scholarly journals PENGARUH PACKAGING, SOCIAL MEDIA MARKETING DAN ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN BUSANA BRAND LOKAL [THE EFFECT OF PACKAGING, SOCIAL MEDIA MARKETING AND ELECTRONIC WORD OF MOUTH ON PURCHASE DECISIONS ON LOCAL BRAND FASHION]

2020 ◽  
Vol 15 (2) ◽  
pp. 244
Author(s):  
Theophilus Alpha Kristiawan ◽  
Keni Keni
Keyword(s):  
Social Media ◽  
Structural Equation Modeling ◽  
Least Squares ◽  
Partial Least Squares ◽  
Structural Equation ◽  
Word Of Mouth ◽  
Social Media Marketing ◽  
Equation Modeling ◽  
Electronic Word Of Mouth ◽  
Purchasing Decisions

<p><em>This research aims to verify effect of packaging, social media marketing and electronic word of mouth (eWOM) on purchasing decisions. The sample in this research was 236 consumers of local brand clothing in DKI Jakarta province, who uses social media. Sampling using probability sampling method. Data analysis techniques in this research used the Partial Least Squares - Structural Equation Modeling (PLS - SEM) approach. Based on the results of the analysis, the results obtained if social media marketing and electronic word of mouth have a positive and significant influence on purchasing decisions, while packaging has no positive and insignificant influence. The results of this study can provide information to companies about packaging, social marketing media and EWOM to increase local brand clothing sales. This research is the first study conducted to look at the effect of packaging, social media marketing and EWOM on the decision to purchase local brand clothing.</em></p><p><strong>Abstrak dalam Bahasa Indonesia.</strong> Penelitian ini bertujuan untuk menguji pengaruh kemasan, pemasaran media sosial dan <em>electronic word of mouth </em>(eWOM) terhadap keputusan pembelian. Sampel pada penelitian ini adalah 236 konsumen busana merek lokal di provinsi DKI Jakarta, yang menggunakan media sosial. Pengambilan sampel menggunakan metode <em>probability sampling. </em>Teknik analisis data pada penelitian ini menggunakan pendekatan <em>Partial Least Squares – Structural Equation Modeling </em>(PLS – SEM). Berdasarkan hasil analisis, diperoleh hasil jika pemasaran media sosial<em> </em>dan <em>electronic word of mouth </em>memiliki pengaruh positif dan signifikan terhadap keputusan pembelian, sedangkan kemasan<em> </em>tidak memiliki pengaruh positif dan tidak signifikan. Hasil penelitian ini dapat memberikan informasi kepada perusahaan busana merek lokal mengenai kemasan, pemasaran media sosial dan EWOM<em> </em>untuk meningkatkan penjualan busana merek lokal. Penelitian ini merupakan penelitian pertama yang dilakukan untuk melihat pengaruh dari kemasan, pemasaran media sosial dan EWOM pada keputusan pembelian busana merek lokal.</p>

scholarly journals ANALISIS SIKAP KONSUMEN DI MASA PANDEMI COVID-19 DAN PENGARUHNYA TERHADAP KEPUTUSAN PEMBELIAN DI COFFEE SHOP JABODETABEK

2021 ◽  
Vol 5 (2) ◽  
pp. 75-84
Author(s):  
Mokhamad Syaefudin Andrianto (Institut Pertanian Bogor) ◽  
Andita Sayekti (Institut Pertanian Bogor) ◽  
Freddi Daniel (Institut Pertanian Bogor)
Keyword(s):  
Structural Equation Modeling ◽  
Least Squares ◽  
Partial Least Squares ◽  
Structural Equation ◽  
Negative Impact ◽  
Consumer Attitudes ◽  
Equation Modeling ◽  
Purchasing Decisions ◽  
Coffee Shop ◽  
Purposive Sampling

abstractThe Covid-19 pandemic has a negative impact on various types of foods and beverages business including a coffee shop. The objective of this research is to analyze consumer attitudes during the Covid-19 pandemic and the influence of consumer attitudes during the Covid-19 pandemic on purchasing decisions at coffee shop. The sample of this research is 100 respondents in Jabodetabek (Jakarta, Bogor, Depok Tangerang, and Bekasi). Sampling methods using purposive sampling technique. Sampling data is collected by distributing questionnaires to consumers who had visited a coffee shop in Jabodetabek. The analysis data using Structural Equation Modeling method with Partial Least Squares. The results of the analysis show that consumers aware with the Covid-19 pandemic and its health protocols. Consumers also apply the government's Covid-19 health protocol. Consumer attitudes during this pandemic have a negative effect on purchasing decisions at coffee shop. abstrakPandemi Covid-19 cenderung berdampak negatif pada berbagai jenis usaha di sektor makanan dan minuman, termasuk coffee shop. Tujuan penelitian ini adalah untuk menganalisis sikap konsumen pada masa pandemi Covid-19 dan pengaruh sikap konsumen pada masa pandemi Covid-19. terhadap keputusan pembelian di coffee shop. Sampel dari penelitian ini adalah konsumen di Jabodetabek sebanyak 100 responden. Pengambilan sampel menggunakan teknik purposive sampling. Pengambilan data dilakukan dengan menyebarkan kuesioner ke konsumen yang pernah melakukan kunjungan coffee shop di Jabodetabek. Analisis data dilakukan menggunakan Structural Equation Modeling (SEM) dengan pendekatan Partial Least Squares. Hasil analisis menunjukkan konsumen mengetahui pandemi Covid-19 dan protokol kesehatan. Konsumen juga menerapkan protokol kesehatan Covid-19 dari pemerintah. Sikap konsumen pada masa pandemi ini berpengaruh negatif terhadap keputusan pembelian di coffee shop. 

