Pengaruh Promosi Melalui Media Sosial Terhadap Pengambilan Keputusan Kursus Bahasa Inggris Pare Dengan Viral Marketing Sebagai Variabel Intervening

2019 ◽  
Vol 4 (1) ◽  
pp. 41
Author(s):  
Ahmad Farih ◽  
Ahmad Jauhari ◽  
Eko Widodo
Keyword(s):  
Social Media ◽  
Path Analysis ◽  
Significant Influence ◽  
Quantitative Research ◽  
English Language ◽  
Sampling Technique ◽  
Positive Influence ◽  
Viral Marketing ◽  
Purchasing Decisions ◽  
English Village

This study aims to determine the effect of promotion through social media on the decision of English language courses at CELL institutions Pare Kediri East Java - English Village with viral marketing as an intervening variable. The population in this study were course participants at the CELL institution Pare Kediri East Java - English Village. The sampling technique uses non-probability sampling technique which is accidental sampling and the number of samples is 100 respondents. This research is quantitative research. Data analysis is used using path analysis (path analysis) with the SPSS version 20.0 application. For the endogenous variable (Y) of this study is the purchase decision, for exogenous variables (X) is promotion through social media, and for intervening variables (Z) is viral marketing. The results of this study indicate that: (1) There is a positive significant influence between promotion through social media on purchasing decisions. (2) There is a positive significant influence between promotion through social media on viral marketing. (3) There is a significant positive influence between viral marketing on purchasing decisions. (4) Yes significant influence between promotion through social media on purchasing decisions with viral marketing as an intervening variable.

scholarly journals Pengaruh viral marketing dan endorser terhadap keputusan pembelian dengan brand awareness sebagai variabel intervening

2020 ◽  
Vol 4 (2) ◽  
Author(s):  
Anggi Irawan ◽  
Irwan Misbach
Keyword(s):  
Indirect Effects ◽  
Quantitative Research ◽  
Sampling Technique ◽  
Viral Marketing ◽  
Brand Awareness ◽  
Primary Data ◽  
Research Needs ◽  
Direct And Indirect Effects ◽  
Purchasing Decisions ◽  
The Relationship

This study aims to examine the direct and indirect effects of viral marketing on endorsers on purchasing decisions mediated by brand awareness as mediation. This research is a type of quantitative research with an associative approach. The population in this study were users of Oppo smartphone products in Makassar City. The sampling technique used accidental sampling and purposive sampling. The number of samples was 100 respondents using the Hair formula. The data used are primary data derived from questionnaire answers. Data analysis used Path Analysis with the help of SPSS 21. The results showed that viral marketing and endorsers had a positive and significant effect on brand awareness. Furthermore, viral marketing, endorsers and brand awareness directly have a positive and significant effect on purchasing decisions. In addition, the results of this study also show that brand awareness is able to mediate the relationship between viral marketing and endorsers on purchasing decisions. The implication of this research needs to be reinforced in product promotion so that consumers are able to remember products continuously which can have an impact on product purchasing decisions.

scholarly journals PENGARUH INFLUENCER MARKETING DAN VIRAL MARKETING TERHADAP KEPUTUSAN PEMBELIAN BITTERSWEET BY NAJLA

2021 ◽  
pp. 1209
Author(s):  
Muhammad Miftahul Fathurrahman ◽  
Diana Triwardhani ◽  
Jenji Gunaedi Argo
Keyword(s):  
Quantitative Study ◽  
Significant Influence ◽  
New Products ◽  
Sampling Technique ◽  
Viral Marketing ◽  
Purchasing Decisions ◽  
Purposive Sampling ◽  
The Difference ◽  
Marketing Methods

