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Yolandafitri Zulvia
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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 152 Documents
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Influence of electronic word-of-mouth on repurchase intention among ShopeeFood users in Padang City: The mediating role of brand Image Yuli Sandra, Reza; Evanita, Susi
Marketing Management Studies Vol. 5 No. 1 (2025): Marketing Management Studies
Publisher : Universitas Negeri Padang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24036/mms.v5i1.592

Abstract

This research purposes to analyze the effect of Electronic Word of Mouth on Repurchase Intention with Brand Image as a mediating variable for ShopeeFood users in Padang City. The population in this research were citizens of Padang City who knew and had made purchases through the ShopeeFood online food delivery service at least twice. The sample in this study were 153 respondents. Data collection was carried out by distributing questionnaires online via Google Form and data processing using SmartPLS software. Based on the research results, it is concluded that (1) Electronic Word of Mouth has a positive and significant effect on Repurchase 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 Repurchase Intention (4) Electronic Word of Mouth has a positive and significant effect on Repurchase Intention mediated by Brand Image.
Influencer credibility and homophily effects on Generation Z purchase intention of msme products: The mediating role of Instagram engagement Balqis, Nabiila Alyaa; Yasri, Yasri
Marketing Management Studies Vol. 5 No. 1 (2025): Marketing Management Studies
Publisher : Universitas Negeri Padang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24036/mms.v5i1.595

Abstract

This study investigates the impact of influencer credibility, influencer homophily, and influencer engagement on the purchase intention of Micro, Small, and Medium Enterprises (UMKM) products among Generation Z in Padang City, focusing on the Instagram platform. Utilizing a quantitative approach, data were collected from 180 respondents through structured questionnaires. The findings reveal that influencer credibility positively and significantly affects influencer engagement but does not directly influence purchase intention. In contrast, influencer homophily significantly enhances both influencer engagement and purchase intention. Additionally, influencer engagement positively influences purchase intention and mediates the relationship between both influencer credibility and influencer homophily on purchase intention.
The influence of social media usage and electronic word-of-mouth on Hot Wheels purchase intention in West Sumatra: The mediating role of brand equity Kharisma Utama, Hafiz; Maulana, Arief
Marketing Management Studies Vol. 5 No. 1 (2025): Marketing Management Studies
Publisher : Universitas Negeri Padang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24036/mms.v5i1.596

Abstract

Purpose- This study examines the influence of social media usage (SMU) and electronic word of mouth (eWOM) on purchase intentions for Hot Wheels diecast collectibles in West Sumatra, using brand equity (BE) as a mediating variable. Design/methodology/approach- An online survey was conducted, gathering data from 168 Hot Wheels collectors and enthusiasts in West Sumatera, Indonesia. Data analysis employed Partial Least Squares Structural Equation Modeling (PLS-SEM) to evaluate the relationships between variables. Findings- Results demonstrate that social media usage, electronic word of mouth, and brand equity each significantly influence consumers’ purchase intentions. Additionally, brand equity is found to be positively impacted by social media usage and electronic word of mouth. Finally, brand equity partially mediates the relationship between social media usage, electronic word of mouth, and purchase intentions for Hot Wheels.
Price and e-service quality effects on Gen Z customer loyalty: The mediating role of customer satisfaction in Smartfren internet service provider Putri, Kartika Amalia; Thaib, Ilham
Marketing Management Studies Vol. 5 No. 1 (2025): Marketing Management Studies
Publisher : Universitas Negeri Padang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24036/mms.v5i1.600

Abstract

Indonesian Internet Service Providers like Smartfren offer diverse internet package options, addressing the changing lifestyles and consumer preferences of Gen Z in the digital era. The research investigates the impact of price and e-service quality on customer loyalty among Gen Z in Padang City, with customer satisfaction as a mediator. This type of research is descriptive with quantitative methods and the sampling method uses nonprobability sampling type purposive sampling. This descriptive, quantitative research used 155 respondents, collected via Google Form, and processed using Partial Least Squared-Structural Equation Modeling (PLS-SEM) with SmartPLS software. The study reveals that 1) Price and E-Service Quality have a positive but not significant effect on Customer Loyalty 2) Price and E-Service Quality have a positive and significant effect on Customer Satisfaction 3) Customer Satisfaction has a positive and significant effect on Customer Loyalty 4) Price and E-Service Quality have a positive and significant effect on Customer Loyalty through Customer Satisfaction
The impact of electronic word-of-mouth and perceived value on Iphone users' repurchase intention: The mediating role of brand trust Raka, Anyelir; Abror, Abror
Marketing Management Studies Vol. 5 No. 1 (2025): Marketing Management Studies
Publisher : Universitas Negeri Padang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24036/mms.v5i1.619

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.
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.

Page 15 of 16 | Total Record : 152

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