scholarly journals PENGARUH STRATEGI PROMOSI DAN SOCIAL MEDIA TERHADAP MINAT BELI GARSKIN YANG DIMEDIASI WORD OF MOUTH

2020 ◽  
Vol 6 (1) ◽  
Author(s):  
Dwi Nuvia Ningsih ◽  
Candra Wahyu Hidayat ◽  
Rusno Rusno
Keyword(s):  
Social Media ◽  
Word Of Mouth ◽  
Purposive Sampling

Penelitian ini bertujuan untuk mengetahui pengaruh secara langsung strategi promosi dan social media terhadap minat beli garskin dan pengaruh secara tidak langsung strategi promosi dan social media terhadap minat beli garskin yang dimediasi word of mouth. Jenis penelitian yang digunakan kuantitatif. Teknik pengambilan sampel menggunakan teknik purposive sampling. Sumber data diperoleh dari penyebaran kuisoner kepada 105 responden konsumen produk garskin. Variabel penelitian yang digunakan strategi promosi dan social media terhadap minat beli yang dimediasi word ofmouth. Metode analisis yang digunakan yaitu analisis path atau analisis jalur. Hasil analisis menunjukkan secara simultan strategi promosi dan social media yang dimediasi word of mouth menunjukkan berpengarauh positif dan signifikan terhadap minat beli garskin. Secara parsial strategi promosi berpengaruh sebesar 0,001 dan social media berpengaruh sebesar 0,002 terhadap word of mouth, strategi promosi dan social media berpengaruh signifikan terhadap minat beli dan word of mouth berpengaruh signifikan terhadap minat beli garskin.

scholarly journals PEMBENTUKAN BRAND ATTACHMENT TERHADAP E-WOM SOCIAL COMMERCE INSTAGRAM PADA AKUN PRODUK ONLINE MAKANAN RINGAN DI KOTA JAMBI

2020 ◽  
Vol 9 (03) ◽  
pp. 183-192
Author(s):  
Zuhratul Aulia ◽  
Syahmardi Yacob ◽  
Tona Aurora Lubis
Keyword(s):  
Social Media ◽  
Significant Influence ◽  
Word Of Mouth ◽  
Internet Technology ◽  
Electronic Word Of Mouth ◽  
Brand Trust ◽  
Social Commerce ◽  
Brand Attachment ◽  
Purposive Sampling ◽  
Brand Satisfaction

ABSTRACT The development of internet technology now makes the spread of word of mouth not only limited to face-to-face communication, but has changed its form to electronic word of mouth. One form of E-WOM (electronic Word of Mouth) marketing is social media like Instagram. The purpose of this study was to analyze the effect of Brand Attachment on Instagram Social Commerce E-Wom on Snack Products Online Accounts in Jambi City. The population in this study is the people of Jambi City who use Instagram social media accounts. The sampling technique in this study uses purposive sampling by taking 95 respondents based on criteria. Data collection methods using field studies in the form of online questionnaires. The analytical tool in this study uses multiple linear regression. Brand Satisfaction and Brand Trust have a significant influence on Brand Attachment. Brand Satisfaction and Brand Trust through Brand Attachment have a significant influence on the mediation of E-WOM Instagram social commerce. Keywords: Brand Satisfaction, Brand Trust, Brand Attacment, and Instagram Social Commerce E-Wom. ABSTRAK Perkembangan teknologi internet saat ini membuat penyebaran word of mouth tidak hanya terbatas pada komunikasi tatap muka, tetapi sudah berubah bentuk menjadi electronic word of mouth. Salah satu bentuk dari E-WOM (electronic Word of Mouth) marketing adalah media sosial seperti Instagram. Populasi dalam penelitian ini adalah masyarakat Kota Jambi yang menggunakan akun social Media Instagram,Teknik pengambilan sampel dalam penelitian ini menggunakan purposive sampling dengan mengambil 95 responden berdasarkan kriteria. Metode pengumpulan data menggunakan studi lapangan dalam bentuk kuesioner online. Alat analisis dalam Penelitian ini menggunakan regresi linier berganda. HaSil penelitian menunjukkan bahwa Brand Satisfaction,Brand Trust memberikan pengaruh yang signifikan terhadap E-wom social commerce Instagram, Brand Satisfaction dan Brand Trust memberikan pengaruh yang signifikan terhadap Brand Attachment .Brand Satisfaction dan Brand Trust melalui Brand Attachment memberikan pengaruh yang signifikan terhadap mediasi dari E-WOM social commerce Instagram.  Kata kunci: Brand Satisfaction, Brand Trust, Brand Attacment, dan E-Wom Social Commerce Instagram.  

