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Perceived Quality and Brand Loyalty Mediated by Brand Trust among Garnier Bandung Rosi Aura Maulida; Henny Utarsih
Jurnal Ilmiah Ekonomi dan Keuangan Vol. 1 No. 2 (2026): Edisi: Februari-April
Publisher : Pustaka Bangsa Indonesia

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This study examines the relationship between perceived quality and brand loyalty with brand trust as a mediating variable in the context of Garnier facial moisturizer consumers in Bandung, Indonesia. Background Problems: Increasing competition from local skincare brands has weakened consumer loyalty toward global brands, including Garnier. Novelty: This study specifically focuses on Garnier facial moisturizers and empirically tests the mediating role of brand trust, which has received limited attention in prior studies. Research Methods: A quantitative approach was employed using survey data collected from 120 Garnier users and analyzed through Partial Least Squares–Structural Equation Modeling (PLS-SEM). Findings/Results: The results show that perceived quality has a significant positive effect on brand trust and brand loyalty, while brand trust significantly influences brand loyalty and mediates the relationship between perceived quality and brand loyalty. Conclusion: Improving perceived quality strengthens brand trust, which in turn enhances consumer loyalty toward Garnier facial moisturizers.

Bridging Theory and Prediction: A Hybrid Explainable SEM–Machine Learning Approach to Consumer Purchase Intention Sussy Susanti; Patah Herwanto; Henny Utarsih
Journal of Innovation and Technology Polbeng Series on Informatics (INOVTEK Polbeng - Seri Informatika) Vol. 11 No. 2 (2026): May
Publisher : P3M Politeknik Negeri Bengkalis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35314/d0jnct08

The growing use of Instagram as a visual and interactive marketing platform has intensified scholarly interest in how social media content shapes consumer purchase intention. However, most prior studies have relied either on theory-driven Structural Equation Modeling (SEM) or data-driven machine learning, with limited integration between causal explanation, predictive evaluation, and model interpretability. This study addresses this methodological gap by proposing a hybrid explainable SEM–machine learning framework that combines PLS-SEM, XGBoost, and SHAP to examine the relationship between social media content, brand image, and purchase intention. Data were collected from 500 Indonesian Instagram users exposed to fashion and lifestyle brand-related content. The PLS-SEM results show that social media content significantly affects brand image (β = 0.581, p < 0.001), while brand image significantly influences purchase intention (β = 0.511, p < 0.001). Brand image also significantly mediates the relationship between social media content and purchase intention, with a significant indirect effect (β = 0.297; 95% BC-CI: 0.241–0.356). In the predictive stage, Linear Regression and tuned XGBoost demonstrated stable generalization, with test R² values of 0.288 and 0.277, respectively, while Random Forest showed overfitting with a negative test R². SHAP analysis revealed that brand image was the strongest predictive feature (mean |SHAP| = 0.302), followed by social media content (0.268), indicating that brand image plays a more prominent role in forecasting purchase intention. The findings contribute theoretically by reinforcing brand image as a key mediating mechanism, methodologically by integrating validated latent constructs into explainable machine learning, and practically by offering digital marketers a dual-lens approach that combines structural explanation with predictive importance.

The Role of Electronic Word of Mouth and Brand Image in Purchase Decisions for The Miracle Mates Brand on Tokopedia Henny Utarsih; Helmy Deliana Putra
Journal of Accounting, Management, Economics, and Business (ANALYSIS) Vol. 4 No. 3 (2026)
Publisher : Edupedia Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56855/analysis.v4i3.2300

Purpose – This study aims to examine the role of Electronic Word of Mouth and Brand Image in influencing consumer Purchase Decisions for the Miracle Mates brand on Tokopedia. The study is based on the growing importance of online reviews, digital consumer opinions, and brand perception in shaping purchasing behavior in e-commerce, particularly in the local fashion industry. Methodology – This research used a quantitative method with descriptive and verificative approaches. The sample consisted of 100 Miracle Mates consumers selected using non-probability sampling with a purposive sampling technique. Data were collected through questionnaires and analyzed using descriptive analysis, validity and reliability tests, classical assumption tests, multiple linear regression, correlation analysis, coefficient of determination, t-test, and F-test. Findings – The results show that Electronic Word of Mouth and Brand Image are categorized as good, while Purchase Decision is categorized as less good. Partially and simultaneously, Electronic Word of Mouth and Brand Image have a significant influence on Purchase Decision. The coefficient of determination shows that both variables explain 15.6% of Purchase Decision, while the remaining 84.4% is influenced by other factors outside this study. Novelty – This research contributes by examining the combined role of Electronic Word of Mouth and Brand Image in purchasing decisions for a local fashion brand on Tokopedia. Significance – This study benefits Miracle Mates, digital marketers, e-commerce sellers, and future researchers in consumer behavior and digital marketing.

