scholarly journals THE INFLUENCE OF CELEBRITY ENDORSEMENT IN RESTAURANT PRODUCT PURCHASE DECISIONS MAKING

2020 ◽  
Vol 6 (2) ◽  
pp. 45-54
Author(s):  
Suci Sandi Wachyuni ◽  
Tri Kuntoro Priyambodo
Keyword(s):  
Social Media ◽  
Digital Media ◽  
Word Of Mouth ◽  
Linear Regression Analysis ◽  
Purchase Decisions ◽  
Celebrity Endorsement ◽  
Marketing Activities ◽  
Information Skills ◽  
Word Of Mouth Communication

Purpose of the study: The phenomenon of electronic word-of-mouth (eWOM) or word of mouth communication in marketing activities on digital media is one of the most important things in improving the purchasing decision of a product or services. This study aims to analyze the effect of celebrity endorsement on consumer purchase decisions, case studies at Nona Judes Restaurant. Methodology: This research is mixed-method, both qualitative and quantitative. Data collection techniques in this study were interviews and questionnaires that were measured using a Likert scale. The questionnaire was distributed to 100 respondents who were consumers of the Nona Judes restaurant. The data were analyzed using simple linear regression analysis. Main Findings: The results of this study indicate that celebrity endorsement influences product purchase decisions. The contribution of celebrity endorsement variables to product purchase decisions is 25.9%. Researchers concluded that there are several factors considered in selecting endorsers. These factors include big names and experiences, appearance, social media strength of endorsers, and communication skills. Implications: This study is offering suggestions for company management in determining celebrity for product endorsement. The orders of indicators to consider are (1) Power, (2) Credibility, (3) Attraction. Novelty/Originality of this study: This research specifically addresses the role of celebrity endorsement in product purchase decisions in restaurants. This study also produced endorser selection criteria and their indicators, i.e. 1) Power (fame, strengths on social media); 2) Credibility (the truth of information, endorser information skills); 3) Attractiveness (physical appearance, endorser’s characters).

scholarly journals Social Media Marketing Effect towards Purchase Decision at the Embroidery MSMEs in Tasikmalaya

2021 ◽  
pp. 202-209
Author(s):  
Nadia Ulfa Agustin Hilman ◽  
Maya Ariyanti ◽  
Astri Ghina
Keyword(s):  
Social Media ◽  
Sampling Method ◽  
Word Of Mouth ◽  
Descriptive Analysis ◽  
Linear Regression Analysis ◽  
Multiple Linear Regression Analysis ◽  
Social Media Marketing ◽  
Purchase Decision ◽  
Purchase Decisions ◽  
Research Findings

This study aims to determine the effect of social media marketing with the independent variables of Interactivity, Informativeness, Word-of-mouth, Personalization, and Trendiness towards the purchase decision at the Embroidery in Tasikmalaya, specifically at Ar Riaz Collection store. Data collection for this present research was done by using a questionnaire with purposive sampling method to 100 respondents who were the consumers of Ar Riaz collection (one of the embroidery MSMEs in Tasikmalaya). Furthermore, the data analysis techniques used for this study were descriptive analysis and multiple linear regression analysis. The research findings indicated that Word-of-mouth, Trendiness partially established more positive and significant effect towards purchase decision rather than Interactivity and Personalization did. On the other hand, social media marketing, which consists of interactivity, informativeness, word-of-mouth, personalization, and trendiness, had been shown to simultaneously have a significant effect on purchase decisions at the Embroidery MSMEs in Tasikmalaya city.

scholarly journals THE EFFECT OF SOCIAL MEDIA MARKETING, TRUST BRAND, AND WORD OF MOUTH ON PURCHASE DECISIONS (CASE STUDY AT REAL B DISTRO SURABAYA).

2019 ◽  
Vol 1 (2) ◽  
pp. 267-273
Author(s):  
Risky Bahrudin Yusuf ◽  
Sengguruh Nilowardono
Keyword(s):  
Social Media ◽  
Quantitative Research ◽  
Word Of Mouth ◽  
Linear Regression Analysis ◽  
Multiple Linear Regression Analysis ◽  
Social Media Marketing ◽  
Purchase Decisions ◽  
Brand Trust ◽  
Purchasing Decisions

