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All Journal Jurnal Manajemen Pemasaran dan Perilaku Konsumen
Awalil Fakhri, Erie
Unknown Affiliation
Decision Sciences, Operations Research & Management

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Impulse Buying Cosmetic Products: The Effect of Live Streaming Quality and Flash Sale Insani, Nadhifah Qolbi; Awalil Fakhri, Erie
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 4 No. 1 (2025)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2025.04.1.18

Abstract

Purpose – This study aims to examine the influence of live streamer quality and flash sale promotions on impulse buying behavior of cosmetic products during Shopee live streaming sessions.    Design/methodology/approach – This study employs a quantitative explanatory research design with a replicative approach to analyze the relationships among live streamer quality, flash sales, and impulse buying. Data were collected through purposive sampling from 180 respondents who had experience with Shopee live streaming shopping. The data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS).   Findings – The results indicate that live streamer quality has a significant positive effect on impulse buying, while flash sale promotions do not have a significant effect. These findings suggest that the effectiveness of live streaming interactions is more influential in triggering spontaneous purchasing behavior than price-based promotional incentives.   Originality/value – This study contributes to live commerce and digital consumer behavior literature by distinguishing the roles of live streamer quality and flash sale promotions in driving impulse buying. The findings provide practical implications for e-commerce platforms and sellers in optimizing live streaming strategies to enhance consumer engagement and increase unplanned purchases.
The Role of Social Media in Building Brand Image: The Influence of Storytelling Marketing and User-Generated Content on Hmns Perfume Alfiaturrakhmania, Aisyah; Awalil Fakhri, Erie
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 4 No. 4 (2025)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2025.04.4.11

Abstract

Purpose – This study aims to identify the effects of storytelling marketing and user-generated content on the brand image of HMNS, a local perfume brand in Indonesia, among followers of the Instagram account @hmns.id.   Design/methodology/approach – This quantitative research involved 120 respondents selected from a population of 140 individuals who met the sample criteria. Data were collected through online questionnaires and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM).   Findings – The results show that both storytelling marketing and user-generated content have a positive and significant effect on brand image, with storytelling marketing being the more dominant factor. Storytelling marketing helps build emotional connections and strengthens functional, symbolic, and experiential brand image dimensions, while user-generated content enhances credibility and supports online brand community development.   Originality/value – This study highlights the combined influence of storytelling marketing and user-generated content on brand image in the Indonesian local perfume industry, particularly within social media-based branding strategies, an area that remains underexplored.
Brand Trust as a Bridge Between Product Quality and Purchase Intention Camilo Rayhan, Shaquille; Awalil Fakhri, Erie
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 5 No. 1 (2026)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2026.05.1.15

Abstract

Purpose – This study aims to examine the effect of product quality on purchase intention by investigating the mediating role of brand trust in the context of the smartphone industry. Design/Methodology/Approach – This study employed a quantitative research approach using Partial Least Squares–Structural Equation Modeling (PLS-SEM). Data were collected through structured questionnaires from 80 smartphone users selected using a purposive sampling technique. The data analysis was conducted to evaluate the direct and indirect relationships among product quality, brand trust, and purchase intention. Findings – The findings indicate that product quality has a positive and significant effect on brand trust and purchase intention. Brand trust also has a positive and significant effect on purchase intention. Furthermore, brand trust partially mediates the relationship between product quality and purchase intention, demonstrating that product quality influences purchase decisions not only directly but also through the development of consumer trust in the brand. Originality/Value – This study contributes to the consumer behavior and brand management literature by identifying brand trust as a psychological mechanism that strengthens the relationship between product quality and purchase intention in a highly competitive and innovation-driven smartphone market. The findings provide practical implications for smartphone companies by emphasizing the importance of balancing technological product improvements with continuous efforts to build and maintain brand trust to encourage consumer purchase intention and long-term brand sustainability.
Co-Authors Alfiaturrakhmania, Aisyah Camilo Rayhan, Shaquille Insani, Nadhifah Qolbi