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Hutami, Lusia Tria Hatmanti
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ANALISIS DAYA TARIK BRAND AMBASSADOR SONG JOONG KI DAN DIGITAL MARKETING DALAM MENINGKATKAN PURCHASE INTENTION DENGAN BRAND AWARENESS SEBAGAI VARIABLE INTERVENING (Studi Kasus pada Konsumen Produk Scarlett Whitening di Kota Yogyakarta) Isna, Kadek; Udayana, Ida Bagus Nyoman; Hutami, Lusia Tria Hatmanti
PERFORMANCE: Jurnal Bisnis & Akuntansi Vol 12 No 2 (2022): Performance:Jurnal Bisnis & Akuntansi
Publisher : Fakultas Ekonomi dan Bisnis, Universitas Wiraraja Madura

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24929/feb.v12i2.1652

Abstract

Tren kecantikan tentang perawatan kulit wajah maupun tubuh sedang gencar belakangan ini. Hal ini membuat industri kecantikan menjadi berkembang pesat. Maka dari itu, tujuan dari penelitian ini ialah untuk mengetahui adanya pengaruh brand ambassador, digital marketing dan brand awareness terhadap purchase intention. Penelitian ini bersifat kuantitatif dengan mengambil 111 sampel pada konsumen produk Scarlett Whitening di Kota Yogyakarta. Pengambilan sempel dilakukan dengan metode non-probabilitas dan teknik pengambilan sampel yaitu purposive sampling. Pengumpulan data dilakukan melalui pengiriman link kuesioner yang dikirimkan secara online kepada responden. Data dianalisis dengan menggunakan aplikasi IBM SPSS. Hasil penelitian ini menunjukkan bahwa variabel brand ambassador (X1) berpengaruh signifikan positif terhadap brand awareness (Z) dengan nilai 0.029. Kemudian variabel digital marketing (X2) berpengaruh signifikan positif terhadap brand awareness (Z) dengan nilai 0.000. Variabel brand awareness (Z) berpengaruh signifikan positif terhadap purchase intention (Y) dengan nilai 0.013. Selanjutnya variabel brand ambassador (X1) berpengaruh signifikan positif terhadap purchase intention (Y) dengan nilai 0.000. Serta variabel digital marketing (X2) berpengaruh signifikan positif terhadap purchase intention (Y) dengan nilai 0.005. Selain itu hasil penelitian juga menunjukkan bahwa brand awareness mampu berperan sebagai variabel intervening pengaruh brand ambassador dan digital marketing terhadap purchase intention konsumen produk Scarlett Whitening di Kota Yogyakarta.
Meningkatkan Keputusan Pembelian Melalui Inovasi Produk, Kualitas Produk dan Citra Merek di Mixue Yogyakarta Setiawan, Arif Wahyu; Fadhilah, Muinah; Hutami, Lusia Tria Hatmanti
Reslaj : Religion Education Social Laa Roiba Journal Vol 6 No 3 (2024): Reslaj: Religion Education Social Laa Roiba Journal
Publisher : LPPM Institut Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/reslaj.v6i3.4846

Abstract

The purpose of this study is to determine the influence of product innovation, product quality, and brand image on purchasing decisions. This research is quantitative by taking 108 samples on Mixue consumers in Yogyakarta City. Sampling is carried out by non-probability methods and sampling techniques, namely purposive sampling. Data collection is carried out through sending questionnaire links sent online to respondents. Data analysis by using IBM SPSS applications. The results of this study showed that the product innovation variable (X1) did not have a significant positive effect on purchasing decisions (Y) with a value of 0.105. Then the product quality variable (X2) has a significant positive effect on purchasing decisions (Y) with a value of 0.000. The product innovation variable (X1) has a significant positive effect on brand image (Z) with a value of 0.001. Furthermore, the product quality variable (X2) has a significant positive effect on brand image (Z) with a value of 0.000. And the brand image variable (Z) has a significant positive effect on purchasing decisions (Y) with a value of 0.002. In addition, the results of the study also show that brand image can act as an intervening variable of the influence of product innovation and product quality on the purchasing decisions of Mixue consumers in Yogyakarta City. Keywords: Product Innovation; Product Quality; Brand Image; Purchasing Decision
PENGARUH BRAND AMBASSADOR, BRAND PERSONALITY DAN PRODUCT KNOWLEDGE TERHADAP PURCHASE DECISION PRODUK NATURE REPUBLIC DENGAN BRAND TRUST SEBAGAI VARIABEL INTERVENING Alika, Azza Putri; Fadhilah, Muinah; Hutami, Lusia Tria Hatmanti
Jurnal Manajemen Terapan dan Keuangan Vol. 13 No. 04 (2024): Jurnal Manajemen Terapan dan Keuangan
Publisher : Program Studi Manajemen Pemerintahan dan Keuangan Daerah Fakultas Ekonomi dan Bisnis Universitas Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22437/jmk.v13i04.33562

