scholarly journals PENGARUH VIRAL MARKETING DAN WORD OF MOUTH (WOM) TERHADAP KEPUTUSAN MAHASISWA MELAKUKAN PILIHAN KAMPUS (STUDI PADA MAHASISWA ANGKATAN 2020 JURUSAN MANAJEMEN INSTITUT TEKNOLOGI DAN BISNIS ASIA MALANG)

2021 ◽  
Vol 2 (2) ◽  
pp. 68-77
Author(s):  
David Chandra Saputra ◽  
Mega Mirasaputri Cahyanti
Keyword(s):  
Word Of Mouth ◽  
Sampling Technique ◽  
Viral Marketing ◽  
The Internet ◽  
Linear Regression Method ◽  
Probability Sampling ◽  
Community Activities ◽  
Institute Of Technology ◽  
Data Collection Technique ◽  
Almost All

The development of the current era of globalization, the use of the internet in obtaining information is very easy. Especially during the Covid-19 Pandemic, almost all community activities are carried out online, starting from government activities, work, as well as in the world of education which is carried out online. Not left behind is also in terms of promoting the campus to the public with the internet. One of the strategies for introducing campuses to the community is viral marketing and word of mouth with internet media. This study aims to determine and explain the influence of viral marketing and word of mouth on students' decisions to make campus choices (study of 2020 students majoring in management at the Asia Malang Institute of Technology and Business). This research method using multiple linear regression method. The sampling technique in this study used non-probability sampling using the Slovin formula, the number of respondents was 155 respondents from a population of 251 people, and the data collection technique used the snow ball technique. In this study, it was found that viral marketing had a positive and significant effect on students' decisions to choose campus, and word of mouth (WOM) also had a positive and significant effect on students' decisions to make campus choices.In this study, the results showed that marketing viral had a positive and significant effect on student decisions to make campus choices, and word of mouth (WOM) also had a positive and significant effect on student decisions to make campus choices.   Perkembangan era globalisasi saat ini penggunaan internet dalam memperoleh suatu informasi sangatlah mudah. Terlebih di masa Pandemi Covid-19 hampir semua kegiatan masyarakat dilakukan secara online, dimulai dari kegiatan kepemerintahan, pekerjaan, begitu juga dalam dunia pendidikan yang dilakukan secara online. Tak tertinggal juga dalam hal mempromosikan kampus ke masyarakat dengan internet. Strategi pengenalan kampus kemasyarakat salah satunya dengan viral marketing dan word of mouth dengan media internet. Penelitian ini bertujuan untuk mengetahui dan mejelaskan pengaruh viral marketing dan word of mouth terhadap keputusan mahasiswa melakukan pilihan kampus (studi pada mahasiswa angkatan 2020 jurusan manajemen institut teknologi dan bisnis asia malang). Metode penelitian ini dengan menggunakan metode regresi linier berganda. Adapun teknik pengambilan sampel dalam penelitian ini menggunakan non-probability sampling  dengan menggunakan rumus slovin didapatkan jumlah responden sebanyak 155 responden dari populasi sebanyak 251 orang, serta teknik pengumpulan data menggunakan teknik snow ball. Pada penelitian ini didapatkan hasil bahwa viral marketing berpengaruh positif dan signifikan terhadap keputusan mahasiswa melakukan pilihan kampus, serta word of mouth (WOM) juga berpengaruh positif dan signifikan terhadap keputusan mahasiswa melakukan pilihan kampus

scholarly journals Pengaruh Brand Image, Trust, Perceived Price, dan eWOM terhadap Purchase Intention Smartphone di Jakarta

2021 ◽  
Vol 5 (5) ◽  
pp. 512
Author(s):  
Deddy Saputra
Keyword(s):  
Purchase Intention ◽  
Sampling Method ◽  
Word Of Mouth ◽  
Brand Image ◽  
Sampling Technique ◽  
Electronic Word Of Mouth ◽  
Probability Sampling ◽  
Perceived Price ◽  
Convenience Sampling ◽  
Data Collection Technique

