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All Journal Management Studies and Entrepreneurship Journal (MSEJ) El-Mujtama: Jurnal Pengabdian Masyarakat
Maghfiroh, Putri Nisful Lailatul
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Religion Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Social Sciences

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Pengaruh Credibility Source, Selebgram Endorsement, Dan Electronic Word Of Mouth (E-Wom) Terhadap Minat Beli Dengan Brand Image Sebagai Variable Intervening Maghfiroh, Putri Nisful Lailatul; Fazizah, Amma
Management Studies and Entrepreneurship Journal (MSEJ) Vol. 6 No. 6 (2025): Management Studies and Entrepreneurship Journal (MSEJ)
Publisher : Yayasan Pendidikan Riset dan Pengembangan Intelektual (YRPI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37385/msej.v6i6.8224

Abstract

Penelitian ini bertujuan untuk mengetahui mengungkapkan bagaimana brand image memediasi pengaruh credibility source, selebgram endorsment, dan electronic word of mouth terhadap minat beli pada collagen drink Noera di official instagram @noerabeautycare. Teknik sampling yang digunakan adalah metode non-probability sampling dengan sub teknik purposive sampling dengan jumlah responden sebanyak 153 orang di official instagram @noerabeautycare. Metode penelitian ini menggunakan metode kuantitatif dengan menganalisis data menggunakan analisis deskriptif dan uji path analisys dengan bantuan SPSS versi 26. Dari hasil penelitian dapat disimpulkan bahwa dari hasil Uji T yang melalui 2 model, yaitu model 1: Credibility Source berpengaruh positif dan signifikan terhadap Brand Image, Selebgram Endorsment berpengaruh positif dan siginifikan terhadap Brand Image, Electronic Word of Mouth tidak berpengaruh positif dan siginifikan terhadap Brand Image. Dan hasil model 2 yaitu : Credibility Source berpengaruh positif dan signifikan terhadap Minat Beli, Selebgram Endorsment tidak berpengaruh positif dan siginifikan terhadap Minat Beli, Electronic Word of Mouth berpengaruh positif dan siginifikan terhadap Minat Beli, Brand Image berpengaruh positif dan siginifikan terhadap Minat Beli.
Peran Inovasi Teknologi dalam Transformasi Industri Rokok: Dampaknya Terhadap Produksi, Distribusi, dan Penggunaan Produk Rokok Agustin, Aisyah Sovia; Maghfiroh, Putri Nisful Lailatul; Firdaus, Muhammad; Alfarisy, Salman
El-Mujtama: Jurnal Pengabdian Masyarakat  Vol. 4 No. 5 (2024): El-Mujtama: Jurnal Pengabdian Masyarakat
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/elmujtama.v4i5.3553

Abstract

Generation Z, born between 1997 and 2012, exhibits a significant trend in adopting vape or electronic cigarettes as an alternative to conventional tobacco cigarettes. This study aims to investigate the influence of vape use on the tobacco industry in Indonesia, focusing on production, distribution, and consumer behavior. The research employs a qualitative approach through literature review and interviews. Data were collected from scholarly literature, primary data analysis via questionnaires, and direct interviews with cigarette manufacturers and vape users. Findings indicate that Generation Z tends to adopt vape due to its perceived modernity, diverse flavors, and perceived safety compared to traditional cigarettes. However, vape use also faces negative perceptions from some sectors of society regarding potential health impacts. Moreover, despite the rising popularity of vape, traditional tobacco cigarettes remain favored due to habit, tranquility, and personal preferences.
Co-Authors Agustin, Aisyah Sovia Alfarisy, Salman Amma Fazizah Muhammad Firdaus