Articles
152 Documents
<![CDATA[The impact of behavioral participation as a mediator for emotional involvement on viewers of K-Dramas' propensity to buy celebrity-related goods in Indonesia ]]>
<![CDATA[Shafa Tasya Salsabila]]>;
<![CDATA[Erni Masdupi]]>
<![CDATA[ Marketing Management Studies Vol. 3 No. 2 (2023): Marketing Management Studies ]]>
Publisher : <![CDATA[Universitas Negeri Padang ]]>
Show Abstract
|
Download Original
|
Original Source
|
Check in Google Scholar
|
DOI: 10.24036/mms.v3i2.366
<![CDATA[The purpose of this study is to analyze the effect of emotional involvement and behavioral involvement on the purchase intention of celebrity-related products for K-Drama viewers in Indonesia. The population in this study were K-Drama viewers who had watched K-Drama at least 10 times and had never purchased celebrity-related products. There were 250 respondents who were sampled in this study. Data collection was carried out by sending questionnaires via Google Forms online. Data processing was carried out with Structural Equation Modeling (SEM) using IBM SPSS AMOS 24 software. This study shows the results that (1) emotional involvement has a positive and significant effect on behavioral involvement. (2) Emotional involvement has no positive and significant effect on the intention to purchase celebrity-related products. (3) Behavioral involvement has a positive and significant effect on the intention to purchase celebrity-related products. (4) Behavioral involvement mediates the relationship between emotional involvement and intention to purchase celebrity-related products.]]>
<![CDATA[The impact of social media use and online word-of-mouth on consumers' purchase decisions, using trust as a mediator ]]>
<![CDATA[Muhamad Luthfi]]>;
<![CDATA[Yunita Engriani]]>
<![CDATA[ Marketing Management Studies Vol. 3 No. 2 (2023): Marketing Management Studies ]]>
Publisher : <![CDATA[Universitas Negeri Padang ]]>
Show Abstract
|
Download Original
|
Original Source
|
Check in Google Scholar
|
DOI: 10.24036/mms.v3i2.369
<![CDATA[This study aims to analyze the effect of social media usage and electronic word of mouth on purchase decisions with trust as a mediating variable for Orion coffee shop Padang consumers. The research population is consumers who shop for the first time at Orion Coffee Shop Padang. The number of samples in this study were 150 respondents. Data was collected by distributing questionnaires online via google form and data processing was carried out using the SmartPLS software. The results of this study indicate that (1) social media usage has a positive and significant effect on purchase decision, (2) electronic word of mouth has a positive and significant effect on purchase decision, (3) social media usage has a positive and significant effect on trust, (4) electronic word of mouth has a positive and significant effect on trust, (5) trust has a positive and significant effect on purchase decision, (6) social media usage has a positive and significant effect on purchase decision through trust as mediating variable, (7) electronic word of mouth has a positive and significant effect on purchase decision through trust as a mediating variable]]>
<![CDATA[Influence of green purchase intent on Love Beauty and Planet items in Padang City: green perceived value, green perceived risk, and green trust ]]>
<![CDATA[Cehmita Siregar]]>;
<![CDATA[Arief Maulana]]>
<![CDATA[ Marketing Management Studies Vol. 3 No. 2 (2023): Marketing Management Studies ]]>
Publisher : <![CDATA[Universitas Negeri Padang ]]>
Show Abstract
|
Download Original
|
Original Source
|
Check in Google Scholar
|
DOI: 10.24036/mms.v3i2.370
<![CDATA[This study aims to determine whether there is an influence of green perceived value, green perceived risk and green trust on green purchase intention on love beauty and planet products in the city of Padang. The sample selection in this study used a non-purposive sampling technique and the data used in this study were primary data obtained from distributing questionnaires to 180 respondents. There are two types of data analysis techniques in this study, namely descriptive statistical analysis and inferential statistical analysis as well as hypothesis testing using SPSS 20. As a result the research states that (1) green perceived value has a positive and significant effect on green purchase intention (2) green perceived risk has a negative effect and not significant to green purchase intention, (3) green trust has a positive and significant effect on green purchase intention, (4) green perceived value, green perceived risk, and green trust simultaneously have a positive and significant effect on green purchase intention.]]>
<![CDATA[Customer satisfaction acts as a mediator variable in the relationship between customer citizenship behavior and the halal label, pricing, and product quality ]]>
<![CDATA[Salsabila Nadira]]>;
<![CDATA[Abror Abror]]>