The intention of consumer purchases is the willingness of a product to buy the goods they want. this is a strong determinant in the purchase of a product or brand. Therefore this study aims to analyze whethervariables social media marketing, brand trust, word of mouth can influence purchasing decisions to buy various Persebaya attribute products that are sold at Real B Distro Surabaya. This research is quantitative research with a sample of 160 respondents. Furthermore, the data were analyzed using multiple linear regression analysis techniques and classical assumption tests. The results showed that the three hypotheses proposed had a significant and supportive effect. 

scholarly journals PENGARUH SOCIAL MEDIA MARKETING DAN WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN J.CO DONUTS AND COFFEE KOTA SAMARINDA

2021 ◽  
Vol 9 (1) ◽  
pp. 17
Author(s):  
Annisa Rinda Rahmawati
Keyword(s):  
Social Media ◽  
Linear Regression ◽  
Multiple Linear Regression ◽  
Word Of Mouth ◽  
Hypothesis Test ◽  
Linear Regression Analysis ◽  
Test Validity ◽  
Test Reliability ◽  
Social Media Marketing ◽  
Purchase Decisions

This study aims: (i) to find out social media marketing variables partially have a significant effect on purchase decisions (ii) to find out word of mouth variables partially have a significant effect on purchase decisions (iii) to find out social media marketing and word of mouth variables simultaneously have a significant effect on consumer purchase decisions at J.CO Donuts and Coffee in Samarinda. This study uses three variables namely social media marketing, word of mouth and purchase decisions. This type of research is a correlation method with a quantitative approach. The population in this research were all consumers of the J.CO Donuts and Coffee in Samarinda whose exact number was unknown and the sampling technique used non-probability sampling with purposive sampling method, the number of samples was 100 respondents. Data collection techniques: field research (observation, online and offline questionnaires) and library research. Then the analysis technique used is multiple linear regression using the test: validity test, reliability test, classic assumption test (normality test, multicollinearity, heteroscedasticity), hypothesis test (partial and simultaneous), multiple linear regression analysis. The result obtained in this study are (i) Social Media Marketing partially had a significant effect on Purchase Decisions (ii) Word Of Mouth partially had a significant effect on Purchase Decisions (iii) Social Media Marketing and Word Of Mouth simultaneously had a significant effect on consumer Purchase Decisions at J.CO Donuts and Coffee in Samarinda.

scholarly journals Activity in the brain’s valuation and mentalizing networks is associated with propagation of online recommendations

2021 ◽  
Vol 11 (1) ◽  
Author(s):  
Elisa C. Baek ◽  
Matthew Brook O’Donnell ◽  
Christin Scholz ◽  
Rui Pei ◽  
Javier O. Garcia ◽  
...  
Keyword(s):  
Social Media ◽  
Word Of Mouth ◽  
Mental States ◽  
Brain Regions ◽  
Prior Work ◽  
Opinion Change ◽  
Wide Range ◽  
The Mind ◽  
Mentalizing System

AbstractWord of mouth recommendations influence a wide range of choices and behaviors. What takes place in the mind of recommendation receivers that determines whether they will be successfully influenced? Prior work suggests that brain systems implicated in assessing the value of stimuli (i.e., subjective valuation) and understanding others’ mental states (i.e., mentalizing) play key roles. The current study used neuroimaging and natural language classifiers to extend these findings in a naturalistic context and tested the extent to which the two systems work together or independently in responding to social influence. First, we show that in response to text-based social media recommendations, activity in both the brain’s valuation system and mentalizing system was associated with greater likelihood of opinion change. Second, participants were more likely to update their opinions in response to negative, compared to positive, recommendations, with activity in the mentalizing system scaling with the negativity of the recommendations. Third, decreased functional connectivity between valuation and mentalizing systems was associated with opinion change. Results highlight the role of brain regions involved in mentalizing and positive valuation in recommendation propagation, and further show that mentalizing may be particularly key in processing negative recommendations, whereas the valuation system is relevant in evaluating both positive and negative recommendations.

