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All Journal Ovozoa: Journal of Animal Reproduction Jurnal Ecogen
Alifia, Annisa
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Agriculture, Biological Sciences & Forestry Economics, Econometrics & Finance Veterinary

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Pengaruh Brand Ambassador dan Social Media Marketing Melalui Instagram Terhadap Keputusan Pembelian Dengan Brand Image Sebagai Variabel Intervening (Studi Kasus Pada Pengguna Produk Wardah di Kota Padang) Alifia, Annisa; Rahmidani, Rose
Jurnal Ecogen Vol 8, No 1 (2025): Jurnal Ecogen
Publisher : Universitas Negeri Padang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24036/jmpe.v8i1.17198

Abstract

The research aims to analyze the influence  of Brand Ambassador and Social Media Marketing via Instagram on Purchase Decision, with Brand Image as an intervening variable.  The population in this study is all people in Padang city who have ever bought Wardah products, the number of which is not yet known. The determination of the number of samples in this study was 160 people using purposive sampling technique. The questionnaire was measured using a Likert scale calculation. The data analysis technique was descriptive, data verification, then SEM analysis with two stages in the form of testing the measurement model used for validity and reliability tests and testing the structural model used for causative tests. The results of the study show  Ambassador has a significant effect on Brand Image (β = 0.590, p < 0.001) and Purchase Decision (β = 0.290, p = 0.031). Similarly, Social Media Marketing significantly influences Brand Image (β = 0.410, p < 0.001) and Purchase Decision (β = 0.369, p = 0.006). Furthermore, Brand Image serves as an intervening variable, as evidenced by the indirect effect of Brand Ambassador (β = 0.178, p = 0.021) and Social Media Marketing (β = 0.124, p = 0.016) on Purchase Decision. These findings confirm that effective utilization of brand ambassadors and social media marketing strategies can strengthen brand image, ultimately enhancing purchase decisions. Therefore, marketers should optimize these strategies to increase product appeal among consumers.
Effect of white guava (Psidium guajava L.) fruit juice on the quality of lead acetate induced rats (Rattus norvegicus) spermatozoa Alifia, Annisa; Sri Mulyati; Wurlina Wurlina; Tatik Hernawati; Budi Utomo; Soeharsono Soeharsono; Sri Agus Sudjarwo; Muhammad Thohawi Elziyad Purnama
Ovozoa: Journal of Animal Reproduction Vol. 12 No. 3 (2023): Ovozoa: Journal of Animal Reproduction
Publisher : Universitas Airlangga

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20473/ovz.v12i3.2023.131-140

Abstract

This study aims to determine the effect of the administration of white guava (Psidium guajava L.) fruit juice on spermatozoa plasma membrane integrity (PMI), morphological abnormality, viability, and motility of lead acetate induced rats (Rattus norvegicus). Twenty-five male rats were divided into five groups: NC (negative control) group, rats were administered with distilled water twice daily at four-hour intervals; T0 (positive control) group, rats were administered daily with lead acetate 50 mg/kg bw and distilled water four hours later; T1, T2, and T3 groups, rats were administered daily with lead acetate 50 mg/kg bw and 0.5 mL of 25, 50, and 100% white guava fruit juice four hours later. The treatment of the rats was conducted for 14 days, and on day 15, all rats were sacrificed to assess the spermatozoa quality. Data was analyzed using ANOVA followed by Duncan's multiple range test at a confidence level of 95%. The results showed that exposure to lead acetate (T0) caused lower spermatozoa PMI, viability, and motility as well as higher spermatozoa morphological abnormalities (p <0.05) compared to those of the T0 group. Administration of white guava fruit juice starting at a dose of 25% (T1) resulted in higher spermatozoa motility, viability, and PMI as well as lower spermatozoa morphological abnormalities (p <0.05) compared to rats in the T0 group. It could be concluded that white guava fruit juice maintained the spermatozoa quality of lead acetate induced rats.
Co-Authors BUDI UTOMO Muhammad Thohawi Elziyad Purnama Rose Rahmidani Soeharsono Soeharsono Sri Agus Sudjarwo Sri Mulyati Tatik Hernawati Wurlina, W