No abstract

The purpose of the research was to discover how social media influencers influenced the brand image, self-concept and the purchase intention of cosmetic consumers. The social media influencers became the third party which provided information about cosmetic products to the social media audience. Those who had the same self-concept with the influencers often viewed them as role models in consumption. The increase of self-concept and brand image affected a consumer’s purchase intention. The research would implement the cross sectional design, with the data gathered through online questionnaires shared in social media accounts. The samples would be gathered using the convenience sampling technique, with respondents up to 219 people. The research implemented the purchase intention as the endogenous variable and social media influencers as the exogenous variable, as well as brand image and self-concept as the intervening variable. The analysis method that would be implemented was the Structural Equation Modeling (SEM), using the SmartPLS software. The research resulted in the significant negative influence of both social media influencer and self concept towards the purchase intention, in contrast with the brand image which had a significant positive effect.

Penelitian ini mengkaji pengaruh bauran pemasaran terhadap keputusan pembelian asuransi jiwa individu, serta variabel bauran pemasaran yang paling dominan berpengaruh terhadap keputusan pembelian. Hasil penelitian dapat dijadikan rekomendasi kepada perusahaan asuransi jiwa dalam melakukan aktivitas pemasaran yang sesuai dengan kebutuhan pasar. Penelitian dilakukan di Kota Bogor yang pada saat penelitian dilakukan, laju pertumbuhan penduduknya meningkat setiap tahun, sehingga merupakan pasar bagus untuk industri asuransi jiwa. Sebanyak 200 responden yang berdomisili di Kota Bogor dan mempunyai pengetahuan dasar mengenai asuransi dijadikan contoh dalam penelitian ini. Contoh dipilih menggunakan teknik nonprobability sampling, dengan strategi pengambilan contoh berdasarkan kemudahan (convenience). Variabel yang diukur adalah tujuh bauran pemasaran meliputi harga, produk, orang, proses, promosi, bukti fisik, dan tempat. Analisis deskriptif serta regresi logistik digunakan dalam pengolahan dan analisa data. Hasil penelitian menunjukkan bahwa setidaknya ada lima bauran pemasaran memiliki pengaruh terhadap keputusan pembelian asuransi jiwa, dan bauran produk merupakan variabel yang paling berpengaruh terhadap keputusan pembelian asuransi jiwa. Kata kunci: asuransi jiwa, bauran pemasaran, keputusan pembelian, regresi logistik

This empirical study aims to identify the effects of different factors influencing on customer satisfaction, such as perceived quality or perceived value in a case study in chemical industry. Understanding the effects of such variables helps us manage customers properly, balancing between perceived quality and perceived value. The research design is a quantitative method and employs Structural Equation Method (SEM) to ensure the correlation between constructs. The method results confirm that perceived value contributes a stronger influence on customer satisfaction than perceived quality does. Chemical market tends to put perceived value as a priority as long as the product quality meets the standard parameter. Perceived quality is reflected more by service while there is less point of differentiation on tangible product. The paper may limit the generalization of the findings, hence the replication in other industries are encouraged.

ABSTRACT. Family welfare is influenced by socio-economic factors