The purpose of this research is to examine the influence of brand image, trust, perceived price and eWOM (electronic word of mouth) towards purchase intention smartphone on Jakarta. The populations are all smartphone user in Jakarta. The samples data number is collected from 220 respondents who lived in Jakarta, and aged between 21-30 years old who has chosen the smartphone.the data collection technique was carried out by distributing the questionnaires online using Google Form through social media (Whatsapp, Line, Instagram and Facebook). This research uses the non-probability sampling method with conveniece sampling technique. Multiple regression analysis is used to analyze research data by using SPSS Version 22 software. The result of this study has showed that brand image, trust, perceived price and eWOM have positive and significant effect on purchase intention smartphone in Jakarta. Tujuan dari penelitian ini adalah untuk menguji pengaruh brand image, trust, perceived price and eWOM (electronic word of mouth) terhadap purchase intention smartphone di Jakarta. Populasinya adalah seluruh pengguna smartphone di Jakarta. Jumlah sampel data dikumpulkan dari 220 responden yang berdomisili di Jakarta, berusia antara 21-30 tahun yang telah memilih smartphone. Teknik pengumpulan data dilakukan dengan menyebarkan kuesioner secara online menggunakan Google Form melalui media sosial (Whatsapp, Line, Instagram dan Facebook). Penelitian ini menggunakan metode non probability sampling dengan teknik convenience sampling. Analisis regresi berganda digunakan untuk menganalisis data penelitian dengan menggunakan software SPSS versi 22. Hasil penelitian ini menunjukkan bahwa brand image, trust, perceived price dan eWOM berpengaruh positif dan signifikan terhadap purchase intentio smartphone di Jakarta.

scholarly journals Pengaruh Electronic Word Of Mouth (E-Wom) Dan Celebrity Endorsement Terhadap Minat Beli Konsumen

2021 ◽  
Vol 12 (3) ◽  
pp. 431-446
Author(s):  
Handika Wisnu Wardhana ◽  
Zakaria Wahab ◽  
Muchsin Saggaff Shihab ◽  
Yuliani Yuliani
Keyword(s):  
Data Collection ◽  
Word Of Mouth ◽  
Brand Image ◽  
Sampling Technique ◽  
Electronic Word Of Mouth ◽  
Celebrity Endorsement ◽  
Probability Sampling ◽  
Research Results ◽  
Data Collection Technique

This study aims to determine and analyze the effect of electronic word of mouth (e-wom) and celebrity endorsement on consumer buying interest in Zalora e-commerce with brand image as a mediating variable. This research includes explanatory research. The population in this study are people in Palembang City who have never shopped at Zalora e-commerce. The number of research respondents was set at 230 respondents and the data collection technique used the Probability Sampling technique. The sample criteria in this study are people in Palembang City who have never shopped at Zalora e-commerce. The results obtained indicate that based on the research results show that celebrity endorsement has no effect on people's buying interest in Zalora e-commerce, Electronic Word of Mouth (E-WoM) variable affects the brand image of Zalora products, Brand image variable affects consumer buying interest Zalora product, Variable Electronic Word of Mouth (E-WoM) affects Purchase Interest with Brand Image as Mediation, Celebrity Endorsement Variable on Purchase Interest with Brand Image as Mediation.

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 THE EFFECT OF ELECTRONIC WORD-OF-MOUTH, PRODUCT FEATURES, AND LIFESTYLE ON BRANDSWITCHING AMONG MILLENNIAL CONSUMERS IN E-COMMERCE INDUSTRY

2020 ◽  
Vol 18 (4) ◽  
pp. 808-813
Author(s):  
Dian Ari Nugroho ◽  
Keyword(s):  
College Students ◽  
Word Of Mouth ◽  
Sampling Technique ◽  
Electronic Word Of Mouth ◽  
Probability Sampling ◽  
Purposive Sampling ◽  
Product Features ◽  
Brand Switching ◽  
The University ◽  
Interview Questionnaire