scholarly journals Social media promotion effect on product purchase decisions through word of mouth marketing

2021 ◽  
Vol 5 (S1) ◽  
pp. 821-831
Author(s):  
Wursan Wursan ◽  
Lucky Radi Rinandiyana ◽  
Tine Badriatin
Keyword(s):  
Social Media ◽  
Data Collection ◽  
Word Of Mouth ◽  
Purchase Decisions ◽  
Purchasing Decisions ◽  
Promotion Effect ◽  
Purposive Sampling ◽  
A Value

This study aims to describe: (1). Promotion uses social media to influence purchasing decisions (2). Promotion with social media so that it can influence the word of mouth market (3) Promotion of word of mouth market in influencing product purchases (4) Promotion using social media word of mouth market in influencing product purchases. The method uses Quantitave, data collection techniques with questionnaires, samples with purposive sampling with a total of 150. Conclusions: (1) Social media promotion has an effect on product purchases with t-count = 8,664 value 0.000 < 0.05, coefficient value = 0.792, (2) Social media promotion affects word of mouth with, t-count = 4.395 with value = 0.000 <0.05, coefficient value = r 0.395, (3). Word of mouth market has an influence on product purchases, with t-count = 4.821 with a value = 0.000 <0.05, coefficient = 0.440 (4). Social media promotion affects purchasing decisions, with a coefficient = 0.0906 value = 0.0217 <0.05.

scholarly journals Pengaruh Instagram dan EWOM Terhadap Minat dan Keputusan Pembelian Konsumen Produk Skincare

2022 ◽  
Vol 14 (1) ◽  
pp. 11-28
Author(s):  
Maria Anita Carolina Kioek ◽  
Lena Ellitan ◽  
Yuliasti Ika Handayani
Keyword(s):  
Social Media ◽  
Word Of Mouth ◽  
Sampling Technique ◽  
Electronic Word Of Mouth ◽  
Purchasing Decisions ◽  
Purposive Sampling ◽  
Analysis Technique ◽  
Pls Analysis ◽  
Use Of Social Media

This study further finds out about the influence of instagram social media and electronic word of mouth (EWOM) as promotional media on buying interest and consumer purchase decisions on Somethinc skincare products. The sampling technique used is non-probability sampling by purposive sampling. As for the background of this research is the role of the use of social media Instagram and how influential electronic word of mouth (EWOM) on buying interest and consumer purchasing decisions. The research was conducted for skincare products with the SomeThinc brand. The sampling technique used is nonprobability sampling by purposive sampling. The sample used in this study were 105 respondents. The respondents in this study were required to be at least 17 years old, have an instagram social media account and have purchased SomeThinc skincare products. The data analysis technique used is SEM-PLS analysis using the SmartPLS 3.0 program. The results of this study indicate that instagram social media has a significant effect on buying interest, instagram social media has a significant effect on consumer purchasing decisions, electronic word of mouth (EWOM) has a significant effect on buying interest, electronicword of mouth (EWOM) has an effect on consumer purchasing decisions, buying interest has a significant effect on consumer purchasing decisions, social media instagram has a significant effect on consumer purchasing decisions mediated by buying interest,  electronic word of mouth (EWOM) has a significant effect on consumer purchasing decisions mediated by buying interest.

scholarly journals Pengaruh Perceived Social Media Marketing Instagram Shopee Indonesia Terhadap Niat Beli pada E-Commerce

2021 ◽  
Vol 6 (6) ◽  
pp. 2998
Author(s):  
Ririe Rachmania
Keyword(s):  
Social Media ◽  
Word Of Mouth ◽  
Brand Image ◽  
Perceived Value ◽  
Social Media Marketing ◽  
Purposive Sampling

