Marketing Management Studies

Gen-z consumer behavior in the cosmetics industry: analyzing the impact of shopping patterns, pricing strategies, and emotional drivers on unplanned purchases

Zahratul Jannah — 2024-09-30

This study aims to analyze the effects of Shopping Lifestyle, Price Discount, and Hedonic Shopping Motivation on Impulse Buying among Gen-Z customers of Somethinc brand cosmetics in Padang City. The research employs a quantitative method with a causative approach to examine the relationships and influences between variables. Data were collected through questionnaires distributed to 111 respondents who met specific criteria, including customers who had made impulse purchases of Somethinc products and were aware of the product promotion program. The results reveal that Shopping Lifestyle and Hedonic Shopping Motivation have significant influences on Impulse Buying, while Price Discount does not demonstrate a significant impact. The regression coefficient for Shopping Lifestyle is 0.448 (p < 0.05) and for Hedonic Shopping Motivation is 0.254 (p < 0.05), indicating that these two variables positively influence impulse buying behavior. In contrast, Price Discount, with a coefficient of 0.026 (p > 0.05), does not significantly influence impulse buying decisions.

The role of brand trust as a mediator in the relationship between brand awareness, social media marketing, and brand loyalty

Nailatul Fadhilah Fauzi — 2024-09-30

This study aims to investigate the effects of brand awareness and social media marketing on brand loyalty, with brand trust as a mediating variable, at Hai Coffee Padang Panjang. The population consists of Hai Coffee Padang Panjang customers, with a sample size of 170 respondents. Data were collected using questionnaires and analyzed using SmartPLS4. The results indicate that: (1) brand awareness has a positive and significant effect on brand trust; (2) social media marketing does not have a positive and significant effect on brand trust; (3) brand awareness has a positive and significant effect on brand loyalty; (4) social media marketing does not have a positive and significant effect on brand loyalty; (5) brand trust has a positive and significant effect on brand loyalty; (6) brand awareness has a positive and significant indirect effect on brand loyalty through brand trust; and (7) social media marketing does not have a positive and significant indirect effect on brand loyalty through brand trust.

Halal consumerism in the fast-food industry: investigating awareness, literacy, and religious moderations on youth purchasing behavior

Nadia Musfika — 2024-09-30

This study aims to analyze the influence of halal awareness and halal literacy on the purchase intention of packaged fast-food products among young Muslim consumers in Padang city, with religiosity as a moderating variable. The population comprises young Muslims in Padang city who consume fast food, with a sample size of 150 respondents. Data were collected through questionnaires and analyzed using SmartPLS software. The results indicate that: (1) Halal awareness has a positive and significant influence on the purchase intention of fast food among young urban Muslims in Padang city; (2) Halal literacy has a positive but insignificant influence on the purchase intention of fast food among young urban Muslims in Padang city; (3) Religiosity moderates the influence of halal awareness on the purchase intention of fast food among young urban Muslims in Padang city; and (4) Religiosity does not moderate the influence of halal literacy on the purchase intention of fast food among young urban Muslims in Padang city.

Examining the determinants of customer loyalty in the fitness industry: the mediating effect of satisfaction

Faris Wijaya — 2024-09-30

This study aims to analyze the influence of service quality and customer perceived value on customer loyalty, with customer satisfaction as a mediating variable, at the Max Power Gym fitness center in Padang City. The population comprises 187 active members of Max Power Gym in Padang City, with a sample of 153 respondents. Data were collected through online questionnaires and analyzed using SmartPLS software. The findings reveal that: (1) Service Quality has a positive and significant effect on Customer Loyalty; (2) Customer Perceived Value has a positive and significant effect on Customer Loyalty; (3) Service Quality has a positive and significant effect on Customer Satisfaction; (4) Customer Perceived Value has a positive and significant effect on Customer Satisfaction; (5) Customer Satisfaction has a positive and significant effect on Customer Loyalty; (6) Customer Satisfaction mediates the positive and significant effect of Service Quality on Customer Loyalty; and (7) Customer Satisfaction mediates the positive and significant effect of Customer Perceived Value on Customer Loyalty.

The Interplay of Perceived Usefulness, Security, and Lifestyle in Shaping Gen Z's QRIS Usage Intention: A Path Towards a Cashless Padang

Rayhan Anugerah Hadikusuma — 2024-09-30

This study aims to examine the effects of Perceived Benefits and Perceived Security on the Continuance Usage Intention of QRIS among Gen Z in the context of a Cashless Society, with Lifestyle as a Moderating Variable. The research employs an associative methodology to identify relationships between multiple independent variables and the dependent variable. The study population comprises Gen Z individuals in Padang City, with a sample of 150 QRIS users selected through purposive sampling within a non-probability sampling framework. Data were collected via questionnaires using a Likert Scale and analyzed using SmartPLS software. The findings reveal that: (1) Perceived Benefits have a positive and significant effect on Continuance Usage Intention; (2) Perceived Security has a positive but non-significant effect on Continuance Usage Intention; (3) Lifestyle does not moderate the effect of Perceived Benefits on Continuance Usage Intention; and (4) Lifestyle weakens the relationship between Perceived Security and Continuance Usage Intention.

