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All Journal Journal Of Management Science (JMAS) Jurnal Multidisiplin
Listiana , Erna
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Humanities Decision Sciences, Operations Research & Management Dentistry Economics, Econometrics & Finance 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.
Do brand image, product quality impact eiger bags repurchase intention? Nurhadi, Nurhadi; Ramadania, Ramadania; Listiana , Erna; Barkah, Barkah; Rosnani, Titik
Junal Ilmu Manajemen Vol 7 No 1 (2024): January: Management Science and Field
Publisher : Institute of Computer Science (IOCS)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35335/jmas.v7i1.396

Abstract

The aim of this research is to delve into the dynamics of consumer behaviour and its relationship with brand image, product quality, brand trust, and repurchase intention, focusing on the Eiger brand. The study employs a causal method, collecting data through questionnaires from 227 Eiger product users in Indonesia, utilizing purposive sampling techniques. Data analysis is conducted using Structural Equation Modeling (SEM) and AMOS 24, with measurements of brand image, product quality, brand trust, and repurchase intention variables. The findings indicate that brand image and product quality have a positive and significant impact on repurchase intention, with brand trust acting as a mediator that strengthens this relationship. This research provides valuable insights into understanding the contributions of brand image, product quality, and brand trust in influencing consumer repurchase intentions. Marketing and brand development strategies are recommended to maintain the competitive edge of Eiger in the outdoor equipment market. Research limitations include restricted variables and study subjects, suggesting that future research could expand analyses to external factors and comparisons with key competitors to enhance the understanding of consumer dynamics.
Co-Authors AHMADI Barkah, Barkah Fitriana , Ana M. Irfani Hendri Nurhadi Ramadania Ramadania, Ramadania Robita, Naufal Dzaki Titik Rosnani