Article Per Year (5 Year)
p-Index From 2020 - 2025
0.61
P-Index
This Author published in this journals
All Journal Economic Reviews Journal Jurnal Penelitian Ekonomi Manajemen dan Bisnis RESLAJ: Religion Education Social Laa Roiba Journal
Wisnu Budi Prasetyo
Unknown Affiliation
Religion Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Industrial & Manufacturing Engineering Social Sciences

Published : 3 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 3 Documents
Search

 1 
Social Media Marketing, Brand Image, dan Brand Trust: Pengaruhnya Terhadap Purchase Intention Skincare Lokal Jovanka Thessalonian; Wisnu Budi Prasetyo
Economic Reviews Journal Vol. 4 No. 3 (2025): Economic Reviews Journal
Publisher : Masyarakat Ekonomi Syariah Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56709/mrj.v4i3.846

Abstract

This study aims to analyze the direct and indirect effects of Social Media Marketing, Brand Image, Brand Trust, and Purchase Intention in local skincare product purchases by Z generation in Jabodetabek. The research is motivated by the increasing role of social media as a marketing tool in the beauty industry, particularly within Indonesia’s skincare market. The focus of this study is on Z generation consumers, who are highly active on social media and rel yon it as a primary source of information before makin purchasing decisions. The results indicate that Social Media Marketing influences Purchase Intention both directly and indirectly (mediated by Brand Trust). Similarly, Brand Image affects Purchase Intention directly and indirectly (also mediated by Brand Trust). Brand Trust serves as the mediating variable in this study, both in mediating the relationship between Social Media Marketing and Purchase Intention and in mediating the relationship between Brand Image and Purchase Intention. Local skincare brands must prioritize creative and interactive Social Media Marketing strategies to enhance engagement and trust. Building a strong Brand Image on digital platform sis critical for maintaining credibility. Additionally, honesty in sales practices and transparent communication are essential to strengthen Brand Trust. This research underscores the importance of brands optimizing their Social Media Marketing, Brand Image, Brand Trust strategies to drive high consumer Purchase Intention for local skincare products.
Pengaruh Kepemimpinan Etis dan Kepemimpinan Emosional Atas Niat Berhenti Berkerja di Kantor Dinas Pendidikan Kabupaten Tangerang Agusriyan Akbar Hidayat; Joel Faruk Sofyan; Wisnu Budi Prasetyo; Dimas Angga Negero
Reslaj: Religion Education Social Laa Roiba Journal Vol. 6 No. 4 (2024): Reslaj: Religion Education Social Laa Roiba Journal
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/reslaj.v6i4.2016

Abstract

This research examines the influence of ethical and emotional leadership on employee motivation and job performance to measure intentions to leave work. This research is a deductive-quantitative research with a correlation-causal approach, using primary data obtained from an online survey using Google Form. Measurement of all variables used in this research uses a 1-5 Likert scale. The sample for this research is the entire population of Civil Servants at the Tangerang Regency Education Office, totaling 54 people, and using 28 indicators. Confirmatory Factor Analysis (CFA) was carried out to test the quality of the indicators used using pretest data. The data was then processed using the PLS-SEM method to test the hypothesis. The results of this research show that there are 2 related hypotheses, namely the relationship between emotional leadership and employee motivation and the relationship between employee motivation and job performance. Meanwhile, there are 4 hypotheses that have no effect, namely the relationship between ethical leadership and employee motivation, the relationship between ethical leadership and job performance, the relationship between emotional leadership and job performance, and the relationship between job performance and intention to leave work. It can be concluded that none of the Civil Servants intend to stop working, but instead motivate themselves to improve their performance to get more results, and leaders do not have a direct influence on motivation, work performance, and intention to stop working.
Peran Beauty Content Influencer Instagram terhadap Perilaku Pembelian di Jakarta Lisa Puri Handayani; Wisnu Budi Prasetyo
Jurnal Penelitian Ekonomi Manajemen dan Bisnis Vol. 4 No. 4 (2025): Jurnal Penelitian Ekonomi Manajemen dan Bisnis
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jekombis.v4i4.5603

Abstract

Influencer marketing has grown rapidly over the past decade and has become an essential strategy for businesses and brands to increase sales, visibility, and brand strength in the digital marketplace. This study aims to analyze the influence of influencer characteristics on follower purchase behavior. The research adopts a quantitative approach involving 135 respondents who follow three beauty content influencer accounts on Instagram. Data analysis was conducted using Structural Equation Modeling – Partial Least Square (SEM-PLS) due to the relatively small sample size. The results of the study indicate that the variables influencer trustworthiness, influencer usefulness, influencer attractiveness, influencer experience, and influencer-follower congruence have a positive effect on purchase behavior. However, the moderating effect of influencer attractiveness was rejected due to a mismatch between the influencer’s attractiveness and the followers’ preferences. In contrast, the moderating effects of influencer trustworthiness, influencer usefulness, and influencer experience were accepted, suggesting that trust, perceived usefulness, and experience play a crucial role in shaping followers’ purchasing behavior. The researcher suggests that future studies use the same variables but include a larger number of influencers and more diverse content types to expand follower reach. This approach will allow for more comprehensive hypothesis testing and produce results that are more representative and generalizable.
Co-Authors Agusriyan Akbar Hidayat Dimas Angga Negero Jovanka Thessalonian Lisa Puri Handayani Sofyan, Joel Faruk