scholarly journals Key Determinants of Purchase Decision: A Case Study of Poeniko Batik Store in Pekalongan

2020 ◽  
Vol 9 (3) ◽  
pp. 290-299
Author(s):  
Nurul Fatimah ◽  
Dorojatun Prihandono
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Sampling Method ◽  
Word Of Mouth ◽  
Brand Image ◽  
Purchase Decision ◽  
Electronic Word Of Mouth ◽  
Purchasing Decisions ◽  
Medium Enterprise

Business competition that is getting stonger makes SME (Small Medium Enterprise) must be able to compete. Batik is one of SME that has influence in economic growth. The enterpreneurs have to compete with competitiors. This study aims to examine  the influence of media sosial, electronic word of mouth, and brand image on purchase decision through purchase intention at Poeniko Batik Pekalongan store. The population in this study is consumers of Poeniko Batik Pekalongan. The number of samples used in this study were 100 people using the incidental sampling method. The data collection method uses documentation and questionnaires. The results showed that the electronic word of mouth, brand image and purchase variables had a positive and significant effect on purchasing decisions. While social media variables do not have a positive and significant effect on purchasing decisions. The results of the path analysis test indicate that purchase intention can mediate the influence of social media, electronic word of mouth, and brand image on purchasing decisions.

scholarly journals The Effect of Electronic Word-of-Mouth in Social Media toward Consumer Purchase Decision with Brand Image as Moderating Variable

2018 ◽  
Vol 1 (1) ◽  
Author(s):  
ANINDYA PRAMESTIARA ◽  
RAHAB RAHAB
Keyword(s):  
Social Media ◽  
Research Method ◽  
Word Of Mouth ◽  
Brand Image ◽  
Purchase Decision ◽  
Sampling Techniques ◽  
Purchase Decisions ◽  
Electronic Word Of Mouth ◽  
Exchange Information

Social media has made it possible for users to exchange information and discuss theiropinions and experiences about products or services through online on their social mediaplatform with their peers. This kind of communication is called as electronic word-of-mouth(e-WOM) where the information can be spread faster and has the potential for greaterimpact on consumers purchase decision. Therefore, the aim of this research is to know theeffect of e-WOM (including quality and quantity of e-WOM as well as sender’s expertise) insocial media on consumers’ purchase decisions moderated by brand image. The researchmethodology used for this study is a case study with survey research method. Conveniencesampling technique derived from non-probability sampling techniques are used for sampleselection. The sample of this research is 175, from people who have purchased and usedEtude House product. Statistical software SPSS and AMOS is used to analyze the data. Thefindings in this area will help Etude House and other marketers to reach out its potentialcustomers and align their marketing effort in efficient way by pay attention on the marketingpolicies about eWOM. The limitations of the research is some respondents not read andanswer the question clearly and made it not represent their exact perception.

scholarly journals ANALYSIS OF EFFECT PRICE AND QUALITY ON BRAND IMAGE AND ITS IMPLICATION ON PURCHASE DECISION MODENA GAS COOKTOP (CASE STUDY ON GRAND GALAXY CITY RESIDENCE BEKASI)

2020 ◽  
Vol 1 (5) ◽  
pp. 747-761
Author(s):  
Muhammad Thariq Nahra Putra ◽  
Adi Nurmahdi
Keyword(s):  
Image Quality ◽  
Data Collection ◽  
Significant Influence ◽  
Indirect Effect ◽  
Sampling Method ◽  
Brand Image ◽  
Purchase Decision ◽  
Purchasing Decisions

This study aims to determine the effect of price and quality on brand image and its implications for purchasing decisions on Modena gas cooktops. This study also examines the indirect effect of price and quality on brand image with purchasing decisions as an intervening variable. The study was conducted in the grand galaxy city residence in Bekasi. The sample in this study is consumers or at least know about Modena products with a purposive sampling method. The number of respondents who participated in this study were 100 respondents. Data collection was done through a questionnaire with a Likert scale of 1-5. The method of analysis uses path analysis using SPSS version 24.0. the results showed that price has a positive and significant effect on brand image, quality has a positive and significant effect on brand image, brand image has a positive and significant influence on purchasing decisions for Modena gas cooktop. Price has a positive and significant influence on purchasing decisions, quality has a positive and significant influence on purchasing decisions. Price and quality simultaneously have a positive and significant influence on brand image. Price and quality of brand image simultaneously have a positive and significant influence on purchasing decision

scholarly journals FENOMENA PENGGUNAAN MEDIA SOSIAL DAN PENGARUH TEMAN SEBAYA PADA GENERASI MILENIAL TERHADAP KEPUTUSAN PEMBELIAN

