scholarly journals Pengaruh Celebrity Endorser, Online Advertising dan Word of Mouth terhadap Minat Beli Konsumen pada E-Commerce Tokopedia

2020 ◽  
Vol 4 (2) ◽  
pp. 16-31
Author(s):  
Muhammad Arief Algiffary ◽  
Zakaria Wahab ◽  
Muchsin Saggaff Shihab ◽  
Marlina Widiyanti
Keyword(s):  
Random Sampling ◽  
Word Of Mouth ◽  
Online Advertising ◽  
Celebrity Endorser

Penelitian ini bertujuan untuk mengetahui pengaruh celebrity endorser, online advertising dan word of mouth terhadap minat beli konsumen pada e-commerce Tokopedia. Populasi dalam penelitian ini adalah masyarakat Indonesia pengguna media sosial Instagram berusia 15-34 tahun yang merupakan pengguna pasif atau belum menggunakan e-commerce Tokopedia pada tahun 2020. Sampel dalam penelitian ini sebanyak 100 responden dengan menggunakan teknik purposive random sampling. Metode pengumpulan data menggunakan kuesioner yang disebar melalui google form dan teknik pengolahan data menggunakan analisis regresi linier berganda. Hasil dari analisis menunjukkan bahwa celebrity endorser berpengaruh positif dan signifikan terhadap minat beli konsumen pada e-commerce Tokopedia. Online advertising berpengaruh positif dan signifikan terhadap minat beli konsumen pada e-commerce Tokopedia. Word of mouth berpengaruh positif dan signifikan terhadap minat beli konsumen pada e-commerce Tokopedia. Hasil penelitian ini dapat digunakan sebagai masukan bagi Tokopedia dalam upaya untuk dapat meningkatkan minat beli konsumen.

scholarly journals Pengaruh Electronic Word of Mouth (eWOM), Celebrity Endorser, dan Online Advertising terhadap Brand Awareness

2021 ◽  
Vol 5 (5) ◽  
pp. 464
Author(s):  
Anastasia Silvi Andrea ◽  
Keni Keni
Keyword(s):  
Word Of Mouth ◽  
Online Advertising ◽  
Partial Least Square ◽  
Least Square ◽  
Brand Awareness ◽  
Electronic Word Of Mouth ◽  
Equation Modelling ◽  
Celebrity Endorser ◽  
Convenience Sampling ◽  
Positive Effect

This research is conducted to show the influence of electronic word of mouth (EWOM), celebrity endorsers, and online advertising on brand awareness. This descriptive research involved quantitative data collecting use a questionnaire as a data collection method. The researcher used the convenience sampling method to take 151 respondents with valid data. The data analysis technique used Partial Least Square – Structured Equation Modelling (PLS-SEM) with the help of SmartPLS 3.3.2 software. This study concluded that 1) Electronic word of mouth has an insignificantly positive effect on brand awareness, 2) Celebrity endorser has a significantly positive effect on brand awareness, 3) Online advertising has a significant positive effect on brand awareness. Penelitian ini dilakukan untuk menunjukkan pengaruh electronic word of mouth (EWOM), celebrity endorser, dan online advertising terhadap brand awareness. Penelitian deskriptif ini melibatkan pengumpulan data kuantitatif dengan menggunakan kuesioner secara cross-sectional sebagai metode pengumpulan data. Peneliti menggunakan metode convenience sampling untuk mengambil 151 responden dengan data yang valid. Teknik analisis data menggunakan Partial Least Square – Structured Equation Modelling (PLS-SEM) dengan bantuan software SmartPLS 3.3.2. Singkatnya, penelitian ini memperoleh kesimpulan bahwa 1) Electronic word of mouth berpengaruh positif tidak signifikan terhadap brand awareness, 2) Celebrity endorser berpengaruh positif signifikan terhadap brand awareness, 3) Online advertising berpengaruh positif signifikan terhadap brand awareness.

scholarly journals PENGARUH CITRA MEREK DAN WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR YAMAHA

2020 ◽  
Vol 4 (3) ◽  
pp. 211-218
Author(s):  
Hastuti Habir ◽  
Zakiyah Zahara ◽  
Farid Farid
Keyword(s):  
Linear Regression ◽  
Data Collection ◽  
Multiple Linear Regression ◽  
Random Sampling ◽  
Word Of Mouth ◽  
Brand Image ◽  
Research Result ◽  
Descriptive Research ◽  
Sample Data ◽  
Significant Probability

