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All Journal JURNAL MANAJEMEN MOTIVASI Neraca Manajemen, Akuntansi, dan Ekonomi
Aulia Munawaroh, Nuril
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science

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Pengaruh Social Media Marketing Intagram, Price Discount, Product AQuality, Dan Brand Trust Terhadap Loyalitas Pelanggan Skincare Prettywell Kota Kediri Raffikah Binte Amran, Nur; Murdiyanto, Edi; Aulia Munawaroh, Nuril
Musytari : Jurnal Manajemen, Akuntansi, dan Ekonomi Vol. 16 No. 7 (2025): Musytari : Jurnal Manajemen, Akuntansi, dan Ekonomi
Publisher : Cahaya Ilmu Bangsa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.8734/musytari.v16i7.12378

Abstract

This study aims to determine the effect of social media marketing Instagram, price discount, product quality, and brand trust on customer loyalty Prettywell Skincare in Kediri City. The research method used is a quantitative method with a descriptive approach. Data collection in this study was carried out by distributing questionnaires to Prettywell Skincare customers and calculated using the SPSS Version 25 application. Data analysis techniques used include Validity Test, Reliability Test, Classical Assumption Test, Multiple Linear Regression Analysis, t-test, F-test, and R2 Determination Coefficient Test. In the Validity Test, it is known that all question items (X1, X2, X3 and Y) have a significance value of 0.000 <0.05 so that each variable is declared valid. Then in the Reliability Test, each variable is declared reliable because it has a Cronbach's Alpha value> 0.60. Then in the t-test it is known that the variables of social media marketing Instagram (X1), service quality (X2), product quality (X3), and brand trust (X4) have a significance value of 0.000 <0.05 so that the four variables partially have a significant effect on customer loyalty. Then in the F-test it shows that the results of the significance value are 0.000 <0.05 which indicates that social media marketing Instagram, price discount, product quality, and brand trust have a simultaneous effect on customer loyalty of prettywell skincare in Kediri City
The Influence of Brand Image, Brand Awareness, and Brand Trust on Purchase Decisions Moderated by Social Media Use at CV Produksi Median Percetakan Al-Amin, Muhammad Surya Duta; Ambarwati, Diana; Aulia Munawaroh, Nuril
JURNAL MANAJEMEN MOTIVASI Vol 22 No 1 (2026): Jurnal Manajemen Motivasi
Publisher : Universitas Muhammadiyah Pontianak

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29406/jmm.v22i1.8779

Abstract

This study examines the influence of brand image, brand awareness, and brand trust on purchase decisions, with social media use as a moderating variable in the printing industry. The research aims to analyze the direct and moderating effects of these variables on consumers of CV Produksi Median Percetakan. A quantitative approach with causal associative design was applied using SEM-PLS and SmartPLS 4.0 on 96 respondents selected through purposive sampling. The results show that brand awareness and brand trust significantly influence purchase decisions, while brand image and social media moderation are not significant. The findings highlight the importance of trust and awareness in strengthening consumer purchasing decisions.
Co-Authors Al-Amin, Muhammad Surya Duta Diana Ambarwati Murdiyanto, Edi Raffikah Binte Amran, Nur