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<![CDATA[Destination brand awareness and perceived value: the mediating influence of destination image ]]>
<![CDATA[Aldio Ferdinando]]>;
<![CDATA[Yasri Yasri]]>
<![CDATA[ Marketing Management Studies Vol. 3 No. 3 (2023): Marketing Management Studies ]]>
Publisher : <![CDATA[Universitas Negeri Padang ]]>
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DOI: 10.24036/mms.v3i3.374
<![CDATA[The purpose of this study is to analyze the extent of the influence of destination brand awareness and destination image in increasing perceived value in Gandoriah Beach tourist attractions. The population in this study is all people who have visited the Gandoriah Beach Tourist Area, the number of which is not known with certainty. Meanwhile, the number of samples in this study was 110 respondents using the purposive sampling method. The analysis technique used is SEM analysis using smart PLS3. The results of the study are (1) There is a significant influence between destination brand awareness and perceived value. (2) There is a significant influence between destination brand awareness and destination image. (3) There is a significant and positive influence between destination image and perceived value. (4) Destination image is able to mediate the influence of destination brand awareness with perceived value.]]>
<![CDATA[Exploring repurchase intentions for Wardah sunscreen in Padang city: the impact of brand awareness, social influence, and perceived quality ]]>
<![CDATA[Fitri adilla.Y]]>;
<![CDATA[Arief Maulana]]>
<![CDATA[ Marketing Management Studies Vol. 3 No. 3 (2023): Marketing Management Studies ]]>
Publisher : <![CDATA[Universitas Negeri Padang ]]>
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DOI: 10.24036/mms.v3i3.380
<![CDATA[Study This aim for analyze the influence of brand awareness, social influence, and perceived quality on the repurchase intention of consumer Wardah sunscreen products in Padang City. The population of this study were female consumers of wardah sunscreen in the city of Padang. Amount study This were 260 respondents. Data was collected through online questionnaire distribution and data processing was carried out with using SPSS software . Results study This show that (1) Brand Awareness has a positive and significant effect on Repurchase Intention, (2) Social Influence positive effect and significant on Repurchase intention, (3) Perceived Quality has a positive and significant effect on Repurchase Intention. (4) Brand Awareness, Social Influence, Perceived Quality have a positive and significant effect on Repurchase Intention.]]>
<![CDATA[Understanding the psychological drivers of sustainable purchasing behavior: a study of The Body Shop customers in Padang city ]]>
<![CDATA[Ridwan Ridwan]]>;
<![CDATA[Gesit Thabrani]]>
<![CDATA[ Marketing Management Studies Vol. 3 No. 3 (2023): Marketing Management Studies ]]>
Publisher : <![CDATA[Universitas Negeri Padang ]]>
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DOI: 10.24036/mms.v3i3.383
<![CDATA[Objective study this is for study influence factors psychological behavior purchase to behavior sustainable purchases to consumers of The Body Shop in Padang City. Population study this is a consumer ever buy product from The Body Shop. A total of 200 respondents chosen as sample research and data collected through charging questionnaire online. Data processing is done use device SmartPLS software. Research results show that (1) encouragement For responsible answer to environment own influence positive and significant to behavior sustainable purchase (2 ) perception effectiveness consumer influential positive and significant to behavior sustainable purchase (3 ) attitude to sustainable purchase _ own influence positive and significant to behavior sustainable purchase _ (4) Consumers Knowledge Regarding Sustainability Related no own influence towards Sustainable Purchase Behavior (5) Spirituality own influence towards Sustainable Purchase Behavior]]>
<![CDATA[The influence of social media marketing on brand equity with brand trust as mediation on Propolis Shampoo Products Pt Herba Penawar Alwahida Indonesia (Hpai-Hni) in Padang City ]]>
<![CDATA[Muhammad Ilham]]>;
<![CDATA[Whyosi Septrizola]]>
<![CDATA[ Marketing Management Studies Vol. 3 No. 3 (2023): Marketing Management Studies ]]>
Publisher : <![CDATA[Universitas Negeri Padang ]]>
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DOI: 10.24036/mms.v3i3.389
<![CDATA[The purpose of this research is to analyze the effect of social media marketing on brand equity. In addition, this study also examines the mediating effect of brand trust on social media marketing, and brand equity. The population of this study is followers of HPAI-HNI official social media accounts who are Muslim and domiciled in West Sumatra. This study used a quantitative method and obtained 150 respondents through an online questionnaire with a purposive sampling technique. Data were analyzed using the PLS-SEM technique with SmartPLS 4. The results of this study are; (1) social media marketing has a significant effect on brand equity; (2) social media marketing has a significant effect on brand trust; (3) brand trust has a significant effect on brand equity; (4) social media marketing has no significant effect on brand equity through brand trust as an intervening variable.]]>
<![CDATA[The role of celebrity endorsers, social media campaigns, and co-branding in shaping brand image: a case study of Es Teh Indonesia ]]>
<![CDATA[Fataras Larasti]]>;
<![CDATA[Susi Evanita]]>
<![CDATA[ Marketing Management Studies Vol. 3 No. 3 (2023): Marketing Management Studies ]]>
Publisher : <![CDATA[Universitas Negeri Padang ]]>
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DOI: 10.24036/mms.v3i3.403
<![CDATA[This research purposes to analyze "The Effect of Celebrity Endorser, Social Media Marketing, and Co-Branding on The Brand Image of Es Teh Indonesia in Padang City". The population of this research is the people of Padang City who already know the brand of Es Teh Indonesia drink. This study used samples taken using the technique of purposive sampling with a sample of 170 people in 2023. This research was analyzed using SPSS version 25. With the following research results: (1) Celebrity endorser hasn’t significant effect on the brand image. (2) Social media marketing has positive and significant effect on the brand image. (3) Co-Branding has positive and significant effect on the brand image.]]>
