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All Journal Ekobis: Jurnal Ilmu Manajemen dan Akuntansi Jurnal Manajemen, Bisnis dan Kewirausahaan
Heni Susilowati
Sekolah Tinggi Ilmu Ekonomi Studi Ekonomi Modern (STIE STEKOM) Kartasura
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Analisis Pengaruh Kesadaran Merek, Kredibilitas Endorser Selebriti, dan Mutu Produk terhadap Keputusan Pembelian Kosmetik Emina: Perspektif Konsumen Muda di Berau Dewi Satriani; Heni Susilowati
Jurnal Manajemen, Bisnis dan Kewirausahaan Vol. 5 No. 2 (2025): Agustus : Jurnal Manajemen, Bisnis dan Kewirausahaan (JUMBIKU)
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jumbiku.v5i2.5677

Abstract

This study aims to analyze the effect of brand awareness, celebrity endorser, and product quality on the purchase decision of Emina cosmetic products among university students in Berau Regency, East Kalimantan. The background of this research is driven by the significant growth of the local cosmetic industry and the high adoption of Emina products among young consumers, especially students. As a popular local cosmetic brand, Emina has successfully captured the attention of its young audience with approaches that resonate with their characteristics. Therefore, it is important to understand the factors influencing their purchasing decisions. The study uses a quantitative approach with a survey technique involving 100 purposively selected respondents. Data was collected through questionnaires and analyzed using multiple linear regression with the help of SPSS version 25. The results of the study show that, simultaneously, all three independent variables (brand awareness, celebrity endorser, and product quality) significantly affect the purchase decision of Emina products. However, when analyzed separately, only celebrity endorser and product quality have a positive and significant influence, while brand awareness does not show a significant impact on the purchase decision. Product quality proves to have the most dominant influence in driving the purchase decision, indicating that consumers prioritize product quality over other factors. The findings provide important recommendations for marketing strategies, particularly for Emina, to focus on emotional value-based promotions that resonate with the young audience. In addition, the selection of relevant celebrity endorsers and consistency in maintaining product quality are crucial factors to consider. This research is expected to contribute to the development of evidence-based marketing strategies in the local cosmetic industry, particularly in non-metropolitan areas, which face unique challenges in increasing product adoption.
MEDIASI CONSUMER TRUST DALAM PENGARUH ONLINE CUSTOMER REVIEW DAN FREE SHIPPING PROMOTION TERHADAP PURCHASE DECISION Rina Miranti; Heni Susilowati
EKOBIS Vol 13 No 2 (2025): Jurnal Ekobis
Publisher : Universitas Boyolali

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36596/ekobis.v13i2.2223

Abstract

The high internet penetration in Indonesia (78.19%) has driven the rapid growth of $e$-commerce, making platforms like Shopee dominant. Online shopping behavior is strongly influenced by digital stimuli, such as Online Customer Review (OCR) and Free Shipping Promotion. This study aims to analyze the effect of Online Customer Reviews (OCR) and free shipping promotions on purchase decisions in the Shopee marketplace, with trust as an intervening variable. Using a quantitative approach with Structural Equation Modeling (SEM) on data collected from 100 Shopee users in Oku Timur Regency, the results revealed that OCR and free shipping promotions significantly and positively influence both trust and purchase decisions. Trust mediates the relationship between OCR, free shipping promotions, and purchase decisions partially. The model explains 74.4% of the variance in trust and 87.3% of the variance in purchase decisions, indicating strong predictive power. These findings contribute theoretically by elucidating trust as a key mechanism linking digital stimuli to consumer behavior, and practically by aiding marketplace operators and SMEs in designing effective digital marketing strategies that enhance product credibility, strengthen trust, and drive purchase conversions. The study recommends managing customer reviews and promotional activities consistently to boost platform credibility and foster consumer loyalty within Indonesia’s e-commerce ecosystem.
Co-Authors Dewi Satriani Rina Miranti