2018 ◽  
Vol 11 (2) ◽  
pp. 275
Author(s):  
Wikan Wiridjati ◽  
Renny Risqiani Roesman
Keyword(s):  
Social Media ◽  
Peer Influence ◽  
Millennial Generation ◽  
Word Of Mouth ◽  
Positive Impact ◽  
Equation Modeling ◽  
Purchase Decision ◽  
Electronic Word Of Mouth ◽  
Purchasing Decisions ◽  
Media Usage

<p><em>The </em><em>p</em><em>urpose of this study is to expand research on purchasing decisions by millennial generation. For this purpose, this study empirically examines the influence of social media and peer influence directly on the purchase decision and indirectly through electronic word-of-mouth</em><em>. The purposive sampling technique was used, the object of this resea</em><em>r</em><em>c</em><em>h </em><em>involves millennial</em><em> generation with age criteria between 18 years to 35 years. </em><em>The research is done by spreading questionnaires to 300 people with</em><em> </em><em>75%</em><em> </em><em>respond</em><em> rates. Structural equation modeling was used to examine the proposed model. Social media usage and peer influence have positive impact on purchase decision involvement and electronic word of mouth plays vital mediating role in this context. The result shows there is no significant effects from peer influence to the purchase decision, but there is significant</em><em> effects from social media usage and electronic word of mouth. The most significant is coming from the electronic word of mouth. </em><em>Engaging millennial generation consumers with social media</em><em> </em><em>campaigns and mobile technology development, such as Facebook ads, pages like ads, or ads on youtube can increase the value of purchasing decisions. Marketers need to pay attention to the mixed effects of using social media and eWOM.</em></p>

scholarly journals Pengaruh Brand Image, Trust, Perceived Price, dan eWOM terhadap Purchase Intention Smartphone di Jakarta

2021 ◽  
Vol 5 (5) ◽  
pp. 512
Author(s):  
Deddy Saputra
Keyword(s):  
Purchase Intention ◽  
Sampling Method ◽  
Word Of Mouth ◽  
Brand Image ◽  
Sampling Technique ◽  
Electronic Word Of Mouth ◽  
Probability Sampling ◽  
Perceived Price ◽  
Convenience Sampling ◽  
Data Collection Technique

The purpose of this research is to examine the influence of brand image, trust, perceived price and eWOM (electronic word of mouth) towards purchase intention smartphone on Jakarta. The populations are all smartphone user in Jakarta. The samples data number is collected from 220 respondents who lived in Jakarta, and aged between 21-30 years old who has chosen the smartphone.the data collection technique was carried out by distributing the questionnaires online using Google Form through social media (Whatsapp, Line, Instagram and Facebook). This research uses the non-probability sampling method with conveniece sampling technique. Multiple regression analysis is used to analyze research data by using SPSS Version 22 software. The result of this study has showed that brand image, trust, perceived price and eWOM have positive and significant effect on purchase intention smartphone in Jakarta. Tujuan dari penelitian ini adalah untuk menguji pengaruh brand image, trust, perceived price and eWOM (electronic word of mouth) terhadap purchase intention smartphone di Jakarta. Populasinya adalah seluruh pengguna smartphone di Jakarta. Jumlah sampel data dikumpulkan dari 220 responden yang berdomisili di Jakarta, berusia antara 21-30 tahun yang telah memilih smartphone. Teknik pengumpulan data dilakukan dengan menyebarkan kuesioner secara online menggunakan Google Form melalui media sosial (Whatsapp, Line, Instagram dan Facebook). Penelitian ini menggunakan metode non probability sampling dengan teknik convenience sampling. Analisis regresi berganda digunakan untuk menganalisis data penelitian dengan menggunakan software SPSS versi 22. Hasil penelitian ini menunjukkan bahwa brand image, trust, perceived price dan eWOM berpengaruh positif dan signifikan terhadap purchase intentio smartphone di Jakarta.

scholarly journals ANALISIS HUBUNGAN FAKTOR-FAKTOR ELECTRONIC WORD OF MOUTH DALAM PROSES KEPUTUSAN PEMBELIAN MITSUBISHI XPANDER

JUMINTEN ◽  
2020 ◽  
Vol 1 (2) ◽  
pp. 81-92
Author(s):  
Ulin Nuha Aditya ◽  
Minto Waluyo
Keyword(s):  
Structural Equation Modeling ◽  
Purchase Intention ◽  
Structural Equation ◽  
Word Of Mouth ◽  
Brand Image ◽  
Equation Modeling ◽  
Purchase Decision ◽  
Electronic Word Of Mouth ◽  
Brand Trust