Should I suggest this YouTube clip? The impact of UGC source credibility on eWOM and purchase intention

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Mazzini Muda ◽  
Muhammad Iskandar Hamzah
Keyword(s):  
Social Media ◽  
Structural Equation Modeling ◽  
Purchase Intention ◽  
Structural Equation ◽  
Word Of Mouth ◽  
Source Credibility ◽  
Equation Modeling ◽  
Content Type ◽  
The Social ◽  
The Impact

PurposeIn spite of the increasing organic and interactive marketing activities over social media, a general understanding of the source credibility of voluntary user-generated content (UGC) is still limited. In line with the social identity theory, this paper examines the effects of consumers' perceived source credibility of UGC in YouTube videos on their attitudes and behavioral intentions. Additionally, source homophily theory is included to predict the antecedent of source credibility.Design/methodology/approachThree hundred and seventy two Generation Y respondents were interviewed using snowball sampling. Data were analyzed with component-based structural equation modeling technique of partial least squares-structural equation modeling (PLS-SEM).FindingsFindings confirmed that perceived source credibility indirectly affects purchase intention (PI) and electronic word-of-mouth via attitude toward UGC. Besides, perceived source credibility mediates the effect of perceived source homophily on attitude toward UGC.Practical implicationsSince today's consumers have begun to trust and rely more on UGC than company-generated content on social media when making purchase decisions, companies may reconsider democratizing certain aspects of their branding strategies. Firms may fine-tune their marketing communication budgets – not only just by sponsoring public figures and celebrities but also by nurturing coproductive engagements with independent content creators who are ordinary consumers. Endowed with their imposing credibility, these micro-influencers and prosumers have high potentials to be uplifted to brand ambassadors.Originality/valueWhile consumers' purchase outcome can be measured easily using metrics and analytics, the roles of source homophily in stages leading up to the purchase is still elusive. Drawing on the rich theoretical basis of source homophily may help researchers to understand not only how credibility and attitude are related to PI but also how this nexus generates positive word of mouth among UGC followers within the social media circles.

Partial least squares structural equation modeling of chemistry attitude in introductory college chemistry

2018 ◽  
Vol 19 (4) ◽  
pp. 1270-1286 ◽  
Author(s):  
James Ross ◽  
Leslie Nuñez ◽  
Chinh Chu Lai
Keyword(s):  
Structural Equation Modeling ◽  
Least Squares ◽  
Partial Least Squares ◽  
Structural Equation ◽  
At Risk Students ◽  
Affective Domain ◽  
Equation Modeling ◽  
College Chemistry ◽  
The Subject ◽  
Introductory College

Students’ decisions to enter or persist in STEM courses is linked with their affective domain. The influence of factors impacting students’ affective domain in introductory college chemistry classes, such as attitude, is often overlooked by instructors, who instead focus on students’ mathematical abilities as sole predictors of academic achievement. The current academic barrier to enrollment in introductory college chemistry classes is typically a passing grade in a mathematics prerequisite class. However, mathematical ability is only a piece of the puzzle in predicting preparedness for college chemistry. Herein, students’ attitude toward the subject of chemistry was measured using the original Attitudes toward the Subject of Chemistry Inventory (ASCI). Partial least squares structural equation modeling (PLS-SEM) was used to chart and monitor the development of students’ attitude toward the subject of chemistry during an introductory college chemistry course. Results from PLS-SEM support a 3-factor (intellectual accessibility,emotional satisfaction, andinterestandutility) structure, which could signal the distinct cognitive, affective, and behavioral components of attitude, according to its theoretical tripartite framework. Evidence of a low-involvement hierarchy of attitude effect is also presented herein. This study provides a pathway for instructors to identify at-risk students, exhibiting low affective characteristics, early in a course so that academic interventions are feasible. The results presented here have implications for the design and implementation of teaching strategies geared toward optimizing student achievement in introductory college chemistry.

An Introduction to Structural Equation Modeling (SEM) and the Partial Least Squares (PLS) Methodology

2011 ◽  
pp. 110-129 ◽  
Author(s):  
Nicholas J. Ashill
Keyword(s):  
Structural Equation Modeling ◽  
Information Systems ◽  
Organizational Behavior ◽  
Least Squares ◽  
Partial Least Squares ◽  
Structural Equation ◽  
Academic Research ◽  
Equation Modeling ◽  
Formative Measurement ◽  
Statistical Assumptions

Over the past 15 years, the use of Partial Least Squares (PLS) in academic research has enjoyed increasing popularity in many social sciences including Information Systems, marketing, and organizational behavior. PLS can be considered an alternative to covariance-based SEM and has greater flexibility in handling various modeling problems in situations where it is difficult to meet the hard assumptions of more traditional multivariate statistics. This chapter focuses on PLS for beginners. Several topics are covered and include foundational concepts in SEM, the statistical assumptions of PLS, a LISREL-PLS comparison and reflective and formative measurement.

Manual de Partial Least Squares Structural Equation Modeling (PLS-SEM) (Segunda Edición)

2019 ◽  
Author(s):  
Joseph F. Hair Jr. ◽  
G. Tomas M. Hult ◽  
Christian M. Ringle ◽  
Marko Sarstedt ◽  
Julen Castillo Apraiz ◽  
...  
Keyword(s):  
Structural Equation Modeling ◽  
Least Squares ◽  
Partial Least Squares ◽  
Structural Equation ◽  
Equation Modeling
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