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All Journal Jurnal Ilmiah Manajemen Kesatuan Jurnal Ilmiah Multidisiplin Indonesia
Xenia Irene Sandy Landjang
Universitas Cenderawasih, Indonesia
Agriculture, Biological Sciences & Forestry Computer Science & IT Earth & Planetary Sciences Economics, Econometrics & Finance Engineering Physics Social Sciences

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Hearts2Hearts Brand Ambassador Influence and Consumer Repurchase Intention: A Study of Scarlett Product Users in Jayapura City Indra Eka Wardana Toii; Xenia Irene Sandy Landjang
Jurnal Ilmiah Multidisiplin Indonesia (JIM-ID) Vol. 5 No. 04 (2026): Jurnal Ilmiah Multidisplin Indonesia (JIM-ID), April 2026
Publisher : Sean Institute

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Abstract

This study aims to examine the influence of the Hearts2Hearts brand ambassador on repurchase intention among Scarlett product consumers in Jayapura City. The use of brand ambassadors has become a key marketing strategy in strengthening consumer perceptions and encouraging repeat purchases, particularly in the skincare and beauty industry. This research employed a quantitative approach using a survey method. Data were collected through structured questionnaires distributed to Scarlett product users in Jayapura City. The sampling technique applied was purposive sampling, targeting respondents who have purchased Scarlett products and are aware of Hearts2Hearts as the brand ambassador. Data analysis was conducted using SmartPLS 4.0 with the Partial Least Squares Structural Equation Modeling (PLS-SEM) method. The measurement model was evaluated through validity and reliability testing, including convergent validity, discriminant validity, composite reliability, and Cronbach’s alpha. Furthermore, the structural model was assessed by analyzing path coefficients and hypothesis testing. The results reveal that the Hearts2Hearts brand ambassador has a positive and significant effect on consumer’s repurchase intention toward Scarlett products in Jayapura City. This indicates that an effective brand ambassador contributes to stronger consumer confidence and increased intention to repurchase. The findings provide practical implications for marketers in optimizing brand ambassador strategies to enhance consumer loyalty and strengthen market competitiveness.
The Influence of Perceived Sustainability, Perceived Authenticity, Perceived Risk, Perceived Value, Perceived Benefit and Perceived Trustworthiness on Attitude Toward Local Product: A Study on Buah Merah Papua as a Local MSME Product in Jayapura City Indra Eka Wardana Toii; Xenia Irene Sandy Landjang; Lisa Gresti Sella Damanik; Yuni Riskita Mangopo; Rizka Cintya Edwar
Jurnal Ilmiah Multidisiplin Indonesia (JIM-ID) Vol. 5 No. 07 (2026): Jurnal Ilmiah Multidisplin Indonesia (JIM-ID), 2026
Publisher : Sean Institute

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The increasing consumer awareness of sustainability, authenticity, and trust in local products has become an important factor in enhancing the competitiveness of local micro, small and medium enterprises (MSMEs) in Indonesia. One of the distinctive local products with significant cultural and economic value is Buah Merah Papua which has gained increasing attention from consumers in regional markets. This study aims to examine the influence of perceived sustainability, perceived authenticity, perceived risk, perceived value, perceived benefit and perceived trustworthiness on consumer’s attitudes toward local products with a focus on Buah Merah Papua as a local MSME product in Jayapura City. This study employed a quantitative research approach using a structured questionnaire as the primary data collection instrument. The data were collected through questionnaire distribution to 264 respondents selected using a purposive sampling technique with criteria based on consumers who had previously purchased or consumed Buah Merah Papua products. The collected data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with the assistance of SmartPLS 4.0 software. The results indicate that perceived authenticity, perceived risk, and perceived trustworthiness have a positive and significant effect on attitude toward local product. Meanwhile, perceived benefit, perceived sustainability, and perceived value were found to have no significant influence on attitude toward local product. These findings highlight the important role of authenticity, trust and risk perception in shaping positive consumer attitudes toward local products. This study contributes to the development of local product marketing literature and provides practical implications for MSME actors in strengthening product positioning, building consumer trust and improving the competitiveness and sustainability of local products in regional and national markets.
Influence of Electronic Trust, Satisfaction, and Engagement on Consumption Behavior in Mobile Legends Players Indra Eka Wardana Toii; Nur Mila Sari; Xenia Irene Sandy Landjang; Alfani Laura Harikedua
Jurnal Ilmiah Manajemen Kesatuan Vol. 13 No. 5 (2025): JIMKES Edisi September 2025
Publisher : LPPM Institut Bisnis dan Informatika Kesatuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37641/jimkes.v13i5.3771

Abstract

The rapid rise of electronic sports, particularly Mobile Legends: Bang Bang, has reshaped digital consumption behavior in regional areas like Jayapura City. This study investigates the influence of electronic trust, electronic satisfaction, and consumer electronic sport engagement on electronic consumption behavior among Mobile Legends players. Using a quantitative causal research design, data were collected from 150 active players aged 18 years or older in Jayapura through purposeful sampling. An online questionnaire with a five-point Likert scale was distributed via WhatsApp, and data were analyzed using SmartPLS software to evaluate direct relationships. The results show that electronic trust significantly enhances electronic satisfaction, which in turn drives consumer electronic sport engagement and electronic consumption behavior. Consumer electronic sport engagement also directly influences electronic consumption behavior. However, electronic trust does not directly affect engagement or consumption. These findings highlight the critical roles of satisfaction and engagement in encouraging digital purchases in electronic sports. Game developers and local organizers in Jayapura should enhance platform usability and host community events to boost satisfaction and engagement, thereby fostering greater consumption among players in regional markets.
Co-Authors Alfani Laura Harikedua Lisa Gresti Sella Damanik Nur Mila Sari Rizka Cintya Edwar Toii, Indra Eka Wardana Yuni Riskita Mangopo