Analisis Pengaruh Electronic Word Of Mouth Dan Citra Destinasi Terhadap Minat Berkunjung (Studi Kasus Ladaya Kutai Kartanegara)

The purpose of this study was to determine the effect of electronic word of mouth and destination image variables on visiting interest either partially or simultaneously. Besides that, to find out the variables that have the most dominant influence on visiting interest. This research is a quantitative study using multiple regression analysis techniques with the help of the SPSS 20.0 for Window program, using a questionnaire with a sample of 91 (ninety one) from a population of 910 (nine hundred and ten) visitors to Ladaya. The results showed that the variable electronic word of mouth (X1) and destination image (X2) had a simultaneous and partial effect on visiting interest (Y). From the t test, it can be seen that the electronic word of mouth (X1) variable has a greater t-count coefficient than the destination image (4.631>3.881). Thus, it can be concluded that the electronic word of mouth (X1) variable has the most dominant influence on interest in visiting Ladaya Kutai Kartanegara. Keywords: Electronic Word Of Mouth, Destination Image, Visiting Interest

PENGARUH CITRA MEREK, KEMUDAHAN TRANSAKSI DAN LOKASI TERHADAP KEPUTUSAN MENJADI ANGGOTA KOPERASI SYARIAH BMT BISMA TANGERANG

<em>This study aims to determine the effect of brand image, ease of transaction and location on the decision to become a member of the Sharia Cooperative BMT BISMA Kelapa Dua Tangerang. This study took the population of members of the BMT BISMA Kelapa Dua Sharia Cooperative with purposive sampling technique. The method used is descriptive quantitative by conducting statistical tests consisting of validity, reliability, classical assumption tests, multiple regression tests and hypothesis testing by testing brand image variables, transaction convenience and location partial or simultaneous influence on the decision. The findings of this study indicate that the ease of transaction and location variables have a positive and significant influence on the decision to become a member of the BMT BISMA Sharia Cooperative. While the brand image variable does not have a significant influence on the decision to become a member of the BMT BISMA Sharia Cooperative.</em>

PENGARUH KUALITAS PRODUK, CITRA MEREK DAN WORD OF MOUTH TERHADAP MINAT BELI ULANG MELALUI KEPUASAN KONSUMEN PADA MAHASISWA ESA UNGGUL PENGGUNA IPHONE

The purpose of this study was to determine the effect of product quality, brand image and word of mouth on repurchase interest through consumer satisfaction in Esa Unggul Student Iphone users. This type of research is quantitative research with causal associative research. The population in this study were 170 regular and parallel active students at Esa Unggul University, Faculty of Economics, Citra Raya, which were taken using the purposive sampling method. Data testing was carried out using the validity test, reliability test, and path analysis methods. Based on the results of the study, several conclusions can be drawn as follows: 1) Product Quality, Brand Image, Word of Mouth variables have a positive and significant effect on consumer satisfaction in students of the economics faculty of Esa Unggul University; 2) Variables of Product Quality, Brand Image, Word of Mouth, and Consumer Satisfaction have a positive and significant effect on repurchase interest in students of the economics faculty of Esa Unggul University; 3) Product Quality and Brand Image variables have a positive and significant influence on repurchase intention but consumer satisfaction does not mediate; and 4) Word of Mouth variable has a positive and significant effect on repurchase intention by mediating consumer satisfaction.