This research aims to find out and analyze the effect of brand image and word of mouth, either simultaneously or partially on the decision of purchasing Yamaha motorcycle in Bungku Tengah of Morowali Regency. This was a descriptive research with population of consumers of yamaha motorcycle in Bungku Tengah of Morowali Regency. Sample used was random sampling, in which 91 people selected as the sample. Data collection was questionnaire and it was analyzed using multiple linear regression analysis.The research result reveals that significant probability value of brand image variable (0.002) < (0.05) so the brand image variable has a significant effect on the decision of purchasing, significant probability value of word of mouth (0.087) > (0.05) so the word of mouth variable has no effect on the decision of purchasing. It means the brand image variable partially has a significant effect on decision of purchasing; however, word of mouth variable partially has no effect on kdecision of purchasing. Penelitian ini bertujuan untuk mengetahui analisi pengaruh citra merek dan word of mouth, baik secara simultan maupun parsial terhadap keputusan pembelian sepeda Motor Yamaha di Bungku Tengah Kabupaten Morowali Kecamatan. Jenis penelitian ini adalah deskriptif, Populasi penelitian ini adalah konsumen pengguna Motor Yamaha di Bungku Tengah Kabupaten Morowali. Teknik pengambilan sampel yang digunakan adalah Random Sampling, dan dengan tehnik tersebut 91 orang sebagai sampel. Teknik pengumpulan data yang di gunakan adalah angket, dan Teknik analisis data yang di gunakan adalah analisis regresi linier berganda. Hasil penelitian menunjukkan bahwa, angka probabilitas signifikan variabel Citra Merek (0,002) < (0,05) sehingga variabel Citra Merek memiliki pengaruh yang signifikan terhadap keputusan pembelian, angka probabilitas signifikan variabel Word of Mouth (0,087) > (0,05) sehingga variabel Word of Mouth tidak mempunyai pengaruh yang signifikan terhadap keputusan pembelian. Artinya variabel Citra Merek secara parsial berpengaruh signifikan terhadap keputusan pembelian, namun variabel Word of Mouth secara parsial berpengaruh tidak signifikan terhadap keputusan pembelian.

scholarly journals SIKAP DAN PERILAKU KONSUMEN TERHADAP NATIVE ADVERTISING

2020 ◽  
Vol 5 (1) ◽  
pp. 204
Author(s):  
Siti Aisyah
Keyword(s):  
Data Collection ◽  
Random Sampling ◽  
Online Advertising ◽  
Descriptive Analysis ◽  
Marketing Strategies ◽  
The Internet ◽  
Good Information ◽  
Attitudes And Behaviors ◽  
Positive Attitudes ◽  
Analysis Technique

The marketing strategy continues to develop. Internet advertising is commonly referred to as e-marketing. Various e-marketing strategies can be done now, for example online advertising. Advertising that used to be offline is now utilizing the internet. One of the formats for online advertising is native ad. Native advertising is a digital advertising format that is still relatively new for online advertising. This study aims to explain how native advertising is used and see how consumers' attitudes towards evaluating native ads. It is recommended to see more than where the original ad can be effectively approved according to marketing objectives. This research uses descriptive analysis technique with random sampling data collection techniques to 420 respondents online. Obtained results from native advertisements that are supported and able to produce positive attitudes and behaviors that benefit marketers or ad owners. Respond to native ads that can provide good information, fun, useful, credible, and do not disturb.

scholarly journals IMPACT OF SERVICE QUALITY ON RESIDENTIAL SATISFACTION : A STUDY WITH SPECIAL ATTENTION TO CHENNAI

2021 ◽  
Vol 9 (9) ◽  
pp. 370-378
Author(s):  
K. Chezhiyan
Keyword(s):  
Customer Satisfaction ◽  
Service Quality ◽  
Random Sampling ◽  
Sampling Method ◽  
Word Of Mouth ◽  
Simple Random Sampling ◽  
Residential Satisfaction ◽  
Multiple Linear Regressions ◽  
Linear Regressions

 The purpose of this paper is to reveal the residential satisfaction of apartment residents.  And it was measured through an antecedent (service quality) and a consequence (word of mouth) of residential satisfaction. Simple random sampling method was employed on 200 residents and multiple linear regressions were carried out. The result shows that 85% of the variance in overall customer satisfaction is accounted for by service quality. From the above findings it is clear that service quality positively influences customer satisfaction.