Bittersweet By Najla is known as a marketer who uses influencer marketing and viral marketing methods. Although this method is known as a powerful marketing method, sales of new products marketed using influencer marketing and viral marketing are not in line with the old products that people are familiar with. This study aims to prove the influence of influencer marketing on purchasing decisions and viral marketing on purchasing decisions. This research is a descriptive quantitative study with the object of research being Bittersweet By Najla consumers in Jabodetabek. The sample is 100 respondents with purposive sampling technique. The hypothesis of this study was tested using SmartPLS 3.0 with the results (1) There is a significant influence of influencer marketing on purchasing decisions of 0.425. (2) There is a significant effect of viral marketing on purchasing decisions of 0.346 (3) There is a contribution from influencer marketing and viral marketing of 51.9%, and the difference of 48.1% is obtained from other variables. (4) There is an influence of influencer marketing and viral marketing on purchasing decisions. Bittersweet By Najla dikenal sebagai pemasar yang menggunakan metode influencer marketing dan viral marketing. Meskipun metode tersebut dikenal sebagai metode pemasaran yang ampuh, penjualan pada produk baru yang dipasarkan menggunakan influencer marketing dan viral marketing tidak selaris produk lama yang telah dikenal orang-orang. Penelitian ini ditujukan untuk membuktikan pengaruh dari influencer marketing terhadap keputusan pembelian dan viral marketing terhadap keputusan pembelian. Penelitian ini berupa sebuah penelitian kuantitatif deskriptif dengan objek penelitian konsumen Bittersweet By Najla se Jabodetabek. Sampel berjumlah 100 responden dengan teknik purposive sampling. Hipotesis dari penelitian ini diuji menggunakan SmartPLS 3.0 dengan hasil (1) Terdapat pengaruh secara signifikan dari influencer marketing terhadap keputusan pembelian sebesar 0.425. (2) Terdapat pengaruh secara signifikan dari viral marketing terhadap keputusan pembelian sebesar 0.346 (3) Terdapat kontribusi dari influencer marketing dan viral marketing sebesar 51.9%, dan selisihnya berupa 48.1% didapatkan dari variabel yang lain. (4) Terdapat pengaruh influencer marketing dan viral marketing terhadap keputusan pembelian.

scholarly journals PENGARUH KINERJA DRIVER DAN FASILITAS APLIKASI TERHADAP LOYALITAS MELALUI KEPUASAN PELANGGAN (Studi Kasus Gojek Kota Malang)

Profit ◽  
2021 ◽  
Vol 15 (01) ◽  
pp. 74-83
Author(s):  
Ratna Nikin Hardati ◽  
Keyword(s):  
Customer Satisfaction ◽  
Path Analysis ◽  
Customer Loyalty ◽  
Significant Influence ◽  
Quantitative Research ◽  
Sampling Technique ◽  
Food Delivery ◽  
Transportation Industry ◽  
Driver Performance ◽  
Research Population

Gojek, an online transportation service provider, is a social-spirited company that is leading the revolution in the ojek transportation industry. Gojek partners with experienced ojek riders to be the main solution in shipping goods, ordering food delivery, shopping and traveling in a traffic jam. The purpose of this study is to explain the effect of: Driver Performance on Customer Satisfaction, Effect of Application Facilities on Customer Satisfaction and Effect of Driver Performance and Application Facilities on Loyalty through Customer Satisfaction. This research is a quantitative research. The research population is Gojek customers in Malang City. The number of samples used was determined by the Proportional Random Sampling technique. Data analysis using the path analysis method (Path Analysis). The results showed that there was a significant influence between the performance of the driver on customer satisfaction Gojek; There is a significant influence between facilities on customer satisfaction Gojek; There is a significant influence between driver performance and facilities simultaneously on customer satisfaction) Gojek; There is a significant influence between driver performance on customer loyalty Gojek; The existence of insignificant influence between facilities on customer loyalty Gojek; There is a significant influence between satisfaction on customer loyalty Gojek; and the existence of significant influence between the effect of driver performance, facilities, and satisfaction simultaneously on Gojek customer loyalty.

scholarly journals Effect Of Digital Marketing And Social Media On Purchase Intention Of Smes Food Products

2021 ◽  
Vol 12 (3) ◽  
pp. 3672-3678
Author(s):  
Heri Erlangga Et.al
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Linear Regression Analysis ◽  
Sampling Technique ◽  
Total Sample ◽  
Positive Influence ◽  
Digital Marketing ◽  
Social Media Marketing ◽  
Purchasing Decisions ◽  
Marketing Variables

Marketing is an important part of the management of a company in order to achieve success in achieving company goals. This study aims to determine the influence of social media-based digital marketing on purchasing decisions for SMEs products. The study was conducted in Banten Province by taking a total sample of 210 respondents with a sample of using random sampling technique. Data collection through observation and questionnaires. The data analysis technique was performed using simple linear regression analysis with SPSS software. Based on the results of the research and discussion above, it can be concluded that social media marketing has a significant influence on purchasing decisions on SMEs products. Overall there is a positive influence between social media marketing variables and SMEs product purchasing decisions.

scholarly journals The Effect of Product Quality, Brand Image, and Halal Labeling on Purchase Decisions with Purchase Intentions as Intervening Variables

2021 ◽  
Vol 1 ◽  
pp. 359-374
Author(s):  
Ary Dewi Saputri ◽  
Agung Guritno
Keyword(s):  
Path Analysis ◽  
Product Quality ◽  
Purchase Intention ◽  
Quantitative Research ◽  
Brand Image ◽  
Linear Regression Analysis ◽  
Sampling Technique ◽  
Multiple Linear Regression Analysis ◽  
Purchasing Decisions ◽  
Central Java

