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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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Purchase Decision pada Marketplace dengan Purchase Intention sebagai Mediator Fauzi, Erika Gustian; Kesumahati, Erilia
REVITALISASI : Jurnal Ilmu Manajemen Vol 13 No 1 (2024): REVITALISASI : Jurnal Ilmu Manajemen
Publisher : Universitas Islam Kadiri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32503/revitalisasi.v13i1.4784

Abstract

Focus of this research is to see how brand image, social media marketing, easiness, price and e-service quality affect the purchase decision of goods in the marketplace mediated by purchase intention in Batam City. SmartPLS application is used to test the data of respondents. The purposive sampling method was used for non-probability sampling. The main data was collected through a questionnaire distributed with Google Form via WhatsApp and social media. The result of this research that brand image has a significant effect on purchase decision, social media marketing has a significant positive effect on purchase decision, easiness has a significant positive effect on purchase decision, price has a significant positive effect on purchase decision, and e-service quality has no significant effect on purchase decision. Brand image has a significant positive effect on purchase intention, e-service quality has a significant positive effect on purchase intention. The indirect effect of brand image, easiness and e-service quality has a significant positive effect on purchase decision through purchase intention. The object model and other variables are expected to be developed and expanded for further research.
Factors Influencing Purchase Intention with Brand Awareness as a Mediator on Local Fashion Brand Products Ratnasari, Dewi; Kesumahati, Erilia
EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis Vol 12 No 2 (2024): April
Publisher : UNIVED Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37676/ekombis.v12i2.5385

Abstract

This research aims to know which factors are more affective to increasing and attracting consumer purchase intentions in local fashion brands. This research used quantitative method by distributing questionnaires which obtains as many as 475 respondents with a population of people who have purchased or used local fashion products in Indonesia. The data analysis method uses PLS-SEM through SmartPLS 3.0. The results of the study show that several factors have a significant effect on purchase intention such as product quality and brand awareness. Meanwhile brand awareness mediates the relationship between purchase intention and social media marketing and addition brand awareness also mediates the relationship between purchase intention and celebrity endorser. This study show that local fashion brand business must pay more attention to product quality factors and build awareness of their business brand. Creating high brand awareness in the community will be very influential for businesses to be able to know that there business exists.
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