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All Journal EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis J-MAS (Jurnal Manajemen dan Sains) Jurnal Administrasi dan Manajemen Jurnal Manajerial Revitalisasi : Jurnal Ilmu Manajemen Jurnal Inovasi Ekonomi EKONOMI, KEUANGAN, INVESTASI DAN SYARIAH (EKUITAS) Social Engagement: Jurnal Pengabdian Kepada Masyarakat Madani: Jurnal Pengabdian Masyarakat dan Kewirausahaan
Erilia Kesumahati
Departemen Farmasi, FMIPA - UI
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Energy Social Sciences Other

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Journal : Jurnal Manajerial

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Faktor yang Memengaruhi Purchase Intention melalui Brand Image pada Skincare Lokal di Kota Batam Ohanna, Nida; Kesumahati, Erilia
Jurnal Manajerial Vol 11 No 01 (2024): Jurnal Manajerial
Publisher : Program Studi Manajemen Universitas Muhammadiyah Gresik

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30587/jurnalmanajerial.v11i01.6490

Abstract

Background – During the COVID-19 epidemic, increased consumer interest in skincare is generating commercial potential for local skincare products in Batam City. Attractive and trustworthy brand ambassadors play an important role in influencing consumers' purchase intentions for products by enhancing brand image and increasing awareness of product quality, which will ultimately motivate purchases. Aim – The purpose of this study is to analyze the relationship between various factors (attractiveness, expertise, trustworthiness of brand ambassadors, E-WOM, and social media marketing) on purchase intention of local skincare products in Batam City. Design / methodology / approach – The purposive sampling method was used to collect data from 386 individuals who have used local skincare products in Batam City. The questionnaire was distributed using Google Form in April 2023. Findings – The results of the Structural Equation Modeling - Partial Least Square (SEM-PLS) analysis show a positive and significant influence of attractiveness, expertise, trustworthiness, E-WOM, social media marketing variables on purchase intention through brand image. Conclusion - The brand image of skin care products will increase if you use a brand ambassador, where this brand ambassador has a strong influence in increasing the desire to buy skin care products. Research implication – These findings provide insight that social media marketing approaches are efficient, brand ambassadors are influential, and E-WOM is effective in improving brand image and purchase intention of local skincare customers. Limitations – The limitation of this study is that the brand image variable can only be explained by 46.5% by variables such as attractiveness, knowledge, trustworthiness, E-WOM, and social media marketing. Other variables not studied, such as respect and similarity, can explain the remaining 53.5%. Similarly, the purchase intention variable can only be explained by 39.6% by the factors considered, with the remaining 60.4% possibly influenced by other variables such as sales promotion and product quality.
Faktor Yang Mempengaruhi Purchase Intention Smartphone Dengan Brand Image Sebagai Mediasi Di Kota Batam Julianto, Tri; Kesumahati, Erilia
Jurnal Manajerial Vol 11 No 02 (2024): Jurnal Manajerial
Publisher : Program Studi Manajemen Universitas Muhammadiyah Gresik

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30587/jurnalmanajerial.v11i02.6954

Abstract

Background – Nowadays there are many smartphone brands that make consumers confused when they have to choose what smartphone is good to buy and use everyday, therefore this research was conducted to prove what are the main factors for consumers when they want to buy a smartphone. Aim – The purpose of this research was to find out the factors that influence consumer purchase intentions when they want to make a purchase of a smartphone brand in Batam City. Design / Methodology / Approach – The research method used is the survey techniques by distributing questionnaires as a means of extracting data. The distribution of the questionnaires produced results in the form of 360 respondents from the people of Batam City who wanted or intended to purchase Smartphones in the future. This study uses validity and reliability tests to test the feasibility of the questionnaire and the results of the respondents. In addition, this study also uses path coefficient as a method of data analysis with the aim of seeing the direct and indirect relationships of each variable. Findings – Based on the results that have been analyzed, it proves that there are several factors that influence consumer Purchase Intention, such as Brand Trust and Service Quality, but there are also factors that do not affect consumers, such as Brand Image. Conclusion – This shows that Smartphone business must convince consumers so that they have a strong sense of trust in the product and services provided must be as good as possible with the aim that consumers will feel comfortable when they are in the store. Research Implication – The conduct of this research will have an impact, especially on smartphone companies where the company will know what factors consumers are looking for when visiting a store. Limitations – The limitation of this research only involves the area around the author in Batam City.
Co-Authors Dewi Ratnasari Fauzi, Erika Gustian Fernado, Fernado Jecki, Jecki Julianto, Tri Lim, Desmond Marninda, Caroline Ohanna, Nida Syaharni, Dian Sabrina Syukriansyah, Azizul Wan Lelly H Yahdiana Harahap