Pengaruh Influencer Marketing Tiktok terhadap Brand Image Bittersweet by Najla

As the digital world develops, various application platforms have emerged that make technological sophistication even more perfect, namely Tiktok. This platform can be used as a means of doing business with the advantage of a wide variety of image effects that can attract buyers. Najla Bisyir as Owner of Bittersweet by Najla uses the right influencers in marketing through Tiktok to enhance the image of the product. The research was conducted with the aim of knowing the effect of TikTok influencer marketing on the brand image of Bittersweet by Najla. This study uses a quantitative approach with survey research methods. The population in this study were followers of Bittersweet by Najla through the Tiktok platform and the number of samples was determined by simple random sampling. The research was conducted by distributing pretest questionnaires to 30 respondents after they were tested valid and then proceed to posttest tests to 100 respondents who are followers of Bittersweet by Najla through the Tiktok platform. The data validity technique used was the t test, simple regression analysis, correlation analysis, and determination coefficient analysis. With the results of the t test shows the value of t count is 14.342> 1.984 t table, and the results of the correlation test with a value of 0.823 which states that influencer marketing and brand image variables have a very strong correlation, so the results obtained in this study indicate that influencer marketing affects the brand. image Bittersweet by Najla via the Tiktok platform.Seiring berkembangnya dunia digital, muncul berbagai platform aplikasi yang membuat kecanggihan teknologi semakin sempurna, yaitu Tiktok. Platform ini dapat digunakan sebagai sarana untuk berbisnis dengan keunggulan berbagai variasi efek gambar yang dapat menarik pembeli. Najla Bisyir selaku Owner Bittersweet by Najla menggunakan influencer yang tepat dalam melakukan pemasaran melalui Tiktok untuk meningkatkan citra produk tersebut. Penelitian dilakukan dengan tujuan untuk mengetahui pengaruh influencer marketing tiktok terhadap brand image Bittersweet by Najla. Penelitian ini menggunakan pendekatan kuantitatif dengan metode penelitian survei. Populasi dalam penelitian ini adalah pengikut / followers dari Bittersweet by Najla melalui platform Tiktok dan jumlah sampel ditentukan secara simple random sampling. Penelitian dilakukan dengan cara menyebarkan kuesioner pretest kepada 30 responden setelah teruji valid kemudian dilanjutkan ke uji posttest kepada 100 responden yang merupakan pengikut Bittersweet by Najla melalui platform Tiktok. Teknik keabsahan data yang digunakan adalah uji t, analisis regresi sederhana, analisis korelasi, dan analisis koefisien determinasi. Dengan hasil uji t menunjukkan nilai t hitung adalah 14,342 > 1,984 t tabel, dan hasil uji korelasi dengan nilai 0,823 yang menyatakan variabel influencer marketing dan brand image memiliki korelasi yang sangat kuat, sehingga hasil yang didapat dalam penelitian ini menunjukkan bahwa influencer marketing berpengaruh terhadap brand image Bittersweet by Najla melalui platform Tiktok.

The effect of e-service quality on e-loyalty mediated by e-trust and brand image variables

The amount of e-wallet providers in Indonesia is so many, so there is intense competition between each e-wallet provider. The tighter competition for e-wallet, makes users not only loyal to one type of e-wallet and makes users switch brands or providers in using an e-wallet. This study aims to investigate the factors that influence e-service quality on e-loyalty mediated by e-trust and brand image. This research is categorized as explanatory research. Respondents in this study were users of the OVO e-wallet application in Malang City, determining the number of samples in this study using a purposive sampling technique with a sample of 200 respondents. The method of collecting data is using a questionnaire, the data is analyzed using PLS-SEM. The results showed that e-service quality had no significant effect on e-loyalty. E-service quality has a significant effect on e-trust, e-trust has a significant effect on e-loyalty. E-service quality has a significant effect on brand image, brand image has a significant effect on e-loyalty. E-trust and brand image can play a fully mediating role in the relationship between e-service quality and e-loyalty. OVO is expected to continue to maintain and increase e-trust because it is proven in this research that e-trust has the greatest influence on e-loyalty so that it can be a competitive advantage for OVO. Keywords: e-service quality, e-loyalty, e-trust, brand image.

KEPUTUSAN PEMBELIAN DITINJAU KUALITAS PRODUK, LABEL HALAL DAN BRAND IMAGE

Samyang instant noodles were once a highly sought after product and had reaped the pros and cons of being halal in Indonesia. This study is to analyze the effect of product quality and halal label on purchasing decisions through brand image variables. Students majoring in Business Administration who have consumed Samyang instant noodles are the population of this study. The research sample consisted of 67 respondents, collecting data using a questionnaire. Data analysis with descriptive statistical analysis and inferential statistics (in this case Structural Equation Modeling using Smart PLS 3.0). The results of the study state that the halal label has a significant effect on brand image, has no significant effect on purchasing decisions, while product quality has a significant effect on brand image, has a significant effect on purchasing decisions and brand image has a significant effect on purchasing decisions. This study provides managerial implications in the form of the need for an integrated product planning policy that includes product quality, brand image and halal labeling.

