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<![CDATA[The role of celebrity endorsers, social media campaigns, and co-branding in shaping brand image: a case study of Es Teh Indonesia ]]>
<![CDATA[Fataras Larasti]]>;
<![CDATA[Susi Evanita]]>
<![CDATA[ Marketing Management Studies Vol. 3 No. 3 (2023): Marketing Management Studies ]]>
Publisher : <![CDATA[Universitas Negeri Padang ]]>
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DOI: 10.24036/mms.v3i3.403
<![CDATA[This research purposes to analyze "The Effect of Celebrity Endorser, Social Media Marketing, and Co-Branding on The Brand Image of Es Teh Indonesia in Padang City". The population of this research is the people of Padang City who already know the brand of Es Teh Indonesia drink. This study used samples taken using the technique of purposive sampling with a sample of 170 people in 2023. This research was analyzed using SPSS version 25. With the following research results: (1) Celebrity endorser hasn’t significant effect on the brand image. (2) Social media marketing has positive and significant effect on the brand image. (3) Co-Branding has positive and significant effect on the brand image.]]>
<![CDATA[BTS celebrity endorser and consumer purchase intentions: the mediating impact of attitudes toward ads in Padang City: * ]]>
<![CDATA[Tesa Febrina]]>;
<![CDATA[Vidyarini Dwita]]>
<![CDATA[ Marketing Management Studies Vol. 3 No. 3 (2023): Marketing Management Studies ]]>
Publisher : <![CDATA[Universitas Negeri Padang ]]>
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DOI: 10.24036/mms.v3i3.405
<![CDATA[This research was conducted with the aim of analyzing and knowing the influence of BTS as a celebrity endorser on consumer buying interest in Tokopedia by mediating attitudes towards advertisements in the city of Padang. This type of research is done is quantitative research. The population of this study is the people of Padang who know BTS and have seen BTS advertisements on Tokopedia with a sample size of 225 people or respondents. In this study, an analysis was carried out using SEM PLS with SmartPLS 4.0 Software. the results of this research show that (1) Celebrity endorsers have a positive and significant effect on Purchase Intentions, (2) Celebrity Endorsers have a positive and significant effect on attitudes towards advertising, (3) attitudes towards advertising have a positive and significant effect on consumer purchase intentions ,(4)celebrity Endorser has a positive and significant effect on purchase intention with attitudes toward advertising as a mediating variable.]]>
<![CDATA[Perceived risk, trustworthiness, and security in E-wallet adoption: a study of DANA in West Sumatra ]]>
<![CDATA[Difa Trevina Kinanti]]>;
<![CDATA[Rahmiati Rahmiati]]>
<![CDATA[ Marketing Management Studies Vol. 3 No. 3 (2023): Marketing Management Studies ]]>
Publisher : <![CDATA[Universitas Negeri Padang ]]>
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DOI: 10.24036/mms.v3i3.406
<![CDATA[This study aims to analyze the effect of perceived risk, perceived trust, perceived security on the intention to use DANA E-wallet in West Sumatra. The population in this study are people who use the DANA E-wallet in West Sumatra. This study involved 210 respondents as a sample. Data collection was carried out by distributing online questionnaires, and data was processed using SmartPLS software. The findings of this study indicate that (1) Perceived Risk has a negative but not significant effect on Perceived Trust, (2) Perceived Security has a positive and significant effect on Perceived Trust, (3) Perceived Risk has no negative and not significant effect on Intention to use, (4) ) Perceived Trust has a positive and significant effect on intention to use and (5) Perceived Security has a positive and significant effect on Intention to use.]]>
<![CDATA[The influence of social media marketing on purchase intention with brand awareness and halal awareness of Scarlett products : SMM, Brand Awareness, Halal Awareness, Purchase Intention, mediation analysis ]]>
<![CDATA[Niken Aprilia Mulyadi]]>;
<![CDATA[Hendri Andi Mesta]]>
<![CDATA[ Marketing Management Studies Vol. 3 No. 3 (2023): Marketing Management Studies ]]>
Publisher : <![CDATA[Universitas Negeri Padang ]]>
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DOI: 10.24036/mms.v3i3.407
<![CDATA[The purpose of this study is to examine the effect of social media marketing on purchase intention in Padang, using brand awareness and halal awareness as mediators of scarlett products. The population of this research is the people of Padang city who have used social media. The survey attracted 140 participants. Data acquired through the distribution of surveys is processed using SmartPLS software. The results of this study indicate that (1) social media marketing has a large and favorable impact on purchase intention, (2) social media marketing has a large and favorable impact on brand awareness, (3) social media marketing has a large and favorable impactct on halal awareness, (4) brand awareness has a positive and significant effect on purchase intention, (5) halal awareness has no significant effect on purchase intention (6) social media marketing has a positive and significant effect on purchase intention with brand awareness as mediation, (7) social media marketing has no significant effect on purchase intention with halal awareness as mediation.]]>
