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All Journal Buletin Poltanesa Eduvest - Journal of Universal Studies
Carunia Mulya Firdausy
Universitas Tarumanegara
Aerospace Engineering Agriculture, Biological Sciences & Forestry Computer Science & IT Education Health Professions Neuroscience Social Sciences

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The Influence of Brand Equity, Brand Ambassador, and Brand Trust on Purchase Decisions of Somethinc Consumers in Jakarta Jessicha Tanujaya; Carunia Mulya Firdausy
Poltanesa Vol 26 No 1 (2025): June 2025
Publisher : P3KM Politeknik Pertanian Negeri Samarinda

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51967/tanesa.v25i2.2966

Abstract

The demand for local skincare products in Jakarta has grown significantly, with Somethinc emerging as a key player in 2024. This study examines the impact of brand equity, brand ambassador, and brand trust on consumer purchase decisions for Somethinc products in Jakarta. A quantitative approach was employed, with data collected through an online questionnaire distributed to 384 respondents selected via purposive sampling (criteria: Jakarta residents aged 17–40 who purchased Somethinc products in the past year). The data were analyzed using partial least squares structural equation modeling (PLS-SEM) in SmartPLS 4 to assess the relationships between variables. The results reveal that all three factors—brand equity (β = 0.28, p < 0.01), brand ambassador (β = 0.22, p < 0.05), and brand trust (β = 0.35, p < 0.01)—positively and significantly influence purchase decisions, with brand trust exhibiting the strongest effect. These findings align with prior research emphasizing trust as a critical driver in the beauty industry, where perceived reliability and product efficacy are paramount. The study also highlights the role of local brand ambassadors in enhancing credibility and emotional connection with younger consumers. Practical implications suggest that Somethinc should prioritize long-term trust-building (e.g., transparency in ingredients, post-purchase engagement) and leverage ambassador partnerships to strengthen equity. Future research could explore cultural or generational moderators in other Indonesian regions.
Factors Influencing The Decision To Buy Cigarettes In South Tangerang Zardiana Zardiana; Carunia Mulya Firdausy
Eduvest - Journal of Universal Studies Vol. 5 No. 7 (2025): Eduvest - Journal of Universal Studies
Publisher : Green Publisher Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59188/eduvest.v5i7.51430

Abstract

This study aims to analyze the influence of television advertising, price, and product quality on the purchase decisions of SM cigarette consumers in South Tangerang City. The three variables were selected based on observations of the dynamics of the cigarette market in urban areas which have a high level of spending on tobacco products, as well as diverse consumer characteristics in terms of age, occupation, and income. This study uses a quantitative approach with a survey method of 200 respondents who are active consumers of SM cigarettes. The sampling technique used purposive sampling, with respondent criteria including domiciled in South Tangerang, at least 18 years old, and having purchased cigarettes in the last three months. Data analysis was carried out using the Structural Equation Modeling model based on Partial Least Squares (PLS-SEM). The results of the analysis show that television advertising has a positive and significant influence on purchasing decisions. This indicates that clear television advertisements, attractive messages, and giving trust play a role in encouraging consumers to choose cigarette brands. The price of cigarettes has also been proven to have a significant influence on the decision to buy cigarettes, especially if the price of the cigarettes is worth the value of the cigarettes offered. Product quality is the third significant factor that influences consumer decisions, particularly in terms of packaging, clarity of information, and taste excellence.
Co-Authors Jessicha Tanujaya Zardiana Zardiana