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All Journal International Journal of Management Science and Information Technology (IJMSIT) International Journal of Management and Business Economics Journal of Artificial Intelligence and Digital Business Journal of Accounting, Management, Economics, and Business Jurnal Manajemen dan Bisnis Indonesia
Henny Utarsih
Universitas Ekuitas Indonesia
Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Electrical & Electronics Engineering Engineering Social Sciences

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Pengaruh Kualitas Produk dan Word of Mouth terhadap Keputusan Pembelian Mie Gacoan Yulivia Nur Aulia; Henny Utarsih
Jurnal Manajemen dan Bisnis Indonesia Vol. 1 No. 2 (2026): Edisi: Januari-Maret
Publisher : Pustaka Bangsa Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

Perkembangan bisnis kuliner di Indonesia yang semakin pesat meningkatkan persaingan antar pelaku usaha sehingga perusahaan perlu menerapkan strategi pemasaran yang efektif untuk memengaruhi keputusan pembelian konsumen. Penelitian ini bertujuan menganalisis pengaruh kualitas produk dan word of mouth terhadap keputusan pembelian pada Mie Gacoan Cabang Cilengkrang. Penelitian menggunakan metode kuantitatif dengan pendekatan deskriptif dan verifikatif. Data diperoleh melalui penyebaran kuesioner kepada konsumen dan dianalisis menggunakan regresi linear berganda. Hasil penelitian menunjukkan bahwa secara parsial kualitas produk dan word of mouth berpengaruh positif serta signifikan terhadap keputusan pembelian. Secara simultan, kedua variabel tersebut juga memberikan pengaruh signifikan terhadap keputusan pembelian konsumen. Temuan ini menunjukkan bahwa peningkatan kualitas produk dan komunikasi word of mouth yang positif dapat mendorong meningkatnya keputusan pembelian konsumen.
The Influence Of Brand Image And Electronic Word Of Mouth On The Decision To Purchase Vivo Smartphones Among Students At Stie Ekuitas Bandung Henny Utarsih; Muhammad Rizky Mubarokah Azis
International Journal of Management and Business Economics Vol. 4 No. 3 (2026): June
Publisher : CV Putra Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58540/ijmebe.v4i3.1930

Abstract

The rapid growth of the smartphone industry has intensified competition among smartphone brands, making it increasingly important for companies to understand the factors influencing consumers' purchasing decisions. This study aims to examine the influence of brand image and electronic word of mouth (eWOM) on the purchasing decisions of Vivo smartphones among students at STIE Ekuitas Bandung. This research employed a quantitative approach using a survey method. Primary data were collected through questionnaires distributed to 100 respondents selected from the student population. The data were analyzed using multiple linear regression to examine both the partial and simultaneous effects of the independent variables on purchasing decisions. The findings indicate that brand image has a positive and significant effect on purchasing decisions, suggesting that a favorable brand perception increases consumers' intention to purchase Vivo smartphones. In addition, electronic word of mouth (eWOM) also has a positive and significant influence, indicating that online reviews, recommendations, and user experiences shared through digital platforms play an important role in shaping consumer purchasing decisions. Simultaneously, brand image and eWOM significantly influence purchasing decisions, implying that both variables are essential components of an effective marketing strategy. The findings provide practical implications for smartphone companies, particularly Vivo, in strengthening brand image and optimizing digital word-of-mouth strategies to enhance consumer trust and purchase decisions.  
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

Abstract

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

Abstract

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.
The Mediating Role of Brand Image in the Relationship between Viral Marketing and Repurchase Intention among Menantea Consumers in Bandung Henny Utarsih; Nabila Cinta Putri
International Journal of Management Science and Information Technology Vol. 6 No. 2 (2026): July - December 2026
Publisher : Lembaga Komunitas Informasi Teknologi Aceh (KITA), Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35870/ijmsit.v6i2.7769