<![CDATA[ Marketing Management Studies Vol. 3 No. 2 (2023): Marketing Management Studies ]]>
Publisher : <![CDATA[Universitas Negeri Padang ]]>
Show Abstract
|
Download Original
|
Original Source
|
Check in Google Scholar
|
DOI: 10.24036/mms.v3i2.372
<![CDATA[This study aims to analyze how the influence of the halal label, price and product quality on customer citizenship behavior with Customer satisfaction as a mediating variable for Wardah Cosmetics customers in Padang City. This research was conducted using a quantitative method. The population in this study are Wardah Cosmetic customers in the city Padang who is Muslim and bought Wardah products in the last 6 months. The research sample is 374 respondents. This study uses a structural equation model (SEM) test with smart PLS software as a data analysis tool. The results of this study found that: (1) Halal Label has a positive influence on Customer Satisfaction. (2) Price has a positive influence on Customer Satisfaction. (3) Product quality has a positive influence on Customer Satisfaction. (4) Product Quality has a positive influence on Price. (5) Customer Satisfaction has a positive influence on Customer Citizenship Behavior]]>
<![CDATA[The impact of brand awareness and electronic word of mouth (e-wom), which are both mediated by brand image, on purchase intent for iPhone smartphone devices ]]>
<![CDATA[Anggi Yunita Putri Anggi]]>;
<![CDATA[Firman Firman]]>
<![CDATA[ Marketing Management Studies Vol. 3 No. 2 (2023): Marketing Management Studies ]]>
Publisher : <![CDATA[Universitas Negeri Padang ]]>
Show Abstract
|
Download Original
|
Original Source
|
Check in Google Scholar
|
DOI: 10.24036/mms.v3i2.373
<![CDATA[This study aims to analyze "The Influence of Electronic Word of Mouth (E-WOM) and Brand Awareness on Purchase Intention for Iphone Smartphone Products Mediated by Brand Image (Studies in Communities Residing in Padang City)". The population in this study are people who live in the city of Padang who know about Iphone smartphone products. The number of samples in this study were 200 respondents. Data collection was carried out through online questionnaires or Google forms, data management using SmartPls 4.0 software. The results of this study indicate that (1) E-WOM has a positive and significant effect on Brand Image (2) Brand Awareness has a positive and significant effect on Brand Image (3) E-WOM has a positive and significant effect on Purchase Intention (4) Brand Awareness has a positive effect and significant to Purchase Intention (5) Brand Image has a positive and significant effect on Purchase Intention (6) E-WOM has a positive and significant effect on Purchase Intention for people who live in Padang city which is mediated by Brand Image (7) Brand Awareness has an effect positive and significant towards the Purchase Intention of the people who live in the city of Padang which is mediated by Brand Image.]]>
<![CDATA[The impact of digital marketing, product quality, and reference groups on purchasing decisions at the Eiger Store Bukittinggi ]]>
<![CDATA[Muhammad Arbian]]>;
<![CDATA[Awisal Fasyni]]>
<![CDATA[ Marketing Management Studies Vol. 3 No. 2 (2023): Marketing Management Studies ]]>
Publisher : <![CDATA[Universitas Negeri Padang ]]>
Show Abstract
|
Download Original
|
Original Source
|
Check in Google Scholar
|
DOI: 10.24036/mms.v3i2.375
<![CDATA[This research aims to analyze Digital Influence Marketing , Product Quality, as well Reference Groups on Purchasing Decisions. This research is classified as porposive sampling , the sample in this research is Eiger Store Bukittinggi customers with the following criteria : a ) Consumers of outdoor equipment products. b) Have made purchases of outdoor equipment products in the city of Bukittinggi or West Sumatra. c) Customers who have seen digital marketing from the Eiger Store in Bukittinggi City. While the number of samples in This study consisted of 160 samples using purposive sampling. The data analysis technique is a regression analysis technique using the SPSS V.25 application. The results of this study are as follows: 1) There is a significant influence between Digital Marketing on Purchasing Decisions. 2) There is a significant influence between Product Quality on Purchasing Decisions. 3) There is a significant influence between the Reference Group on Purchasing Decisions.]]>
<![CDATA[Destination brand awareness and perceived value: the mediating influence of destination image ]]>
<![CDATA[Aldio Ferdinando]]>;
<![CDATA[Yasri Yasri]]>
<![CDATA[ Marketing Management Studies Vol. 3 No. 3 (2023): Marketing Management Studies ]]>
Publisher : <![CDATA[Universitas Negeri Padang ]]>
Show Abstract
|
Download Original
|
Original Source
|
Check in Google Scholar
|
DOI: 10.24036/mms.v3i3.374