<![CDATA[Brand authenticity's influence on brand loyalty: an examination of the mediating role of perceived value and brand trust in Wardah halal cosmetics ]]>
<![CDATA[Suci Aprilia Hendri]]>;
<![CDATA[Abror Abror]]>
<![CDATA[ Marketing Management Studies Vol. 3 No. 3 (2023): Marketing Management Studies ]]>
Publisher : <![CDATA[Universitas Negeri Padang ]]>
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DOI: 10.24036/mms.v3i3.416
<![CDATA[The purpose of this study was conducted to analyze the effect of brand authenticity as seen from brand individuality, brand consistency, and brand continuity on brand loyalty which is mediated by perceived value and brand trust in the Wardah halal cosmetics brand. The structural equation modeling used is smartpls 4.0 software to analyze 200 respondents who use the Wardah halal cosmetic brand within the last three months and have made repeat purchases with data collection techniques using quentionnaire distribution. The research findings show that : (1) brand authenticity has a significant effect on perceived value (2) brand authenticity has a significant effect on brand trust and (3) brand authenticity has a significant effect on brand loyalty. Furthermore,the (4) perceived value of the wardah halal cosmetic brand also have a significant effect on brand loyalty and (5) brand trust of the wardah halal cosmetic brand also have a significant effect on brand loyalty. And (6) brand authenticity on the wardah cosmetic brand which is mediated by perceived value has a significant effect on brand loyalty. and (7) brand authenticity on the wardah cosmetic brand which is mediated by brand trust also has a significant effect on brand loyalty. This study suggests that companies can maintain and improve brand authenticity of their brands by conducting massive promotions on every new product launched so that the price is easily accessible to various groups son that Wardah cosmetics can be recognized by its users to get brand loyalty.]]>
<![CDATA[The effect of electronic word of mouth, brand image, and trust on purchase intention ]]>
<![CDATA[Maulana, Nurul Shalsadila]]>;
<![CDATA[Rahmiati]]>
<![CDATA[ Marketing Management Studies Vol. 3 No. 4 (2023): Marketing Management Studies ]]>
Publisher : <![CDATA[Universitas Negeri Padang ]]>
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DOI: 10.24036/mms.v3i4.404
<![CDATA[This study aims to analyze the effect of Electronic Word of Mouth on Purchase Intention with Brand Image and Trust as Mediating Variables on Tiktok Users in Padang City. The population in this study were all people in Padang City who know the TikTok application. This study included 196 respondents as samples. Data was collected by distributing online questionnaires, and data was processed using SmartPLS software. The findings of this study show that (1) electronic word of mouth has a positive and significant effect on purchase intention, (2) electronic word of mouth has a positive and significant effect on brand image, (3) brand image has a positive and significant effect on purchase intention, (4) electronic word of mouth has a positive and significant effect on purchase intention mediating by brand image, (5) electronic word of mouth has a positive and significant effect on trust. (6) trust has a positive and significant effect on purchase intention, and (7) electronic word of mouth has a positive and significant effect on purchase intention mediating by trust.]]>
<![CDATA[The effect of value equity, brand equity, and relationship equity on repurchase intention ]]>
<![CDATA[Fitri, Nurul Annisa]]>;
<![CDATA[Yasri, Yasri]]>
<![CDATA[ Marketing Management Studies Vol. 4 No. 1 (2024): Marketing Management Studies ]]>
Publisher : <![CDATA[Universitas Negeri Padang ]]>
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DOI: 10.24036/mms.v4i1.410
<![CDATA[The purpose of this study is to analyze the effect of value equity on repurchase intention, to analyze the effect of brand equity on repurchase intention, and to analyze the effect of relationship equity on repurchase intention. The population of this research is all consumers of Turkish Kebab Zahara Padang. Determination of the sample size is calculated using 10 multiplied by 19 indicators = 190 respondents. The sampling technique used was purposive sampling with the criteria of being a buyer of Kebab Turki Zahara Padang at least 3 times and being willing to be a respondent in the study. The data analysis technique used is multiple linear regression analysis. The results of the study show that value equity has a positive and significant effect on repurchase intention. Brand equity has a positive and significant effect on repurchase intention. Relationship equity has a positive and significant effect on repurchase intention. The correlation between value equity, brand equity, and relationship equity on repurchase intention is proven to be very strong, as evidenced by an R-value of 0.953.]]>