Abstract

Digital platforms have reshaped competition in the food and beverage sector, making it increasingly important for brands to convert short-term online attention into sustained customer loyalty. This study investigates whether brand image explains how viral marketing translates into repurchase intention among Menantea consumers in Bandung, Indonesia. A quantitative, cross-sectional survey was conducted with 130 consumers who had previously purchased Menantea products and had encountered the brand's digital content. Respondents were selected purposively, and the data were examined through Partial Least Squares Structural Equation Modeling (PLS-SEM) using SmartPLS 4 with a 5,000-resample bootstrapping procedure. The results show that viral marketing significantly strengthens both brand image and repurchase intention. Brand image also has a positive effect on consumers' willingness to buy Menantea again. The indirect relationship is significant while the direct path remains significant, demonstrating partial mediation. Accordingly, widely shared content is more likely to support repeat purchasing when it also reinforces a distinctive, credible, and favorable perception of the brand. The study extends signaling theory and consumer behavior research by clarifying brand image as a mechanism that connects digitally circulated marketing messages with post-purchase intentions in an Indonesian beverage-brand setting. Managerially, the findings indicate that Menantea should combine authentic, interactive, and shareable content with consistent brand cues, dependable product quality, and responsive social-media engagement to cultivate longer-term customer relationships.
Content Marketing and Online Reviews: Keys to Purchase Intention for Brodo Products on TikTok Shop Henny Utarsih; Siti Nur Rani Syadiah
International Journal of Management Science and Information Technology Vol. 6 No. 2 (2026): July - December 2026
Publisher : Lembaga Komunitas Informasi Teknologi Aceh (KITA), Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35870/ijmsit.v6i2.7792

Abstract

The rapid development of digital technology has transformed marketing strategies, particularly through social commerce platforms such as TikTok Shop. This study examines the effects of content marketing and online customer reviews on consumers' purchase intention toward Brodo products on TikTok Shop. A quantitative survey was conducted with 100 respondents who had viewed Brodo's TikTok marketing content and read customer reviews before making or considering a purchase. The data were analyzed using partial least squares structural equation modeling (PLS-SEM) with SmartPLS 3.0. The results show that content marketing has a positive and significant effect on purchase intention (β = 0.268; p = 0.010), while online customer reviews have a stronger positive and significant effect (β = 0.545; p < 0.001). The model explains 60.2% of the variance in purchase intention. This study contributes to the digital marketing and social commerce literature by simultaneously comparing the relative influence of company-generated content and consumer-generated reviews in the context of an Indonesian local fashion brand on TikTok Shop. Practically, the findings indicate that brands should combine informative, relevant, and authentic content with credible review management, responsive customer service, and consistent product quality to strengthen consumer trust and purchase intention.
Pengaruh Brand Image terhadap Loyalitas Konsumen Melalui Customer Satisfaction Pada Pengguna Smartphone OPPO di Kota Bandung Syahwal Safitri Wulandari; Henny Utarsih
RIGGS: Journal of Artificial Intelligence and Digital Business Vol. 5 No. 2 (2026): Mei-Juli
Publisher : Prodi Bisnis Digital Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/riggs.v5i2.13233

Abstract

Penelitian ini dilatarbelakangi oleh semakin ketatnya persaingan industri smartphone yang mendorong perusahaan untuk membangun brand image yang kuat serta meningkatkan customer satisfaction guna mempertahankan loyalitas konsumen. OPPO sebagai salah satu merek smartphone yang memiliki pangsa pasar besar di Indonesia perlu terus meningkatkan citra merek dan kepuasan konsumen agar mampu bersaing dengan merek lain serta mempertahankan loyalitas penggunanya. Penelitian ini bertujuan untuk mengetahui pengaruh brand image terhadap loyalitas konsumen melalui customer satisfaction pada pengguna smartphone OPPO di Kota Bandung. Penelitian ini menggunakan metode deskriptif dan verifikatif dengan pendekatan kuantitatif. Sampel penelitian berjumlah 110 responden yang dipilih menggunakan teknik purposive sampling. Data dikumpulkan melalui penyebaran kuesioner dan dianalisis menggunakan metode Partial Least Squares-Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa brand image, customer satisfaction, dan loyalitas konsumen berada pada kategori kurang baik. Pengujian hipotesis menunjukkan bahwa brand image berpengaruh positif dan signifikan terhadap customer satisfaction, serta customer satisfaction berpengaruh positif dan signifikan terhadap loyalitas konsumen. Sementara itu, brand image tidak berpengaruh secara langsung terhadap loyalitas konsumen, namun berpengaruh secara tidak langsung melalui customer satisfaction sebagai variabel mediasi penuh (full mediation). Berdasarkan hasil penelitian tersebut, OPPO perlu terus meningkatkan citra merek melalui inovasi produk, kualitas layanan, dan pengalaman penggunaan yang lebih baik sehingga dapat meningkatkan kepuasan konsumen dan memperkuat loyalitas konsumen secara berkelanjutan.
Co-Authors Diva Sri Dhamayanti Helmy Deliana Putra Muhammad Rizky Mubarokah Azis Nabila Cinta Putri Siti Nur Rani Syadiah Syahwal Safitri Wulandari Yulivia Nur Aulia