The E-commerce industry was challenged with intense competition. Customers are easy to choose or switching any e-commerce websites for their reasons. This study aims to determine the effect of electronics word-of-mouth, product features, and lifestyle on brand-switching among millennial consumers in the e-commerce industry. It is explanatory research that was carried out at the millennial student of Universitas Brawijaya (University of Brawijaya), Indonesia. The data was collected using three methods: interview, questionnaire, and observation at the University of Brawijaya’s students. The object of this study was millennials customers, the user of e-commerce websites, especially college students. The sample was taken using non-probability sampling with a purposive sampling technique. Based on the results of the analysis and discussion, it can be concluded that electronic word-of-mouth, product features, and lifestyle influence consumers to switch from one e-commerce website to another.

scholarly journals Pengaruh Promosi Online Dan Word Of Mouth Terhadap Keputusan Pembelian Konsumen (Studi Pada Ud. Bintang Sembilan)

2021 ◽  
Vol 15 (2) ◽  
pp. 204-214
Author(s):  
Lukmanul Hakim ◽  
Bambang Setiyo Pambudi
Keyword(s):  
Regression Analysis ◽  
Linear Regression ◽  
Multiple Linear Regression ◽  
Word Of Mouth ◽  
Linear Regression Analysis ◽  
Sampling Technique ◽  
Multiple Linear Regression Analysis ◽  
Primary Data ◽  
Purchasing Decisions ◽  
Probability Sampling

Tujuan dari penelitian ini adalah untuk mengetahui pengaruh promosi online dan word of mouth terhadap keputusan pembelian pada UD Bintang Sembilan. Bintang Sembilan sebagian atau bersamaan. Penelitian ini menggunakan data primer yaitu data yang diperoleh langsung dari konsumen UD. Bintang Sembilan Bintang Sembilan. Sampel menggunakan teknik non-probability sampling yaitu incidental sampling, dengan jumlah sampel 100 responden. Instrumen penelitian menggunakan angket dan dianalisis menggunakan analisis regresi linier berganda. Hasil penelitian ini menunjukkan secara parsial promosi online berpengaruh signifikan terhadap keputusan pembelian dan word of mouth secara parsial berpengaruh signifikan terhadap keputusan pembelian. Secara simultan kedua variabel yaitu promosi online dan word of mouth berpengaruh signifikan terhadap keputusan pembelian Purpose of this study was to determine the effect of online promotion and word of mouth on purchasing decisions at UD Bintang Sembilan. The Nine Star partially or simultaneously. This study uses primary data, namely data obtained directly from consumers of UD. Bintang Sembilan Nine Star. The population of this research is consumers of UD. Bintang Sembilan using a non-probability sampling technique, namely incidental sampling, with a sample size of 100 respondents. The research instrument used a questionnaire and analyzed using multiple linear regression analysis with t test (partial) and f test (simultaneous).The results of this study indicate partially online promotion has a significant effect on purchasing decisions and for word of mouth partially has a significant effect on purchasing decisions. Simultaneously, the two variables, namely online promotion and word of mouth, have a significant effect on purchasing decisions.

scholarly journals PENGARUH PERSEPSI DAN MINAT IBU TERHADAP PEMILIHAN JENIS ALAT KONTRASEPSI

2020 ◽  
Vol 5 (2) ◽  
pp. 134
Author(s):  
Yunik Windarti
Keyword(s):  
Family Planning ◽  
Significant Influence ◽  
Sampling Technique ◽  
Childbearing Age ◽  
Short Term ◽  
Probability Sampling ◽  
Analytical Research ◽  
Independent Variable ◽  
The Government ◽  
Almost All

