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All Journal International Journal of Economics, Business and Accounting Research (IJEBAR)
Harianto, Oen Eric
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Economics, Econometrics & Finance

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OPTIMALISASI STRATEGI PEMASARAN PARFUM: STUDI EMPIRIS TENTANG NIAT BELI YANG DIMEDIASI OLEH NILAI YANG DIRASAKAN Aurellia, Vanezza Brenda; Harianto, Oen Eric
International Journal of Economics, Business and Accounting Research (IJEBAR) Vol 9 No 4 (2025): IJEBAR, VOL. 09 ISSUE 04, DECEMBER 2025
Publisher : LPPM ITB AAS INDONESIA (d.h STIE AAS Surakarta)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/ijebar.v9i4.18968

Abstract

The perfume industry has experienced rapid development along with the increasing awareness of society regarding appearance, leading to more competitive market conditions. This situation demands that companies understand the factors influencing consumer decisions, specifically related to Packaging, Promotion, Brand Awareness, and Pricing Strategy in creating Perceived Value. The challenges faced in the perfume industry include low sales turnover due to high competition among competitors. This study aims to analyze the direct influence of Packaging, Promotion, Brand Awareness, and Pricing Strategy on Purchase Intention and the direct influence of these four variables on Perceived Value; the influence of Perceived Value on Purchase Intention; and the role of Perceived Value as a mediator. This study uses a quantitative method with purposive sampling techniques, distributing questionnaires with a total of 231 respondents. Data analysis will be conducted using Structural Equation Modeling (SEM) based on path analysis. The results of this research show that the marketing variables of Packaging, Promotion, and Pricing Strategy have a significant influence on Perceived Value and Purchase Intention, while Brand Awareness does not provide a significant impact. Perceived Value has been proven to be a mediator in enhancing the influence of the Promotion variable on Purchase Intention. These findings contribute theoretically to the development of literature on beauty product marketing and provide practical recommendations for players in the perfume industry.
PENGARUH INTENSITAS PENGGUNAAN MEDIA SOSIAL, KECEMASAN SOSIAL, DAN PERCAYA DIRI TERHADAP PERILAKU KEUANGAN MELALUI TAKUT KETINGGALAN SEBAGAI VARIABEL PERANTARA Fiona, Angeline; Harianto, Oen Eric
International Journal of Economics, Business and Accounting Research (IJEBAR) Vol 9 No 4 (2025): IJEBAR, VOL. 09 ISSUE 04, DECEMBER 2025
Publisher : LPPM ITB AAS INDONESIA (d.h STIE AAS Surakarta)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/ijebar.v9i4.18980

Abstract

The rapid development of social media has had a significant impact on the financial behavior of the younger generation. University students are one of the groups most vulnerable to digital influences, including increased social anxiety, decreased self-esteem, and the phenomenon of Fear of Missing Out (FoMO) that triggers consumptive behavior. This study aims to analyze the effect of social media usage intensity, social anxiety, and self-esteem on the financial behavior of students and to test the role of FoMO as a moderating variable. This research uses an explanatory quantitative method with Partial Least Squares-Structural Equation Modeling (PLS-SEM) analysis. The study sample consisted of 227 active social media users from Ciputra University, obtained through random sampling. The research results are expected to contribute empirically to the development of literature on financial behavior based on digital psychology, as well as provide recommendations for educational and financial institutions to improve financial literacy and reduce the negative impact of FoMO among students. This study also provides a foundation for developing a digital psychology-based intervention model to promote healthier financial behaviors.
Co-Authors Aurellia, Vanezza Brenda Fiona, Angeline