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Yolandafitri Zulvia
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mms@fe.unp.ac.id
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Department of Management, Faculty of Economics, Universitas Negeri Padang (UNP) Prof Dr. Hamka. Rd, Air Tawar Barat, North Padang Padang City, West Sumatera, Indonesia 25132
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INDONESIA
Marketing Management Studies
Published by Universitas Negeri Padang
ISSN : 27984389     EISSN : 27984397     DOI : https://doi.org/10.24036/mms
Core Subject : Humanities, Social,
Humanities Environmental Science Social Sciences
This journal encompasses marketing management, strategic management, business decisions, processes, and activities within the actual business setting.
Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Pemasaran
Articles 7 Documents
 1 
Search results for , issue "Vol. 5 No. 2 (2025): Marketing Management Studies" : 7 Documents clear
Brand image and perceived quality effects on Samsung Smartphone repurchase intention Tati Ayu Lestari; Maulani, Terra Saptina
Marketing Management Studies Vol. 5 No. 2 (2025): Marketing Management Studies
Publisher : Universitas Negeri Padang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24036/mms.v5i2.586

Abstract

This study examines the factors that influence repurchase intention on iPhone users in Padang, focusing on the role of Electronic Word of Mouth (eWOM), perceived value, and brand trust. This study aims to determine the impact of eWOM on brand trust and repurchase intention, examine the influence of perceived value on brand trust and repurchase intention, and examine the mediating role of brand trust in the relationship. The sample used was 186 respondents. Data were processed using SmartPLS and collected through an online questionnaire. The results of the study indicate that (1) eWOM has a positive and significant effect on brand trust. (2) eWOM has a positive and significant effect on repurchase intention. (3) Perceived value has a positive and significant effect on brand trust. (4) Perceived value has a positive and significant effect on repurchase intention. (5) Brand trust has a positive and significant effect on repurchase intention. (6) eWOM has a positive and insignificant effect on Repurchase Intention mediated by Brand Trust. (7) Perceived value has a positive and significant effect on Repurchase Intention mediated by Brand Trust.
The influence of financial risk, product risk, security risk, and psychological risk on online purchase intention of health products through Tokopedia application Abidin, Naufaldi; Sari, Astri Yuza
Marketing Management Studies Vol. 5 No. 2 (2025): Marketing Management Studies
Publisher : Universitas Negeri Padang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24036/mms.v5i2.593

Abstract

This research examines the influencing factors Online Purchase Intention on health products in the Tokopedia application in Padang City, with a focus on roles Financial Risk, Product Risk, Security Risk, Psychological Risk. This research aims to determine the effect Financial Risk, Product Risk, Security Risk, Psychological Risk To Online Purchase Intention. The sample used was 140 respondents. Data is processed using SmartPLS and collected via online questionnaires. The research results show that (1) Financial Risk negative and significant effect on Online Purchase Intention. (2) Product Risk negative and insignificant effect. (3) Security Risk positive and insignificant effect. (4) Psychological Risk negative and significant effect on Online Purchase Intention.
The impact of brand ambassadors and brand personality on brand image through brand trust mediation: evidence from Indonesian Cosmetics industry Tardi, Yesi Erma Cahyani; Septrizola, Whyosi
Marketing Management Studies Vol. 5 No. 2 (2025): Marketing Management Studies
Publisher : Universitas Negeri Padang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24036/mms.v5i2.598

Abstract

This study aims to analyze the influence of brand ambassadors and brand personality on brand image, with brand trust as a mediating variable, for Wardah Cosmetic products in Tanah Datar Regency. This research is motivated by the decline in Wardah's brand index, which is suspected to be related to the effectiveness of brand ambassadors and the consistency of brand personality. Data was collected through a survey of 250 respondents using a 1-5 Likert scale and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with Smart-PLS software. The results showed that: (1) brand ambassadors have a significant influence on Wardah's brand image in Tanah Datar Regency, (2) brand ambassadors have a significant influence on Wardah's brand trust in Tanah Datar Regency, (3) brand personality has a significant influence on Wardah's brand image in Tanah Datar Regency, (4) brand personality has a significant influence on Wardah's brand trust in Tanah Datar Regency, and (5) brand trust has a significant influence on Wardah's brand image in Tanah Datar Regenc.
The influence of electronic word of mouth (eWOM) via Instagram on repurchase intention: The Influence of Electronic Word of Mouth (EWOM) on the Instagram Application on Repurchase Intention of Skintific products Juita, Salsabila; Abror, Abror
Marketing Management Studies Vol. 5 No. 2 (2025): Marketing Management Studies
Publisher : Universitas Negeri Padang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24036/mms.v5i2.599

