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 PENGGUNAAN MEDIA SOSIAL, WORD OF MOUTH MARKETING DAN TRUST TERHADAP KEPUTUSAN PEMBELIAN PADA DISTRO MUTIMUV STORE SAMARINDA

2021 ◽  
Vol 9 (2) ◽  
pp. 161
Author(s):  
Fitri Yani
Keyword(s):  
Social Media ◽  
Quantitative Method ◽  
Word Of Mouth ◽  
Sampling Technique ◽  
Analysis Tool ◽  
Purchasing Decisions ◽  
Statistical Software ◽  
Independent Variables ◽  
Use Of Social Media ◽  
Dominant Influence

In this study, there are four variables, namely Social Media (X1), Word Of Mouth Marketing (X2), Trust (X3) and Purchasing Decision (Y) variables at Mutimuv Store Samarinda Distro. The purpose of this study was to determine and test the effect of the use of social media, word of mouth marketing and trust on purchasing decisions at the Mutimuv Store Samarinda distribution, either partially or simultaneously. The analysis tool used is multiple linear regression with the help of statistical software SPSS version 25.0. The sampling technique in this study is an accidental sampling technique based on who was found when the author conducted the research and the sample used was 75 consumers at the Mutimuv Store Samarinda Distro. This research is a survey research, in which the information collected from respondents using a questionnaire. The method used in this research is quantitative method. The results showed that Social Media, Word of Mouth Marketing and Trust together had a significant influence on purchasing decisions at Mutimuv Samarinda Distro. These results mean that variations in purchasing decisions are jointly influenced by Social Media, Word of Mouth Marketing and Trust. Partially, individual Word of Mouth Marketing has no significant effect on purchasing decisions at Mutimuv Samarinda Distro. Of the three independent variables that have a dominant influence on purchasing decisions are social media variables.

scholarly journals THE ROLE OF SOCIAL MEDIA IN INCREASING MARKET SHARE OF MSME PRODUCTS IN PEMATANGSIANTAR CITY

2020 ◽  
Vol 9 (2) ◽  
pp. 1-12
Author(s):  
Sherly Sherly ◽  
Fitria Halim ◽  
Acai Sudirman
Keyword(s):  
Social Media ◽  
Data Analysis ◽  
Market Share ◽  
Sampling Technique ◽  
Total Sample ◽  
Literature Study ◽  
Analysis Technique ◽  
Short And Long Term ◽  
Use Of Social Media

The increase in product market share cannot be separated from the connectivity of the marketing system and media used. Marketing channels play an important role in increasing sales both in the short and long term. This study aimed to determine the role of social media in increasing the market share of MSME products in Pematangsiantar City. The research design used a literature study and field study models using a qualitative approach with a one-shot model. The research location was in 8 districts in Pematangsiantar City. The population in this study were MSME players scattered in 8 districts in Pematangsiantar City. The samples were collected using a non-probability sampling technique with purposive sampling technique, so that a total sample size of 240 respondents were obtained. Moreover, the data analysis technique used in this study was data analysis with a data reduction model that was obtained from data collection and data display. The results of this study concluded that the use of social media was very dominant in MSME players in the micro sector and Instagram was one type of social media that was often used. Furthermore, the results of the study also suggested that the time factor was the basis for MSME players using social media as a medium for promoting their products.

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 Pengaruh Celebrity Endorser, Brand Image, dan Elektronic Word of Mouth terhadap Pembelian Pada Pengguna E-Commerce Shopee di Indonesia

2021 ◽  
Vol 2 (1) ◽  
pp. 1-5
Author(s):  
Muhammad Fauzi Amrullah
Keyword(s):  
Quantitative Research ◽  
Word Of Mouth ◽  
Brand Image ◽  
Sampling Technique ◽  
Coefficient Of Determination ◽  
Electronic Word Of Mouth ◽  
Purchasing Decisions ◽  
Analysis Technique ◽  
Regression Test ◽  
Celebrity Endorser