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh brand ambassador, brand personality dan product knowledge terhadap purchase decision dengan brand trust sebagai variabel intervening. Penelitian ini menggunakan jenis penelitian kuantitatif dengan sampel sebanyak 100 responden di kota Yogyakarta yang pernah membeli produk Nature Republic. Metode pengumpulan data menggunakan kuesioner yang dibagikan menggunakan teknik purposive sampling. Teknik analisis data menggunakan uji kualitas data, uji asumsi klasik, uji regresi berganda, dan uji hipotetis melalui program SPSS 27. Hasil penelitian menunjukkan bahwa Brand ambassador berpengaruh positif dan signifikan terhadap purchase decision pada Nature Republic, brand personality tidak berpengaruh terhadap purchase decision pada Nature Republic, product knowledge berpengaruh positif dan signifikan terhadap purchase decision pada Nature Republic, brand ambassador berpengaruh positif dan signifikan terhadap brand trust pada Nature Republic, brand personality berpengaruh positif dan signifikan terhadap brand trust pada Nature Republic, product knowledge berpengaruh positif dan signifikan terhadap brand trust pada Nature Republic, brand trust berpengaruh positif dan signifikan terhadap purchase decision pada nature republic. Brand trust tidak mampu memediasi brand ambassador terhadap purchase decision. Brand trust mampu memediasi brand personality terhadap purchase decision. Brand trust tidak mampu memediasi product knowledge terhadap purchase decision. Kata kunci: brand ambassador, brand personality, product knowledge, purchase decision, brand trust Abstract This research aims to determine the influence of brand ambassadors, brand personality, and product knowledge on purchase decisions with brand trust as an intervening variable. This research uses quantitative research with a sample of 100 respondents in the city of Yogyakarta who have purchased Nature Republic products. The data collection method uses a questionnaire distributed using a purposive sampling technique. Data analysis techniques use data quality tests, classical assumption tests, multiple regression tests, and hypothetical tests using the SPSS 27 program. The research results show that brand ambassadors have a positive and significant effect on purchase decisions at Nature Republic, brand personality has no effect on purchase decisions at Nature Republic, product knowledge has a positive and significant effect on purchase decisions at Nature Republic, brand ambassador has a positive and significant effect on brand trust at Nature Republic, brand personality has a positive and significant effect on brand trust at Nature Republic, product knowledge has a positive and significant effect on brand trust At Nature Republic, brand trust has a positive and significant effect on purchase decisions at Nature Republic. Brand trust is unable to mediate brand ambassadors in purchasing decisions. Brand trust can mediate brand personality in purchasing decisions. Brand trust is unable to mediate product knowledge on purchase decisions. Keywords: brand ambassador, brand personality, product knowledge, purchase decision, brand trust
PENGARUH BRAND TRUST DAN BRAND LOVE TERHADAP LOYALITAS MEREK DENGAN KEPUASAN KONSUMEN SEBAGAI VARIABEL INTERVENING (STUDI KASUS PADA PRODUK SANDAL SWALLOW DI KOTA YOGYAKARTA) Sekartyasmara, Wulan; Fadhilah, Muinah; Hutami, Lusia Tria Hatmanti
Jurnal Manajemen Terapan dan Keuangan Vol. 13 No. 04 (2024): Jurnal Manajemen Terapan dan Keuangan
Publisher : Program Studi Manajemen Pemerintahan dan Keuangan Daerah Fakultas Ekonomi dan Bisnis Universitas Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22437/jmk.v13i04.34214

