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Fitriana , Ana
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Humanities Dentistry Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Social Sciences

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The Influence Of Celebrity Endorsement And Price On Purchase Intention Mediated By Brand Awareness On Kahf Products Robita, Naufal Dzaki; Hendri , M. Irfani; Fitriana , Ana; Listiana , Erna; Ahmadi, Ahmadi
Jurnal Multidisiplin Vol. 1 No. 4 (2025): June
Publisher : CV. Utami

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70963/jm.v1i4.261

Abstract

This study aims to analyze the influence of Celebrity Endorsement, Price, and Brand Awareness on Purchase Intention of Kahf products among the residents of Pontianak City. The research employs a quantitative method with a causal associative approach, and data were collected through an online questionnaire using a Likert scale, distributed to 204 purposively selected respondents. The analysis was conducted using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method with SmartPLS 4.0 software. The results indicate that Brand Awareness, Price, and Celebrity Endorsement have a significant effect on Purchase Intention, both directly and indirectly. Brand Awareness also acts as a mediator in the relationship between Price and Celebrity Endorsement and consumers’ Purchase Intention. These findings highlight the importance of brand strength, celebrity-based promotional strategies, and appropriate pricing in enhancing consumer interest in local products such as Kahf.
The Effect of User Perception and User Experience on Customer Loyalty in Digital Mobility Platforms: Implications for Management Education (A Study of Gojek Indonesia) Tobing, Terensia; Listiana, Erna; Giriati; Barkah, Barkah; Fitriana , Ana
Journal of Educational Management Research Vol. 5 No. 2 (2026)
Publisher : Al-Qalam Institue

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61987/jemr.v5i2.1888

Abstract

The rapid development of application-based ride-hailing services has intensified market competition and encouraged service providers to better understand the factors influencing customer satisfaction and loyalty. This study aims to examine the effects of perceived price fairness, e-service quality, and wayfinding on customer loyalty, with customer satisfaction serving as a mediating variable among users of the Gojek application in Indonesia. Using a quantitative approach, data were collected through an online survey of 218 respondents selected via purposive sampling, and analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) with the assistance of SmartPLS 3. The results indicate that perceived price fairness, e-service quality, and wayfinding have positive and significant effects on customer satisfaction, while e-service quality and customer satisfaction have positive and significant effects on customer loyalty. Furthermore, the indirect effect analysis confirms that customer satisfaction significantly mediates the relationships between perceived price fairness, e-service quality, and wayfinding and customer loyalty. These findings highlight that customer loyalty in digital ride-hailing services is more strongly shaped through customer satisfaction resulting from users’ comprehensive evaluations of price fairness, digital service quality, and application navigation, and provide important managerial and management education implications for understanding customer-oriented digital service management.
Influencer Marketing and TikTok Electronic Word of Mouth: Examining Their Effects on Repurchase Intention with Brand Trust as a Mediator Rahmayanti, Ensi; Rahmadania; Fitriana , Ana; Pebrianti, Wenny; Purmono, Bintoro Bagus
Journal of Educational Management Research Vol. 5 No. 3 (2026)
Publisher : Al-Qalam Institue

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61987/jemr.v5i3.2029

Abstract

The rapid growth of social media, particularly TikTok, has transformed how consumers build relationships with brands and develop intentions to repurchase products. This study aims to examine the effects of influencer marketing and electronic word of mouth (eWOM) on repurchase intention, with brand trust acting as a mediating variable. A quantitative research approach was employed using a survey of 200 active TikTok users who had previously purchased or tried products promoted on the platform. The collected data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS). The results indicate that influencer marketing has a significant effect on both repurchase intention and brand trust. Meanwhile, TikTok eWOM significantly influences brand trust but does not directly affect repurchase intention. Brand trust is found to have a significant effect on repurchase intention and plays an important mediating role in strengthening the relationship between influencer marketing, eWOM, and repurchase intention. These findings highlight the importance of building brand trust to transform digital marketing communication into sustainable consumer loyalty and repeated purchase behavior in social media–driven markets.
Environmental Concern, Subjective Norm, Eco Labels, and Green Purchase Intention: The Moderating Role of Social Media Information in the FMCG Industry Meisa; Giriati; Listiana, Erna; Afifah, Nur; Fitriana , Ana
Journal of Educational Management Research Vol. 5 No. 3 (2026)
Publisher : Al-Qalam Institue

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61987/jemr.v5i3.2024

Abstract

Plastic pollution has become a global environmental issue with serious ecological consequences. Reports from the United Nations Environment Programme indicate that global plastic waste production exceeds 400 million tons annually, with a significant portion originating from packaging waste generated by the Fast-Moving Consumer Goods (FMCG) industry. This study aims to analyze the influence of Environmental Concern (EC), Subjective Norm (SN), and Eco Labels (EL) on Green Purchase Intention (GPI), while also examining the moderating role of Social Media Information (SMI). The research employed a quantitative approach using a survey of 210 consumers selected through purposive sampling. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 3 at a 5% significance level. The results reveal that Environmental Concern, Subjective Norm, Eco Labels, and Social Media Information have a positive and significant effect on Green Purchase Intention. Furthermore, Social Media Information does not moderate the relationship between Environmental Concern and Green Purchase Intention, but it significantly moderates the relationship between Subjective Norm and Green Purchase Intention. These findings provide empirical contributions to the literature on green consumer behavior and offer practical implications for strengthening sustainable marketing strategies and environmental communication in the FMCG sector.
Co-Authors AHMADI Barkah, Barkah Erna Listiana Giriati Listiana , Erna M. Irfani Hendri Meisa Muhammad Afif Purmono, Bintoro Bagus Rahmadania Rahmayanti, Ensi Robita, Naufal Dzaki Tobing, Terensia Wenny Pebrianti