E-commerce telah berkembang dengan pesat di Indonesia dan belanja online menjadi alternatif pilihan bagi konsumen dalam satu dekade terakhir. Dalam belanja online, website memainkan peran penting namun untuk membangun brand image dibutuhkan peran media sosial salah satunya instagram. Media sosial dapat mempengaruhi konsumen untuk melakukan pembelian secara online. Melalui pendekatan kuantitatif, penelitian ini akan membahas bagaimana persepsi konsumen terhadap aktivitas social media marketing yang dilakukan Shopee Indonesia di Instagram yang nantinya akan berpengaruh pada perceived value, dan dampaknya pada niat beli. Tujuan penelitian ini untuk mengetahui bagaimana pengaruh social media marketing di Instagram terhadap niat beli terutama dalam konteks industry e-commerce. Berbeda dengan penelitian terdahulu, penelitian ini menggunakan variabel social media marketing pada konteks e-commerce yaitu interactivity, informativeness, trendiness, dan word of mouth. Responden dari penelitian ini adalah orang-orang yang mengikuti Instagram Shopee Indonesia (@shopee_id) karena Shopee Indonesia merupakan e-commerce yang paling banyak memiliki pengikut sejumlah 4 juta pengikut. Penelitian ini dilakukan dengan Teknik purposive sampling, dengan jumlah responden 140 yang akan dianalisis menggunakan SEM dan AMOS. Hasil dari penelitian ini menunjukan bahwa perceived social media marketing meningkatkan niat beli melalui perceived value. Penelitian ini akan membantu pemasar untuk menganalisis bagaimana aktivitas social media marketing yang dilakukan dan pengaruhnya terhadap niat beli.

scholarly journals PENGARUH PROMOSI MELALUI MEDIA SOSIAL TERHADAP REPURCHASE INTENTION MELALUI ELECTRONIC WORD OF MOUTH

2020 ◽  
Vol 2 (3) ◽  
pp. 241-250
Author(s):  
Eka Ayu Savitri ◽  
Zakiyah Zahara ◽  
Ponirin Ponirin
Keyword(s):  
Social Media ◽  
Path Analysis ◽  
Analytical Method ◽  
Word Of Mouth ◽  
Sampling Technique ◽  
Total Sample ◽  
Direct Influence ◽  
Repurchase Intention ◽  
Validity And Reliability ◽  
Purposive Sampling

This study aims to identify and analyze: (1) direct influence of promotion via social media on eWOM at RM Radja Penyet Mas Fais in Palu, (2) direct influence of promotion via social media on repurchase intention at RM Radja Penyet Mas Fais in Palu, (3) direct influence of eWOM to repurchase intention on RM Radja Penyet Mas Fais in Palu. Type of research is quantitative. The population consists of people who have been exposed information about RM Radja Penyet Mas Fais  in social media, and had visited RM Radja Penyet Mas Fais or become followers @radjapenyetmasfais instagram. Sampling technique is purposive sampling, with total sample of 100 respondents. Data collecting method using online and offline questionnaires that have been tested for their validity and reliability. The analytical method using path analysis. The results show that: (1) there is direct influence of promotion via social media on eWOM at RM Radja Penyet Mas Fais in Palu, (2) there is direct influence of promotion via social media on repurchase intention at RM Radja Penyet Mas Fais in Palu, (3) there is no direct influence of eWOM on repurchase intention at RM Radja Penyet Mas Fais in Palu. Penelitian ini bertujuan untuk mengetahui dan menganalisa: (1) Pengaruh langsung promosi melalui media sosial terhadap eWOM di RM Radja Penyet Mas Fais di Kota Palu, (2) Pengaruh langsung promosi melalui media sosial terhadap repurchase intention RM Radja Penyet Mas Fais di Kota Palu, (3) Pengaruh langsung eWOM terhadap repurchase intention di RM Radja Penyet Mas Fais di Kota Palu. Jenis penelitian yang digunakan adalah kuantitatif. Populasi penelitian ini adalah seluruh masyarakat umum yang pernah terpapar informasi mengenai RM Radja Penyet Mas Fais di media sosial, dan sudah pernah bersantap di RM Radja Penyet Mas Fais atau yang menjadi followers akun instagram @radjapenyetmasfais. Teknik penarikan sampel dalam penelitian ini menggunakan purposive sampling, dengan jumlah sampel sebanyak 100 responden. Pengambilan data menggunakan kuesioner online dan offline yang telah diuji validitas dan reliabilitasnya. Metode analisis menggunakan path analysis. Hasil penelitian menunjukkan bahwa (1) Terdapat pengaruh langsung promosi melalui media sosial terhadap eWOM pada RM Radja Penyet Mas Fais di Kota Palu, (2) Terdapat pengaruh langsung promosi melalui media sosial terhadap repurchase intention pada RM Radja Penyet Mas Fais di Kota Palu, (3) Tidak Terdapat pengaruh langsung eWOM terhadap repurchase intention pada RM Radja Penyet Mas Fais di Kota Palu.