Abstract

This study aims to examine the effect of electronic word of mouth (ewom) on the Instagram application on the intention to repurchase skintific products. This research is a quantitative study with a sample method, namely purposive sampling. The sample in this study were 130 respondents. Data analysis was carried out using the Structural Equation Modeling SEM method using Smar PLS 4.0 software. This study uses the information adoption model of ewom. These results show that information quality has a significant positive effect on information usability. Information quantity has a significant positive effect on information usability. Information credibility has an insignificant positive effect on information usefulness. Information usefulness has a significant positive effect on information adoption. Information adoption has a significant positive effect on repurchase intention.
Theory of planned behavior and Instagram influencer attitudes: effects on Generation Z fashion purchase intention Ramadani, Nadia; Dwita, Vidyarini
Marketing Management Studies Vol. 5 No. 2 (2025): Marketing Management Studies
Publisher : Universitas Negeri Padang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24036/mms.v5i2.606

Abstract

This study aims to analyze the influence of Theory of Planned Behaviour with Attitude Toward Influencers as Mediation on Purchase Intention of Fashion Products on Instagram in Gen Z. The sampling technique used purposive sampling. The research participants totaled 190 respondents who were selected as samples. Analysis using PLS 4.1 software shows that perceived trust, subjective norms, perceived behavioral control, and attitudes toward the influencer, significantly affect attitudes toward the influencer and purchase intention. However, perceived trust does not significantly affect purchase intention. Attitudes toward the influencer mediate the relationship between perceived trust, subjective norms, perceived behavioral control and purchase intention.
Brand image, customer satisfaction, and loyalty in Mineral Water industry: a mediation analysis Yafi, Muhammad Agra; Wardi, Yunia
Marketing Management Studies Vol. 5 No. 2 (2025): Marketing Management Studies
Publisher : Universitas Negeri Padang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24036/mms.v5i2.624

Abstract

The purpose of this research is to investigate the impact of brand image of Aqua bottled water products and other bottled water brands on customer loyalty, with customer satisfaction acting as a mediating factor. The intense competition within Indonesia's bottled water industry, coupled with the shifting consumer perceptions driven by external socio-political issues, highlights the need to understand the factors that drive customer loyalty. This research employs a quantitative approach with a causal research design, involving 150 respondents from Padang City, selected By employing purposive sampling. Data were collected using a structured online questionnaire (Google Forms) and analyzed with Partial Least Squares (PLS) using SmartPLS software. The findings indicate that Aqua’s brand image Positively and significantly impacts customer loyalty, both in a direct manner and through the mediation of customer satisfaction. as a mediator. Conversely, the brand image of competing bottled water brands negatively affects customer loyalty. Furthermore, customer satisfaction plays a crucial mediating role, strengthening The connection between brand image and customer loyalty. These findings emphasize the importance for companies to maintain a strong brand image and continuously improve customer satisfaction to enhance consumer loyalty in an increasingly competitive market.
The mediating effect of brand trust on social media marketing-brand loyalty relationship in Mineral Water industry Najib, Hafizhun; Yasri, Yasri
Marketing Management Studies Vol. 5 No. 2 (2025): Marketing Management Studies
Publisher : Universitas Negeri Padang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24036/mms.v5i2.628

Abstract

This study aims to analyze the effect of social media marketing on brand loyalty of Aqua mineral water in Padang City with brand trust as a mediating variable. Using quantitative methods with hypothesis testing at the 5% significance level, the results showed that social media marketing has a positive effect on brand loyalty, strengthened by consumer trust. This study recommends the importance of monitoring the effectiveness of social media content using digital metrics, and invites further research to explore other factors that influence brand loyalty. The findings contribute to academics and practitioners in understanding marketing strategies in the digital age.

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