PENGARUH SOCIAL MEDIA MARKETING TERHADAP PURCHASE INTENTION YANG DIMEDIASI CUSTOMER TRUST PRODUK MS GLOW

The increasing development of beauty & personal care in Indonesia due to social distancing and work-from-home regulations during the Covid-19 pandemic. People's shopping patterns have changed from offline to online due to the Covid-19 pandemic. So this causes marketing patterns that have changed due to technological developments and are driven by the Covid-19 pandemic factor to become a problem for marketers or business people to continue to innovate and adapt. This research is quantitative research with the survey method as an instrument in data collection. The collection of respondent data in this study was obtained using a non-probability sampling technique of purposive sampling, with a total of 162 (one hundred and sixty-two) respondents who have never made a purchase on Ms. Glow products and are active users of Instagram social media in Indonesia. The results showed that all the hypotheses examined in the study had a significant effect. Based on these results, it can be concluded that social media marketing can have a significant influence on buying interest mediated by consumer trust

Pengaruh Iklan “Choi Siwon” Mie Sedaap dan Citra Merek terhadap Minat Beli Konsumen

The growth of technological has a major influence in advertising agency. Advertising has the aim of introducing its products and stimulating consumer buying interest. In addition to advertising, brand image also has an important role in consumer buying interest. A positive brand image will get positive treatment and affect buying interest from the public. This study aims to examine the variables that have an influence on purchase intention, namely advertising and brand image variables. The data collected in this research is using a questionnaire in the form of a questionnaire. The results of this study are advertising and brand image have a significant and positive influence on buying interest. Of the 176 respondents obtained, this study attracted 160 respondents who were collected online via Google Form. In processing the data, this research uses SmartPls 3.0. The results of this study indicate that the Mie Sedaap Korean Spicy Chicken advertisement has its own charm because it has succeeded in conveying a clear message to consumers and every the public figures has uniqueness. Mie Sedaap has a good and quality brand image because its existence remains consistent and continues to innovate. For further research, it is expected to examine more deeply what makes the advertisement attractive and the supporting factors and also examines more deeply why Mie Sedaap can create and maintain a positive brand image

Strategies to Increase Purchase Intention of Local Brand in Indonesia: A Study of Social Media Marketing and the Role of Influencers

Based on Hypefest and Katadata research in 2023, the growth of local brands in Indonesia is currently not matched by an optimal marketing strategy, because consumer purchase intention in local brands is still relatively low. Utilization of marketing through social media is expected to make the image of local brands more famous so as to increase consumer purchase intention, especially generations Y and Z. Optimizing marketing through social media by using influencers to introduce a product massively. The data collection technique was purposive sampling using a questionnaire, which collected 135 respondents who had never made purchases of local Indonesian brands and were active users of Instagram social media and were also generations Y and Z. The results of the study show that the first hypothesis is that there is a significant influence between social media marketing variables on consumer purchase intention. The second hypothesis is that there is a significant influence between social media marketing variables on consumer purchase intention which is moderated by the influencer variable. This proves that in the current digital era, social media is the main platform for marketing a product which will be strengthened by using the right influencers to expand the marketing of a brand. This research has limitations, namely only discussing local brands, especially in the fashion sector, so that further research can expand the local brand sector

PENGARUH KESADARAN MEREK RITEL, ASOSIASI MEREK RITEL, KUALITAS YANG DITERIMA MEREK RITEL, KESETIAAN MEREK RITEL TERHADAP EKUITAS MEREK RITEL (Studi Empiris pada Kartika Sari)

This study examined the antecendets of Customer Based Retail Brand Equity (CBRE) such as retail brand awareness, retail brand association, retail brand perceived quality and retail brand loyalty on retail brand equity. Results of testing the hypothesis (t-test) found that variables retail brand awareness and retail brand association does not significantly influence on retail brand equity. While the other variables are retail brand perceived quality and retail brand loyalty has significantly influence on retailer brand equity.Retail brand perceived quality and retail brand loyalty must be considered by the retail businesses because it has a greater influence in creating the Retail Brand Equity (RBE). For further research, can develop research models such as the effect of brand building activities to the comunity identificatiion retailer with retail customer based equity as a mediating variableKeywords: Customer Based Retail Brand Equity (CBRE), retail brand association, retail brand perceived quality and retail brand loyalty on retail brand equit

Identifikasi Faktor-Faktor Pembentuk Intensi Berkunjung Kembali Pada “10 New Bali”

The prolonged COVID-19 pandemic globally, especially in Indonesia, has had a major impact on the tourism sector, especially for destinations in the 10 New Bali. The 10 New Bali Campaign is a new program that inevitably has a major impact on COVID-19. Other impacts can also be seen in decision-making actions in tourism after the COVID-19 pandemic. The government is still trying to implement a series of disaster mitigation policies to reduce the number of COVID-19 cases and prepare to focus on the post-COVID-19 recovery strategy. Along with this, tourism industry players amid existing limitations can also carry out a series of strategies to support the government. To assist the government in post-COVID-19 disaster mitigation efforts, this study aims to explain the determinants of tourists' desire to visit one of the 10 New Bali destinations after the pandemic. This research is a quantitative research using Partial Least Square (PLS-SEM) structural modeling. The random sample in this study was 235 domestic tourists who had visited one of the 10 New Bali destinations before the pandemic. The results of this study explain that current consumer engagement and destination image greatly affect the desire of tourists to visit after the pandemic ends. Anxiety to make a visit is slowly starting to be accepted and understood so that it does not become a driving factor that affects the desire of tourists to visit. The use of social media to strengthen consumer engagement and destination image can be used as a strategy as a disaster mitigation effort during limited available resources. The financial aspect of the community can be used as another factor that can be used for further research