Pengaruh Health Concsiousness, Perceived Risk Of Covid-19 dan E-Wom terhadap Intensi Membeli Suplemen Vitamin C

Since March 2020, Indonesia has been disrupted by the Covid-19 pandemic that has impacted people's lives in every province, one of which is Jakarta, which has a large population and is the center of the economy and the capital city. This pandemic has forced people to live new and healthier habits, such as purchasing health products to start a healthy lifestyle to protect themselves from Covid-19. This study aims to empirically examine the effect of health consciousness, perceived risk of Covid-19, and e-WOM on the purchase intention of Vitamin C supplements. The research design used is descriptive and conclusive. The population in this study is consumers of vitamin C supplement products in Jakarta. This study used non-probability sampling by using convenience sampling. The number of samples obtained by using Google Form is 200 samples. The measurement of each indicator uses a 5-point-Likert-scale, and the collected data were analyzed using Partial Least Square-Structural Equation Modeling. This study concluded that health consciousness and e-WOM could predict consumers' intention to purchase Vitamin C supplements. Still, the perceived risk of Covid-19 cannot indicate the intent to acquire Vitamin C supplements consumers positively.   Keywords: Purchase intention, health consciousness, perceived risk of Covid-19, e-WOM Abstrak   Sejak Maret 2020, masyarakat Indonesia telah dilanda oleh pandemi Covid-19 yang sangat berdampak pada kehidupan masyarakat di setiap provinsi, salah satunya di Jakarta, yang memiliki banyak penduduk, merupakan pusat perekonomian dan ibu kota. Pandemi telah memakasa masyarakat untuk memulai kebiasaan yang baru dan lebih sehat, seperti membeli produk kesehatan untuk memulai pola hidup yang sehat dalam rangka melindungi diri dari paparan Covid-19. Tujuan penelitian ini adalah untuk menguji secara empiris pengaruh health consciousness, perceived risk of Covid-19, dan e-WOM terhadap intensi membeli suplemen Vitamin C. Desain penelitian yang digunakan merupakan deskriptif konklusif. Populasi penelitian ini merupakan konsumen produk suplemen Vitamin C di Jakarta. Penelitian ini menggunakan non-probability sampling berupa convenience sampling. Jumlah sampel yang diperoleh dengan menggunakan Google Form sebanyak 200 sampel. Setiap indikator menggunakan skala likert 5 poin dan data yang diperoleh kemudian dianalisis dengan menggunakan metode Partial Least Square-Structural Equation Modeling. Penelitian ini menyimpulkan bahwa health consciousness dan e-WOM dapat memprediksi intensi membeli konsumen suplemen Vitamin C tetapi perceived risk of Covid-19 tidak dapat memprediksi intensi membeli konsumen suplemen Vitamin C secara positif.   Kata kunci: Intensi membeli, health consciousness, perceived risk of Covid-19, e-WOM &nbsp

PERANAN BRAND IMAGE DAN BRAND CREDIBILITY DALAM MENINGKATKAN LOYALTY INTENTION MELALUI BRAND COMMITMENT

The purpose of this research is to examine whether 1) brand image can predict loyalty intention 2) brand credibility can predict loyalty intention 3) brand credibility can predict brand commitment 4) brand commitment can predict loyalty intention 5) brand commitment mediates the effect of brand credibility on loyalty intention. Sample was selected using convenience sampling method amounted to 173 respondents. Data processing techniques using structural equation modeling what helped by Smart PLS 3.2.7 program. The result of this study shows that brand credibility, and brand commitment have significant effect to predict loyalty intention, but brand image doesn’t, brand credibility has significant effect to predict brand commitment, and brand commitment mediates the effect of brand credibility on loyalty intention.

PENGARUH CITRA PERUSAHAAN DAN KEPUASAN NASABAH TERHADAP KESETIAAN NASABAH: KEPERCAYAAN SEBAGAI VARIABEL MEDIASI

Tujuan dari penelitian ini adalah untuk menguji secara empiris pengaruh langsung citra perusahaan dan kepuasan nasabah terhadap kesetiaan nasabah dan melalui kepercayaan secara tidak langsung. Pengambilan sampel dilakukan dengan metode non-probability sampling dengan teknik convenience sampling dari 163 nasabah bank di Jakarta. Hipotesis penelitian diuji dengan menggunakan PLS-SEM (Partial Least Squares-Structural Equation Modelling). Hasil penelitian ini menunjukkan bahwa citra perusahaan berpengaruh positif tetapi tidak signifikan terhadap kesetiaan nasabah dan kepuasan nasabah berpengaruh positif dan signifikan terhadap kesetiaan nasabah. Selanjutnya, kepercayaan berpengaruh positif dan signifikan terhadap kesetiaan nasabah. Lebih lanjut, citra perusahaan dan kepuasan nasabah berpengaruh positif dan signifikan terhadap kepercayaan. Terakhir, citra perusahaan dan kepuasan nasabah berpengaruh positif dan signifikan terhadap kesetiaan nasabah melalui kepercayaan

Pengaruh Celebrity Endorser dan E-WOM terhadap Purchase Intention Produk Skincare di Jakarta dengan Brand Trust sebagai Variabel Mediasi