FAKTOR-FAKTOR YANG MENDORONG PERILAKU GETOK TULAR DI MEDIA SOSIAL

2018 ◽  
Vol 13 (1) ◽  
pp. 23
Author(s):  
Pramatatya Resindra Widya
Keyword(s):  
Social Media ◽  
Regression Analysis ◽  
Customer Satisfaction ◽  
Word Of Mouth ◽  
Repurchase Intentions ◽  
Customer Involvement ◽  
Central Java ◽  
Simple Regression Analysis ◽  
Positive Effect

This study aims to examine the role of social media as a means of electronic word of mouth. The variables studied in this study are customer satisfaction and customer involvement as antecedents and repurchase intentions as a consequence variable (Consequences). The sample in this study amounted to 206 respondents spread in Yogyakarta, Central Java, West Java, East Java, Bali, and Ambon with surveys conducted in a connected and unrelated. Hypothesis testing is done by multiple regression analysis and simple regression analysis. The results of this study suggest that in the Indonesian context, customer satisfaction does not affect the act of social media and customer involvement have a positive and significant effect on electronic act of speech through social media. Electronic speech act through social media has a positive effect on repurchase intentions.Keywords: social media, electronic word of mounth, repeat purchase, regression  ABSTRAKPenelitian ini bertujuan untuk menguji peran media sosial sebagai sarana getok tular elektronik. Variabel yang diteliti dalam penelitian ini adalah kepuasan pelanggan dan keterlibatan pelanggan sebagai anteseden dan niat membeli kembali sebagai variabel konsekuensi (Konsekuensi). Sampel dalam penelitian ini berjumlah 206 responden yang tersebar di Yogyakarta, Jawa Tengah, Jawa Barat, Jawa Timur, Bali, dan Ambon dengan survei yang dilakukan secara terhubung dan tidak terkait. Pengujian hipotesis dilakukan dengan analisis regresi berganda dan analisis regresi sederhana. Hasil penelitian ini menunjukkan bahwa dalam konteks Indonesia, kepuasan pelanggan tidak mempengaruhi tindakan media sosial dan keterlibatan pelanggan memiliki pengaruh positif dan signifikan terhadap tindak tutur elektronik melalui media sosial.Kata Kunci: media sosial, getok tular elektronik, pembelian ulang, regresi

scholarly journals The Ambivalent Potentials of Social Media Use by Unaccompanied Minor Refugees

2018 ◽  
Vol 4 (1) ◽  
pp. 205630511876443 ◽  
Author(s):  
Nadia Kutscher ◽  
Lisa-Marie Kreß
Keyword(s):  
Social Media ◽  
Digital Media ◽  
Forced Migration ◽  
Professional Support ◽  
Ethical Reflection ◽  
Mobile Media ◽  
Unaccompanied Minor Refugees ◽  
Minor Refugees ◽  
Transnational Social Networks

In 2015, an unprecedented number of unaccompanied minor refugees came to Europe. To verify reports in mass media as well as professionals’ and volunteers’ impressions regarding the importance of digital media, this empirical study was conducted in the summer of 2015 in cooperation with the “Children’s Charity of Germany” (Deutsches Kinderhilfswerk e.V.). The study focused on the question of how unaccompanied minor refugees use digital (social and mobile) media in the context of their forced migration to Germany. It explored how they use these media to stay in contact with family and friends in their country of origin and beyond, to establish new relationships, to orientate themselves in the receiving country, and to search for (professional) support. Thus, the role of digital media in maintaining transnational social networks and enabling participation in a receiving society is investigated. This article presents key findings and their theoretical implications as well as a methodological and ethical reflection on this research.

scholarly journals Selfie Behaviors and Personality Traits: More than Meets the Eye

2020 ◽  
Vol 13 (1) ◽  
pp. 223-231
Author(s):  
Alexandra M. Mihailescu
Keyword(s):  
Social Media ◽  
Personality Traits ◽  
Digital Media ◽  
Linear Regression Analysis ◽  
Univariate Analysis ◽  
Significant Negative Correlation ◽  
Self Esteem ◽  
Big Five Personality ◽  
Multivariate Linear Regression Analysis ◽  
The Relationship

Background: Selfies are a rising phenomenon associated with the widespread use of smartphones and social media. The objective of this study was to evaluate the relationship between different personality traits and selfie behaviors. Methods: Undergraduate psychology students were asked to complete a questionnaire about their frequency of selfie taking, selfie posting to social media, and selfie sharing through private messaging. They were also asked to complete the Rosenberg 10-item self-esteem scale and the International Personality Item Pool (IPIP)-50 item scale to evaluate the Big Five personality traits. Results: A total of 96 participants were included in this study (mean age ± standard deviation of 26.4 ± 9.0 years, 81.3% women). On univariate analysis there was a significant negative correlation between the frequency of selfie taking (Spearman r = -0.228, p = 0.025) or posting (Spearman r = -0.238, p = 0.025) and emotional stability. However, on multivariate linear regression analysis adjusting for age among other factors, only self-esteem was independently and negatively correlated with the frequency of selfie taking (beta = -0.206, p = 0.020) or posting (beta = -0.233, p = 0.020), with the effect most notable in young (<25 years) individuals for selfie taking. Extraversion was independently and positively correlated with the frequency of selfie sharing (beta = 0.264, p = 0.005), with the effect most notable in young (<25 years) women. Conclusion: Findings from this study further expand our knowledge of the relationship between different personality traits and rising digital media phenomena.