Abstract

ABSTACT This research aims to determine the influence of brand trust and brand love on brand loyalty with consumer satisfaction as an intervening variable for Swallow sandal products in the city of Yogyakarta. This research used a sample of 100 respondents. The sampling technique used was non-probability sampling with the path analysis method. The data collection technique was carried out using a questionnaire via Google Form which was distributed via WhatsApp. Meanwhile, the data analysis techniques used are descriptive tests, classical assumption tests, model determination tests, path analysis, hypothesis tests and Sobel tests using the SPSS for Windows version 23 application. The results of this research consist of 2 sub-structures. Sub-structure I shows that the brand trust variable has a positive but not significant effect on brand loyalty, the brand love variable has a positive and significant effect on brand loyalty, and the consumer satisfaction variable has a positive and significant effect on brand loyalty. Sub-structure II shows that the brand trust variable has a positive and significant effect on consumer satisfaction, and the brand love variable has a positive and significant effect on consumer satisfaction. Research also shows that the consumer satisfaction variable is able to mediate the relationship between the brand and brand love variables and the brand loyalty variable Keywords: Brand Trust, Brand Love, Brand Loyalty, Consumer Satisfaction ABSTRAK Penelitian ini bertujuan untuk mengetahui pengaruh brand trust dan brand love terhadap loyalitas merek dengan kepuasan konsumen sebagai variabel intervening pada produk sandal swallow di kota Yogyakarta. Penelitian ini menggunakan sampel sebanyak 100 responden. Teknik pengambilan sampel yang digunakan non-probability sampling dengan metode path analysis. Teknik pengumpulan data dilakukan dengan menggunakan kuisioner melalui google form yang dibagikan melalui via whatshaap. Sedangkan teknik analisis data yang digunakan adalah uji deskriptif, uji asumsi klasik, uji ketetapan model, analisis jalur, uji hipotesis dan uji sobel dengan menggunakan aplikasi SPSS for windows versi 23. Hasil penelitian ini terdiri atas 2 sub-struktur. Sub-struktur I menunjukkan bahwa variabel brand trust berpengaruh positif namun tidak signifikan terhadap loyalitas merek, variabel brand love berpengaruh poitif dan signifikan terhadap loyalitas merek, dan variabel kepuasan konsumen berpengaruh positif dan signifikan terhadap loyalitas merek. Sub-struktur II menunjukkan bahwa variabel brand trust berpengaruh positif dan signifikan terhadap kepuasan konsumen, serta variabel brand love berpengaruh positif dan signifikan terhadap kepuasan konsumen. Penelitian juga menunjukkan bahwa variable kepuasan konsumen mampu memediasi hubungan antara variabel brand trus dan brand love ke variabel loyalitas merek Kata Kunci : Brand Trust, Brand Love, Loyalitas Merek, Kepuasan Konsumen
PENGARUH IKLAN DAN CITRA MEREK TERHADAP KEPUASAN PELANGGAN MELALUI MINAT BELI SEBAGAI VARIABEL MEDIASI PADA PRODUK KECANTIKAN WARDAH DI YOGYAKARTA Octaviawati, Erika Hestiana; Lukitaningsih, Ambar; Hutami, Lusia Tria Hatmanti
Jurnal Manajemen Terapan dan Keuangan Vol. 13 No. 05 (2024): Jurnal Manajemen Terapan dan Keuangan (Edisi Khusus)
Publisher : Program Studi Manajemen Pemerintahan dan Keuangan Daerah Fakultas Ekonomi dan Bisnis Universitas Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22437/jmk.v13i05.37756

Abstract

Perkembangan ekonomi semakin mengarah pada persaingan ketat, khususnya untuk perusahaan dalam memasarkan produknya, menghadapi persaingan yang ketat perusahaan berlomba-lomba untuk memasarkan produk yang dihasilkan dengan cara terus berusaha mengembangkan kreativitas dan inovasi terbaru dari produk yang dihasilkan agar lebih unggul dari pesaing. Perkembangan ekonomi di Indonesia ikut berperan terhadap semakin maraknya industry khususnya industry kosmetik,  kini produk kecantikan dan kosmetik telah mengalami banyak perubahan dengan dikeluarkannya inovasi-inovasi mutakhir yang sesuai dengan kebutuhan dan keinginan konsumen, salah satunya adalah produk kecantikan Wardah yang ditunjang dengan kemajuan ilmu pengetahuan dan teknologi sekarang. Penelitian ini bertujuan untuk mengetahui pengaruh iklan dan citra merek terhadap kepuasan pelanggan melalui minat beli sebagai variabel mediasi pada produk kecantikan Wardah di Yogyakarta. Penelitian ini menggunakan metode kuantitatif, dengan purposive sampling, sampel didalam penelitian ini berjumlah 110 responden. Teknik pengumpulan data menggunakan kuesioner dan alat analisis dengan regresi linear berganda. Hasil penelitian menunjukan bahwa iklan berpengaruh positif dan signifikan terhadap minat beli, citra merek berpengaruh positif dan signifikan terhadap minat beli, iklan berpengaruh positif dan signifikan terhadap kepuasan pelanggan, citra merek berpengaruh positif dan signifikan terhadap kepuasan pelanggan, minat beli berpengaruh negative dan tidak signifikan terhadap kepuasan pelanggan.  
The Influence of Social Media Marketing on Brand Awareness, Brand Image, Customer Engagement, and Purchase Decision Setiawan, Budi; Cahyani, Putri Dwi; Hutami, Lusia Tria Hatmanti; Maharani, Bernadetta Diansepti
Economics and Business Solutions Journal Vol. 8 No. 2 (2024): Economics and Business Solutions Journal
Publisher : Universitas Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26623/ebsj.v8i2.10312