PERSPEKTIF HALAL DAN SOSIAL MEDIA PADA PEMBELIAN KOSMETIK

2020 ◽  
Vol 3 (1) ◽  
pp. 45-55
Author(s):  
Larassanti Eka Putri ◽  
K. Bagus Wardianto ◽  
Ghia Subagia
Keyword(s):  
Social Media ◽  
Sampling Technique ◽  
Likert Scale ◽  
Quantitative Approach ◽  
Purchasing Decisions ◽  
Purposive Sampling ◽  
Female Consumers ◽  
Simultaneous Testing

ABSTRAK Penelitian ini bertujuan untuk mengetahui pengaruh kesadaran logo halal dan iklan media sosial Instagram terhadap keputusan pembelian produk kosmetik.  Jenis penelitian yang digunakan adalah explanatory research dengan pendekatan kuantitatif. Populasi dalam penelitian ini adalah konsumen wanita yang menggunakan kosmetik Wardah di Bandar Lampung, dengan sampel sebanyak 100 responden. Teknik pengambilan sampel menggunakan purposive sampling. Data dikumpulkan menggunakan kuisioner, dan dianalisis menggunakan analisis regresi linier berganda. Hasil penelitian ini menunjukkan bahwa kesadaran logo halal, dan iklan media sosial Instagram berpengaruh signifikan secara parsial maupun silmultan terhadap keputusan pembelian kosmetik. Kehalalan dapat menjadi branding yang semakin kuat, jika didukung dengan promosi melalui media sosial, yang mampu menjangkau segmentasi pasar yang lebih luas terhadap produk lokal.   ABSTRACT This study aims to determine the effect of Awareness of the Halal Logo and Instagram Social Media Ads on Wardah Cosmetics Purchasing Decisions. This type of research used in this research is explanatory research with a quantitative approach. The population in this study is female consumers who use Wardah cosmetics in Bandar Lampung. The sampling technique uses purposive sampling with a sample of 100 respondents. The data was obtained from a questionnaire using a Likert scale. The results of this study explain that Awareness of the Halal Logo, and Instagram Social Media Ads significantly influence Wardah Cosmetics Purchasing Decisions. Simultaneous testing results showed that Halal Logo Awareness and Instagram Social Media Ads had a significant effect on Wardah Cosmetics Purchasing Decisions.

Influence of social media marketing towards purchase of residential property

2019 ◽  
Vol 118 (6) ◽  
pp. 145-149
Author(s):  
A. Ekanthalingam ◽  
Dr. A. Gopinath
Keyword(s):  
Social Media ◽  
High Speed ◽  
Word Of Mouth ◽  
Marketing Strategies ◽  
Social Media Marketing ◽  
Purchase Decision ◽  
Residential Property ◽  
Customer Delight ◽  
The Right ◽  
Potential Customers

‘Marketing’ is not just an activity. It is a process, a philosophy and a phenomenon. The evolution of marketing has produced tremendous benefits to business and end consumers. The innovation in this field has been steady and yet at high speed. From ‘word of mouth advertising’ which was the only option earlier we are now at the mercy of what consumers are sharing about their experience on the internet. Social Media has become more powerful than what we think and this article shows how we can leverage this to benefit the top-line and customer delight. We dive deep to understand the influence Social Media can create towards purchase of residential property. As much complex it is to make the purchase decision of a property, it is equally difficult for marketers to send the right message to their target audience. Through this article, we are trying to see how marketers have transformed their traditional marketing strategies to address the needs of the millennial population, who are the most potential customers for property purchase.