This research is motivated by the great potential in Boyolali Regency, Central Java, in the field of cow's milk production and its processed products. The purpose of this study was to determine the factors that influence purchasing decisions for Indrakila Cheese products in Boyolali, Central Java. The research method used is quantitative research with purposive random sampling technique. The data analysis used includes instrument test, multiple linear regression analysis, statistical test, classical assumption test and path analysis. The results of this study indicate that the variables of product quality, brand image, halal labeling, and purchase intention simultaneously have a positive and significant influence on purchasing decisions. Partially product quality and brand image have a significant positive effect on purchase intention, but halal labeling has no effect on purchase intention. The results of the path analysis test show that there is mediation between product quality, brand image, and purchase intention on purchasing decisions, but cannot mediate between halal labeling on purchasing decisions.

scholarly journals GOOD PRICE MANY GOLD DEMANDS

2020 ◽  
Vol 18 (3) ◽  
pp. 298
Author(s):  
Ari Susanto ◽  
Suwartono Suwartono ◽  
Sri Lestari
Keyword(s):  
Social Media ◽  
Global Economy ◽  
Quantitative Research ◽  
Internet Marketing ◽  
Viral Marketing ◽  
Social Media Marketing ◽  
The Internet ◽  
Purchasing Decisions ◽  
Business World ◽  
The Face

The uncertainty of the global economy and the corona outbreak, gold is the most sought after investment alternative. Therefore, when compared to other types of investment the value of gold is relatively more stable. In fact, the price of gold tends to continue to rise. But now the physical sales of gold are threatened to fall because people avoid crowded places. As a result, no one came to the gold shop. Internet marketing is a new form of business in marketing products or services and building communication with consumers through the internet. The use of internet marketing as a marketing communication medium is influenced by the increasing development of communication technology, especially the internet. The internet has changed the face of the world today, especially in the business world, the internet is fast becoming the most important part of people's lives. This study aims to determine the effect of social media marketing and viral marketing on gold purchasing decisions at Macan Gold Sidoarjo. This type of research is quantitative research which is the process of determining knowledge using the form of numbers in data. This research produces SPSS output that social media marketing and viral marketing have a significant positive effect on purchasing decisions, the use of appropriate the core of forming viral marketing is social media marketing. Consumers who like and are satisfied with promotions in social media marketing and taking viral marketing moments have an impact on gold purchasing decisions at Macan Gold Sidoarjo.

scholarly journals PENGARUH KUALITAS INFORMASI, PERSEPSI RISIKO DAN KEPERCAYAAN TERHADAP KEPUTUSAN PEMBELIAN ONLINE (STUDI PADA KONSUMEN TOKOPEDIA DI KABUPATEN BANTUL)

2018 ◽  
Vol 2 (1) ◽  
pp. 41-52
Author(s):  
Fahkrul Eka Saputra ◽  
Susanto Susanto ◽  
Muinah Fadhilah
Keyword(s):  
Risk Perception ◽  
Risk Perceptions ◽  
Quantitative Research ◽  
Information Quality ◽  
Regression Coefficient ◽  
Sampling Technique ◽  
Positive Influence ◽  
Purchasing Decisions ◽  
Validity And Reliability ◽  
Quality Risk

This study aims to determine: (1) the effect of information quality, risk perception, and trust on purchasing decisions on Tokopedia consumers in Bantul Regency (2) the effect of information quality on purchasing decisions on Tokopedia consumers in Bantul Regency (3) the effect of risk perceptions on decisions purchases at Tokopedia consumers in Bantul Regency (4) the effect of trust on purchasing decisions on Tokopedia consumers in Bantul Regency. This research is a quantitative research. The population in this study are consumers who have purchased products or goods for at least the last six months on Tokopedia. The sampling technique used purposive sampling with a total of 100 respondents. The data collection technique uses a questionnaire that has been tested for validity and reliability. The data analysis technique used is multiple regression. The results showed that: (1) there was a positive and significant influence on the quality of information on purchasing decisions at Tokopedia, as evidenced by the t-count value of 3.138; the significance value is 0.002 <0.05; and a regression coefficient of 0.214; (2) there is a positive and significant impact on risk perceptions on purchasing decisions on Tokopedia, as evidenced by the t value of 4,750; the significance value is 0.000 <0.05; and a regression coefficient of 0.479; (3) there is a positive and significant effect of trust on purchasing decisions on Tokopedia, as evidenced by the t value of 2.227; the significance value is 0.028 <0.05; and a regression coefficient of 0.128; (5) there is a positive influence on information quality, risk perception, and trust in purchasing decisions on Tokopedia, as evidenced by the calculated F value of 20.096 with a significance of 0.00 <0.05.  

