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Prasetiya Mulya Publishing Universitas Prasetiya Mulya, Kampus BSD Gedung PMBS, Lt. 11, Edu Town Kavling Edu I No. 1, Serpong Jalan BSD Raya Utama, Pagedangan, Tangerang Banten 15339 - Indonesia
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Kajian Branding Indonesia
Published by Universitas Prasetiya Mulya
ISSN : -     EISSN : 27212092     DOI : https://doi.org/10.21632/kbi
Core Subject : Economy, Humanities, Science, Social,
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences
KBI focuses on the dissemination of studies in the areas of creation, development, sustainability of brands, and areas where consumers process various perceptions related to products or services brands: - Logo - Naming and packaging - Branding and technology - Brand research methods - Brand metrics and analytics - Qualitative and quantitative brand research - Brand architecture and portfolios - Brand extension and growth - Brand alliances and mergers - Corporate brand management - Brand co-creation - Integrated brand communication - Brand valuation - Brand equity - Brand heritage and history - Brand reputation - Identity and image - Brand credibility and trust - Brand ethics and corporate social responsibility - Brand crises - Brand and law - Brand counterfeits.
Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Pemasaran
Articles 73 Documents
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Pengaruh Etnosentrisme dan Partisipasi Pelanggan terhadap Intensi Membeli Produk Skincare Korea Alicia, Celyn; Phoebe, Phoebe; Wibowo, A.J. Ibnu; Ali, Alavi
Kajian Branding Indonesia Vol 7 No 2 (2025): Kajian Branding Indonesia
Publisher : Universitas Prasetiya Mulya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21632/kbi.7.2.145-151

Abstract

This research aims to investigate the influence of ethnocentrism and consumer participation on the purchase intention towards Korean skincare brands in Indonesia. This study also explores the mediating role of product image in influencing purchase intention. Thus, the research seeks to explore the relationships between variables that have often been studied separately. The research method involves analyzing survey data from 300 respondents, with data collection conducted through Google Forms. To analyze the respondents' data, this study uses SPSS and SEM AMOS software. The results show that three hypotheses are accepted: the relationship between product image and consumer participation, the relationship between product image and purchase intention, and the relationship between consumer participation and purchase intention.
Pengaruh E-Wom terhadap Purchase Intention di Media Sosial: Studi Kasus pada Skintific Widjaja, Beatrice Adabella; Kristanto, Debora Naftaliana; Yosevina, Christiana Tercia; Sumarlin, Antonius W
Kajian Branding Indonesia Vol 7 No 2 (2025): Kajian Branding Indonesia
Publisher : Universitas Prasetiya Mulya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21632/kbi.7.2.153-169

Abstract

This study aims to investigate the influence of Electronic Word of Mouth on consumer Purchase Intention, focusing on the case of Skintific, a skincare brand active on online platforms such as Instagram and TikTok. Data collection will be conducted through an online questionnaire disseminated via social media platforms. The study will be conducted based on an online survey and will utilize the Ordinal scale with statistical evaluations using SPSS and AMOS software, focusing on respondents residing in the Jabodetabek area. These findings suggest that recommendations, reviews, and discussions exchanged by social media users can influence consumer purchasing decisions regarding Skintific products. The practical implications of these findings underscore the importance of maintaining brand reputation, strengthening consumer interactions, and designing marketing campaigns that promote positive messages on social media to enhance purchase intention and overall business success.
Pengaruh E-WOM pada TikTok terhadap Purchase Intention Produk Rose All Day Bryant, Vanessa; Panggabean, Sheli Angraini; Widjojo, Handyanto; Rahman, Fathony
Kajian Branding Indonesia Vol 7 No 2 (2025): Kajian Branding Indonesia
Publisher : Universitas Prasetiya Mulya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21632/kbi.7.2.87-102

Abstract

E-WOM (Electronic Word of Mouth) is an online marketing technique that is spread through verbal communication in the digital world. TikTok is one of the most widely used platforms for E-WOM. This research aims to examine the influence of E-WOM on the purchase intention of Rose All Day products. To understand the influence of E-WOM, we applied the IAM (Information Adoption Model) by Sussman and Siegel (2003) and IACM (Information Acceptance Model) by Erkan and Evans (2016). This research adopts a quantitative approach with purposive sampling technique, utilizing the AMOS-SEM software to analyze data. Researchers conducted a survey of 223 samples of Rose All Day’s followers on TikTok. The results show that there is a positive influence between argument quality and source credibility towards information usefulness, information usefulness towards information adoption, as well as information adoption positively influences purchase intention. Based on these findings, several suggestions are made for Rose All Day’s management in understanding the role and benefits of argument quality, review quality, source credibility and needs of information of E-WOM on TikTok towards information usefulness, and encourage consumers to spread positive word-of-mouth to increase purchase intention.

Page 8 of 8 | Total Record : 73

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