International Journal of Management Science and Application

The Influence of brand image, consumer perception, and E-WOM on purchase intentions for product X in DKI Jakarta

Richelle Valerie Tiofli — 2025-03-01

This study looks at how customer perception, brand image, and electronic word-of-mouth (e-WOM) affect consumers' inclinations to buy products. This study used a quantitative methodology, and 120 respondents were given an online questionnaire to complete in order to gather data. These responders are customers who are knowledgeable about a certain product. Through the use of SmartPLS software, structural equation modeling, or SEM, was used to analyze the data. The study's findings indicate that purchase intention is significantly influenced by e-WOM, customer perception, and brand image. Brand image has been shown to have the most influence on customer purchase choices out of these three elements. There are useful ramifications for marketing tactics from this result. Therefore, in order to draw in more customers, it is critical for businesses to improve their brand image. Enhancing e-WOM and preserving favorable customer views are also essential for raising purchase intentions. It is thus believed that this study would help businesses create more successful marketing plans in cutthroat marketplaces.

The Influence of Celebrity Endorsement, Brand Image and Brand Equity on Purchase Intention of Adidas Shoes

Javier Goldin — 2025-03-01

This research examines the influence of celebrity endorsements, brand image, and brand equity on the purchase intention of Adidas shoes. This research used a quantitative research method with a purposive sampling technique involving 92 respondents who had purchased Adidas shoes at least once. Data was collected through an online questionnaire and analyzed using Structural Equation Modeling (SEM) with SmartPLS. The results indicate that celebrity endorsement does not have a significant effect on purchase intention (β = 0.149, p > 0.05). Brand image has been proven to have a positive and significant impact on purchase intention (β = 0.093, p < 0.001), whereas brand equity does not show a significant effect (β = 0.337, p > 0.05). The coefficient of determination shows that these three variables influence purchase intention by 22.1%, whereas 77.9% are influenced by other variables. These findings indicate that, in the Indonesian market, brand image plays a more significant role in influencing purchase intention than celebrity endorsement and brand equity for Adidas shoe products. The results of this research have important implications for Adidas’ marketing strategy in Indonesia, particularly in terms of resource allocation and brand image development.

An Influence of Oil Prices and Inflation on Stock Price at Crude Oils Corp in 2012-2021

Andriyani Hapsari — 2025-04-02

The research aims to find out and empirical evidence whether the oil price and inflation affects the stock price at Crude Oils Corp. in 2012-2021 as simultaneously and partially. This study uses quantitative methodology, with causality type. The sample used includes data from 2012 to 2021 on oil prices, inflation, and stock market at crude oils Corp. Data analysis uses multiple linear regression techniques with the support of IBM SPSS Ver25 program. In this study, the proceeds is reinforced by the results of the joint test of the two variables producing significance and also a strong contribution to the variable with a determination score of 79.3 percent. The highest influence on stock prices at Crude Oils Corp. is the inflation variable with a t-count of 5,524 while the oil price variable only produces a t-count of 2,627. Both variables above have significant positive results from the proceeds of the regression test. Companies can make policies when facing falling oil prices so that companies can still make a profit, then potential investors should use other information that can be used as a reference in making investment decisions, especially about Stock Price of Crude Oils.