Content Marketing, Brand Image, and Consumer Purchase Decisions in the Local Cosmetics Industry: Evidence from Sariayu TikTok Followers Henny Utarsih; Diva Sri Dhamayanti
Journal of Accounting, Management, Economics, and Business (ANALYSIS) Vol. 4 No. 3 (2026)
Publisher : Edupedia Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56855/analysis.v4i3.2301

Purpose – This study aims to examine the influence of Content Marketing and Brand Image on consumer Purchase Decision of Sariayu cosmetic products among TikTok followers of @sariayu_mt. The study is based on the growing role of social media marketing in the cosmetics industry, where TikTok content and brand perception may shape consumer evaluation and purchasing behavior. Methodology – This study used a quantitative method with descriptive and verificative approaches. The sample consisted of 100 respondents selected using non-probability sampling with a purposive sampling technique. Primary data were collected through questionnaires distributed to respondents who were followers of TikTok @sariayu_mt and had knowledge or purchasing experience related to Sariayu cosmetic products. The data were analyzed using validity and reliability tests, classical assumption tests, multiple linear regression, correlation analysis, coefficient of determination, and hypothesis testing through t-test and F-test with SPSS version 27. Findings – The results show that Content Marketing and Brand Image partially have a significant influence on Purchase Decision. Simultaneously, both variables also significantly influence Purchase Decision. The coefficient of determination shows that Content Marketing and Brand Image explain 86.3% of Purchase Decision, indicating that digital content and brand perception are important factors in encouraging consumers to purchase Sariayu cosmetic products. Novelty – This research contributes by examining TikTok-based content marketing and brand image in the context of a local Indonesian cosmetic brand. Significance – This study benefits cosmetic companies, digital marketers, social media managers, and future researchers in consumer behavior and digital marketing.

Digital Marketing Mobile Application and E-Service Quality on Bukalapak Purchase Decisions Henny Utarsih; Muhammad Faisyal Reynaldy
Journal of Accounting, Management, Economics, and Business (ANALYSIS) Vol. 3 No. 3 (2025)
Publisher : Edupedia Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56855/analysis.v3i3.2342

Purpose – This study examines whether digital marketing through a mobile application and electronic service quality influence purchase decisions among university students who use the Bukalapak marketplace in Bandung, Indonesia. The study is motivated by Bukalapak’s declining brand index and visitor traffic and by user complaints about promotions, interface performance, and service responsiveness. Methodology – A quantitative, descriptive-verificative survey was conducted with 100 respondents selected through purposive sampling. Data were collected using a 32-item, five-point Likert questionnaire and analyzed in IBM SPSS Statistics 26 through validity and reliability tests, descriptive analysis, classical assumption tests, multiple linear regression, correlation, coefficient of determination, and t and F tests. Findings – Digital marketing mobile application, e-service quality, and purchase decision were all rated less favorably, with achievement scores of 54.72%, 53.97%, and 53.82%, respectively. Both predictors had positive and significant effects on purchase decision. The model explained 64.1% of the variance in purchase decision. Novelty – The study integrates application-specific digital marketing dimensions with e-service quality in a single model and identifies the relative dominance of service quality in a marketplace experiencing declining usage. Significance – The findings provide practical priorities for marketplace managers, especially promotion design, customer-service responsiveness, application usability, and seller availability, while extending evidence on digital purchase behavior among student consumers.

The Effect of Live Selling and Flash Sale on Impulsive Buying in Lazada Application Users (Study on Students in The City of Bandung) Henny Utarsih; Fadhel Muhammad Wafiq
Journal of Accounting, Management, Economics, and Business (ANALYSIS) Vol. 4 No. 1 (2026)
Publisher : Edupedia Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56855/analysis.v4i1.2343

Purpose – This study examines the effects of live selling and flash-sale promotions on impulsive buying among university students who use the Lazada application in Bandung, Indonesia. Methodology – A quantitative, descriptive-verificative survey was conducted with 100 university students selected through purposive sampling. The instrument comprised 24 statements measured on a five-point Likert scale. The data were evaluated using validity and reliability tests, descriptive statistics, classical assumption tests, multiple linear regression, correlation, determination, and t- and F-tests in SPSS 30. Findings – Live selling and flash sale were rated in the good category, whereas impulsive buying was rated less favorably. Live selling had a significant negative coefficient, while flash sale had a significant positive coefficient. Jointly, the predictors were significant and explained 15.1% of the variance in impulsive buying. Novelty – The study distinguishes the information-rich and interactive role of live selling from the scarcity and urgency cues of flash sales, revealing opposite regression directions within one marketplace model. Significance – The findings help e-commerce managers improve live-shopping features, streamer communication, promotional visuals, and flash-sale design while recognizing that most variation in impulsive buying arises from other consumer and situational factors.

The Influence of Customer Experience and Brand Trust on Customer Loyalty Among XL Prepaid Users: A Study of University Students in Bandung Henny Utarsih; Pradi Audiya Mistiansyah
Journal of Accounting, Management, Economics, and Business (ANALYSIS) Vol. 4 No. 1 (2026)
Publisher : Edupedia Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56855/analysis.v4i1.2344

Purpose – This study examines the effects of customer experience and brand trust on the loyalty of university students who use XL prepaid services in Bandung, Indonesia. Methodology – A quantitative, descriptive-verificative survey was conducted with 100 respondents. Following the detailed methodology chapter, the sample was obtained through non-probability sampling and calculated with the Slovin formula. The 22-item questionnaire used a five-point Likert scale. Validity, reliability, descriptive statistics, classical assumptions, multiple regression, correlation, determination, t-tests, and an F-test were processed in SPSS 30. Findings – Customer experience, brand trust, and customer loyalty were classified as good. Customer experience had a significant positive effect, and brand trust had a significant positive effect. The joint model was significant and explained 19.9% of loyalty variance. Novelty – The study integrates experiential and trust-based explanations of loyalty in the prepaid telecommunications context and shows that brand trust has the stronger standardized contribution. Significance – The findings help telecommunications managers prioritize transaction security, reliable service experiences, flexible packages, and stronger brand pride among young prepaid users.

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