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All Journal Lokawati: Jurnal Penelitian Manajemen dan Inovasi Riset Jukerdi: Jurnal Kewirausahaan Cerdas Dan Digital
Rita Haju Kaesti
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Pengaruh Kepuasan Konsumen dan Citra Merek, Kualitas Pelayanan Terhadap Keputusan Pembelian Produk Kosmetik Wardah Rita Haju Kaesti; Puput Melati; Rayhan Gunaningrat
Lokawati : Jurnal Penelitian Manajemen dan Inovasi Riset Vol. 2 No. 2 (2024): Maret : Jurnal Penelitian Manajemen dan Inovasi Riset
Publisher : Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/lokawati.v1i2.651

Abstract

Wardah has built a reputation for itself as a manufacturer of premium, halal cosmetics in an effort to attract a wider audience and increase sales. Finding out how BPOM and Halal labels affect product quality and customer happiness among Wardah cosmetics customers is one goal of this study; another is to determine whether factors related to price influence the buying decision of those who purchase Wardah cosmetics. As part of the research, 105 people who regularly use Wardah cosmetics were asked to fill out a survey. Consumer satisfaction with Wardah cosmetics was shown to have a favorable and statistically significant effect on overall satisfaction. Furthermore, customer satisfaction with Wardah cosmetics was positively and significantly affected by the brand image variable. A similar favorable and statistically significant relationship existed between service quality and customer happiness with Wardah cosmetics. In addition, customer satisfaction with Wardah cosmetics was positively and significantly impacted by the following factors: product quality, brand image, and service quality.
Analisis Niat Beli Produk Herborist terhadap Influencer Marketing dan Ulasan Konsumen Online Rita Haju Kaesti; Agus Suyatno; Esti Dwi Rahmawati
Jurnal Kewirausahaan Cerdas dan Digital Vol. 1 No. 4 (2024): Agustus : Jurnal Kewirausahaan Cerdas dan Digital
Publisher : Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/jukerdi.v1i4.304

Abstract

This research aims to analyze the influence of influencer marketing on purchase intentions through online consumer reviews. The population in this study were users of herbalist products. The number of samples used in this research was 100 respondents. The variables used in this research are influencer marketing, purchase intention and online consumer reviews. The data used in this research are primary data and secondary data. The data collection method used was a questionnaire. The data processing technique in this research uses SmartPLS 4.1. The results of this research show that influencer marketing has a positive and significant effect on online consumer reviews, influencer marketing has a positive and significant effect on purchase intention, online consumer reviews have a positive and significant effect on purchase intention, influencer marketing has a positive and significant effect on purchase intention through consumer reviews on line.
Co-Authors Agus Suyatno Esti Dwi Rahmawati PUPUT MELATI Rayhan Gunaningrat