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p-Index From 2021 - 2026
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All Journal Jurnal Manajemen dan Kewirausahaan (JMDK) Jurnal manajemen dan bisnis (Performa)
Imas Chandra Pratiwi
Politeknik Negeri Jakarta
Decision Sciences, Operations Research & Management

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Social Media Marketing Role in Building Brand Awareness and Purchase Intention among Generation Z Imas Chandra Pratiwi; Yanita Ella Nilla Chandra; Kathrine; Erlyn Rosalina; Titik Purwinarti; Risya Zahrotul Firdaus
Jurnal Manajemen dan Kewirausahaan Vol. 13 No. 2 (2025): Desember 2025
Publisher : University of Merdeka Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26905/jmdk.v13i2.16398

Abstract

The expansion of digital marketing has prompted innovative marketing strategies among hand and body lotion brands, including Marina as one of the most popular hand and body lotion brands in Indonesia. This study aimed to examine the impact of user-generated content and influencer on the purchase intention of Marina hand and body lotion, both directly and indirectly, through brand awareness among Generation Z in Jakarta. A quantitative study was conducted with 410 participants through purposive sampling. Overall, 5 out of 6 hypotheses were statistically accepted. Influencer was found to have an insignificant effect on the purchase intention of Marina among Gen Z directly. The statistical results indicate that brand awareness serves as a crucial mediating variable between user-generated content and influencer toward purchase intention. The findings indicate that marketing strategies aimed at Gen Z should focus on enhancing user engagement and promoting authentic brand storytelling to increase brand awareness and translate it into purchase intention. This study also presents several suggestions for future research.
THE EFFECT OF FACILITIES AND PROMOTIONS ON REVISIT INTENTION TO MANGGA DUA SQUARE IN NORTH JAKARTA Adlina Firzana; Fachri Aditya; Imas Chandra Pratiwi; Riza Hadikusuma
Jurnal Manajemen dan Bisnis Performa Vol. 22 No.2 (2025)
Publisher : UPT Publikasi Ilmiah UNISBA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/performa.v22i2.8026

Abstract

A significant decline in the number of visitors can disrupt the cash flow of the managing company and limit its ability to develop facilities. This study aims to determine the extent to which facilities and promotion influence revisit intention at Mangga Dua Square. The research employed a quantitative method with a PLS-SEM approach using SmartPLS software version 4.1.1.2. Data were collected through questionnaires using purposive sampling, resulting in a sample of 400 respondents. The survey was distributed online via Google Forms. The results show that facilities have a positive and significant effect on revisit intention. This indicates that the better the available facilities, the higher the revisit intention to Mangga Dua Square, North Jakarta. Promotion also has a positive and significant effect on revisit intention. This means that the more precise and consistent the promotional strategy, the more it increases visitors’ intention to return to Mangga Dua Square. Facilities and promotion together have a significant influence on revisit intention, with an f-statistic value of 439.764 and an R-square value of 0.689, meaning that the variables of facilities and promotion can explain 68.9% of revisit intention, while the remaining 31.1% is influenced by other factors not covered in this study.
CUSTOMER ENGAGEMENT AND WILLINGNESS TO PAY: ADVOCACY MEDIATION AMONG COSMETICS USERS Apreyviesca Shallom Euodia Buana; Endah Wartiningsih; Imas Chandra Pratiwi; Nidia Sofa; Mawarta Onida
Jurnal Manajemen dan Bisnis Performa Vol. 23 No.1 (2026)
Publisher : UPT Publikasi Ilmiah UNISBA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/performa.v23i1.9374

Abstract

This study aims to analyse the effect of customer engagement on willingness to pay, with customer advocacy acting as a mediating variable among users of Guèle cosmetic products in Jakarta. The study adopts a quantitative research approach and utilises Partial Least Squares–Structural Equation Modelling (PLS-SEM) to examine the proposed relationships. Data were collected from 226 respondents through a purposive sampling technique, targeting consumers who have experience using Guèle products. The findings indicate that customer engagement has a significant positive effect on both customer advocacy and willingness to pay. In addition, customer advocacy is found to have a significant positive influence on willingness to pay, confirming its strategic role in shaping consumer value perceptions. The mediation analysis demonstrates that customer advocacy significantly mediates the relationship between customer engagement and willingness to pay, suggesting that highly engaged customers are more willing to pay a premium when they actively advocate for the brand. Overall, all proposed hypotheses are statistically supported. The results highlight the importance of fostering strong engagement and advocacy-driven relationships with consumers in the highly competitive cosmetic industry. This study provides practical insights for cosmetic brands in designing marketing strategies that emphasise interactive engagement and advocacy initiatives to enhance perceived product value. Furthermore, the study offers directions for future research by encouraging the exploration of additional mediating or moderating variables and broader consumer segments.
Co-Authors Adlina Firzana Apreyviesca Shallom Euodia Buana Chandra, Yanita Ella Nilla Endah Wartiningsih Erlyn Rosalina Fachri Aditya Firdaus, Risya Zahrotul Kathrine Mawarta Onida Nidia Sofa Riza Hadikusuma Titik Purwinarti