Studi Komparatif Mengenai Word of Mouth  Dan Minat Beli Pada Pusat Oleh-Oleh  Pempek Candy Dan Pempek  Vico Palembang

Oktavia, Fany

doi:10.33021/exp.v2i1.547

Cited by 4 publications

(4 citation statements)

References 1 publication

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“…Diyakini bahwa keinginan membeli secara positif mempengaruhi bagaimana konsumen berperilaku sesuai dengan tuntutan mereka. Studi dilakukan oleh (Oktavia, 2019) niat beli wisatawan di restoran Pempek Candy Palembang dipengaruhi dari mulut ke mulut, dengan tingkat efek 44,7%. Pemahaman seseorang tentang suatu produk akan tumbuh dengan informasi yang dibagikan kepada orang lain.…”

Section: Pendahuluanunclassified

Pengaruh Word of Mouth dan Product Innovation Terhadap Minat Beli Konsumen Tetra Coffee Palembang

Liananda,

Siti Komariah Hildayanti,

Mohammad Kurniawan

2024

jemsi

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This study aims to determine the influence of word of mouth and product innovation on the buying interest of Tetra Coffee Palembang consumers. This research method is a descriptive method with a quantitative research approach. The sampling technique in this study uses the probability sampling method with a simple random sampling approach. Determination of the number of samples using the Lemeshow formula obtained the minimum number of samples needed in this study was 96 respondents. Data analysis using data quality tests, classical assumption tests, and multiple linear regression analysis. The result of this study is that word of mouth (X1) has a positive and significant effect on consumer buying interest (Y) at Tetra Coffee Palembang. Product innovation (X2) has a positive and significant effect on consumer buying interest (Y) at Tetra Coffee Palembang. Word of mouth (X1) and product innovation (X2) have a positive and significant effect on consumer buying interest (Y) at Tetra Coffee Palembang. Based on the results of the variables X1 and X2 together there is a Y in RSquare of 0.870, this means that the influence of the variables word of mouth (X1) and product innovation (X2) together on and buying interest (Y) is 87%. The remaining 13% was influenced by variables other than the variables studied.

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Section: Pendahuluanunclassified

Pengaruh Word of Mouth dan Product Innovation Terhadap Minat Beli Konsumen Tetra Coffee Palembang

Liananda,

Siti Komariah Hildayanti,

Mohammad Kurniawan

2024

jemsi

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“…Salah satu model yang menjelaskan mengenai tahapan respons konsumen adalah model AISAS yang dikembangkan pada tahun 2004 oleh Agen periklanan Dentsu yang menjelaskan tentang Word of Mouth sebagai media komunikasi yang bermanfaat bagi perusahaan. Tahapan respon konsumen ini terdiri dari lima dimensi yaitu attention, interest, search, action, dan share (Oktavia, 2019). Pada fokus penelitian ini, tahap share inilah yang memunculkan komunikasi Word of Mouth dengan menceritakan pengalaman dan hal-hal terkait suatu produk kepada orang lain (Susanti, 2009).…”

Section: Hasilunclassified

Strategi Pemasaran: Implementasi Promosi Word of Mouth Terhadap Minat Nasabah Memilih Produk Bank

Jan,

Niu,

Mokoginta

2023

jmas

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The existence of competition in the banking industry in marketing products and forming customer interest in choosing banking products is a major challenge. The various marketing strategies that are common and often implemented by banks include promotional media such as pamphlets, brochures, advertisements, mass media, social media, and so on. Other promotional media are considered very effective, namely, communication media commonly called Word of Mouth (WoM) communication. The Prisma Dana Bank Kotamobagu Branch seems to lack promotion of its products. However, many people are interested in using credit loans and saving products of Prisma Dana Bank Kotamobagu Branch, so this study aims to describe the implementation of the Word of Mouth promotion strategy towards customer interest in customer interest in choosing products Prisma Dana Bank Kotamobagu Branch by using descriptive qualitative methods. Data was collected through the stages of direct observation in the field, direct interviews with informants consisting of leaders, employees, and customers, and documentation in the relevant literature, documents, and results of previous studies. The data that has been collected is then analyzed through the stages of data reduction, data display, and conclusion. The results show that the thing that forms Word of Mouth among customers is the satisfaction obtained from the services and benefits from the products provided by Prisma Dana Bank Kotamobagu Branch to its customers in the form of recommendations and testimonials from the customer’s experiences to friends, relatives, and family. In other words, the higher the level of customer satisfaction, the more the Word of Mouth promotion is formed and runs among the public. Service quality and product benefits can build interest and directly promote Word of Mouth promotional communication between customers through customer satisfaction.

