The Role of Environmental Awareness Towards Generation Z’s Green Purchase I…

In recent years, the cosmetic industry in Indonesia has experienced a sustainable growth due to the emergence of both new local and established brands with strong reputations. Among all, Generation Z represents the predominant demographic shaping the trajectory of the beauty industry in Indonesia. However, the majority of conventional cosmetics have limited regard towards the environmental …

The Effect of Digital Marketing and Brand Equity on Purchase Intention of the…

This study explored the relationship between digital marketing (social media marketing and electronic word-of-mouth) and brand equity on purchase intention. Social media is used by the clothing brand Uniqlo as a method of digital marketing due to its large reach to consumers and large user base in Indonesia, specifically the Greater Jakarta area. A survey was conducted through a questionnai…

The Impact of Korean Idol Related’s Characteristics Towards Customers’ Pu…

Customer purchase intention is important to understand and analyze target customers’ preferences as it relates to their desire on purchasing a product. In Indonesia, the popularity of Korean Pop and Dramas impacts many Indonesian women which leads them to imitate and imply Korean cultures in their daily life after gaining attachment to their idols. Due the fact that fans would likely imit…

Factors that Influence Consumers Purchase Intention Towards Natural Lipsticki…

In recent years, beauty companies have become one of the most succesful business in the world. The cosmetic products are already being produced with advanced technology that can create various new cosmetics products each year. However, the ingredients inside cosmetic formulations become main concerns to many consumers for health concerns, which make natural products in high demand. This study w…

Acne Prone Skin Consumers Toward the Importance of Moisturizers and The Types…

Acne, also known as acne vulgaris, is a chronic inflammatory illness that affects the sebaceous glands and is characterized by the production of erythematous nodules, pustules, and papules, which can scar. Acne is the eighth most prevalent disease, estimated to affect 9.4 % of the global population. Specifically in Indonesia, the prevalence of acne is increasing year by year. Acne has affected …

The Effect of Micro-influencers on Green Products Purchase Intentions in Grea…

Environmental problems are increasing public awareness of the importance of protecting the environment. However, this awareness is not directly proportional to the buying behavior of green products. It is caused by several factors: lack of availability, high costs, lack of awareness, perceptions of lack of effectiveness, and greenwashing. Therefore, marketing green products, companies mus…

Factors Affecting Consumer’s Purchase Intention Toward Plant-based Milk in …

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BE 23-002

Consumer Purchase Intention through Social (Fashion Industry in Papua,Indonesia)

This research examines Consumer Purchase Intention through social Media, fashion industry in rural isolated area in Papua. The model for Consumer Purchase Intention through Social Media would be used by including models from related studies done in Indonesia. PLS-SEM, or partial least squares structural equation modeling, was used to analyze the model (PLS-SEM). 122 respondents in Papua …

Understanding Customer Purchase Style Effect on Customer Satisfaction and Pur…

The main objective of this study is to examine the effect of customer purchase style, satisfaction, and purchase intention toward plant-based burgers. Second to find out the effect of customer satisfaction and purchase intention among Non-Vegetarian in the city of Jakarta, Indonesia. This study using mixed approach (qualitative and quantitative. The data was gathered from 20 interviewed partic…

Perceptional Components of Brand Equity Andits Influence on Satisfaction Bran…

Brand loyalty and consumer purchase intentions are crucial to company and marketing strategy as it contributes to competitive advantages for the business. Although the consumer brand relationships are complicated to conjecture, it will be insightfull on research into this phenomenon. In indonesia, Jamu industry presents a tremendous market opportunity, and intensified competition offers an oppo…