Pengaruh Buzz Marketing Dan Brand Ambassador Terhadap Purchase Decision Dengan Brand Awareness Sebagai Variabel Intervening

Setiawan, Gawik; Novari, Eri; Kusumadewi, Rahayu

doi:10.15575/jim.v2i2.14376

Cited by 2 publications

(1 citation statement)

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“…Maria et al (2019) also proves that the effectiveness of advertising directly has a positive and significant effect on brand awareness. This finding is relevant to the research of Gunawan & Dharmayanti (2014), the result of this research is that Advertising has a positive and significant effect on Brand Awareness. Maria et al (2019) based on the results of the path analysis conducted, word of mouth directly has a positive and insignificant effect on Brand Awareness.…”

Section: Introductionmentioning

confidence: 57%

Advertising and Wom Effect Towards Consumer Buying Decision Process on Janji Jiwa Coffee in JAKARTA

Putrajaya,

Widiartanto,

Nugraha

2023

BECOSS Journal

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This Research aimed to analyze Consumer behavior of Janji Jiwa coffee which focuses on the buying decision process from consumers, which includes the influence of Instagram promotion and word of mouth on buying decisions, which mediated by purchase intention and brand awareness from Kopi Janji Jiwa in East Jakarta. This Research survey was conducted through Questionnaire on 100 Janji Jiwa customers who have bought the Janji Jiwa coffee at least 4 times in Janji Jiwa outlets in AEON mall Jakarta Garden City and Transera Waterpark at East Jakarta. All the responses are processed with path analysis using Smart - PLS application. The results finding reveal that between Instagram promotion (Advertising) and word of mouth, Purchase Intention and Brand Awareness, and Buying decision, each of these variables has an effect on each other. But there are no influence between word of mouth on purchase intention. In Addition, Purchase intention and brand awareness are proven to mediate and strengthen the relationship between Instagram promotion and word of mouth towards buying decision.

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Section: Introductionmentioning

confidence: 57%

Advertising and Wom Effect Towards Consumer Buying Decision Process on Janji Jiwa Coffee in JAKARTA

Putrajaya,

Widiartanto,

Nugraha

2023

BECOSS Journal

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Pengaruh Digital Marketing, Customer Experience dan Customer Trust Terhadap Repurchase Intention Secara Online Produk Kosmetik Wardah

Meliá

2023

JSE

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Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh Digital Marketing, Customer Experience, dan Customer Trust baik secara parsial maupun simultan terhadap Repurchase Intention pada website Wardah serta mengetahui variabel yang paling dominan dalam mempengaruhi Repurchase Intention. Pendekatan riset yang digunakan dalam penelitian ini adalah penelitian kuantitatif. Populasi dalam penelitian ini ialah seluruh wanita yang sudah melakukan belanja online pada website Wardah. Data yang dikumpulkan menggunakan metode survey dengan cara menyebarkan kuesioner kepada wanita yang sudah melakukan pembelian melalui website Wardah, rutin melakukan pembelian di website Wardah selama 1 tahun terakhir dan berada di wilayah Jabodetabek. Kuesioner yang terkumpul sebanyak 160 responden, data tersebut kemudian diolah dengan metode regresi linear berganda. Hasil analisis data yang dilakukan dengan bantuan alat SPSS. Berdasarkan hasil analisis tersebut diketahui bahwa variabel digital marketing, customer experience, dan customer trust secara simultan berpengaruh positif dan signifikan terhadap repurchase Intention pada website Wardah. Secara parsial variabel digital marketing, customer experience, dan customer trust terbukti berpengaruh positif dan signifikan terhadap repurchase intention pada website Wardah. Kemudian dalam hasil analisis tersebut variabel Customer Experience adalah variabel yang paling dominan mempengaruhi repurchase intention.

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Pengaruh Buzz Marketing Dan Brand Ambassador Terhadap Purchase Decision Dengan Brand Awareness Sebagai Variabel Intervening

Cited by 2 publications

References 0 publications

Advertising and Wom Effect Towards Consumer Buying Decision Process on Janji Jiwa Coffee in JAKARTA

Advertising and Wom Effect Towards Consumer Buying Decision Process on Janji Jiwa Coffee in JAKARTA

Pengaruh Digital Marketing, Customer Experience dan Customer Trust Terhadap Repurchase Intention Secara Online Produk Kosmetik Wardah

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