Articles

The Role of Product Innovation on Purchasing Decisions with Iconic Ethnical Products as a Mediating Variable among Pamekasan Batik Artisans

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This study aims to examine the role of product innovation in influencing purchasing decisions with iconic ethnical product as a mediating variable among consumers of Pamekasan batik. Using a quantitative approach, data were collected through a structured questionnaire distributed to Pamekasan batik consumers. The data were analyzed using Structural Equation Modeling (SEM) to test both direct and indirect relationships among variables. The results indicate that product innovation has a significant positive effect on iconic ethnical product, but does not directly influence purchasing decisions. In contrast, iconic ethnical product has a significant positive effect on purchasing decisions and plays a mediating role in the relationship between product innovation and purchasing decisions. These findings suggest that product innovation contributes to purchasing decisions only when it strengthens the iconic and ethnical characteristics of the product, such as cultural symbolism, distinctive motifs, and local identity. The study highlights that consumers of Pamekasan batik place greater emphasis on symbolic value and cultural meaning rather than product novelty alone. The results support Consumer Culture Theory, emphasizing that purchasing decisions for cultural products are shaped by culturally constructed meanings. Practically, this study implies that Pamekasan batik artisans should orient product innovation strategies toward reinforcing iconic ethnical values to enhance consumer purchasing decisions.

The Effect of Micro and Macro Brand Ambassador Related To Soft and Hard Selling Language on Purchase Decision of Piero Shoes in Jakarta, Indonesia

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The local shoe industry in Indonesia is growing, one of the local shoe brands that is well known is PIERO, which has been established since 1999 Having experienced its peak in the early 2000s, many efforts are being made by Piero to maintain its existence. The development of the digital world, especially the social media sector which eventually became social commerce, made Piero think about whether they should choose brand ambassadors and calculate the budget to collaborate with the right brand ambassador. Moreover, there are two kinds of digital brand ambassadors: micro and macro influencers. This issue ultimately becomes a problem that must be answered immediately, because PIERO’s competitors have begun to move rapidly on social media with their brand ambassadors. The purpose of this research is to identify the effect between micro and macro brand ambassadors related to soft or hard language with brand trust, purchasing decision, brand image on Piero shoes. This research is using quantitative design. To conduct the study, the authors recruited 339 participants from an online social media then randomly assigned to one of four conditions: micro influencer with high selling language, micro influencer with low selling language, macro influencer with high selling language, and macro influencer with low selling language. They were then asked to view an Instagram post by the assigned influencer and fulfill the questionnaire. Based on the result of research analysis using spss through multi anova analysis, the author conclude that : Micro brand ambassador with soft selling language is more effective at brand trust and purchase decision, meanwhile Macro brand ambassador with hard selling language is more effective to represent a good brand image to the customer.