Penggunaan internet telah mengubah cara konsumen berkomunikasi dan berbagi pendapat atau ulasan mengenai produk atau jasa yang pernah dikonsumsi. Dalam hal ini, komunikasi el-ektronik dari mulut ke mulut digunakan untuk berbagi pendapat atau ulasan mengenai produk atau jasa. Komunikasi ini digunakan untuk saran pemasaran melalui media sosial. Adapun tujuan dari penelitian ini adalah mengetahui pengaruh signifikansi eWOM dengan variabel brand image (citra merek), brand trust (kepercayaan merek), purchase intention (minat beli) ter-hadap purchase decision (keputusan pembelian) terhadap mobil Mitsubishi Xpander. Metode penelitian menggunakan sampel sebanyak 160. Metode analisis menggunakan tools Structural Equation Modeling (SEM) dengan menggunakan aplikasi AMOS 22. Dari hasil penelitian menunjukkan bahwa eWOM terhadap brand image memiliki pengaruh positif dan signifikan (r = 1.206). eWOM terhadap brand trust memiliki pengaruh positif dan signifikan (r = 1.214). eWOM terhadap purchase intention memiliki pengaruh positif dan signifikan (r = 1.517). Purchase in-tention terhadap purchase decision memiliki pengaruh positif dan signifikan (r = 0.976).

The Mediating Effect of Brand Image Between Electronic Word of Mouth and Purchase Intention in Social Media

2016 ◽  
Vol 22 (10) ◽  
pp. 3176-3180 ◽  
Author(s):  
Nur Helyana Yunus ◽  
Mohd Shoki Md Ariff ◽  
Norhuzaimah Mohd Som ◽  
Norhayati Zakuan ◽  
Zuraidah Sulaiman
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Word Of Mouth ◽  
Brand Image ◽  
Mediating Effect ◽  
Electronic Word Of Mouth

scholarly journals THE EFFECT OF WEBSITE QUALITYAND ELECTRONIC WORD OF MOUTH ON TRUST TO ENCOURAGE PRODUCT PURCHASE DECISION THROUGH BERRY BENKA (CASE STUDY: BERRY BENKA CONSUMER)

2021 ◽  
Vol 2 (3) ◽  
pp. 450-459
Author(s):  
Muhammad Mirza ◽  
Djumarno ◽  
Dudi Permana
Keyword(s):  
Data Analysis ◽  
Data Collection ◽  
Word Of Mouth ◽  
Purchase Decision ◽  
Electronic Word Of Mouth ◽  
Purchasing Decisions ◽  
Collection Method ◽  
Website Quality ◽  
Consumer Decisions

ThisXstudy aims to analyze the influence of website quality,  Electronic Word of Mouth,    Trust,and  purchasingXdecisions. The object of this study was berrybenka consumers, and the number of sempel determined was 210 respondents using a calculation method based on heir formula multiplied by 5. XPurposiveXsamplingXmethod,  data collection method using questionnaire, and data analysis usingXPartialXLeast Square  (PLS). The results of the study are known that Website Quality affects purchasingXdecisions, ElectronicXWord of Mouth affects purchasingXdecisions, XTrust influences purchasing decisions,  TrustXinfluences purchasing  decisions, XWebsite  QualityXaffects Trust, Electronic WordXofXMouth affectsTrust,  Trust plays a role in mediating Website Qualityto consumer decisions, Trust  plays  a role in  mediating Electronic Word of Mouth to consumer decisions.

scholarly journals Pengaruh Ephemeral Content dan E-WOM terhadap Purchase Intention Millenial Customers pada UMKM Industri Kuliner di Surabaya

2021 ◽  
Vol 19 (2) ◽  
Author(s):  
Santho Vlennery Mettan ◽  
Aldo Hardi Sancoko
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Word Of Mouth ◽  
The Other ◽  
The Internet ◽  
Purchasing Decisions ◽  
Left Behind ◽  
Digital Era ◽  
Other Hand ◽  
Social Media Platforms

Indonesian’s Millennials are estimated to reach 70% of the productive population in 2020-2030 (BPS 2018), who cannot be separated from the internet and social media (Harahap 2017). Due to this fact, (Hsu 2018) and (Benini 2018) claim that millennials are afraid of being left behind by ephemeral content which will disappear within 24 hours so that many social media platforms are equipped with these temporary content features and companies are using temporary content strategies to reach more consumers. SMEs on the other hand have low knowledge of ephemeral content, even though 84% of millennials buy products due to the influence of social media, where ephemeral content lies within (Boen 2016). In the other hand, word-of-mouth has a significant impact on customer purchasing decisions until now. Along with the change to the digital era, word-of-mouth is being accelerated with the help of the internet, it called e-WOM, where many businesses use social media or other online platforms to promote business. The results showed that the two variables of ephemeral content and word-of-mouth with the help of the internet had a significant effect on customer purchase intentions, especially the millennial customer for SMEs in Surabaya City. In the future, by implementing ephemeral content in SMEs media social will increases their customer’s e-WOM.

