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Analisis Pengaruh Content Marketing, Brand Image, E-Wom, dan Customer Engagement terhadap Purchase Intention Parfum Lokal di Jakarta
Ahmad Fahmi
; Usep Suhud
; Rizka Zakiah
Jurnal Ilmiah Ekonomi, Akuntansi, dan Pajak
Vol 2
, No 2
(2025)
In recent years, perfume sales in Indonesia have been experiencing rapid growth. This potential development has emerged as a result of increasing public awareness of the importance of maintaining personal appearance. Data shows that Indonesians now prefer to buy local or domestic products to maintain their appearance, leading to intense market competition among local perfume brands. This study aims to analyze the influence of content marketing on brand image, electronic word of mouth (e-WOM), an...
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Studi Tentang Brand Awareness pada Bodycare Halal di Social Commerce dan Dampaknya terhadap Purchase Intention
Anastasia Anggi Fernanda
; Usep Suhud
; Daru Putri Kusumaningtyas
Riset Ilmu Manajemen Bisnis dan Akuntansi
Vol 3
, No 2
(2025)
This study aims to determine the effect of brand awareness, brand image, electronic word of mouth (e-WOM), and brand trust on purchase intention on halal bodycare in social commerce TikTok. The method used in this study is quantitative through a questionnaire with a six-point Likert scale. This study uses SEM (Structural Equation Model) AMOS and SPSS in processing data with 252 respondent samples. The characteristics of the sample for this study are people who live in the Jakarta area, have an i...
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