Abstract

This study aims to analyze how Social Media Marketing (SMM) influences Brand Awareness, Brand Image, Customer Engagement, and Purchase Decision. Using Signal Processing and Information Processing theories, this research identifies gaps in the literature regarding the relationship between SMM, Brand Awareness, Brand Image, Customer Engagement, and Purchase Decision. This research employs a quantitative approach with a survey method to collect data from 105 respondents. The sampling technique used is purposive sampling, which means selecting samples based on specific criteria relevant to the research. The criteria used are consumers who have seen or interacted with SilverQueen's social media marketing content. The collected data was analyzed using Smart PLS (Partial Least Squares) to test the structural model and measurement model. This study shows that Social Media Marketing plays a crucial role in enhancing Brand Awareness, Brand Image, Customer Engagement, and Purchase Decision for SilverQueen chocolate. The findings underscore the importance of effective social media marketing strategies for achieving better business outcomes.
The Influence of Influencer Marketing and Social Media Marketing on Purchase Decisions with Brand Awareness as an Intervening Variable for TikTok Shop in Generation Z Arlana Hidayatullah, Aidil; Fadhilah, Muinah; Tria Hatmanti Hutami, Lusia
Dinasti International Journal of Economics, Finance & Accounting Vol. 5 No. 6 (2025): Dinasti International Journal of Economics, Finance & Accounting (January - Feb
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijefa.v5i6.3667

Abstract

This study examines the effect of influencer and social media marketing on purchase decisions among Generation Z, mediated by brand awareness, within the TikTok Shop platform. The study addresses the digital marketing shift, where social media is crucial in increasing brand engagement and consumer purchasing behavior. Using quantitative methods, data were collected from 112 Generation Z consumers in Yogyakarta who had experience shopping at TikTok Shop. The analysis employed the PLS-SEM method using SmartPLS 3.0. Results indicate that while social media marketing significantly influences brand awareness and purchase decisions, influencer marketing only positively impacts brand awareness. Furthermore, brand awareness mediated the relationship between social media marketing and purchase decisions but not between influencer marketing and purchase decisions. This highlights the critical role of social media marketing over influencer marketing in driving consumer purchasing decisions on TikTok Shop, especially through brand awareness. The findings suggest marketers should prioritize strategies that enhance social media engagement to strengthen brand presence and drive consumer decisions
PENGARUH CITRA DESTINASI DAN MOTIVASI WISATAWAN TERHADAP LOYALITAS WISATAWAN MELALUI KEPUASAN WISATAWAN Imam, Herdin; Ningrum, Nonik Kusuma; Hutami, Lusia Tria Hatmanti
Jurnal Pendidikan Ekonomi (JURKAMI) Vol 10, No 1 (2025): JURKAMI
Publisher : STKIP Persada Khatulistiwa Sintang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31932/jpe.v10i1.4223

Abstract

The competition of tourist destinations in the Special Region of Yogyakarta (DIY) is getting tighter, encouraging managers to improve the quality of facilities and infrastructure to attract tourists. This study examines the influence of destination image, tourist motivation, and tourist satisfaction as intervening variables on tourist loyalty. This study is quantitative by taking 160 samples from tourists visiting tourist destinations in DIY. Sampling was carried out using a non-probability method and using a sampling technique, namely purposive sampling. Data collection was carried out online by sending a questionnaire link to respondents. Data were analyzed using the IBM SPSS application. The results of the study showed that destination image and tourist motivation had a significant effect on tourist satisfaction, while satisfaction and destination image had a significant effect on tourist loyalty. However, tourist motivation did not have a direct effect on loyalty, although its role was mediated by tourist satisfaction. The implication of this study is the importance of improving destination image through promoting local uniqueness and service quality and prioritizing a satisfying tourist experience. Although motivation does not have a direct effect, understanding tourist needs can indirectly strengthen loyalty. With a satisfaction-based strategy, DIY tourist destinations can increase competitiveness and encourage tourist loyalty in a sustainable manner.
PENGARUH SOCIAL MEDIA INFLUENCER TERHADAP KEPUTUSAN PEMBELIAN YANG DIMEDIASI OLEH CUSTOMER ENGAGEMENT DAN SIKAP KONSUMEN (STUDI KASUS PADA SUNSCREEN FACETOLOGY PLATFORM TIKTOK DI YOGYAKARTA) Dewi, Siskana; Fadhilah, Muinah; Hutami, Lusia Tria Hatmanti
Jurnal Manajemen Terapan dan Keuangan Vol. 14 No. 2 (2025): Jurnal Manajemen Terapan dan Keuangan
Publisher : Program Studi Manajemen Pemerintahan dan Keuangan Daerah Fakultas Ekonomi dan Bisnis Universitas Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22437/jmk.v14i2.41168