This study aims to examine the influence of the variables Celebrity Endorser, Brand Image, and Electronic Word of Mouth on Purchasing Decisions among Shopee e-commerce users in Indonesia. This research is a causal quantitative research and data collection tools using a closed questionnairevia google form. The population in this study were Indonesians who shop using Shopee and the number of samples in this study were 80 people. The sampling technique used in this reseach isnon-probability sampling with purposive sampling method. The analysis used is multiple linear regression test. The data analysis technique uses the IBM SPSS version 21 program.The results of the analysis show that the variables of Celebrity Endorser, Brand Image, and Electronic Word of Mouth have a positive and significant effect on Purchasing Decisions on Shopee e-commerce users in Indonesia and the coefficient of determination (R2) by 0.603 or 60.3%.

scholarly journals BRAND IMAGE AS A MEDIATION OF ELECTRONIC WORD OF MOUTH ON PURCHASING INTENTION OF LANEIGE

2020 ◽  
Vol 5 (2) ◽  
pp. 180-193
Author(s):  
Chikita Fatimasokasari Supradita ◽  
Surpiko Hapsoro Darpito ◽  
Dwi Hari Laksana
Keyword(s):  
Word Of Mouth ◽  
Brand Image ◽  
Positive Impact ◽  
Sampling Technique ◽  
Electronic Word Of Mouth ◽  
Validity And Reliability ◽  
Purchasing Intention ◽  
Analysis Technique ◽  
The Impact

The purpose of the study was to know and analyze the role of brand image as a mediator of the impact of the Electronic Word of Mouth on purchasing intention of Laneige’s product. A sample of 100 respondents used a purposive sampling technique. The type of test used to analyze the data was the validity and reliability test. The data analysis technique used is path analysis. The results of  the Electronic Word of Mouth study have a significant and positive effect on brand image and purchasing intention. The Brand image also has a significant and positive impact on purchasing intention and directly has a role as a mediator on the impact of Electronic Word of Mouth on purchasing intention of Laneige’s Product.Keywords: Electronic Word of Mouth; Brand Image; Purchasing Intention

scholarly journals Pengaruh Kualitas Produk, Impulse Buying dan Electronic Word of Mouth (EWOM) terhadap Keputusan Pembelian pada Produk Smartphone Merek Oppo di Kota Denpasar

Widya Amrita ◽  
2021 ◽  
Vol 1 (1) ◽  
pp. 233-247
Author(s):  
I Kadek Rupayana ◽  
I Wayan Suartina ◽  
IA Mashyuni
Keyword(s):  
Data Analysis ◽  
Product Quality ◽  
Word Of Mouth ◽  
Sampling Technique ◽  
Purchase Decision ◽  
Impulse Buying ◽  
Electronic Word Of Mouth ◽  
Purchasing Decisions ◽  
Independent Variables ◽  
Analysis Technique

The purchase decision is the final stage that determines the viability of a product, because when the consumer has decided, it means the product was purchased by the consumer. The purpose of this study was to determine the effect of product quality, impulse buying, and electronic word of mouth on purchasing decisions for OPPO brand smartphone products in Denpasar. The sample in this study were 135 respondents with the sampling technique used was purposive sampling. The data analysis technique used is multiple linear regression. The results of the analysis show that each of the independent variables, namely the effect of product quality, impulse buying, and electronic word of mouth parisally and simultaneously has a positive and significant effect on purchasing decisions for OPPO brand smartphone products in Denpasar.

scholarly journals THE ROLE OF BRAND IMAGE IN MEDICATING EFFECT OF ELECTRONIC WORD OF MOUTH ON THE BUY OF A YAMAHA MOTOR YAMAHA AEROX BOTH IN DENPASAR CITY

2018 ◽  
Vol 7 (9) ◽  
pp. 5108
Author(s):  
I Gusti Ngurah Made Wedanta Putra ◽  
Komang Agus Satria Pramudana
Keyword(s):  
Data Analysis ◽  
Purchase Intention ◽  
Word Of Mouth ◽  
Brand Image ◽  
Sampling Technique ◽  
Coefficient Of Determination ◽  
Electronic Word Of Mouth ◽  
Purchasing Intention ◽  
Analysis Technique

