Score: Jurnal Lentera Manajemen Pemasaran

Does Brand Ambassadors Drive Repurchase Intention? The Mediating Role of Brand Image and the Moderating Effect of Customer Engagement in the Skincare Industry

Nurul Hidayah — 2026-01-31

In the midst of increasingly dynamic digital marketing competition, brand ambassadors are a widely used strategy to build brand image and increase consumer loyalty. This study aims to analyze the effect of brand ambassadors on repurchase intention of Somethinc skincare consumers in Bekasi City, with brand image as a mediating variable and customer engagement as a moderating variable. The research method used is quantitative with a descriptive-verification approach. Data were obtained through questionnaires from 100 respondents and analyzed using SEM-PLS through SmartPLS 3 software. The results showed that brand ambassadors have a significant influence on brand image, but have no direct effect on repurchase intention. Brand image act as mediator in this association, Meanwhile, customer engagement did not moderating relationship between brand ambassador on repurchase intention in this model. This finding indicates that positive perceptions of the brand and active consumer engagement are key in driving repurchase decisions. On the other hand, the interaction between brand ambassadors and customer engagement did not show a significant moderating effect. In conclusion, marketing strategies through brand ambassadors will be more effective if supported by a strong brand image and high customer engagement. The practical implication of this study is the need to select brand ambassadors that are aligned with brand identity and strengthen brand communication to build customer engagement.

The Influence of Brand Ambassadors on Purchase Decisions: The Mediating Role of Electronic Word of Mouth and the Moderating Effect of Brand Image in the Indomie Market

Dede Farida — 2026-01-31

This study explores the influence of Brand Ambassadors on purchase decisions of Indomie products, with Electronic Word of Mouth (E-WOM) as a mediating variable and brand image as a moderating variable. The objective is to examine how Brand Ambassadors affect purchasing decisions both directly and indirectly through E-WOM, and to what extent brand image strengthens this relationship. A quantitative approach was employed, with data collected through questionnaires from 103 respondents and analyzed using SmartPLS 3 software. The results show that Brand Ambassadors have a significant influence on E-WOM, but not directly on purchase decisions , suggesting that digital word-of-mouth serves as a critical transmission channel through which endorsement effects are converted into consumer action. However, E-WOM and brand image significantly mediate and moderate the relationship, demonstrating that consumer-generated digital interactions and brand perceptions jointly shape purchasing behavior in high-frequency consumption markets. In conclusion, E-WOM strengthens the influence of Brand Ambassadors on purchase decisions, and brand image reinforces this relationship, highlighting the importance of an integrated digital marketing strategy while also contributing to digital marketing and consumer behavior theory by clarifying the indirect and conditional pathways through which endorsement influences operate in FMCG settings.

Digital Marketing and Customer Loyalty in the Cosmetic Industry: The Role of Consumer Engagement and Service Quality in the Wardah Brand

Putri Nurmalasari — 2026-01-31

This study is motivated by the decline in customer loyalty toward the Wardah cosmetic brand amidst the increasingly intense competition in the beauty industry. The main objective of this research is to analyze the influence of digital marketing on customer loyalty by considering consumer engagement as a mediating variable and service quality as a moderating variable. This research employs a quantitative approach with descriptive and verification methods, utilizing Structural Equation Modeling–Partial Least Square to examine the relationships between variables. The respondents involved were Wardah product users with experience in digital shopping. The findings indicate that consumer engagement and service quality have a significant direct influence on customer loyalty. Conversely, digital marketing does not have a direct impact on loyalty, but it does have an indirect effect through consumer engagement. Additionally, service quality does not significantly moderate the relationship between the other variables and customer loyalty. The conclusion of this study is that the success of digital marketing in building loyalty depends on how emotionally and actively engaged consumers feel with the brand, as well as how well the service provided meets customer expectations.

Dinamika Keputusan Pembelian Konsumen pada TikTok Shop: Peran Online Customer Review dan Live Streaming Penjualan

Adnan Muhamad Efendi — 2026-01-31

Penelitian ini bertujuan untuk menganalisis pengaruh online customer review dan live streaming penjualan terhadap keputusan pembelian konsumen pada e-commerce TikTok Shop. Perkembangan social commerce berbasis video telah mendorong perubahan perilaku konsumen, di mana keputusan pembelian tidak hanya dipengaruhi oleh informasi produk, tetapi juga oleh bukti sosial dan interaksi digital yang terjadi secara realtime. Online customer review berperan sebagai sumber informasi dan validasi sosial yang membantu konsumen mengurangi ketidakpastian terhadap kualitas produk, sementara live streaming penjualan menciptakan pengalaman berbelanja yang lebih interaktif, autentik, dan persuasif melalui demonstrasi produk serta komunikasi langsung antara penjual dan konsumen. Penelitian ini menggunakan pendekatan kuantitatif dengan pengumpulan data melalui kuesioner yang disebarkan kepada pengguna TikTok Shop dari kalangan mahasiswa, kemudian dianalisis menggunakan metode Structural Equation Modeling (SEM) untuk menguji hubungan antar variabel penelitian. Hasil penelitian menunjukkan bahwa online customer review dan live streaming penjualan berpengaruh positif dan signifikan terhadap keputusan pembelian, baik secara parsial maupun simultan. Temuan ini mengindikasikan bahwa integrasi bukti sosial dan interaksi langsung merupakan faktor strategis dalam mendorong keputusan pembelian konsumen pada platform e-commerce berbasis video seperti TikTok Shop.

Evolusi Model Pemasaran Perumahan Global: Dari Agen Konvensional menuju Ekosistem Platform Digital

Trian Hermawan — 2026-01-31

Transformasi digital telah mendorong perubahan struktural dalam pemasaran perumahan global, ditandai oleh pergeseran dari model pemasaran berbasis agen konvensional menuju ekosistem pemasaran berbasis platform digital dan model hibrida. Namun, literatur akademik mengenai pemasaran real estate masih terfragmentasi, dengan dominasi kajian valuasi dan harga dibandingkan kajian model pemasaran. Artikel ini bertujuan untuk menganalisis evolusi model pemasaran perumahan secara komprehensif melalui integrasi narrative literature review berbasis teori dan analisis bibliometrik deskriptif berbasis data Scopus periode 2020–2025 (n = 1.287 artikel). Hasil analisis menunjukkan bahwa riset perumahan global dalam lima tahun terakhir didominasi oleh tema harga, keterjangkauan, dan kebijakan, sementara kajian eksplisit tentang pemasaran, agen, dan platform digital masih bersifat marginal. Melalui sintesis tematik dan pemetaan empiris, artikel ini mengusulkan tipologi evolusi model pemasaran perumahan agent-based, platform-based, dan hybrid ecosystem marketing serta menegaskan reposisi agen properti dalam ekonomi platform digital. Temuan ini berkontribusi pada pengembangan kerangka konseptual pemasaran jasa, ekonomi platform, dan kajian PropTech dalam konteks perumahan, serta memberikan implikasi strategis bagi pengembang, agen, dan pembuat kebijakan di negara berkembang.