scholarly journals Pemanfaatan Website dan Media Sosial Untuk Meningkatkan Brand Awareness Terhadap Pusat Pelatihan dan Pedesaan Swadaya (P4S) Desa Karang Melok, Bondowoso

2019 ◽  
Vol 3 (1) ◽  
pp. 1
Author(s):  
Oktalia Juwita ◽  
Priza Pandunata ◽  
Soekma Yeni Astuti
Keyword(s):  
Social Media ◽  
Data Collection ◽  
Word Of Mouth ◽  
Organic Fertilizer ◽  
Brand Awareness ◽  
Registration Process ◽  
Data Collection Process ◽  
Marketing Activities ◽  
Farmer Groups ◽  
Main Activity

ABSTRAK    Pusat Pelatihan Pertanian dan Perdesaan Swadaya (P4S) adalah salah satu kelompok tani yang diketuai oleh Bapak Buharto di desa Karang Melok, kecamatan Tamanan, kabupaten Bondowoso. Kegiatan utama dari P4S adalah memberikan pelatihan untuk menjalankan pertanian organik dan pembuatan pupuk organik. Permasalahan yang dihadapi P4S adalah pada kegiatan pemasaran dan proses pendaftaran bagi kelompok atau individu yang ingin mengikuti pelatihan. Selama ini pemasaran yang dilakukan oleh P4S adalah dengan cara konvensional yaitu dari mulut ke mulut. Pendaftaran hanya dapat dilakukan secara langsung melalui telpon tanpa adanya proses pendataan. Upaya yang dapat dilakukan untuk pemasaran dan meningkatkan brand awareness P4S adalah dengan membuatkan website dan akun di media sosial (facebook), dan kemudian disosialisasikan penggunaanya ke pengelola/anggota P4S.Kata kunci : P4S, pemasaran, brand awareness, website, media sosial. ABSTRACT “Pusat Pelatihan Pertanian dan Perdesaan Swadaya (P4S)” is one of the farmer groups chaired by Mr. Buharto in Karang Melok village, Tamanan, Bondowoso. The main activity of P4S is to provide training to runing organic farming and making organic fertilizer. The problems faced by P4S are marketing activities and the registration process for groups or individuals who want to take part in the training. So far the marketing carried out by P4S is in the conventional way, which is word of mouth. Registration can only be done directly by telephone without the data collection process. Efforts that can be made for P4S in marketing activities and increasing brand awareness are by creating websites and account on social media (in this case Facebook), and then disseminated its use to members of P4S.

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 The Effect of Service Quality, Brand Image and Word of Mouth Communication towards the Continuing Study Interest

Webology ◽  
2020 ◽  
Vol 17 (2) ◽  
pp. 73-87
Author(s):  
Andri an ◽  
Supa rdi ◽  
Jumaw an ◽  
Had ita ◽  
Christophorus Indra Wahyu Putra
Keyword(s):  
Linear Regression ◽  
Service Quality ◽  
Multiple Linear Regression ◽  
Word Of Mouth ◽  
Brand Image ◽  
Hypothesis Test ◽  
Linear Regression Analysis ◽  
Multiple Linear Regression Analysis ◽  
Test Reliability ◽  
Word Of Mouth Communication

This study aims to determine the extent of the relationship between service quality, brand image and word of mouth communication to the interest in continuing study in management department Faculty of Economics, Universitas Bhayangkara Jakarta Raya. The research methodology used is descriptive quantitative research and multiple linear regression analysis. The data obtained from those management students especially the class of 2018 and 2019, then processed using SPSS version 22 which includes several tests like, Validity Test, Reliability Test, Normality Test, Multicollinearity Test, Heteroscedasticity Test, Multiple Linear Regression Test, Hypothesis Test (t test and F test) and Determination Coefficient Test (r2). Based on the research results obtained that Service Quality (X1) and Brand Image (X2) variables have a negative and insignificant effect on Interest on Continuing Study (Y), but the other variable of Word of Mouth Communication (X3) has a positive and significant effect on Interest on Continuing Study (Y) variable.

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