Peningkatan kesejahteraan masyarakat oleh pemerintah melalui berbagai macam program kesehatan. Salah satunya program KB, namun masih banyak pasangan usia subur yang tidak menggunakan alat kontrasepsi, di Jawa Timur 17,18% PUS tidak menggunakan alat kontrasepsi. Salah satu faktor penyebabnya adalah persepsi yang salah tentang KB sehingga mempengaruhi minat ibu yang mengakibatkan keputusan pemilihan alat kontrasepsi yang tidak tepat. Tujuan penelitian menganalisis pengaruh persepsi dan minat ibu terhadap pemilihan jenis alat kontrasepsi. Desain penelitian analitik dengan tehnik non probability sampling dengan insidental sampling. Populasi akseptor di PMB Vivi Surabaya jumlah 60 orang.  Variabel independen persepsi dan minat, variabel dependen jenis pemilihan alat kontrasepsi. Instrumen quesioner, dianalisis uji Regresi Logistik. Hasil penelitian menunjukkan dari 29 responden yang mempunyai persepsi kurang baik, hampir seluruhnya (86,2%) memilih alat kontrasepsi jangka pendek. Dari 24 responden yang mempunyai minat rendah hampir seluruhnya (95,8%) memilih alat kontrasepsi jangka pendek. Terdapat pengaruh yang signifikan variabel persepsi (p=0,028) terhadap pemilihan jenis alat kontrasepsi dengan nilai OR 4,887 (95%CI : 1,190 – 20,075). Terdapat pengaruh yang signifikan variabel minat (p=0,006) terhadap pemilihan jenis alat kontrasepsi dengan nilai OR 20,849 (95%CI : 2,431 – 178, 833). Semakin seseorang mempunyai persepsi yang kurang dan minat yang rendah terhadap alat kontrasepsi, maka mereka cenderung memilih alat kontrasepsi jangka pendek.Increasing community welfare by the government through various health programs. One of them is a family planning program, but there are still many couples of childbearing age who do not use contraception, in East Java 17.18% of EFAs do not use contraception. One contributing factor is the wrong perception of family planning that affects the interests of mothers resulting in inappropriate decisions about the choice of contraception. The purpose of the study is to analyze the influence of mothers' perceptions and interests on the choice of contraception. Analytical research design with non probability sampling technique with incidental sampling. The population of acceptors at PMB Vivi Surabaya is 60 people. The independent variable is perception and interest, the dependent variable is the type of contraception selection. Questionnaire instruments, analyzed by Logistic Regression test. The results showed that of 29 respondents who had poor perceptions, almost all (86.2%) chose short-term contraception. Of the 24 respondents who had low interest, almost all (95.8%) chose short-term contraception. There is a significant influence of perception variable (p = 0.028) on the choice of contraception with an OR value of 4.887 (95% CI: 1.190 - 20.075). There was a significant influence of the variable of interest (p = 0.006) on the choice of contraception with an OR value of 20,849 (95% CI: 2,431 - 178, 833). The more a person has less perception and low interest in contraception, then they tend to choose short-term contraception.

scholarly journals ANALISIS PENGARUH KEPUASAN, KUALITAS, DAN EXPERIENTIAL MARKETING TERHADAP WORD OF MOUTH APLIKASI WHATSAPP PADA MAHASISWA FEB UMT

2019 ◽  
Vol 6 (2) ◽  
Author(s):  
Hendi Eka Sumarga
Keyword(s):  
Data Analysis ◽  
Word Of Mouth ◽  
Sampling Technique ◽  
Positive Influence ◽  
Analysis Tool ◽  
Experiential Marketing ◽  
Probability Sampling ◽  
Know How ◽  
Independent Variables ◽  
Positive Effect

This study aims to analyze the effects of satisfaction, quality, andexperiential marketing on the creation of word of mouth in theapplication WhatsApp. This study uses three independent variables ofsatisfaction, quality, and experiential marketing with one dependentvariable ie word of mouth. The use of variables in this study is expectedto know how the process occurs and what are the factors driving thecreation of word of mouth in WhatsApp application. The sample of thisresearch is user of WhatsApp application from student of Faculty ofEconomics and Business of University of Muhammadiyah Tangerang.Samples were taken with non probability sampling technique. Dataanalysis of 160 respondents was done using Structural EquationModeling (SEM) as an analysis tool using LISREL 8.8 software. Based onthe results of data analysis, shows that: experiential marketing variableshave a positive influence and the greatest influence on word of mouthWhatsApp applications, satisfaction variable has a positive influence onword of mouth WhatsApp applications. The quality variable has theleast positive effect on word of mouth WhatsApp applications.

scholarly journals Analisis Pengaruh Word Of Mouth, Brand Awareness Dan Region Of Origin Terhadap Keputusan Pembelian Di Warung Lesehan Bebek Goreng Asli Gunung Kidul