PENGARUH ELECTRONIC WORD OF MOUTH (e-WOM) DI MEDIA SOSIAL FACEBOOK TERHADAP KEPUTUSAN PEMBELIAN

2021 ◽  
Vol 14 (1) ◽  
pp. 63-76
Author(s):  
Antonio E.L. Nyoko ◽  
Anthonia Debora Dila Semuel
Keyword(s):  
Social Media ◽  
Word Of Mouth ◽  
Test Reliability ◽  
Coefficient Of Determination ◽  
The Internet ◽  
Electronic Word Of Mouth ◽  
Purchasing Decisions ◽  
Purchasing Decision ◽  
Questionnaire Method ◽  
Word Of Mouth Communication

The development of information technology and the internet is currently developing very widely. This greatly affects the lifestyle of most humans at this time. The internet is an important part of everyday life in terms of accessing existing social media. Changes also occur in WOM (Word Of Mouth) communication. Through e-WOM communication, WOM behavior in social media, consumers can obtain information and exchange opinions about products and services. The purpose of this research is to investigate the effect of e-WOM in social media Facebook towards Purchasing Decision on Muca Cafe Kupang. The variables in this study are the independent variable; e-WOM (Intensity, Valence of Opinion, Content) and the dependent variable; Purchasing Decision. The population in this study were consumers who befriended in social media Facebook with Muca Cafe, with a sample of 100 respondents conducted by purposive sampling method. Data collection techniques in this study using the questionnaire method. The instruments were applied Validity Test, Reliability Test, Classic Assumption Test, and Hypothesis Testing using t-Test and F Test. Data analysis techniques used Descriptive Statistics, Multiple Linear Regression, and Coefficient of Determination. The result of this study indicates e-WOM through social media Facebook has a significant effect on Purchasing Decision. Thus, Muca Café should optimize its social media Facebook to attract many consumers. Keywords: Content, Electronic Word Of Mouth, Intensity, Purchasing Decisions, Valence of Opinion

PERAN EWOM DALAM MEMBENTUK BRAND ATTITUDE DAN PURCHASE INTENTION PADA BRAND ROLLOVER REACTION

2019 ◽  
Vol 6 (2) ◽  
pp. 17-34
Author(s):  
Intan Syafira Gustia ◽  
Amelia Natasha Hilal ◽  
Sarah Annida Hanifa Hanum ◽  
Nabila Cyrilla ◽  
Nadia Kirana Paramita
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Word Of Mouth ◽  
Brand Attitude ◽  
Social Networking Site ◽  
Equation Modeling ◽  
Purchase Decision ◽  
Product Reviews ◽  
Electronic Word Of Mouth ◽  
Using Data

ABSTRACT The purpose of this paper is to examine how user-generated positive social electronic word-of-mouth (eWOM) via Instagram affects brand attitude and, consequently, influences purchase intention of Rollover Reaction Lip Cream. The spending patterns of consumers, particularly decision-makers, have been affected to a substantial degree by the strong presence of brands on the web. eWOM, one among the shape of net product reviews, exercises extensive influence not only on the consumers’ attitude towards the brand but also impacts their buying intentions. A survey-based empirical study was conducted to examine the influence of social eWOM on brand attitude and purchase intention of consumers. Structural equation modeling (SEM) was applied using data collected from 120 respondents comprising users of Instagram. The research established that user-generated positive eWOM on social networking site, Instagram has an influence on Brand attitude and Purchase intention, and Brand attitude was found to be the biggest influence on purchase intention. Keywords:  Brand attitude, Purchase intention, Instagram, Online Shop, Social eWOM       ABSTRAK Electronic Word Of Mouth adalah salah satu pendekatan pemasaran yang digunakan pada era media sosial saat ini. Cepatnya arus informasi membuat konsumen melakukan transaksi informasi mengenai brand yang mereka gunakan atau mereka sukai dengan bentuk interaksi online.Tujuan penelitian ini untuk melihat interaksi Electronic Word Of Mouth yang positif dari pengguna sosial media Instagram berdampak pada brand attitude dan juga purchase intention terhadap brand Lipcream Rollover Reaction. EWOM tidak hanya mempengaruhi sikap pengguna terhadap merek lipstik lokal ini tetapi juga mempengaruhi keinginan membeli para konsumen. Penelitian yang berdasarkan survei ini dilakukan untuk melihat dampak dari social eWOM terhadap brand attitude dan purchase intention Lip Cream merek Rollover Reaction. Structural Equation Modelling (SEM) digunakan untuk mengoleksi data 120 responden yang merupakan pengguna Instagram. Riset ini menemukan bahwa sosial eWOM positif dari pengguna instagram memiliki pengaruh terhadap brand attitude. Social eWOM positif  juga memengaruhi  purchase decision dari produk Lip Cream Rollover Reaction. Dari hasil temuan kami, ternyata brand attitude memiliki pengaruh terbesar terhadap purchase decision. Kata Kunci: Instagram, eWOM, Brand attitude, Purchase intention, Social eWOM

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