scholarly journals The Application of Word of Mouth in Building Community Trust and University Brand Image on Selection Decision for UPBJJ-UT Ternate

Society ◽  
2021 ◽  
Vol 9 (1) ◽  
pp. 356-379
Author(s):  
La Ode Anfas ◽  
Ida Hidayanti ◽  
Mohbir Umasugi ◽  
Ibnu Sina Hi Yusuf
Keyword(s):  
Word Of Mouth ◽  
Brand Image ◽  
Survey Method ◽  
Insignificant Effect ◽  
University Image ◽  
Selection Decision ◽  
Building Community ◽  
Community Trust ◽  
University Brand

This study examines the application of word of mouth to build community trust and university brand image on the community selection decision for UPBJJ-UT Ternate. The samples were obtained from eight regencies in North Maluku Province through a survey method aided with Smart PLS 3.8 analysis. In addition to the insignificant effect of university image on community selection decision, the findings indicated that (1) university image has a significant effect on word of mouth, (2) community trust has a significant effect on word of mouth, (3) community trust has a significant effect on selection decision, and (4) word of mouth has a significant effect on community selection decision.

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 Kualitas Produk, Iklan, Elektronic Word Of Mouth Dan Citra Merek Terhadap Minat Beli Smartphone Oppo (Studi Kasus Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Papua)

2021 ◽  
Vol 4 (1) ◽  
pp. 32-36
Author(s):  
Karina Monica Ersada Siagian ◽  
Louis S. Bopeng ◽  
Makarius Bajari
Keyword(s):  
Product Quality ◽  
Quantitative Research ◽  
Word Of Mouth ◽  
Brand Image ◽  
Sampling Technique ◽  
Survey Method ◽  
Reliability Test ◽  
Electronic Word Of Mouth ◽  
Analysis Technique ◽  
Positive Effect

This study aims to determine the influence of product quality, advertisements, electronic words of mouth, and brand image on Oppo smartphone buying interests. This is a quantitative research with survey method. The population in this study are students of the Faculty of Economics and Business, Universitas Papua, with sample of 105 respondents, determined by the non-probability sampling technique. The analytical method used is the validity test and the reliability test using Cronbach's Alpha. The analysis technique used is the hypothesis and the multiple linear regression. The results of this study partially indicate that (1) a product quality has no effect on Oppo smartphone buying interest, as evidenced by the t-value of -0.662 and the significant value of 0.536 > 0.05, (2) advertisements have no effect on Oppo smartphone buying interest, as evidenced by the t-value of 1.067 and the significant value of 0.289 > 0.05, (3) electronic word of mouth has a positive effect on Oppo smartphone buying interest, as evidenced by the t-value of 4.999 and the significant value of 0.000 < 0.05, (4) and brand image has a positive effect on the Oppo smartphone buying interest, as evidenced by the t-value of 4.934 and the significant value of 0.000 < 0.05. The results of this study simultaneously indicate that product quality, electronic word of mouth and brand image have a positive effect on the buying interest of Oppo smartphone with a significant value of 0,000 < 0.005

scholarly journals Leveraging Electronic Word of Mouth on TikTok: Somethinc Skin Care Product Innovation to Increase Consumer Purchase Intention

2021 ◽  
Vol 5 (1) ◽  
pp. 19
Author(s):  
Camelia Hasena ◽  
Eko Sakapurnama
Keyword(s):  
Purchase Intention ◽  
Word Of Mouth ◽  
Brand Image ◽  
Survey Method ◽  
Electronic Word Of Mouth ◽  
Analysis Technique ◽  
Consumer Purchase Intention ◽  
Skin Care Product ◽  
Media Platform ◽  
Online Calculator

Social Media platform continually assisting industry as a media promoter for its customer. This study aims to determine how the influence of electronic word of mouth on TikTok on purchase intention of Somethinc skincare products through brand image. This study uses a quantitative approach with data collected using a survey method. The research instrument used a questionnaire distributed via google form. The number of samples in this study were 100 respondents who were TikTok users, knew about and had never bought Somethinc skincare products. The analysis technique used in this research is simple linear regression using SPSS version 22 and single test using an online calculator. The results of this study indicate that the four hypotheses of this study are accepted. It was concluded that there was an influence between e-WOM on TikTok on purchase intention of Somethinc skincare products, the influence between e-WOM on TikTok on Somethinc's brand image, the influence between Somethinc brand image on purchase intention of Somethinc skincare product, and influence between Electronic word of mouth on TikTok. towards purchase intention of Somethinc skincare products through brand image.

