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All Journal Co-Value : Jurnal Ekonomi, Koperasi & Kewirausahaan Economic Reviews Journal
Susila , Ihwan
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences

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Analisis Pengaruh Iklan di Sosial Media dan Penggunaan Selebritas Terhadap Minat Beli Produk Melalui Kesadaran Merek Sebagai Variable Intervening pada Produk Bloods Aditya, Rizky; Susila , Ihwan
Economic Reviews Journal Vol. 3 No. 2 (2024): Economic Reviews Journal
Publisher : Masyarakat Ekonomi Syariah Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56709/mrj.v3i2.358

Abstract

The main purpose of this study was to examine the effect of social media advertising,celebrity use and brand awareness on interest in buying Bloods products, especially in Bloods consumers. The research method used is quantitative method, and the sample amounted to 183 respondents social media users/consumers bloods and using purposive sampling. Reliability and validity of questionnaires were assessed in various circles. Data were analyzed using partial least square (PLS) technique with SmartPls 3.0 application. The findings show that social media advertising, celebrity use and brand awareness have a significant effect on interest in buying Bloods products.
Pengaruh Live streaming Dan Brand image Terhadap Purchase decision Produk Kosmetik Dengan Customer Trust Sebagai Variabel Mediasi Ardhana, Rizky Okta; Susila , Ihwan
Co-Value Jurnal Ekonomi Koperasi dan kewirausahaan Vol. 16 No. 6 (2025): Co-Value: Jurnal Ekonomi, Koperasi & Kewirausahaan
Publisher : Program Studi Manajemen Institut Manajemen Koperasi Indonesia Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59188/covalue.v16i6.5785

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh live streaming dan brand image terhadap keputusan pembelian produk kosmetik brand Skintific, dengan kepercayaan konsumen sebagai variabel mediasi. Pendekatan yang digunakan adalah kuantitatif dengan metode online survei melalui kuesioner kepada responden berjumlah 181 orang dengan rentang usia 17–28 tahun, data didapat melalui convenience sampling. Teknik analisis data menggunakan Partial Least Square–Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa live streaming dan brand image berpengaruh positif terhadap kepercayaan konsumen dan keputusan pembelian. Selain itu, kepercayaan konsumen terbukti memediasi hubungan antara live streaming dan brand image terhadap keputusan pembelian. Temuan ini menegaskan pentingnya strategi pemasaran digital interaktif dan citra merek dalam membangun kepercayaan serta mendorong keputusan pembelian konsumen.
Co-Authors Ardhana, Rizky Okta Rizky Aditya