scholarly journals PENGARUH HARGA, KUALITAS PRODUK DAN WOM (WORD OF MOUTH) TERHADAP KEPUASAN KONSUMEN

2020 ◽  
Vol 2 (2) ◽  
Author(s):  
Upik Aldiana ◽  
Setyo Adji ◽  
Edi Santoso
Keyword(s):  
Customer Satisfaction ◽  
Product Quality ◽  
Random Sampling ◽  
Consumer Satisfaction ◽  
Word Of Mouth ◽  
Sampling Technique ◽  
Coefficient Of Determination ◽  
Pharmaceutical Companies ◽  
Herbal Products ◽  
Probability Sampling

This study aims to determine the effect of price, product quality, WOM (word of mouth) on consumer satisfaction on Herbal Soman Products at Yasmaga fm Ponorogo outlets. PT. Soman Indonesia is one of the original pharmaceutical companies in Indonesia, Soman (Sozo Formula Manggata 1) is Herbal Drops Herbal made from ingredients 39 Natural ingredients consisting of fruits, vegetables and also selected spices. The population in this study were consumers of Soman Herbal Products at Yasmaga Radio FM Ponorogo. This study used the Probability Sampling Technique by means of Random Sampling. Samples taken amounted to 80 respondents with the characteristics of consumers who have made a minimum purchase of 2x. The results showed that price, product quality, WOM (word of mouth) had a positive and significant effect on customer satisfaction both simultaneously and partially. While the coefficient of determination shows the value of 53.1%, which means the price, product quality and WOM (word of mouth) contribution to consumer satisfaction is 53.1% and the remaining 46.9% is influenced by other variables not explained in this study.

scholarly journals KAJIAN TAMPILAN FISIK, CITRA MEREK DAN PEMASAR DARI MULUT KE MULUT TERHADAP KEPUTUSAN PEMBELIAN PADA SALON NOONA BEAUTY KOREA KOTA BARABAI KABUPATEN HULU SUNGAI TENGAH

2021 ◽  
Vol 7 (2) ◽  
Author(s):  
Cici Asmawati ◽  
Riky Welli Saputra
Keyword(s):  
Random Sampling ◽  
Word Of Mouth ◽  
Brand Image ◽  
Physical Appearance ◽  
Sampling Technique ◽  
Purchase Decision ◽  
Purchase Decisions ◽  
Purchasing Decisions ◽  
Beauty Salon ◽  
Joint Influence

The purpose of this study was to analyze the physical appearance, brand image and marketer's word of mouth either partially or simultaneously influence the purchasing decision at Noona Beauty Korea salon in Barabai, Hulu Sungai Tengah Regency.The population in this study were all customers or consumers of the Noona Beuty Korea salon in Barabai, Hulu Sungai Tengah Regency. The number of samples is 100 respondents. The sampling technique in this study used a random sampling technique, or random sampling. The data in this research were obtained directly from interviews by distributing questionnaires. The analytical tool used is the research instrument test, classical assumption test, multiple linear regression, t test, F test and R2 testThe results showed that there was an effect of Physical Appearance on Purchase Decisions at Noona Beauty Salon Korea Barabai, Hulu Sungai Tengah Regency. There is an influence of Brand Image on Purchase Decision at Salon Noona Beauty Korea Barabai, Hulu Sungai Tengah Regency. There is the influence of marketers by word of mouth on purchasing decisions at Noona Beauty Salon Korea Barabai, Hulu Sungai Tengah Regency. There is a joint influence between the variables of Physical Appearance, Brand Image, and Word of mouth Marketers on Purchase Decisions at Noona Beauty Salon Korea Barabai, Hulu Sungai Tengah Regency.

scholarly journals Demam Korea: Minat Beli Terhadap Produk Kecantikan Korea (K-Beauty)

2021 ◽  
Vol 9 (4) ◽  
pp. 1516-1528
Author(s):  
Jenia Hanindita Rahmawati ◽  
Muhamad Ahsan
Keyword(s):  
Structural Equation ◽  
Word Of Mouth ◽  
Brand Image ◽  
Country Of Origin ◽  
Equation Modeling ◽  
Index Number ◽  
Electronic Word Of Mouth ◽  
Insignificant Effect ◽  
Celebrity Endorser ◽  
Beauty Products

