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<![CDATA[The impact of online and offline experiences on McDonald's customers' brand equity ]]>
<![CDATA[Nurhad Nurhad]]>;
<![CDATA[Gesit Thabrani]]>
<![CDATA[ Marketing Management Studies Vol. 3 No. 2 (2023): Marketing Management Studies ]]>
Publisher : <![CDATA[Universitas Negeri Padang ]]>
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DOI: 10.24036/mms.v3i2.336
<![CDATA[This study aims to analyze the effect of online and offline experiences on brand equity among consumers in Padang City. The population in this study is comprised of consumers who have shopped directly at restaurants and through applications or websites. The number of samples in this study was 200. Data collection was carried out by distributing questionnaires online. Data processing is done using SmartPLS software. The results of this study indicate that (1) Offline Experience has a positive and significant effect on Brand equity; (2) Online Experience has a positive and significant effect on Brand equity; and (3) Offline Experience has a positive and significant effect on Online experience.]]>
<![CDATA[The effect of advertisements and discounts on the interest in staying in dusun bambu during the covid-19 pandemic ]]>
<![CDATA[Muhammad Rifki Adriadi]]>;
<![CDATA[Fitri Lestari]]>
<![CDATA[ Marketing Management Studies Vol. 3 No. 2 (2023): Marketing Management Studies ]]>
Publisher : <![CDATA[Universitas Negeri Padang ]]>
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DOI: 10.24036/mms.v3i2.362
<![CDATA[This study aims to determine the effect of advertising and discounts on interest in staying at Dusun Bambu Outdoor Dining Resort. The method used is descriptive method. The sampling technique used is probability sampling technique. The type of data in this study is primary in the form of consumer responses through questionnaires regarding variables Advertising and Discounts on Interest in Staying at Dusun Bambu Outdoor Dining Resort. The data analysis used in this study was multiple linear regression at a significance level of 5%. The software used to analyze the data was SPSS 26. The results of this study indicate that advertising and discounts have a positive and significant effect on interest in staying. Interest in staying is influenced by advertisements and discounts of 47.2%.]]>
<![CDATA[The impact of brand image and authenticity on Padang City users of Gojek's brand love and loyalty ]]>
<![CDATA[Agus Harianto]]>;
<![CDATA[Yasri Yasri]]>
<![CDATA[ Marketing Management Studies Vol. 3 No. 2 (2023): Marketing Management Studies ]]>
Publisher : <![CDATA[Universitas Negeri Padang ]]>
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DOI: 10.24036/mms.v3i2.363
<![CDATA[This study is to analyze the effect of brand authenticity and brand image on brand love and brand loyalty of Gojek users in the city of Padang. The research method used is descriptive quantitative analysis with SmartPLS 3.0 as an analytical tool. With Purposive Sampling as a sampling technique and 250 samples for Gojek users in the city of Padang in 2022. The research is: (1) There is a significant influence between Brand authenticity and Brand Love. (2) There is a significant influence between Brand love and brand loyalty. (3) There is a significant influence between Brand image and brand love, and (4) There is a significant influence between Brand image and brand loyalty. (5) There is a significant effect of Brand Authenticity on Brand Loyalty in mediating Brand Love. (6)There is a significant effect of Brand Image on Brand Loyalty in mediating Brand Love]]>
<![CDATA[The impact of behavioral participation as a mediator for emotional involvement on viewers of K-Dramas' propensity to buy celebrity-related goods in Indonesia ]]>
<![CDATA[Shafa Tasya Salsabila]]>;
<![CDATA[Erni Masdupi]]>
<![CDATA[ Marketing Management Studies Vol. 3 No. 2 (2023): Marketing Management Studies ]]>
Publisher : <![CDATA[Universitas Negeri Padang ]]>
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DOI: 10.24036/mms.v3i2.366
<![CDATA[The purpose of this study is to analyze the effect of emotional involvement and behavioral involvement on the purchase intention of celebrity-related products for K-Drama viewers in Indonesia. The population in this study were K-Drama viewers who had watched K-Drama at least 10 times and had never purchased celebrity-related products. There were 250 respondents who were sampled in this study. Data collection was carried out by sending questionnaires via Google Forms online. Data processing was carried out with Structural Equation Modeling (SEM) using IBM SPSS AMOS 24 software. This study shows the results that (1) emotional involvement has a positive and significant effect on behavioral involvement. (2) Emotional involvement has no positive and significant effect on the intention to purchase celebrity-related products. (3) Behavioral involvement has a positive and significant effect on the intention to purchase celebrity-related products. (4) Behavioral involvement mediates the relationship between emotional involvement and intention to purchase celebrity-related products.]]>
<![CDATA[The impact of social media use and online word-of-mouth on consumers' purchase decisions, using trust as a mediator ]]>
<![CDATA[Muhamad Luthfi]]>;
<![CDATA[Yunita Engriani]]>
<![CDATA[ Marketing Management Studies Vol. 3 No. 2 (2023): Marketing Management Studies ]]>
Publisher : <![CDATA[Universitas Negeri Padang ]]>
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DOI: 10.24036/mms.v3i2.369
<![CDATA[This study aims to analyze the effect of social media usage and electronic word of mouth on purchase decisions with trust as a mediating variable for Orion coffee shop Padang consumers. The research population is consumers who shop for the first time at Orion Coffee Shop Padang. The number of samples in this study were 150 respondents. Data was collected by distributing questionnaires online via google form and data processing was carried out using the SmartPLS software. The results of this study indicate that (1) social media usage has a positive and significant effect on purchase decision, (2) electronic word of mouth has a positive and significant effect on purchase decision, (3) social media usage has a positive and significant effect on trust, (4) electronic word of mouth has a positive and significant effect on trust, (5) trust has a positive and significant effect on purchase decision, (6) social media usage has a positive and significant effect on purchase decision through trust as mediating variable, (7) electronic word of mouth has a positive and significant effect on purchase decision through trust as a mediating variable]]>