This research is aimed to examine whether celebrity endorsers and electronic word of mouth (e-WOM) can partially influence purchase intention and the role of brand trust in mediating those influences. The population of this research is skincare consumers. At the same time, the sample is 150 skincare consumers in Jakarta, which were obtained by using online questionnaires and selected by using the nonprobability sampling technique in the form of convenience sampling. The data were analyzed by using the PLS-SEM method in SmartPLS 4 program. This research is expected to support skincare companies in developing marketing strategies and to be a reference for companies and researchers regarding the purchase intention of skincare products. The results showed that celebrity endorsers had a positive effect on brand trust, while e-WOM did not have a positive effect on brand trust. In addition, celebrity endorsers and brand trusts have a positive effect on purchase intention, while e-WOM does not have a positive effect on purchase intention. Finally, celebrity endorsers positively affect purchase intention mediated by brand trust, while e-WOM has no effect.   Keywords: Celebrity endorser, e-WOM, purchase intention, brand trust, skincare product   Abstrak Penelitian ini bertujuan untuk menguji apakah celebrity endorser dan e-WOM secara parsial dapat mempengaruhi purchase intention, serta peran brand trust dalam memediasi pengaruh tersebut. Populasi penelitian ini adalah konsumen skincare, sedangkan sampelnya adalah 104 konsumen skincare di Jakarta yang diperoleh dengan menggunakan kuesioner online dan dipilih dengan teknik nonprobability sampling berupa convenience sampling. Data dianalisis dengan metode PLS-SEM pada program SmartPLS 4. Penelitian ini diharapkan dapat mendukung perusahaan perawatan kulit dalam mengembangkan strategi pemasaran, dan menjadi referensi bagi perusahaan dan penelitian mengenai minat beli produk perawatan kulit. Hasil penelitian menunjukkan bahwa celebrity endorser berpengaruh positif terhadap brand trust, sedangkan e-WOM tidak berpengaruh positif terhadap brand trust. Selain itu celebrity endorser dan Brand trust berpengaruh positif terhadap purchase intention, sedangkan e-WOM tidak berpengaruh positif terhadap purchase intention. Akhirnya celebrity endorser berpengaruh positif terhadap purchase intention yang dimediasi oleh brand trust, sedangkan e-WOM tidak berpengaruh.   Kata kunci: Dukungan selebriti, e-WOM, niat beli, kepercayaan merek, produk skincar

Pengaruh Website Design Quality Dan Kualitas Jasa Terhadap Repurchase Intention : Variabel Trust Sebagai Variabel Mediasi

This research was conducted in order to assess the direct and indirect effect of website design quality and service quality toward consumers\u27 repurchase intention, both directly and indirectly through trust in the Indonesian e-commerce industry. This research implemented survey method, in which questionnaire were distributed to a total of 270 respondents, thus enabling the data to be analyzed. Data were collected from three cities in the Indonesian regions, which are Jakarta, Bandung, and Tangerang. Data were analyzed using partial least squares-structural equation modeling (PLS-SEM) method. Based on the results of the data analysis, it was revealed that both website design quality and service quality had a positive impact on Indonesian consumers\u27 repurchase intention, both directly or indirectly. Furthermore, trust partially mediated the impact between website design quality, service quality, and repurchase intention

Peran Mediasi Brand Satisfication terhadap Faktor-Faktor yang Dapat Memprediksi Purchase Decision

Fast Moving Consumer Good (FMCG) consists of products which are consumed frequently, thereby several FMCG firms offer products with similar benefits. Hence, in order to maintain and increase their market share, FMCG firms have to understand factors affecting consumers’ decision to purchase FMCG products. This research is aimed to empirically examine the influence of perceived value, social media marketing, and brand trust on consumer’s purchase decisions directly and indirectly through brand satisfication. Sample selection was done by using non-probability sampling method, which is convenience sampling technique on 226 consumers of shampoo in Jakarta. The questionnaire was distributed online through Google Form. Hypothesis testing was done by using PLS-SEM method. This study indicated that perceived value, social media marketing, brand trust, and brand satisfication have a positive and significant influence on purchase decision, but brand trust does not have a positive and significant influence on purchase decision. Furthermore, perceived value and brand trust have a positive and significant influence on brand satisfication, but brand trust does not have a positive and significant influence on brand satisfication. Lastly, brand satisfication can positively and significantly mediate perceived value and social media marketing on purchase decision, but it cannot positively and significantly mediate brand trust and purchase decisions

Pengaruh Service Fairness, Empathy Dan Physical Environment Terhadap Customer Satisfaction Dan Customer Loyalty

The purposes of this study are: First, to explore the effect among service fairness, empathy and physical environment on customer loyalty. Second, to explore the effect among service fairness, empathy and physical environment on satisfaction. Third, to explore the effect of customer satisfaction on customer loyalty. Fourth, to find out if customer satisfaction is able to mediate service fairness, empathy and physical environment toward customer loyalty.The population of this research are all customers from one of the coffee shopsin Jakarta.The samples are collected from one of coffee shops customers in West Jakarta. The method of data collection is purposive sampling with250 respondents. The technique of data analysis used in this study was regression analysis and mediating test to examine the hypotheses. The results are: (a) therelationship between service fairness, empathy and physical environment have a significant and positive effect toward customer loyalty; (b) the relationship between service fairness, empathy and physical environment have a significant and positive effect toward customer satisfaction; (c) customer satisfaction has a positive effect on customer loyalty; (d) customer satisfaction will mediate the effect between service fairness, empathy and physical environment on customer loyalty.&nbsp