The Effect of Brand Page Commitment, Brand Awareness, Electronic Word Of Mouth and Brand Image on Purchase Intention of Xiaomi Smartphone on Social Media in Indonesia

2021 ◽  
Vol 12 (1) ◽  
pp. 121-121
Author(s):  
Nora Andira Brabo ◽  
Andri Irmawan Karif ◽  
Setyani Dwi Lestari ◽  
Agus Sriyanto
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Word Of Mouth ◽  
Brand Image ◽  
Partial Least Square ◽  
Least Square ◽  
Brand Awareness ◽  
Survey Method ◽  
Social Media Platform ◽  
Media Platform

Brand Xiaomi launched its first smartphone in 2011 and in 2019, Xiaomi become the 4th largest smartphone manufacturer in the world. This extraordinary achievement has brought questions how their product marketed and promoted and how consumers are persuaded to buy their product. This study aims to analyze factors that influence consumers purchase intention on Xiaomi smartphone. Context of analysis in this study is social media platform, namely Xiaomi official fan page in Facebook, Twitter and Instagram in Indonesia. Survey method is conducted and respondents were chosen by using non-probability sampling with convenience technique. Data were analyzed using Structure Equation Model (SEM) with smart PLS (Partial Least Square) software version 3. The result shows that Brand Page Commitment, Brand Awareness, Electronic WOM, and Brand Image have significant positive influence on purchase intention for Xiaomi smartphone. Brand Page Commitment of Xiaomi social media has an impact on eWOM, brand image and also consumer purchase intention. Creative content are needed to keep customers engagement and commitment to the Xiaomi social media platform, such as photo competition with Xiaomi camera. Social media allow consumers to post user-generated content (such as, online comments, product reviews), thus allow consumers spread the word-of mouth about the product digitally. Social media also allow company has conversations with consumers responding to those who reach out to Xiaomi Brand page through commenting or messaging. Through Brand Page, company can execute social media strategy, and if done correctly it will increase Xiaomi brand image and purchase of this product. Keywords: Brand Page Commitment, Brand Awareness, Electronic WOM, Brand Image, Purchase Intention

The Effect of Brand Page Commitment, Brand Awareness, Electronic Word Of Mouth and Brand Image on Purchase Intention of Xiaomi Smartphone on Social Media

2021 ◽  
Vol 6 (4) ◽  
pp. 235-244
Author(s):  
Nora Andira Brabo ◽  
Andri Irmawan Karif ◽  
Setyani Dwi Lestari ◽  
Agus Sriyanto
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Word Of Mouth ◽  
Brand Image ◽  
Positive Influence ◽  
Partial Least Square ◽  
Least Square ◽  
Brand Awareness ◽  
Survey Method ◽  
Product Reviews

Objective - Brand Xiaomi launched its first smartphone in 2011 and in 2019, Xiaomi become the 4th largest smartphone manufacturer in the world. This extraordinary achievement has brought questions about how their product is marketed and promoted and how consumers are persuaded to buy their products. This study aims to analyze factors that influence consumers purchase intentions in relation to Xiaomi smartphones. The context of the analysis in this study is social media platform, namely Xiaomi official fan page in Facebook, Twitter and Instagram in Indonesia. Methodology/Technique - A survey method is conducted and the respondents were chosen using non-probability sampling with convenience technique. Data wasanalyzed using Structure Equation Model (SEM) with smart PLS (Partial Least Square) software version. Findings - The results show that Brand Page Commitment, Brand Awareness, Electronic WOM, and Brand Image have a significant positive influence on purchase intention for Xiaomi smartphones.Brand Page Commitment of Xiaomi social media has an impact on eWOM, brand image and also consumer purchase intention. Creative content isneeded to keep customers engaged and committed to the Xiaomi social media platforms, such as photo competitions with Xiaomi cameras. Social media allows consumers to post user-generated content (such as online comments, product reviews), thus allow consumers spread the word-of mouth about the product digitally. Novelty - Social media also allowscompanies to have conversations with consumers responding to those who reach out to Xiaomi Brand page through commenting or messaging. Through their Brand Page, a company can execute social media strategies and, if done correctly, it will increase Xiaomi brand image and sales. Type of Paper - Empirical Keywords: Brand Page Commitment; Brand Awareness; Electronic WOM; Brand Image; Purchase Intention JEL Classification: M30, M39.

scholarly journals Pengaruh Electronic Word Of Mouth dan Brand Image Terhadap Keputusan Pembelian Secondate Beauty

Prologia ◽  
2021 ◽  
Vol 5 (2) ◽  
pp. 335
Author(s):  
Natasha Valentina ◽  
Rezi Erdiansyah
Keyword(s):  
Word Of Mouth ◽  
Communication Theory ◽  
Brand Image ◽  
Sampling Technique ◽  
Coefficient Of Determination ◽  
Survey Method ◽  
Electronic Word Of Mouth ◽  
Purchasing Decisions ◽  
Purposive Sampling ◽  
The People

