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p-Index From 2021 - 2026
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This Author published in this journals
All Journal Majapahit Journal of Islamic Finance dan Management Majapahit Journal of Islamic Finance dan Management JOURNAL OF MARKETING BREAKTHROUGHS
Nurul Komariyatin
Universitas Islam Nahdlatul Ulama Jepara, Indonesia
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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THE INFLUENCE OF BRAND AMBASSADOR AND SHOPPING LIFESTYLE ON PURCHASE DECISION MEDIATED BY BRAND AWARENESS ON SCARLETT WHITENING Devi Shilvinabe; Nurul Komariyatin
Majapahit Journal of Islamic Finance and Management Vol. 6 No. 2 (2026): Islamic Finance and Management
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/mjifm.v6i2.891

Abstract

The Indonesian beauty industry is growing rapidly as people's attention to appearance increases. This study aims to analyze the influence of brand ambassadors and shopping lifestyle on purchase decisions with brand awareness as a mediating variable for Scarlett Whitening products. A quantitative method was used by distributing questionnaires to 150 respondents aged 15–35 years in Jepara Regency and analyzed using SmartPLS 4. The results showed that brand ambassadors and shopping lifestyle had a positive and significant effect on purchase decisions, with shopping lifestyle as the most dominant factor. Brand awareness was proven to be able to mediate the influence of both variables on purchase decisions. These findings emphasize the importance of marketing strategies that align with consumer lifestyles, selecting the right brand ambassadors, and strengthening brand awareness to increase Scarlett Whitening purchase decisions.
THE INFLUENCE OF BRAND AMBASSADOR AND SHOPPING LIFESTYLE ON PURCHASE DECISION MEDIATED BY BRAND AWARENESS ON SCARLETT WHITENING Devi Shilvinabe; Nurul Komariyatin
Majapahit Journal of Islamic Finance and Management Vol. 6 No. 2 (2026): Islamic Finance and Management
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/mjifm.v6i2.891

Abstract

The Indonesian beauty industry is growing rapidly as people's attention to appearance increases. This study aims to analyze the influence of brand ambassadors and shopping lifestyle on purchase decisions with brand awareness as a mediating variable for Scarlett Whitening products. A quantitative method was used by distributing questionnaires to 150 respondents aged 15–35 years in Jepara Regency and analyzed using SmartPLS 4. The results showed that brand ambassadors and shopping lifestyle had a positive and significant effect on purchase decisions, with shopping lifestyle as the most dominant factor. Brand awareness was proven to be able to mediate the influence of both variables on purchase decisions. These findings emphasize the importance of marketing strategies that align with consumer lifestyles, selecting the right brand ambassadors, and strengthening brand awareness to increase Scarlett Whitening purchase decisions.
Immersive Brand Experiences in The Metaverse: A Qualitative Study of Consumer-Brand Interactions in Virtual Space Nurul Komariyatin
Journal of Marketing Breakthroughs Vol. 1 No. 1 (2025)
Publisher : Generate Digital Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70764/gdpu-jmb.2025.1(1)-03

Abstract

Objective: This research aims to explore how elements of immersive brand experiences in the metaverse-including gamification, interactive narrative, social interaction, visual realism, and the use of blockchain technology and NFTs-contribute to emotional engagement, belonging, and consumer loyalty. Research Design & Methods: This study uses an exploratory qualitative approach with in-depth interview techniques with more than 20 participants who actively interact with brands on metaverse platforms such as Roblox, Decentraland, and The Sandbox. Data analysis was conducted through a thematic approach to identify patterns of consumer engagement and perception. Findings: The results show that immersive experiences that are participatory and personalized drive strong emotional attachment to brands. Gamification increases intrinsic motivation, interactive narratives deepen the emotional experience, and social interactions form a sense of community. Realistic visualizations increase trust, while NFT ownership provides a sense of exclusivity and control that strengthens consumer loyalty. Implications & Recommendations: Brands are advised to design holistic metaverse experiences, integrating game elements, stories, communities and blockchain-based digital assets to build more meaningful and sustainable relationships with consumers. Contribution & Value Added: This research makes a theoretical contribution to the study of digital marketing and brand engagement by highlighting the importance of a multidimensional approach based on immersive technology in building consumer loyalty in the Web3 era.
Co-Authors Devi Shilvinabe