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All Journal Master Manajemen Jurnal Publikasi Sistem Informasi dan Manajemen Bisnis
Mochammad Gilang Ramadhan
Unknown Affiliation
Computer Science & IT Decision Sciences, Operations Research & Management

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Pengaruh Harga terhadap Keputusan Pembelian pada Kosmetik Ms Glow Mochammad Gilang Ramadhan; Diana Ramadhani; Ayu Margareta; Didit Darmawan
Master Manajemen Vol. 3 No. 2 (2025): Master Manajemen
Publisher : Fakultas Ekonomi & Bisnis, Universitas Nusa Nipa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59603/masman.v3i2.835

Abstract

The cosmetics industry in Indonesia is experiencing rapid progress, with the emergence of more and more products on the market, both from domestic and foreign brands. Public awareness, especially among men and women, of the importance of maintaining their appearance through the use of cosmetic products is growing. This study aims to analyze the impact of price on purchasing decisions for MS Glow products, by considering the variables of perceived quality, brand loyalty, and competitiveness in the market. The method applied is qualitative research with a literature study approach, which includes analysis of various relevant scientific literature. The results of the study indicate that price, product quality, and promotion have a significant impact on purchasing decisions. This study also highlights the importance of understanding the elements of the marketing mix, especially price, in influencing consumer purchasing decisions. These findings are expected to provide strategic recommendations to cosmetic industry players in formulating effective pricing policies that are oriented towards consumer needs.
Brand ambassador, Distribusi, dan Sertifikasi Halal dalam Membangun Ekuitas Merek dan Keputusan Pembelian Kosmetik Darmawan, Didit; Mochammad Gilang Ramadhan
Jurnal Publikasi Sistem Informasi dan Manajemen Bisnis Vol. 5 No. 2 (2026): Mei : Jurnal Publikasi Sistem Informasi dan Manajemen Bisnis
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jupsim.v5i2.6878

Abstract

. This literature study aims to analyze the contribution of brand ambassadors to brand equity through the meaning transfer process from public figures to cosmetic products and the reinforcing role of distribution and halal certification in purchase decisions. The method used is qualitative library research with a thematic synthesis approach following systematic literature review procedures. The results indicate that brand ambassadors contribute to brand equity through a three-stage meaning transfer process: meaning formation in the figure, meaning transfer to the product, and meaning acceptance by consumers. The success of meaning transfer is determined by the congruence between figure and brand, ambassador credibility, and communication consistency. Built brand equity encompasses increased awareness, positive associations, perceived quality, and consumer loyalty. Distribution reinforces ambassador influence by ensuring product availability across various channels, facilitating consumers to realize purchase intentions. Halal certification provides legitimacy and security guarantees for Muslim consumers, increasing brand trust. These three factors interact synergistically. Ambassadors build desire, distribution facilitates realization, and certification provides legitimacy. Their integration creates a solid foundation for purchase decisions and long-term loyalty. This study contributes theoretically to enriching meaning transfer models by integrating structural distribution factors and religiosity through halal certification.
Co-Authors Ayu Margareta Diana Ramadhani Didit Darmawan