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“…Perusahaan, organisasi maupun lembaga yang memahami bahwa konsumen mereka memiliki intensi membeli atau menggunakan karena word-of-mouth dapat memanfaatkan wordof-mouth untuk berbagai tujuan positif yang menguntungkan. Perusahaan dapat memanfaatkan kampanye, sosialisasi, hingga upaya apa pun untuk mendorong tersampaikannya word-of-mouth yang dapat mempengaruhi konsumen (Oktavia, 2019). Dengan demikian, komunikasi word-ofmouth dapat dimanfaatkan untuk menumbuhkan intensi kepada generasi muda untuk berpartisipasi pada sektor pertanian.…”

Section: Pendahuluanunclassified

Word-Of-Mouth Sebagai Sarana Pembentukan Intensi Generasi Muda dalam Berpartisipasi Pada Sektor Pertanian

Octaviana

Astini²,

Susanto³

2022

JKN

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The agricultural sector is a vital sector for the survival of Indonesia. However, one of the problems faced is the regeneration of farmers because not all young people want to participate in this sector. One of the communities that responded to this condition is Aku Petani Indonesia. This community carries out various activities to create intention to participate in agriculture activities among the younger generation. This research is to study how these activities create word-of-mouth that can intention. The Theory of Planned Behavior is included as a theoretical framework. This research design is concurrent triangulation, which combines quantitative and qualitative data to obtain more in-depth results. The study results show that these community activities produced word-of-mouth to create intention among the young generation. The resulting word-of-mouth positively affected their interest in participating in the agricultural sector mediated by the Theory of Planned Behavior variables. The evidence lies in the number of young people who shared their farming activities voluntarily on social media and their involvement in various activities organized by the community. Abstrak Sektor pertanian merupakan sektor vital bagi kelangsungan hidup Indonesia. Namun salah satu kendala yang dihadapi adalah kaderisasi petani karena tidak semua generasi muda mau berpartisipasi di sektor ini. Salah satu komunitas yang merespons kondisi ini adalah Aku Petani Indonesia. Komunitas ini melakukan berbagai kegiatan untuk menumbuhkan niat untuk berpartisipasi dalam kegiatan pertanian di kalangan generasi muda. Penelitian ini bertujuan untuk mempelajari bagaimana kegiatan tersebut menciptakan word-of-mouth yang dapat menimbulkan niat. Theory of Planned Behavior pada penelitian digunakan sebagai kerangka teoritis. Desain penelitian ini adalah triangulasi konkuren, yaitu menggabungkan data kuantitatif dan kualitatif untuk mendapatkan hasil yang lebih mendalam. Hasil penelitian menunjukkan bahwa kegiatan komunitas ini menghasilkan word-of-mouth yang mampu membentuk intensi di kalangan generasi muda. Word-of-mouth yang dihasilkan berpengaruh positif terhadap intensi untuk berpartisipasi di sektor pertanian yang dimediasi oleh variabel Theory of Planned Behavior. Hal ini dibuktikan dengan banyaknya anak muda yang membagikan kegiatan bertani secara sukarela di media sosial dan keterlibatan mereka dalam berbagai kegiatan yang diselenggarakan oleh masyarakat.

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Studi Komparatif Mengenai Word of Mouth Dan Minat Beli Pada Pusat Oleh-Oleh Pempek Candy Dan Pempek Vico Palembang

Cited by 4 publications

References 1 publication

Pengaruh Word of Mouth dan Product Innovation Terhadap Minat Beli Konsumen Tetra Coffee Palembang

Pengaruh Word of Mouth dan Product Innovation Terhadap Minat Beli Konsumen Tetra Coffee Palembang

Strategi Pemasaran: Implementasi Promosi Word of Mouth Terhadap Minat Nasabah Memilih Produk Bank

Word-Of-Mouth Sebagai Sarana Pembentukan Intensi Generasi Muda dalam Berpartisipasi Pada Sektor Pertanian

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