IAR Consortium

Nur Afifah

3 Publications

Research Article Open Access

The Effect of Beauty Vlogger on Purchase Decision for Local Skincare Products in Indonesia: Brand Image as a Mediating Variable

Firanda Zata,

Titik Rosnani,

Nur Afifah,

Juniwati ,

Karsim

DOI: n/a

Abstract

Technological, economic, and social developments influence people's needs, including those for beauty products. Local skincare brands in Indonesia have proliferated. Hence, this study aimed to determine the effect of Beauty Vlogger on Purchase Decision for local beauty products in Indonesia through Brand Image as a mediating variable. A purposive sampling technique was employed to select 255 Indonesian people as research respondents. Subsequently, SEM AMOS 26 was incorporated to analyze the data obtained. The primary findings revealed that Beauty Vlogger had an effect on Brand Image and Purchase Decision for local beauty products in Indonesia. In this regard, Brand Image became a mediating variable of the effect of Beauty Vlogger on Purchase Decision for local beauty products in Indonesia.

Research Article Open Access

The Effect of Market Orientation, Competitive Advantage and Marketing Performance on Micro, Small, and Medium Enterprises (MSMEs) through Value Creation as a Mediating Variable

Fanny Deswita Anggraeni,

Mustaruddin ,

Nur Afifah,

Bintoro Bagus Purmono,

Titik Rosnani

DOI: 10.47310/srjebm.2023.v03i01.007

Abstract

Research Article Open Access

The Effect of Price Promotion, Promotion Time Limit, and Interpersonal Interaction on Indonesian Consumers' Online Purchase Intention through the TikTok Live Streaming Platform

Desy Eka Sanjaya,

Barkah ,

Nur Afifah,

Sulistiowati ,

Ilzar Daud

DOI: 10.47310/srjebm.2023.v03i01.009

Abstract

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