<![CDATA[BTS celebrity endorser and consumer purchase intentions: the mediating impact of attitudes toward ads in Padang City: * ]]>
<![CDATA[Tesa Febrina]]>;
<![CDATA[Vidyarini Dwita]]>
<![CDATA[ Marketing Management Studies Vol. 3 No. 3 (2023): Marketing Management Studies ]]>
Publisher : <![CDATA[Universitas Negeri Padang ]]>
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DOI: 10.24036/mms.v3i3.405
<![CDATA[This research was conducted with the aim of analyzing and knowing the influence of BTS as a celebrity endorser on consumer buying interest in Tokopedia by mediating attitudes towards advertisements in the city of Padang. This type of research is done is quantitative research. The population of this study is the people of Padang who know BTS and have seen BTS advertisements on Tokopedia with a sample size of 225 people or respondents. In this study, an analysis was carried out using SEM PLS with SmartPLS 4.0 Software. the results of this research show that (1) Celebrity endorsers have a positive and significant effect on Purchase Intentions, (2) Celebrity Endorsers have a positive and significant effect on attitudes towards advertising, (3) attitudes towards advertising have a positive and significant effect on consumer purchase intentions ,(4)celebrity Endorser has a positive and significant effect on purchase intention with attitudes toward advertising as a mediating variable.]]>
<![CDATA[Perceived risk, trustworthiness, and security in E-wallet adoption: a study of DANA in West Sumatra ]]>
<![CDATA[Difa Trevina Kinanti]]>;
<![CDATA[Rahmiati Rahmiati]]>
<![CDATA[ Marketing Management Studies Vol. 3 No. 3 (2023): Marketing Management Studies ]]>
Publisher : <![CDATA[Universitas Negeri Padang ]]>
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DOI: 10.24036/mms.v3i3.406
<![CDATA[This study aims to analyze the effect of perceived risk, perceived trust, perceived security on the intention to use DANA E-wallet in West Sumatra. The population in this study are people who use the DANA E-wallet in West Sumatra. This study involved 210 respondents as a sample. Data collection was carried out by distributing online questionnaires, and data was processed using SmartPLS software. The findings of this study indicate that (1) Perceived Risk has a negative but not significant effect on Perceived Trust, (2) Perceived Security has a positive and significant effect on Perceived Trust, (3) Perceived Risk has no negative and not significant effect on Intention to use, (4) ) Perceived Trust has a positive and significant effect on intention to use and (5) Perceived Security has a positive and significant effect on Intention to use.]]>
<![CDATA[The influence of social media marketing on purchase intention with brand awareness and halal awareness of Scarlett products : SMM, Brand Awareness, Halal Awareness, Purchase Intention, mediation analysis ]]>
<![CDATA[Niken Aprilia Mulyadi]]>;
<![CDATA[Hendri Andi Mesta]]>
<![CDATA[ Marketing Management Studies Vol. 3 No. 3 (2023): Marketing Management Studies ]]>
Publisher : <![CDATA[Universitas Negeri Padang ]]>
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DOI: 10.24036/mms.v3i3.407
<![CDATA[The purpose of this study is to examine the effect of social media marketing on purchase intention in Padang, using brand awareness and halal awareness as mediators of scarlett products. The population of this research is the people of Padang city who have used social media. The survey attracted 140 participants. Data acquired through the distribution of surveys is processed using SmartPLS software. The results of this study indicate that (1) social media marketing has a large and favorable impact on purchase intention, (2) social media marketing has a large and favorable impact on brand awareness, (3) social media marketing has a large and favorable impactct on halal awareness, (4) brand awareness has a positive and significant effect on purchase intention, (5) halal awareness has no significant effect on purchase intention (6) social media marketing has a positive and significant effect on purchase intention with brand awareness as mediation, (7) social media marketing has no significant effect on purchase intention with halal awareness as mediation.]]>
<![CDATA[Brand authenticity's influence on brand loyalty: an examination of the mediating role of perceived value and brand trust in Wardah halal cosmetics ]]>
<![CDATA[Suci Aprilia Hendri]]>;
<![CDATA[Abror Abror]]>
<![CDATA[ Marketing Management Studies Vol. 3 No. 3 (2023): Marketing Management Studies ]]>
Publisher : <![CDATA[Universitas Negeri Padang ]]>
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DOI: 10.24036/mms.v3i3.416
<![CDATA[The purpose of this study was conducted to analyze the effect of brand authenticity as seen from brand individuality, brand consistency, and brand continuity on brand loyalty which is mediated by perceived value and brand trust in the Wardah halal cosmetics brand. The structural equation modeling used is smartpls 4.0 software to analyze 200 respondents who use the Wardah halal cosmetic brand within the last three months and have made repeat purchases with data collection techniques using quentionnaire distribution. The research findings show that : (1) brand authenticity has a significant effect on perceived value (2) brand authenticity has a significant effect on brand trust and (3) brand authenticity has a significant effect on brand loyalty. Furthermore,the (4) perceived value of the wardah halal cosmetic brand also have a significant effect on brand loyalty and (5) brand trust of the wardah halal cosmetic brand also have a significant effect on brand loyalty. And (6) brand authenticity on the wardah cosmetic brand which is mediated by perceived value has a significant effect on brand loyalty. and (7) brand authenticity on the wardah cosmetic brand which is mediated by brand trust also has a significant effect on brand loyalty. This study suggests that companies can maintain and improve brand authenticity of their brands by conducting massive promotions on every new product launched so that the price is easily accessible to various groups son that Wardah cosmetics can be recognized by its users to get brand loyalty.]]>