<![CDATA[The effect of service quality and food quality on repurchase intention with customer satisfaction as a mediation variable ]]>
<![CDATA[Faizah, Nurul]]>;
<![CDATA[Abror]]>
<![CDATA[ Marketing Management Studies Vol. 3 No. 4 (2023): Marketing Management Studies ]]>
Publisher : <![CDATA[Universitas Negeri Padang ]]>
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DOI: 10.24036/mms.v3i4.417
<![CDATA[The purpose of this study was to analyze the extent to which the influence of service quality and food quality and brand image on repurchase intentions, with satisfaction as a mediating variable for Richese Factory Transmart Padang consumers who are not known with certainty. In this study, a sample of 230 respondents was used using a purposive sampling method. The analysis technique used in SEM analysis uses smart PLS4. The results of the study are (1) service quality has a significant effect on repurchase intention at Richeece Factory Transmart Padang City. (2) service quality has a significant effect on Customer Satisfaction at Richeece Factory Transmart Padang City. (3) Food quality has a significant effect on customer satisfaction at Richeece Factory Transmart Padang City. (4) Food quality has a significant effect on repurchase intention at Richeece Factory Transmart, Padang City. (7) Customer Satisfaction has a significant effect on repurchase intention at Richeece Factory Transmart, Padang City.]]>
<![CDATA[The impact of product quality, price, and promotion on the consumer satisfaction of Scarlett Whitening serum products ]]>
<![CDATA[Afrianti, Windi]]>;
<![CDATA[Maulana, Arief]]>
<![CDATA[ Marketing Management Studies Vol. 4 No. 1 (2024): Marketing Management Studies ]]>
Publisher : <![CDATA[Universitas Negeri Padang ]]>
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DOI: 10.24036/mms.v4i1.421
<![CDATA[The purpose of this study was to find out and analyze how product quality, price and promotion have an impact on consumer satisfaction for Scarlett Whitening Serum products among students enrolled in the Faculty of Economics and Business, Padang State University. This research uses quantitative methods. The relationship between two or more variables is investigated in a quantitative study. The population in this study were students of the Faculty of Economics, Padang State University who used scarlett whitening serum products with an unknown amount. Data is collected through an online questionnaire used by Google Forms. The number of samples in this study amounted to 150 using a purposive sampling method. The analysis technique used is SPSS analysis. The results of this study explain that product quality has a significant and positive effect on consumer satisfaction for scarlett whitening serum products for students of the Faculty of Economics and Business, Padang State University. Price has a significant and positive effect on consumer satisfaction for scarlett whitening serum products for students of the Faculty of Economics and Business, Padang State University. Promotion has a significant and positive effect on consumer satisfaction for scarlett whitening serum products for students of the Faculty of Economics and Business, Padang State University.]]>
<![CDATA[Religiosity, halal labeling, product quality, and repurchase intention of Wardah customer ]]>
<![CDATA[Laradise, Rista]]>;
<![CDATA[Thamrin]]>
<![CDATA[ Marketing Management Studies Vol. 3 No. 4 (2023): Marketing Management Studies ]]>
Publisher : <![CDATA[Universitas Negeri Padang ]]>
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DOI: 10.24036/mms.v3i4.425
<![CDATA[This study was conducted with the aim of analyzing and knowing the effect of religiosity, halal labeling and product quality on repurchase intentions of Wardah cosmetic users in Padang city which is mediated by purchase intention. The type of research conducted is quantitative research. The population of this study were students in Padang city who used Wardah cosmetics with a sample size of 200 respondents. Structural equation modeling used is smartpls 4.0 software. The results of this study indicate that (1) religiosity has a positive and significant effect on Purchase Intention, (2) Halal Labeling has a positive and significant effect on Purchase Intention, (3) product quality has a positive and significant effect on purchase intention, (4) repurchase intentions has a positive and significant effect on purchase intention, (5) religiosity has a positive and significant effect on repurchase intention with purchase intention as a mediating variable, (6) Halal Labeling has a positive and significant effect on repurchase intention through purchase intention as a mediating variable, (7) product quality has a positive and significant effect on repurchase intention through purchase intention as a mediating variable.]]>