This study aims to determine the effect of electronic word of mouth and brand image as a variable of mediation on the purchase intention of Yamaha Aerox motorcycle in Denpasar City. The population in this study is the citizens of Denpasar who have never made a purchase Yamaha Aerox motorcycle. The sample obtained by purposive sampling technique is 110 people. Data analysis technique used is path analysis. The result of analysis shows that electronic word of mouth have positive and significant effect to brand image, electronic word of mouth has positive and significant effect to purchase intention. Brand image has a positive and significant impact on purchasing intentions. Brand image has partial effect on electronic word of mouth with purchase intention. The coefficient of determination total in this research is 0,476 which mean variable purchase intention influenced equal to 47,6 percent by variable of electronic word of mouth and brand image, the rest 52,4% influenced by variable outside model. Electronic word of mouth and brand image must be considered and upgraded by Yamaha company especially for Yamaha Aerox motorcycle products, to create positive reviews and impressions to increase purchasing intention to consumers.

scholarly journals PERAN BRAND IMAGE MEMEDIASI PENGARUH ELECTRONIC WORD OF MOUTH DAN BRAND AWARENESS TERHADAP NIAT BELI

2020 ◽  
Vol 9 (6) ◽  
pp. 2434
Author(s):  
Ketut Ayu Wedayanti ◽  
I Gusti Agung Ketut Sri Ardani
Keyword(s):  
Path Analysis ◽  
Purchase Intention ◽  
Word Of Mouth ◽  
Brand Image ◽  
Sampling Technique ◽  
Purchase Intentions ◽  
Brand Awareness ◽  
Electronic Word Of Mouth ◽  
Purposive Sampling ◽  
Analysis Technique

This study aims to determine the effect of EWOM and brand awareness on purchase intentions through brand image as a mediator. The research sample was determined as many as 160 respondents using a sampling technique that is purposive sampling. The analysis technique used is path analysis with the classic assumption test and the sobel test. This research is expected to contribute empirically about the influence between EWOM variables, brand awareness, brand image and purchase intention for the development of science and become a material for company management considerations. The results showed that EWOM and brand awareness had a positive and significant effect on purchase intentions. EWOM, and brand awareness have a positive and significant effect on brand image. Brand image has a positive and significant effect on purchase intention. Brand image positively and significantly mediates the effect of EWOM and brand awareness on purchase intentions. Keywords: EWOM, brand awareness, brand image, purchase intention

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.

KEPUTUSAN PEMBELIAN E-COMMERCE SHOPEE DITINJAU DARI WEBSITE QUALITY, INOVASI PRODUK, DAN ELECTRONIC WORD OF MOUTH (STUDI PADA MAHASISWA FAKULTAS EKONOMI UNIVERSITAS ISLAM BATIK SURAKARTA)

2020 ◽  
Vol 4 (02) ◽  
Author(s):  
Tulus Dwi Prasetyo ◽  
Istiatin Istiatin ◽  
Bambang Mursito
Keyword(s):  
Product Innovation ◽  
Word Of Mouth ◽  
Sampling Technique ◽  
Primary Data ◽  
Electronic Word Of Mouth ◽  
Purchasing Decisions ◽  
Literature Study ◽  
Website Quality ◽  
Quality Product ◽  
Economics Faculty

The purpose of this research is to find out whether there is a significant influence between variable website quality, product innovation, and electronic word of mouth on e-commerce shopee purchasing decisions. In addition, it is also to find out whether there is a significant simultaneous effect and which variable is the most dominant in influencing the purchase decision of e-commerce shopee at the Faculty of Economics, Batik Islamic University, Surakarta. The method used is quantitative descriptive method. The population in this study amounted to 1330 students and the number of samples used was 133, where the sampling technique used quota sampling. The data used are primary data and secondary data with data collection techniques: observation, documentation, questionnaire and literature study. Data analysis techniques in this study used multiple linear tests. The results of the study can be concluded that: The results of the study can be concluded that: 1) There is the influence of website quality, product innovation, and electronic word of mouth simultaneously influence the purchasing decision of e-commerce shopee on the Students of the Faculty of Economics, Islamic University of Batik Surakarta, 2) There is an influence website quality on e-commerce shopee purchasing decisions at the Batik Faculty Islamic University Economics Faculty Students, 3) There is an influence on product innovation on e-commerce shopee purchasing decisions at the Batik Faculty Islamic Economics Faculty Students, 4) There is the influence of electronic word of mouth on the decision purchasing e-commerce shopee at the Faculty of Economics, Surakarta Islamic Batik University. Keywords: Purchasing Decisions, Website Quality, Product Innovation, Electronic Word Of Mouth

Sign in / Sign up

Export Citation Format

Share Document