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Menampilkan 1–3 dari 3 artikel
The Influence of Consumer Involvement Dimensions on Consumers’ Purchase Intention of Reavers ID Sportswear
Amanda Hajidah Felisha
; Yuniarti Fihartini
International Journal of Management and Digital Sciences
Vol 3
, No 1
(2026)
This study examines the effect of consumer involvement on purchase intention toward Reavers ID sportswear products, focusing on cognitive involvement, affective involvement, enduring involvement, and situational involvement. The research addresses the problem of how different dimensions of consumer involvement influence consumers’ intention to purchase in the context of bazar-based marketing, where purchasing decisions are shaped by both rational evaluation and situational factors. The main obje...
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The Influence of Online Customer Review and Influencer Review on Purchase Intention of Somethinc Products on Tiktok Social Commerce : (Studi on Tiktok Users in Bandar Lampung)
Dera Nandia
; Yuniarti Fihartini
; Mutiasari Nur Wulan
International Journal of Management Science and Business
Vol 2
, No 2
(2025)
The rapid advancement of the internet and social media has led to the emergence of social commerce, which integrates e-commerce with social media platforms. Reviews, as a form of electronic word-of-mouth (e-WOM), have become a key information source relied on by consumers in social commerce. However, the growing presence of buzzers and paid endorsements producing fake reviews has weakened the relevance and trustworthiness of e-WOM, including both online customer reviews and influencer reviews. T...
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Examining the Impact of Integrated Marketing Communi-cation on Consumers’ Purchase Intention: Evidence from Nutrisari in Lampung Province
Rahel Bela Krisna Br. Situmorang
; Yuniarti Fihartini
International Journal of Management Science and Entrepreneurship
Vol 2
, No 2
(2025)
The rapid advancement of digitalization has transformed marketing communication, driving significant changes that directly affect company stability. To maintain and increase sales, businesses must adopt effective marketing strategies that boost consumer purchasing intentions. PT. Nutrifood Indonesia, a leading food and beverage company, has successfully sustained high sales for its product Nutrisari, achieving first place in the Top Brand Index for powdered fruit juice drinks in Indonesia with a...
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