The influence of over endorsement on purchase intentions is mediated by the authenticity and credibility of influencers on social media influencers on Tiktok

Della aulia — 2024-09-30

Currently, many social media influencers make over endorsements so that it can reduce the perception of authenticity and expertise of the influencer, which in turn affects the intention to buy the endorsed product. This research was conducted with the aim of analyzing how the influence of Over Endorsement influences Purchase Intentions, with Influencer Authenticity and Credibility as mediating factors, on Social Media Influencers on Tiktok. The subjects of this research are people who use TikTok and show interest in products or services that are often endorsed by influencers in West Sumatra. The research participants totaled 200 respondents selected as samples. Data was collected through online distribution of questionnaires via Google Form, and then analyzed using SmartPLS software. The results of this study reveal that (1) Influencer authenticity has a significant positive influence on purchase intention, and (2) Influencer credibility has a significant positive influence on purchase intention (3) Over endorsement has a negative influence on influencer authenticity (4) Over endorsement has negative influence on influencer credibility. (5) Over Endorsement mediated by influencer authenticity and credibility on purchase intentions has a negative influence.

The mediating role of perceived value in the relationship between halal destination attributes and muslim tourist loyalty

Femra Afriansyah — 2024-09-30

This study aims to prove and analyze the influence of halal tourism on the loyalty of Muslim tourists traveling to Padang City with perceived value. This study used 60 respondents who were Muslim tourists visiting halal tourist attractions in Padang City, sampling was carried out using purposive sampling techniques. Data and information collection was carried out using the census method, namely by distributing questionnaires directly. The data analysis method used was path analysis and t-statistic testing. In accordance with the results of the hypothesis testing, it was found that halal tourism had a significant effect on tourist loyalty, in the hypothesis testing procedure it was also found that perceived value had a positive effect on tourist loyalty to visit halal tourist attractions in Padang City, then in the indirect influence test it was found that perceived value was able to mediate the relationship between halal tourism and the loyalty of Muslim tourists traveling to halal tourist attractions in Padang City.

Examining the mediating effects of perceived risk and benefits on trust and continuance intention

Fellina Putri Nofzil — 2024-09-30

The aim of this research is to analyze (1) the influence of trust on the continuance intention of Tokopedia users in Padang City. (2) the influence of trust on the perceived risk of Tokopedia users in Padang City. (3) the influence of trust on the perceived benefits of Tokopedia users in Padang City. (4) the influence of perceived risk on the continuance intention of Tokopedia users in Padang City. (5) the influence of perceived benefit on the continuance intention of Tokopedia users in Padang City. (6) the influence of trust on the continuance intention of Tokopedia users in Padang City with perceived risk as a mediating variable. (7) the influence of trust on the continuance intention of Tokopedia users in Padang City with perceived benefit as a mediating variable. This type of research is quantitative descriptive research, the number of samples in this research is 180 respondents using purposive sampling techniques, the data analysis method uses SEM analysis using the Smart PLS 4 application.
The research results are 1) there is a significant influence between trust and the continuance intention of Tokopedia users in Padang City. (2) there is a significant influence between trust on the perceived risk of Tokopedia users in Padang City. (3) there is a significant influence between trust on the perceived benefits of Tokopedia users in Padang City. (4) there is a significant influence between perceived risk on the continuance intention of Tokopedia users in Padang City. (5) there is a significant influence between perceived benefit on the continuance intention of Tokopedia users in Padang City. (6) there is a significant influence between trust on the continuance intention of Tokopedia users in Padang City with perceived risk as a mediating variable. (7) there is a significant influence between trust on the continuance intention of Tokopedia users in Padang City with perceived benefit as a mediating variable.

Consumer decision-making in the specialty coffee segment: investigating the interplay of brand image and perceived value among college students

Divya Prisila Niken Fabiola — 2024-09-30

Currently, market competition conditions are increasingly tight. This encourages Luwak White Koffie to continue to strengthen its brand image to achieve the highest position in the hearts of consumers with the strategies carried out. However, the strategy implemented by Luwak White Koffie still does not guarantee that Luwak White Koffie will become consumers' main choice when buying instant coffee. This research aims to determine the influence of brand image and perceived value on purchase decisions of Luwak White Koffie consumers. The methods used are descriptive methods and verification methods. In determining the sample technique using non-Probability Sampling techniques with a purposive sampling approach. In collecting primary data, researchers used consumer responses distributed through questionnaires regarding the Brand Image and Perceived value variables on Purchase Decisions for Luwak White Koffie consumers. The data analysis used in this research is Normality Test analysis, Multicollinearity Test at the 5% or 0.05 level, and the software application used to analyze primary data is IBM SPSS Statistics 27.0.1. The results of this research show that the F test or ANOVA test obtained a calculated f value of 128.820, then the ftable value with degrees of freedom in the numerator 2 and denominator 97 at α (0.05) was 3.09. Next, the T test shows that tcount is 2.127 > ttable 1.984, which means Ho is rejected and Ha is accepted. It can be said that Brand Image is positive and significant in purchasing decisions. tcount 8.433 > ttable 1.984 which means Ho is rejected and Ha is accepted. It can be said that Perceived Value is positive and significant towards Purchase Decision. Thus, Brand Image and Perceived Value can influence the Purchase Decision for Luwak White Koffie products.