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Advances in Business & Industrial Marketing Research
Published by Yayasan Pendidikan Bukhari Dwi Muslim
ISSN : -     EISSN : 29857589     DOI : https://doi.org/10.60079/abim
Core Subject : Economy,
Economics, Econometrics & Finance
Founded in 2023, Advances in Business & Industrial Marketing Research publishes original research that promises to advance our understanding of Business & Industrial Marketing over diverse topics and research methods. This Journal welcomes research of significance across a wide range of primary and applied research methods, including analytical, archival, experimental, survey and case study. The journal encourages articles of current interest to scholars with high practical relevance for organizations or the larger society. We encourage our researchers to look for new solutions to or new ways of thinking about practices and problems and invite well-founded critical perspectives. We provide a forum for communicating impactful research between professionals and academics in Business & Industrial Marketing research and practice with discusses and proposes solutions and impact the field. Advances in Business & Industrial Marketing Research publishes research that contributes to our developing knowledge of entrepreneurial and small business marketing.
Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Bisnis, Menejemen, dan Akutansi (Lain-Lain)
Articles 3 Documents
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Search results for , issue "Vol. 3 No. 2 (2025): February - May" : 3 Documents clear
Celebrity Endorsement on Buying Interest Through Consumer Trust Rahma, Ulva Nuraulya; Yendra, Yendra; Marihi, La Ode
Advances in Business & Industrial Marketing Research Vol. 3 No. 2 (2025): February - May
Publisher : Yayasan Pendidikan Bukhari Dwi Muslim

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.60079/abim.v3i2.322

Abstract

Purpose: This study aims to assess the influence of celebrity endorsement on the purchase intention of Implora beauty products and analyze the mediating role of consumer trust. Research Design and Methodology: The research employs a quantitative explanatory design. Data were collected through questionnaires distributed to 109 respondents, students using Implora products at the Faculty of Economics and Business, Universitas Yapis Papua. The data analysis was performed using Structural Equation Modeling (SEM) with AMOS 24 software. Findings and Discussion: The findings indicate that celebrity endorsement does not have a significant direct effect on purchase intention but has a substantial indirect impact through consumer trust. Consumer trust strongly mediates between celebrity endorsement and purchase intention, supported by the significant results of the Sobel test. These findings imply that marketing strategies involving celebrities should emphasize building consumer trust and focusing on product quality and brand image. Implications: The study recommends further research on cultural contexts and different product types to gain deeper insights into celebrity endorsement, consumer trust, and purchase intention dynamics.
Brand Repositioning and Diversity: A Case Study of Lucky Dube Willie, Michael Mncedisi
Advances in Business & Industrial Marketing Research Vol. 3 No. 2 (2025): February - May
Publisher : Yayasan Pendidikan Bukhari Dwi Muslim

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.60079/abim.v3i2.425

Abstract

Purpose: This study examines Lucky Dube’s brand repositioning from Mbaqanga to reggae, highlighting how it expanded his global reach while preserving his African identity. Research Design and Methodology: A qualitative approach, including a literature review and case studies, applies branding theories such as cultural branding and Aaker’s Brand Equity Model to assess Dube’s market expansion. Findings and Discussion: Key factors in Dube’s success include authenticity, audience engagement, and strategic communication, demonstrating how artists can broaden their appeal while maintaining cultural identity. Implications: The study offers branding insights applicable across industries, emphasizing authenticity, targeted engagement, and strategic communication to strengthen brand equity.
The Impact of Price and Product Quality on Purchasing Decisions Darise, Nurul Tritanty; Akbar, Mohammad Aldrin; Lina, Ros
Advances in Business & Industrial Marketing Research Vol. 3 No. 2 (2025): February - May
Publisher : Yayasan Pendidikan Bukhari Dwi Muslim

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.60079/abim.v3i2.485

Abstract

Purpose: This study aims to explore the effect of price and product quality on the purchase decision of an automatic motorbike in the study area. Research Design and Methodology: This study employs a quantitative approach, utilizing a survey method through a questionnaire. The study population consists of individuals who use automatic motorbikes in the Entrop area. The sample was collected using the judgment sampling method, with a minimum sample size of 97 respondents. The data were analysed using multiple linear regression to test the simultaneous effect of price and product quality variables on purchasing decisions. Findings and Discussion: The results showed that simultaneously, the price and product quality variables had a significant effect on the decision to purchase an automatic motorbike. Consumers tend to consider a combination of reasonable price and good product quality in making purchasing decisions. This finding confirms that both variables play a significant role in influencing consumer purchasing behavior. This study also supports the consumer value theory and the findings of previous studies, which highlight the importance of product quality and price in purchasing decisions. Implications: The findings of this study have significant practical consequences for companies. Companies should focus on enhancing product quality, driving innovation, and implementing competitive pricing strategies. In addition, companies need to strengthen their brand image and after-sales service to increase customer satisfaction and loyalty. This research also contributes to the realm of science by enhancing the understanding of the interaction between price and product quality in the context of the motorcycle market.

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