2019 ◽  
Vol 5 (1) ◽  
pp. 20
Author(s):  
Soni Am Mustakim
Keyword(s):  
Significant Influence ◽  
Word Of Mouth ◽  
Sampling Technique ◽  
Regression Method ◽  
Brand Awareness ◽  
Linear Regression Method ◽  
Purchasing Decisions ◽  
Region Of Origin ◽  
Multiple Linear Regression Method ◽  
Dominant Influence

This research do the analyzes afterwords several factors that can affect purchasing decisions in lesehan bebek goreng asli gunung kidul. The research objectives will be achieved from this study: (1) to find out the effect of word of mouth, brand awareness and region of origin partially and simultaneously as well as the most dominant factors on purchasing decisions in lesehan bebek goreng asli gunung kidul. The population in this study were 34.,322 people in Purwomartani village. The sampling technique was done by purposive sampling as many as 100 samples. The analytical method used is multiple linear regression method. The results of the study are as follows: (1) factors consisting of Word of Mouth, Brand Awareness, and Region Of Origin simultaneously have a significant influence on purchasing decisions in lesehan bebek goreng asli gunung kidul, (2) all factors consisting of Word Of Mouth, Brand Awareness, and Region Of Origin partially have a significant influence on purchasing decisions in lesehan bebek goreng asli gunung kidul, (3) factors that have a dominant influence on purchasing decisions in lesehan bebek goreng asli gunung kidul are regions of origin.

scholarly journals ANALISIS EFEKTIVITAS IKLAN TELEVISI KOPI INSTAN TOP COFFEE ENDORSER ”IWAN FALS”

2018 ◽  
Vol 4 (1) ◽  
Author(s):  
Iwan Setyawan
Keyword(s):  
Data Collection ◽  
Sampling Technique ◽  
Television Advertising ◽  
Probability Sampling ◽  
Rating Method ◽  
Convenience Sampling ◽  
Data Collection Technique ◽  
Analytical Tools

This study aims to measure the effectiveness of television advertising endorser Top Coffee "Iwan Fals". The method used Direct Rating Method (DRM) and EPIC. Type of this study is a survey. The objects are students of universities in Malang. The data collection technique is non-probability sampling with convenience sampling technique. Direct Rating Method (DRM) and the EPIC methods are analytical tools to measure the effectiveness of television advertising endorser Top Coffee "Iwan Fals".  The result of Direct Rating Method indicates that ads endorser has a good category, and EPIC result shows that ads endorser is more effective. Based on the overall results from both analysis can be concluded that television advertising endorser Top Coffee "Iwan Fals" is good and effective. Keywords: Effectiveness, Direct Rating Method, Method EPIC

scholarly journals PENGARUH YOUTUBER GADGET REVIEW, WORD OF MOUTH, DAN PRODUCT FEATURES TERHADAP MINAT MEMBELI PRODUK SMARTPHONE MERK SAMSUNG DI INDONESIA

2020 ◽  
Vol 9 (4) ◽  
pp. 389
Author(s):  
Robbani Afdhalul Ikhsan ◽  
Rusminah HS ◽  
Muh. Mujahid Dakwah
Keyword(s):  
Quantitative Method ◽  
Sampling Method ◽  
Word Of Mouth ◽  
Sampling Technique ◽  
Probability Sampling ◽  
Significance Level ◽  
Purposive Sampling ◽  
Independent Variables ◽  
Product Features

This study used an associative quantitative method that measured the effect of independent variables on the dependent variable. The purpose of this research was to determine the significance of the gadget reviews by YouTubers, word of mouth, and product features on the buyers’ interest in Samsung smartphone product. The method used in this study was non-probability sampling method which used the purposive sampling technique. The data were obtained through a questionnaire in the form of google form which was distributed to 100 people. The result showed that; the gadget reviews by YouTubers had no effect on the buyers’ interest where the significance level was 0,068, word of mouth had an effect on the buyers’ interest and it was significant where the significance level was 0,019, and product features also had a significant effect on the buyers’ interest where the significance level was 0,001.Keywords :Gadget Reviews by Youtubers, Word of Mouth, Product Features, Buying Interest

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