<![CDATA[The purpose of this study is to analyze the extent of the influence of destination brand awareness and destination image in increasing perceived value in Gandoriah Beach tourist attractions. The population in this study is all people who have visited the Gandoriah Beach Tourist Area, the number of which is not known with certainty. Meanwhile, the number of samples in this study was 110 respondents using the purposive sampling method. The analysis technique used is SEM analysis using smart PLS3. The results of the study are (1) There is a significant influence between destination brand awareness and perceived value. (2) There is a significant influence between destination brand awareness and destination image. (3) There is a significant and positive influence between destination image and perceived value. (4) Destination image is able to mediate the influence of destination brand awareness with perceived value.]]>
<![CDATA[Exploring repurchase intentions for Wardah sunscreen in Padang city: the impact of brand awareness, social influence, and perceived quality ]]>
<![CDATA[Fitri adilla.Y]]>;
<![CDATA[Arief Maulana]]>
<![CDATA[ Marketing Management Studies Vol. 3 No. 3 (2023): Marketing Management Studies ]]>
Publisher : <![CDATA[Universitas Negeri Padang ]]>
Show Abstract
|
Download Original
|
Original Source
|
Check in Google Scholar
|
DOI: 10.24036/mms.v3i3.380
<![CDATA[Study This aim for analyze the influence of brand awareness, social influence, and perceived quality on the repurchase intention of consumer Wardah sunscreen products in Padang City. The population of this study were female consumers of wardah sunscreen in the city of Padang. Amount study This were 260 respondents. Data was collected through online questionnaire distribution and data processing was carried out with using SPSS software . Results study This show that (1) Brand Awareness has a positive and significant effect on Repurchase Intention, (2) Social Influence positive effect and significant on Repurchase intention, (3) Perceived Quality has a positive and significant effect on Repurchase Intention. (4) Brand Awareness, Social Influence, Perceived Quality have a positive and significant effect on Repurchase Intention.]]>
<![CDATA[Understanding the psychological drivers of sustainable purchasing behavior: a study of The Body Shop customers in Padang city ]]>
<![CDATA[Ridwan Ridwan]]>;
<![CDATA[Gesit Thabrani]]>
<![CDATA[ Marketing Management Studies Vol. 3 No. 3 (2023): Marketing Management Studies ]]>
Publisher : <![CDATA[Universitas Negeri Padang ]]>
Show Abstract
|
Download Original
|
Original Source
|
Check in Google Scholar
|
DOI: 10.24036/mms.v3i3.383
<![CDATA[Objective study this is for study influence factors psychological behavior purchase to behavior sustainable purchases to consumers of The Body Shop in Padang City. Population study this is a consumer ever buy product from The Body Shop. A total of 200 respondents chosen as sample research and data collected through charging questionnaire online. Data processing is done use device SmartPLS software. Research results show that (1) encouragement For responsible answer to environment own influence positive and significant to behavior sustainable purchase (2 ) perception effectiveness consumer influential positive and significant to behavior sustainable purchase (3 ) attitude to sustainable purchase _ own influence positive and significant to behavior sustainable purchase _ (4) Consumers Knowledge Regarding Sustainability Related no own influence towards Sustainable Purchase Behavior (5) Spirituality own influence towards Sustainable Purchase Behavior]]>
<![CDATA[The influence of social media marketing on brand equity with brand trust as mediation on Propolis Shampoo Products Pt Herba Penawar Alwahida Indonesia (Hpai-Hni) in Padang City ]]>
<![CDATA[Muhammad Ilham]]>;
<![CDATA[Whyosi Septrizola]]>
<![CDATA[ Marketing Management Studies Vol. 3 No. 3 (2023): Marketing Management Studies ]]>
Publisher : <![CDATA[Universitas Negeri Padang ]]>
Show Abstract
|
Download Original
|
Original Source
|
Check in Google Scholar
|
DOI: 10.24036/mms.v3i3.389
<![CDATA[The purpose of this research is to analyze the effect of social media marketing on brand equity. In addition, this study also examines the mediating effect of brand trust on social media marketing, and brand equity. The population of this study is followers of HPAI-HNI official social media accounts who are Muslim and domiciled in West Sumatra. This study used a quantitative method and obtained 150 respondents through an online questionnaire with a purposive sampling technique. Data were analyzed using the PLS-SEM technique with SmartPLS 4. The results of this study are; (1) social media marketing has a significant effect on brand equity; (2) social media marketing has a significant effect on brand trust; (3) brand trust has a significant effect on brand equity; (4) social media marketing has no significant effect on brand equity through brand trust as an intervening variable.]]>
