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All Journal JMM UNRAM (Jurnal Magister Manajemen Universitas Mataram) Economic Reviews Journal
Adriati, I Gst. Ayu Wirati
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Humanities Economics, Econometrics & Finance Education Industrial & Manufacturing Engineering Social Sciences Other

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Pengaruh Brand Coolness, Brand Authenticity, dan Brand Trust Terhadap Keputusan Pembelian Pada Merek Baru Reever Surf di Kuta Selatan Murdiyasa, I Wayan; Adriati, I Gst. Ayu Wirati
JMM UNRAM - MASTER OF MANAGEMENT JOURNAL Vol. 14 No. 3 (2025): JMM September 2025
Publisher : Fakultas Ekonomi dan Bisnis Universitas Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29303/jmm.v14i3.828

Abstract

Keputusan pembelian merupakan hasil akhir dari proses evaluasi konsumen terhadap suatu merek, yang dipengaruhi oleh berbagai faktor seperti brand coolness, brand authenticity, dan brand trust. Penelitian ini bertujuan untuk mengetahui pengaruh brand coolness, brand authenticity, dan brand trust terhadap keputusan pembelian pada merek baru Reever Surf di Kuta Selatan. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei melalui penyebaran kuesioner kepada 128 responden yang pernah membeli produk Reever Surf. Analisis data dilakukan menggunakan regresi linear berganda dengan bantuan program SPSS. Hasil penelitian menunjukkan bahwa brand coolness dan brand trust berpengaruh positif dan signifikan terhadap keputusan pembelian, sedangkan brand authenticity tidak berpengaruh signifikan terhadap keputusan pembelian. Secara simultan, ketiga variabel tersebut berpengaruh signifikan terhadap keputusan pembelian dengan nilai koefisien determinasi (R²) sebesar 0,772, yang berarti 77,2% variasi keputusan pembelian dapat dijelaskan oleh ketiga variabel tersebut. Temuan ini menegaskan bahwa persepsi merek yang keren dan kepercayaan terhadap merek merupakan faktor utama yang membentuk keputusan pembelian konsumen terhadap produk Reever Surf.
Integrasi Content Marketing Model AIDA dan Customer engagement dalam meningkatkan Brand Awareness serta Implikasinya terhadap Keputusan Pembelian Produk Skintific Dewi, Ni Kadek Lia Setia; Adriati, I Gst. Ayu Wirati; P, Komang Widhya Sedana Putra; Widiantari, Komang Sri
Economic Reviews Journal Vol. 4 No. 4 (2025): Economic Reviews Journal
Publisher : Masyarakat Ekonomi Syariah Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56709/mrj.v4i4.1003

Abstract

The development of the digital era has fundamentally transformed the global industrial landscape, especially in the beauty and skincare industry. In Indonesia, a similar phenomenon has occurred significantly. The Central Statistics Agency (2022) noted that the cosmetics industry, including skincare, experienced a growth of 9.61% in 2022. Skintific was able to dominate the market in 2024, successfully breaking through sales figures of IDR 70 billion with its strong digital marketing strategy. This study aims to empirically prove the integration of the AIDA content marketing model and customer engagement in increasing brand awareness and its implications for purchasing decisions for Skintific products. This study uses quantitative analysis techniques. The research population consists of Gen Z buyers of Skintific products in Denpasar City, using non-probability sampling with a purposive sampling technique and a Partial Least Squares - Structural Equation Modeling approach. Based on this sampling technique, 140 Gen Z buyers of skintific products in Denpasar City were selected as samples. The type of data used is primary data using questionnaires and utilizing mediation regression analysis to determine the influence between independent variables, dependent variables, and mediating variables. The results of this study show that the AIDA content marketing model and customer engagement have a significant positive effect on brand awareness. The AIDA content marketing model, customer engagement, and brand awareness have a significant positive effect on purchasing decisions, and brand awareness can strengthen the influence of the AIDA content marketing model and customer engagement on purchasing decisions.
Co-Authors Dewi, Ni Kadek Lia Setia Komang Sri Widiantari Komang Widhya Sedana Putra P Murdiyasa, I Wayan