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Diponegoro Journal of Management
Published by Universitas Diponegoro
ISSN : -     EISSN : -     DOI : -
Core Subject : Science,
Decision Sciences, Operations Research & Management
Media publikasi karya ilmiah lulusan S1 Prodi Manajemen Fakultas Ekonomika dan Bisnis Universitas Diponegoro yang memuat berbagai hasil penelitian maupun kajian mengenai manajemen keuangan, manajemen sumber daya manusia, manajemen pemasaran, manajemen strategik dan manajemen operasional.
Arjuna Subject : -
Articles 1,453 Documents
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Pengaruh Daya Tarik, Kredibilitas, dan Popularitas Brand Ambassador terhadap Keputusan Pembelian Mie Sedaap melalui Brand Image sebagai Variabel Mediasi Petronella Gabrina Simatupang; Imroatul Khasanah
Diponegoro Journal of Management Volume 14, Nomor 4, Tahun 2025
Publisher : Faculty of Economics and Business Diponegoro University

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Abstract

In recent years, the rising presence of Korean celebrities in marketing campaigns across Indonesia has reflected a shift in brand communication strategies—one that emphasises emotional resonance between public figures and consumers. Mie Sedaap, a wellknown instant noodle brand, adopted this approach by appointing South Korean actor Ahn Hyo Seop as its brand ambassador, aiming to capture the attention of younger audiences and shape a favourable perception of the brand. This study explores how consumers perceive the brand ambassador’s attractiveness, credibility, and popularity, and how these perceptions influence their purchase decisions, with brand image positioned as a mediating variable. The research applies a quantitative approach, using an online questionnaire distributed to 142 respondents who are Mie Sedaap consumers in Semarang. The collected data were analysed using Structural Equation Modelling (SEM) with AMOS 24. The findings indicate that all three attributes of the brand ambassador, attractiveness, credibility, and popularity, positively and significantly influence brand image. In turn, brand image shows a significant positive effect on consumer purchase decisions. Overall, the results highlight the strategic importance of choosing a brand ambassador who is not only visually appealing but also trustworthy and socially influential. When these elements are present, they help shape a stronger brand image that ultimately encourages consumer purchases. These insights provide valuable guidance for marketers seeking to design campaigns that resonate with the emotional and aspirational needs of today’s market.
Analisis Pengaruh Pengalaman Merek Dan Electronic Word Of Mouth Terhadap Loyalitas Merek Dengan Kepuasan Merek Dan Kepercayaan Merek Sebagai Variabel Intervening: Studi Pada Konsumen Produk Wardah Glasting Liquid Lip Frida Laksiasti; Idris Idris
Diponegoro Journal of Management Volume 15, Nomor 2, Tahun 2026
Publisher : Faculty of Economics and Business Diponegoro University

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Abstract

This study examines the effects of Brand Experience and electronic word of mouth on brand loyalty among Wardah consumers in Semarang City, Indonesia. Although the Indonesian cosmetic industry has grown rapidly and competition between local and global brands has intensified, Wardah still faces challenges in maintaining consumer loyalty despite its halal positioning. Using a quantitative approach, data were collected through questionnaires distributed to 160 respondents and analyzed using SEM with SmartPLS 4.0. The results show that Brand Experience and electronic word of mouth do not only influence Brand Loyalty directly, but also indirectly through Brand Satisfaction and Brand Trust. In addition, Brand Satisfaction and Brand Trust significantly mediate the relationship between the independent variables and Brand Loyalty. These findings highlight the important role of positive consumer experiences, electronic information, satisfaction, and trust in strengthening brand loyalty.
Analisis Pengaruh Service Quality dan Brand Image terhadap Purchase Decision dengan Customer Satisfaction sebagai Variabel Intervening Langgeng Putri Melinda; I Made Bayu Dirgantara
Diponegoro Journal of Management Volume 14, Nomor 4, Tahun 2025
Publisher : Faculty of Economics and Business Diponegoro University

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Abstract

In an era of increasingly competitive business competition, companies are required to rely not only on product quality, but also on service quality and strong brand image to influence consumer purchasing decisions. This study aims to analyze the effect of service quality and brand image on purchase decisions with customer satisfaction as an intervening variable. This study uses a quantitative approach with the Partial Least Square Structural Equation Modeling (PLS-SEM) analysis technique through SmartPLS software. The population in this study were consumers who used services at one of the XYZ service companies, with a sample of 120 respondents taken using purposive sampling techniques. The variables in this study consisted of service quality (X1), brand image (X2), customer satisfaction (Z), and purchase decision (Y). Data collection was carried out through a questionnaire with a Likert scale of 1–5. The results of the outer model analysis showed that all indicators met the criteria for convergent validity (loading factor> 0.7), construct reliability (composite reliability> 0.7), and discriminant validity (AVE> 0.5). Meanwhile, the results of the inner model test show that service quality and brand image have a positive and significant effect on customer satisfaction, and customer satisfaction has a significant effect on purchase decisions. However, service quality and brand image do not have a direct effect on purchase decisions. Customer satisfaction is proven to partially mediate the influence of both variables on purchasing decisions. This study concludes that service quality and brand image will have a greater impact on purchasing decisions if accompanied by high customer satisfaction. Therefore, companies are advised to focus on creating a satisfying customer experience in order to increase loyalty and repurchase intentions.

Page 146 of 146 | Total Record : 1453

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