A Study on Pre and Post-Purchase Behaviour Exhibited by Online Shoppers – Special Reference to Shoppers of Amazon.in

2019 ◽  
Vol 118 (6) ◽  
pp. 100-102
Author(s):  
D.David Winster Praveenraj ◽  
A. Prasanth
Keyword(s):  
Special Reference ◽  
Word Of Mouth ◽  
Online Delivery ◽  
Purposive Sampling ◽  
Online Shoppers ◽  
Delivery Services ◽  
Post Purchase ◽  
Consumer's Perception

Usually, in a process of purchasing products at Amazon.in, several steps are required to purchase the products where the consumer begins to navigate through the advertisements, internet and word of mouth, then search the products on search bar to purchase the products. In general, the process requires the customer to be seated before beginning. This study aims to discuss the consumer's perception of online products purchasing and delivery services in Karur. The survey was conducted among 100 respondents who were selected based on purposive sampling. The research focuses on the study and analysis of data collected from all those users who already use online delivery services.

Techniques of Viral Marketing

2019 ◽  
Vol 118 (6) ◽  
pp. 97-99
Author(s):  
Arockia Jeyasheela A ◽  
Dr.S. Chandramohan
Keyword(s):  
Social Media ◽  
Real Time ◽  
Word Of Mouth ◽  
Viral Marketing ◽  
Consumer Perception ◽  
Key Word ◽  
The Right ◽  
A Company

This study is discussed about the viral marketing. It is a one of the key success of marketing. This paper gave the techniques of viral marketing. It can be delivered word of mouth. It can be created by both the representatives of a company and consumer (individuals or communities). The right viral message with go to right consumer to the right time. Viral marketing is easy to attract the consumer. It is most important advertising to consumer. It involves consumer perception, organization contribution, blogs, SMO (Social Media Optimize), SEO (Social Engine Optimize). Principles of viral marketing are social profile gathering, Proximity Market, Real time Key word density.

SELFIE TOURISM DAN ELECTRONIC WORD OF MOUTH SEBAGAI ANTESEDEN RE-VISIT INTENTION

2019 ◽  
Vol 4 (3) ◽  
pp. 526
Author(s):  
Okki Trinanda ◽  
Astri Yuza Sari
Keyword(s):  
Social Media ◽  
Hypothesis Testing ◽  
Sample Size ◽  
Human Behavior ◽  
Word Of Mouth ◽  
Electronic Word Of Mouth ◽  
Tourist Attractions ◽  
Tourism Management ◽  
West Sumatra ◽  
First Time

<p><em>Research linking selfie behavior and tourism management is very rarely implemented. Selfie behavior is more researched as part of psychology that studies human behavior. This study aims to find out (1) the influence of Selfie Tourism on Electronic Word of Mouth, (2) the influence of Selfie Tourism on Re-Visit Intention, and (3) the influence of Electronic Word of Mouth on Re-Visit Intention. This study uses estimates based on the number of parameters obtained by the sample size of 452 respondents with accidental sampling. Respondents who were included in this study were foreign tourists and domestic tourists who visited the tourism sites in West Sumatra for the first time. While hypothesis testing uses SEM. In this study all relationships between variables were found to be positive and significant. The implication of this study is that tourism managers not only pay attention to aspects of service such as hospitality, cleanliness and so on, but also provide attractive tourist attractions to be photographed and distributed to social media.</em></p><p><em><br /></em></p><p><em>Penelitian yang menghubungkan perilaku selfie dan manajemen pariwisata sangat jarang dilaksanakan. Perilaku selfie lebih banyak diteliti sebagai bagian dari psikologi yang mempelajari perilaku manusia. Penelitian ini bertujuan untuk mengetahui (1) pengaruh Selfie Tourism terhadap Electronic Word of Mouth, (2) pengaruh Selfie Tourism terhadap Re-Visit Intention, dan (3) pengaruh Electronic Word of Mouth pada Re-Visit Intention. Penelitian ini menggunakan jumlah parameter yang diperoleh dengan ukuran sampel 452 responden dengan accidental sampling. Responden yang dikunjungi oleh wisatawan asing dan wisatawan domestik yang mengunjungi situs pariwisata di Sumatera Barat untuk pertama kalinya. Sedangkan pengujian hipotesis menggunakan SEM. Dalam penelitian ini semua hubungan antar variabel ditemukan positif dan signifikan. Implikasi dari penelitian ini adalah bahwa manajer pariwisata tidak hanya memperhatikan layanan dan kebersihan tetapi juga menyediakan media sosial.</em></p>

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