Abstract

Penelitian ini bertujuan untuk menguji apakah social media influencer dapat mempengaruhi keputusan pembelian dengan dimediasi oleh customer engagement dan sikap konsumen. Penelitian ini melibatkan 130 responden pengguna sunscreen Facetology di Yogyakarta serta followers akun TikTok jiglyciouss, metode pengambilan data dilakukan dengan membagikan kuesioner secara online dengan platform yaitu Google Form. Teknik pengambilan sampel menggunakan non-propability dengan purposive sampling, sedangkan olah data menggunakan SmartPLS 4.0. Hasil penelitian menujukkan bahwa variabel social media influencer, customer engagement, dan sikap konsumen berpengaruh positif dan signifikan terhadap keputusan pembelian. Selain itu pada hasil mediasi dari variabel customer engagement, dan sikap konsumen terhadap social media influencer dan keputusan pembelian juga menunjukkan hasil yang positif dan sigifikan
Enhancing Economic Participation through Technology: A Modified TAM Study on BIONS at the Investment Gallery Hutami, Lusia Tria Hatmanti; Pratama, Yhoga Heru; Kusuma, Nala Tri; Ningrum, Nonik Kusuma; Kasidi, Davet
International Journal of Economics Development Research (IJEDR) Vol. 6 No. 4 (2025): International Journal of Economics Development Research (IJEDR)
Publisher : Yayasan Riset dan Pengembangan Intelektual

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37385/ijedr.v6i4.8096

Abstract

The development of digital technology has brought significant changes in various aspects of life, including in the investment sector. One of the widely used investment applications in Indonesia is BIONS (BNI Sekuritas Innovative Trading System), developed by BNI Sekuritas. This study aims to analyze how Perceived Ease of Use, Perceived Usefulness, and Perceived Enjoyment affect Actual Usage in BIONS applications with Intention to Use as a mediating variable. The model developed in this study uses TAM modification by adding the perceived enjoyment variable. The distribution of this questionnaire is aimed at users who use the BIONS application at the Investment Gallery in Yogyakarta, Indonesia. The researcher used a purposive sampling method with a total of 100 respondents. The results showed that Perceived Ease of Use, Perceived Enjoyment, and Intention to Use had a significant effect on actual usage, while perceived usefulness had not affect significantly.
Co-Authors Adi Prabowo , Adia Agus Dwi Cahya Alfiatul Maulida, Alfiatul Alika, Azza Putri Ambar Lukitaningsih Arif Wahyu Setiawan, Arif Wahyu Arlana Hidayatullah, Aidil Budi Setiawan Cahyaning, Enggar Kartika Chasanah, Iswatun Dewi, Siskana Fauzi, Muhamad Ardan Henny Welsa IBN Udayana, IBN Ida Bagus Nyoman Udayana Imam, Herdin Ismul Khobir Isna, Kadek Jehadut, Gratsia Yuni Kartika Jesi Kasidi, Davet Khunaini, Muhammad Romadon kusuma, nala tri Kusumaningrum, Nonik Larasati, Adelia Ayu Maharani, Bernadetta Diansepti Muinah Fadhilah, Muinah Nirma Nirma Nonik Kusuma Ningrum Nurul Myristica Indraswari Octaviawati, Erika Hestiana Pamungkas, Linda Prasetia, Rizky Edi Prasetyawati, Arsita Pratama, Nico Pratama, Yhoga Heru Putri Dwi Cahyani, Putri Dwi Riskin Hidayat Rosyadah, Marisa Elma Salsabila, Hana Zahra Sekartyasmara, Wulan Septyandari, Sevin Septyarini, Epsilandri Setiawan, Eko Agus Sukma P, Fika Riskiana Supardin, Lalu Susanto Susanto