<![CDATA[Influence of green purchase intent on Love Beauty and Planet items in Padang City: green perceived value, green perceived risk, and green trust ]]>
<![CDATA[Cehmita Siregar]]>;
<![CDATA[Arief Maulana]]>
<![CDATA[ Marketing Management Studies Vol. 3 No. 2 (2023): Marketing Management Studies ]]>
Publisher : <![CDATA[Universitas Negeri Padang ]]>
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DOI: 10.24036/mms.v3i2.370
<![CDATA[This study aims to determine whether there is an influence of green perceived value, green perceived risk and green trust on green purchase intention on love beauty and planet products in the city of Padang. The sample selection in this study used a non-purposive sampling technique and the data used in this study were primary data obtained from distributing questionnaires to 180 respondents. There are two types of data analysis techniques in this study, namely descriptive statistical analysis and inferential statistical analysis as well as hypothesis testing using SPSS 20. As a result the research states that (1) green perceived value has a positive and significant effect on green purchase intention (2) green perceived risk has a negative effect and not significant to green purchase intention, (3) green trust has a positive and significant effect on green purchase intention, (4) green perceived value, green perceived risk, and green trust simultaneously have a positive and significant effect on green purchase intention.]]>
<![CDATA[Customer satisfaction acts as a mediator variable in the relationship between customer citizenship behavior and the halal label, pricing, and product quality ]]>
<![CDATA[Salsabila Nadira]]>;
<![CDATA[Abror Abror]]>
<![CDATA[ Marketing Management Studies Vol. 3 No. 2 (2023): Marketing Management Studies ]]>
Publisher : <![CDATA[Universitas Negeri Padang ]]>
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DOI: 10.24036/mms.v3i2.372
<![CDATA[This study aims to analyze how the influence of the halal label, price and product quality on customer citizenship behavior with Customer satisfaction as a mediating variable for Wardah Cosmetics customers in Padang City. This research was conducted using a quantitative method. The population in this study are Wardah Cosmetic customers in the city Padang who is Muslim and bought Wardah products in the last 6 months. The research sample is 374 respondents. This study uses a structural equation model (SEM) test with smart PLS software as a data analysis tool. The results of this study found that: (1) Halal Label has a positive influence on Customer Satisfaction. (2) Price has a positive influence on Customer Satisfaction. (3) Product quality has a positive influence on Customer Satisfaction. (4) Product Quality has a positive influence on Price. (5) Customer Satisfaction has a positive influence on Customer Citizenship Behavior]]>
<![CDATA[The impact of brand awareness and electronic word of mouth (e-wom), which are both mediated by brand image, on purchase intent for iPhone smartphone devices ]]>
<![CDATA[Anggi Yunita Putri Anggi]]>;
<![CDATA[Firman Firman]]>
<![CDATA[ Marketing Management Studies Vol. 3 No. 2 (2023): Marketing Management Studies ]]>
Publisher : <![CDATA[Universitas Negeri Padang ]]>
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DOI: 10.24036/mms.v3i2.373
<![CDATA[This study aims to analyze "The Influence of Electronic Word of Mouth (E-WOM) and Brand Awareness on Purchase Intention for Iphone Smartphone Products Mediated by Brand Image (Studies in Communities Residing in Padang City)". The population in this study are people who live in the city of Padang who know about Iphone smartphone products. The number of samples in this study were 200 respondents. Data collection was carried out through online questionnaires or Google forms, data management using SmartPls 4.0 software. The results of this study indicate that (1) E-WOM has a positive and significant effect on Brand Image (2) Brand Awareness has a positive and significant effect on Brand Image (3) E-WOM has a positive and significant effect on Purchase Intention (4) Brand Awareness has a positive effect and significant to Purchase Intention (5) Brand Image has a positive and significant effect on Purchase Intention (6) E-WOM has a positive and significant effect on Purchase Intention for people who live in Padang city which is mediated by Brand Image (7) Brand Awareness has an effect positive and significant towards the Purchase Intention of the people who live in the city of Padang which is mediated by Brand Image.]]>
<![CDATA[The impact of digital marketing, product quality, and reference groups on purchasing decisions at the Eiger Store Bukittinggi ]]>
<![CDATA[Muhammad Arbian]]>;
<![CDATA[Awisal Fasyni]]>
<![CDATA[ Marketing Management Studies Vol. 3 No. 2 (2023): Marketing Management Studies ]]>
Publisher : <![CDATA[Universitas Negeri Padang ]]>
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DOI: 10.24036/mms.v3i2.375
<![CDATA[This research aims to analyze Digital Influence Marketing , Product Quality, as well Reference Groups on Purchasing Decisions. This research is classified as porposive sampling , the sample in this research is Eiger Store Bukittinggi customers with the following criteria : a ) Consumers of outdoor equipment products. b) Have made purchases of outdoor equipment products in the city of Bukittinggi or West Sumatra. c) Customers who have seen digital marketing from the Eiger Store in Bukittinggi City. While the number of samples in This study consisted of 160 samples using purposive sampling. The data analysis technique is a regression analysis technique using the SPSS V.25 application. The results of this study are as follows: 1) There is a significant influence between Digital Marketing on Purchasing Decisions. 2) There is a significant influence between Product Quality on Purchasing Decisions. 3) There is a significant influence between the Reference Group on Purchasing Decisions.]]>