Airportscape and its effect on airport sense of place and destination image perception

Purpose This study aims to validate a conceptual definition of airportscape and develop a multidimensional scale that integrates servicescape and service quality dimensions to comprehensively investigate airport service management. In addition, this study examines the structural relationships amongst airportscape, sense of place, airport image and destination image. Design/methodology/approach Covariance-based structural equation modelling has been used. This study has collected the responses from 1,189 Thai respondents who had their experience in an international airport in the past 12 months. Findings Key findings reveal the set of three airportscape attributes which positively influenced the air traveller’s perceived sense of place. Four other dimensions were found to positively influence the airport image. The results also suggested the positive relationships amongst sense of place, airport image and destination image. Sense of place strongly predicted the destination image and airport image and was found to be an important mediator of the relationship between airportscape dimension and perceived image variables. Originality/value This study validates the airportscape scale and introduces “sense of place”, a concept that has not been objectively investigated in the airport context, and in relation to tourism. The findings provide insights to airport managers and tourism authorities by examining areas that highlight an airport’s sense of place and representation of the destination. The study also strengthens the theoretical link between airport and tourism knowledge, by showing that the airport’s sense of place can strongly influence airport image and destination image. The result ascertains that the airport can be a representative of a destination through the creation of a sense of place.

AN INTEGRATIVE MODEL OF COGNITIVE IMAGE AND CITY BRAND EQUITY

This study aims to assess the effect of cognitive image and city brand equity on total city branding, evaluation of word-ofmouth (WOM), brand commitment and intention to revisit. The conceptual model used in the impact study of the impact of tangible and intangible elements related to city branding. Involving 423 tourists visiting four cities in West Java, Indonesia as an assessment of the variables studied. The results showed that the conclusions on cognitive image, city brand equity and brand commitment were low. While the other categories are classified as good. These findings also reveal the analysis of the relationship between variables, including cognitive image variables that have a significant effect on city brand equity. Cognitive image is explained through the dimensions of quality experience, tourist attraction, infrastructure environment, and outdoor activities. Meanwhile, city brand equity is measured by brand awareness, brand loyalty, and brand value. Furthermore, the results also show that the variable city brand equity has a significant effect on the variable word-of-mouth (WOM), brand commitment, and the intention to revisit. The most significant influence exerted on brand commitment. These results indicate that the condition of city brand equity affects how wordof-mouth, brand commitment, intention to revisit. This study only discusses part of the tourism activities carried out in these four destinations, so to confirm these findings it is necessary to carry out further research on various destinations and events.

Pengaruh Citra Merek dan Kualitas Produk terhadap Keputusan Pembelian Smartphone Iphone Pada Mahasiswa di Universitas Mataram

This study aims to analyze the effect of brand image and product quality on iPhone smartphone purchasing decisions among students at the University of Mataram. This type of research used in this research is associative with a quantitative approach. The sampling technique was determined by purposive sampling method with a total of 100 respondents. The data collection tools used a questionnaire and google form which had been tested for validity and reliability. The data analysis technique used is multiple linear regression. The results of this study indicate that: (1) There is a positive and significant influence of brand image variables on purchasing decisions, (2) There is a positive and significant influence on product quality variables on iPhone smartphone purchasing decisions among students at the University of Mataram

Analisis Pengaruh Celebrity Endorse, Beauty Vlogger, Word Of Mouth, Dan Brand Image Terhadap Minat Beli Produk Emina

This study aims to determine the effect of Celebrity Endorse, Beauty Vlogger, Word Of Mouth and Brand Image on Purchase Intention for Emina Cosmetics products. This research is a quantitative research. The object of this research is the people of Yogyakarta City. The population of this study was 140 respondents. This research data obtained from individuals, by filling out a questionnaire. To find out the results of this study, researchers used validity tests, reliability tests, classical assumption tests, and multiple regression analysis and hypothesis testing. The results of data analysis with a significance of 0.05 show that the variables Celebrity Endorse and Beauty Vlogger have no significant effect on Purchase Intention, while the Word of Mouth and Brand Image variables have a significant effect on Purchase Intention. Keywords: Celebrity Endorse, Beauty Vlogger, Word of Mouth, Brand Image