This research aims to examine the effect of brand image, celebrity endorser, country of origin and electronic word of mouth on buying interest in Korean beauty products (K-Beauty). The method used is quantitative associative. The sampling technique used is accidental sampling as many as 108 respondents. Data was collected by distributing online questionnaires via google form. The collected data was analyzed using Structural Equation Modeling (SEM) which consists of two stages, namely the measurement model and the structural model with IBM SPSS AMOS software version 20 and index number analysis as descriptive analysis. The results of the analysis show that brand image has a positive and significant effect on buying interest in Korean beauty products (K-Beauty), celebrity endorser has a positive and insignificant effect on buying interest in Korean beauty products (K-Beauty), while country of origin and electronic word of mouth have a negative and insignificant effect on buying interest in Korean beauty products (K-Beauty).

scholarly journals Pengaruh Nilai Iklan yang Dipersepsikan dan Getok Tular terhadap Minat Wisata Kota Yogyakarta Dimediasi oleh Citra Destinasi

2017 ◽  
Vol 2 (1) ◽  
pp. 39-47
Author(s):  
Mustika Syarifuddin
Keyword(s):  
Data Analysis ◽  
Significant Influence ◽  
Random Sampling ◽  
Word Of Mouth ◽  
Destination Image ◽  
Sample Collection ◽  
Sampling Area ◽  
Cluster Methods ◽  
The City ◽  
Simple Regression

Penelitian ini bertujuan untuk menguji pengaruh nilai iklan yang dipersepsikan dan getok tular (wom) terhadap minat wisata kota di Kota Yogyakarta dengan dimediasi oleh citra destinasi. Penelitian ini dilakukan di Kota Yogyakarta dengan mensurvei 386 responden wisatawan domestik. Teknik pengambilan sampelnya dengan sistem acak menggunakan sampling daerah (cluster). Metode analisis datanya menggunak an analisis regresi sederhana bertahap dan analisis mediasi. Hasil penelitian ini menemukan adanya pengaruh signifikan dan positif antara nilai iklan yang dipersepsikan dan getok tular terhadap citra destinasi. Penelitian ini menunjukkan pula bahwa adanya pengaruh signifikan secara langsung maupun tidak langsung antara nilai iklan yang dipersepsikan dan getok tular terhadap minat wisata Kota Yogyakarta melalui citra destinasi sebagai variabel pemediasi komplementer. Abstract The purpose of this study was to examine the influences of perceived advertising value and word of mouth on intentions of city visit Yogyakarta is mediating by destination image. This research was conducted in the city of Yogyakarta with 386 respondents by surveying domestic tourists. Sample collection techniques with a system using a random sampling area (cluster). Methods of data analysis using stages of simple regression and mediation analysis. The results of this study found a significant and positive influ ence between perceived advertising value and word of mouth on the destination image. This study also shows that significant influence, directly or indirectly between it perceived value advertising and word of mouth to the intentions of city visit Yogyakarta through the destination image as a variable complementary mediator.

scholarly journals The Influence of Islamic Celebrity Endorser, Halal Labels and Product Quality on Purchasing Intention of Wardah Cosmetics

Academia Open ◽  
2021 ◽  
Vol 4 ◽  
Author(s):  
Ananda Ilmi Wahidyah ◽  
Fitri Nur Latifah
Keyword(s):  
University Students ◽  
Product Quality ◽  
Random Sampling ◽  
Quantitative Methods ◽  
Sampling Technique ◽  
Stratified Random Sampling ◽  
A Value ◽  
Purchasing Intention ◽  
Celebrity Endorser ◽  
Celebrity Endorsers

This study was used to determine the effect of Islamic celebrity endorser, halal label and product quality on interest in buying Wardah cosmetics at Muhammadiyah University students of Sidoarjo using quantitative methods with 98 respondents who were taken using Stratified Random Sampling sampling technique. The results of the study partially show that Islamic celebrity endorsers have a tcount value of 1.490 < ttable 1.985 and a significance value of 0.140 > 0.05, the halal label has a tcount value of 3.037 > ttable 1.985 and a significance value of 0.003 <0.05, and product quality has a value of tcount. 4.891 > t table 1.985 and a significance value of 0.000 < 0.05. So it can be concluded that partially Islamic celebrity endorser has no effect on buying interest, while the halal label and product quality affect the buying interest of Wardah cosmetics at Muhammadiyah University Sidoarjo students. Meanwhile, simultaneously Islamic celebrity endorser, halal label and product quality affect the buying interest of students at Muhammadiyah University of Sidoarjo.

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