scholarly journals ANALISIS PENGARUH PEMASARAN MEDIA SOSIAL INSTAGRAM, PERSEPSI BIAYA PENDIDIKAN DAN BRAND RECOGNITION TERHADAP KEPUTUSAN PEMBELIAN PADA STIE WIYATAMANDALA

2020 ◽  
Vol 9 (1) ◽  
pp. 72-91
Author(s):  
Sutrisno Sutrisno
Keyword(s):  
Social Media ◽  
Linear Regression Analysis ◽  
Sampling Technique ◽  
Positive Influence ◽  
Primary Data ◽  
Significant Positive Effect ◽  
Purchasing Decisions ◽  
Price Perception ◽  
Brand Recognition ◽  
Positive Effect

The increasing complexity of competition has made business actors including STIE Wiyatamandala more able to survive and continue to grow. Therefore, it is necessary to analyze the variables that are relevant to student decisions in choosing STIE Wiyatamandala. This research was conducted with the aim of analyzing the effect of social media instagram, perception of education cost, and brand recognition on student purchasing decisions. From the results of the analysis, it was found that the variables of Instagram social media marketing, price perception, and brand recognition had a significant positive effect on purchasing decisions, and price perception was considered the variable that had the most positive influence on purchasing decisions. These population data were collected from Wiyatamandala students batch 2016 - 2019, with number of samples of 61 people respondents. The sample was chosen by using purposive sampling technique. Primary data were collected by using questionnaire method and analyzed by SPSS using multiple linear regression analysis Based on the research results, it was found that the variables of social media instagram (X1), perception of education cost (X2), and brand recognition (X3) had a significant positive effect on purchasing decisions (Y). The perception of education cost is considered to be the variable with the most positive influence on purchasing decisions

scholarly journals PENGARUH PROMOSI MEDIA SOSIAL DAN WORD OF MOUTH (WOM) TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN (STUDI DI TOKO BUKU LA TANSA GONTOR)

2021 ◽  
Vol 1 (2) ◽  
Author(s):  
Mufti Afif ◽  
Ahmad Suminto ◽  
Aulia Fathan Mubin
Keyword(s):  
Social Media ◽  
Random Sampling ◽  
Quantitative Research ◽  
Word Of Mouth ◽  
Secondary Data ◽  
Sampling Technique ◽  
Primary Data ◽  
Purchasing Decisions ◽  
Written Information ◽  
The Social

The purpose of this study was to determine the effect of social media promotion (online) and Word of Mouth (WOM) on consumer purchasing decisions at La Tansa Gontor Bookstore. This research is a quantitative research with data sources obtained from primary data in the form of the results of respondents' answers to La Tansa Gontor Bookstore consumers, and secondary data in the form of written information from the web and social media. Questionnaire data was collected using random sampling technique, with an infinite number of populations. The sample used is 300 respondents. The results showed: 1) Social media promotion (online) had a positive and significant effect on consumer purchasing decisions at La Tansa Gontor Bookstore, this was because the social media admin of La Tansa Gontor Bookstore provided good and interesting and responsive information so that it could influence consumers. to make consumer purchasing decisions. 2) Word of Mouth (WOM) has a positive and significant effect on purchasing decisions because consumers are satisfied with the service and product quality offered.Tujuan dalam penelitian ini untuk mengetahui pengaruh promosi media sosial (online) dan Word of Mouth (WOM) terhadap keputusan pembelian konsumen Toko Buku La Tansa Gontor. Penelitian ini merupakan penelitian kuantutatif dengan sumber data diperoleh dari data primer berupa hasil jawaban responden konsumen Toko Buku La Tansa Gontor, dan data sekunder yang berupa informasi tertulis dari web dan media sosial. Pengumpulan data angket dilakukan dengan teknik random sampling, jumlah populasi yang tak terhingga. Sampel yang digunakan 300 responden. Hasil penelitian menunjukkan: 1)Promosi media sosial (online) berpengaruh positif dan signifikan terhadap keputusan pembelian konsumen Toko Buku La Tansa Gontor, hal ini disebabkan karena admin media sosial Toko Buku La Tansa Gontor memberikan informasi yang baik dan menarik serta responsif sehingga dapat mempengaruhi konsumen untuk melakukan keputusan pembelian konsumen. 2)Word of Mouth (WOM) berpengaruh positif dan signifikan terhadap keputusan pembelian karena konsumen mnyatakan puas dengan pelayanan dan kualitas produk yang ditawarkan. 

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.

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