now replacing the role of traditional word-of-mouth and introducing a new phenomenon, namely electronic word-of-mouth (eWOM). TikTok is a social media platform whose development is increasing from year to year with the presence of beauty content in it. ESQA Cosmetics is a local brand that is popular on social media platforms, especially on TikTok. This research aims to determine the influence of eWOM in the TikTok application on purchase interest in ESQA Cosmetics. This research collected data from 270 samples according to criteria via Google Form. PLS-SEM using SmartPLS was chosen in the research to carry out data analysis. This research also have two variable mediator that used to strengthen research. This research found that Information Quality and Information Credibility have a significant positive effect on Information Usefulness. Then the Usefulness of Information has a significant positive effect on Information Adoption. Furthermore, Information Adoption has a significant positive effect on Purchase Intention. This research can be useful for ESQA Cosmetics and other local brands in carrying out their marketing strategies.
The Influence of Social Media Marketing on Purchase Intention Mauliza, Fazia; Fadhilla, Hanifa Nur
Research Horizon Vol. 5 No. 3 (2025): Research Horizon - June 2025
Publisher : LifeSciFi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54518/rh.5.3.2025.560

Abstract

The Indonesian skincare industry has experienced significant growth, largely driven by technological innovations and the widespread use of social media as a key marketing tool. This study examines how social media marketing influences consumer purchase intention for Somethinc products, with a particular focus on the mediating effects of brand trust and brand image. Somethinc's strategy of leveraging visually appealing content across its social media platforms is identified as a competitive advantage. Adopting a quantitative approach, the study gathered data from 170 respondents, including both loyal and potential Somethinc customers, via a structured questionnaire. The data were analyzed using Structural Equation Modeling (SEM) through SmartPLS. The findings reveal that social media marketing has a positive impact on brand trust and brand image, which, in turn, significantly affect purchase intention. However, no direct effect was found between social media marketing or brand image and purchase intention. This suggests that while social media marketing may not directly lead to purchases, it plays a crucial role in shaping brand perceptions, which ultimately influence consumer buying behavior. These insights are valuable for skincare brands looking to refine their digital marketing strategies and boost consumer engagement in the highly competitive digital marketplace.
Analysis of the Influence Instagram Marketing Activities on Customer Based Brand Equity of the Local Skincare Brand Avoskin Beauty Mahendra, Mahesh; Fadhilla, Hanifa Nur
MEC-J (Management and Economics Journal) Vol 9, No 1 (2025)
Publisher : Faculty of Economics, State Islamic University of Maulana Malik Ibrahim Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.18860/mec-j.v9i1.29519

Abstract

The research aims to test and analyze the influence of Instagram marketing activities on customer-based brand equity (brand awareness, brand image, perceived quality, brand love, and Instagram brand re-usage intention). The population in this research is the young generation of productive age in Yogyakarta, and used products from the Avoskin brand. This research uses quantitative methods, the sampling technique is purposive sampling and the data analysis technique uses partial least squares (PLS-SEM) then processed using the SmartPLS 3.0 program. The results of the research show that Instagram marketing activities have a positive effect on brand equity (brand awareness, brand image and perceived quality), while brand equity (brand awareness, brand image and perceived quality) has a positive effect on brand love and Instagram brand re-usage intention. These findings provide actionable insights for businesses aiming to leverage Instagram as a strategic marketing platform. Companies can strengthen customer loyalty and drive sustainable growth by focusing on enhancing brand visibility, improving perceived quality, and fostering emotional connections with consumers through targeted Instagram campaigns.
The Influences of Environmental Knowledge, Word of Mouth (WOM), Green Marketing, and Environmental Care Attitude on the Purchase Intention of Green Products (A Study on Generation Z in Yogyakarta) Kurniawan, Achmad; Fadhilla, Hanifa Nur
Eduvest - Journal of Universal Studies Vol. 4 No. 9 (2024): Journal Eduvest - Journal of Universal Studies
Publisher : Green Publisher Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59188/eduvest.v4i9.1700

Abstract

The research aims to test and analyze the influence of environmental knowledge, word of mouth (WOM), green marketing, and environmental care attitude on the intention to purchase green products. The population in this study is Generation Z in Yogyakarta. The sample size is 150 people, with the criteria of respondents being at least 18 years old, born between 1997 and 2012, residing in Yogyakarta, and having purchased and consumed green products. This study uses a quantitative method, with purposive sampling technique, and data analysis technique using Partial Least Squares Structural Equation Modeling (PLS-SEM) which is processed using SmartPLS 4.0 software. The results of the study indicate that environmental knowledge has a positive effect on the intention to purchase green products, word of mouth (WOM) has a positive effect on the intention to purchase green products, green marketing has a positive effect on the intention to purchase green products, and environmental care attitude has a positive effect on the intention to purchase green products.
PENGARUH PERCEIVED EASE OF USE, PERCEIVED USEFULNESS, DAN CUSTOMER SATISFACTION TERHADAP REPURCHASE INTENTION PADA PENGGUNA TOKOPEDIA Qomarudin, Rizky Wahyu; Fadhilla, Hanifa Nur
Jurnal Manajemen Terapan dan Keuangan Vol. 14 No. 03 (2025): Jurnal Manajemen Terapan dan Keuangan
Publisher : Program Studi Manajemen Pemerintahan dan Keuangan Daerah Fakultas Ekonomi dan Bisnis Universitas Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22437/jmk.v14i03.49248

Abstract

Penelitian ini menganalisis pengaruh Perceived Ease of Use, Perceived Usefulness, dan Customer Satisfaction terhadap Repurchase Intention pengguna Tokopedia. Perkembangan e-commerce membuat kenyamanan, manfaat, dan kepuasan menjadi faktor utama pembelian ulang. Pendekatan kuantitatif dengan purposive sampling melibatkan 150 responden di Yogyakarta yang aktif menggunakan Tokopedia. Data dikumpulkan melalui kuesioner Likert dan dianalisis menggunakan Partial Least Squares–Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa perceived ease of use dan perceived usefulness berpengaruh positif signifikan terhadap customer satisfaction. Selain itu, perceived ease of use, perceived usefulness, dan customer satisfaction berpengaruh positif signifikan terhadap repurchase intention. Kesimpulannya, kemudahan penggunaan, manfaat, dan kepuasan konsumen mendorong niat beli ulang. Tokopedia disarankan terus meningkatkan kemudahan, nilai guna, dan kepuasan pengguna untuk menjaga loyalitas pelanggan. Penelitian selanjutnya disarankan bersifat longitudinal untuk melihat perubahan perilaku konsumen dari waktu ke waktu, terutama dalam menghadapi tren baru di e-commerce. Kata kunci: Perceived Ease of Use, Perceived Usefulness, Customer Satisfaction, Repurchase Intention
Co-Authors Achmad Kurniawan Mahendra, Mahesh Mauliza, Fazia Prabawati, Raden Roro Sekar Maya Qomarudin, Rizky Wahyu Syamsuddin, Siti Fatimah