International Journal of Business, Economics, and Social Development
Vol 6, No 3 (2025)

The Effect of Message Source Credibility and Discount Framing on Purchase Intention of Emina Products with Brand Image as Mediation

Salsabillah, Tazkiya (Unknown)
Ariani, Savitri (Unknown)
Curatman, Aang (Unknown)
Ayuningtyas, Farah Noor (Unknown)

Article Info

Publish Date
08 Jul 2025

Abstract

The development of the beauty industry in Indonesia is driven by the increasing use of social media and e-commerce. Emina is one of the local brands that attracts attention, especially for teenagers in considering purchasing beauty products. This study aims to analyze the effect of message source credibility and discount framing on purchase intention of Emina products, with brand image as a mediating variable. A quantitative approach was used through an online survey with a total sample of 217 respondents and data analysis was carried out using the Partial Least Square Structural Equation Modeling (PLS-SEM) technique. The results show that message source credibiliy and discount framing have a positive and significant effect on purchase intention, both directly and indirectly through brand image as mediation.

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Journal Info
International Journal of Business, Economics, and Social Development
Website

Abbrev

ijbesd

Publisher

Research Collaboration Community

Subject

Humanities Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Social Sciences

Description

International Journal of Business, Economics and Social Development (IJBESD) is published 4 (four) times a year and is the flagship journal of the Research Collaboration Community (RCC). It is the aim of IJBESD to present papers which cover the theory, practice, history or methodology of Business, ...