This study aims to determine the effect of electronic word of mouth and brand image on purchasing decisions of Secondate Beauty. The theories discussed in this study are communication theory, electronic word of mouth, brand image, and purchase decisions. This research uses a quantitative approach with a survey method. The population of this research is the people of Jakarta who have bought Secondate Beauty products. The sampling technique used was non-probability with a purposive sampling approach, with 140 respondents. The technique of collecting data using a questionnaire. Test the validity of the data using the validity, reliability, and normality test. And to test data processing and analysis using multiple linear regression test, T test, F test, correlation coefficient and coefficient of determination. All of these tests were processed by researchers using IBM SPSS 25 software. This program was used to determine the extent of the influence of electronic word of mouth and brand image on the purchasing decision of Secondate Beauty. The results of this study indicate that Ha is accepted, which means that this means that electronic word of mouth and brand image have a significant effect on purchasing decisions from Secondate Beauty products.Penelitian ini bertujuan untuk mengetahui pengaruh electronic word of mouth dan brand image terhadap keputusan pembelian Secondate Beauty. Teori yang dibahas di penelitian ini adalah teori komunikasi, electronic word of mouth, brand image, dan keputusan pembelian. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survey. Populasi dari penelitian ini adalah masyarakat Jakarta yang pernah membeli produk Secondate Beauty. Teknik penarikan sampel yang digunakan adalan non-probability dengan pendekatan purposive sampling, responden yang berjumlah 140 orang. Teknik pengumpulan data dengan menggunakan kuesioner. Uji keabsahan data menggunakan uji validitas, reliabilitas, dan normalitas. Dan untuk uji pengolahan dan analisis data menggunakan uji regresi linear berganda, uji T, uji F, koefisen korelasi dan koefisien determinasi. Semua uji ini diolah peneliti dengan menggunakan software IBM SPSS 25. Program ini digunakan untuk mengetahui sejauh mana pengaruh electronic word of mouth dan brand image terhadap keputusan pembelian Secondate Beauty. Hasil dari penelitian ini mengindikasikan Ha diterima, yang berarti ini menunjukkan bahwa electronic word of mouth dan brand image berpengaruh secara signifikan terhadap keputusan pembelian dari produk Secondate Beauty.

scholarly journals ANALISIS PENGARUH BRAND IMAGE, PROMOTION, DAN ELECTRONIC WORD OF MOUTH TERHADAP MINAT BELI PADA APLIKASI ONLINE SHOP

2021 ◽  
Vol 5 (1) ◽  
pp. 53-61
Author(s):  
Christian Kuswibowo (Politeknik APP) ◽  
Aji Kresno Murti (Politeknik APP)
Keyword(s):  
Structural Equation Model ◽  
Purchase Intention ◽  
Structural Equation ◽  
Word Of Mouth ◽  
Brand Image ◽  
Equation Model ◽  
Least Square ◽  
Survey Method ◽  
Electronic Word Of Mouth ◽  
Purposive Sampling

AbstractThis research is conducted to examine the outcome of Brand Image, Promotion, and e-WOM toward Purchase Intention in the Online Shop application. The object of this research is millennial consumers who utilizes Shopee application in Jakarta area. This research was conducted on 150 respondents using a quantitative descriptive approach. Determining the sample size using purposive sampling technique due to some contemplation. Data collection method using a survey method, with the questionnaire as its research instrument. The approaches equipped in this research is the Structural Equation Model (SEM) with the Smart-Partla Least Square analysis tool. This research proves that Brand Image had a positive and significant effect on Purchase Intention in the Online Shop application, Promotion has a positive and significant effect on Purchase Intention in the Online Shop application and EWOM has a significant and fundamental outcome on Purchase Intention in the Online Shop application.AbstrakPenelitian ini ditulis oleh peneliti untuk melakukan analisis pengaruh antara Brand Image, Promotion, dan Electronic Word of Mouth (EWOM) terhadap Minat Beli pada aplikasi Online Shop. Objek riset ini merupakan para konsumen milenial yang menggunakan aplikasi Shopee di area DKI Jakarta. Pendekatan deskriptif kuantitatif digunakan dalam riset ini dengan memanfaatkan 150 responden. Teknik purposive sampling juga dimanfaatkan untuk penentuan ukuran sampling, purposive sampling technic dipilih karena pertimbangan beberapa faktor oleh peneliti dalam penerapannya. Pengumpulan data menggunakan survey method, dengan kuesioner sebagai instrument penelitiannya. Pendekatan penelitian menggunakan Structural Equation Model dengan dukungan Smart-Partial Least Square sebagai alat analisis riset.  Riset ini memperlihatkan bahwa Brand Image memberikan pengaruh positif dan signifikan terhadap Minat Beli pada aplikasi Online Shop, Promotion memberi pengaruh positif serta signifikan terhadap Minat Beli pada aplikasi Online Shop serta Electronic Word of Mouth atau e-WOM berdampak positif signifikan terhadap Minat Beli pada aplikasi Online Shop.

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