Garuda - Garba Rujukan Digital

p-Index From 2019 - 2024

1.686

P-Index

This Author published in this journals

All Journal Indonesian Journal of Sustainability Accounting and Management TSARWATICA (Islamic Economic, Accounting, and Management Journal) Marketing Management Studies Indonesian Journal of Sustainability Accounting and Management

Gugyh Susandy

STIE Sutaatmadja, Subang , Indonesia

Author-ID : 1191642

Religion Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Social Sciences

Published : 9 Documents Claim Missing Document

Claim Missing Document

Articles

Title

Reference group and utilitarian shopping motivation and online purchase decision of fashion products in Tokopedia Marketplace Muhammad Rayhan Fauzan; Gugyh Susandy
Marketing Management Studies Vol. 1 No. 1 (2021): Marketing Management Studies
Publisher : Universitas Negeri Padang

This study aims to determine the influence of reference groups and utilitarian shopping motivation on Online purchase decisions for fashion products on Tokopedia. The independent variable (X) examined in this study is the Reference Group (X1) and Utilitarian Shopping Motivation (X2) and the dependent variable (Y) is the Online Purchase Decision. The method using in this research is descriptive survey research methods and explanatory surveys with descriptive and verification research types. Data collection techniques using questionnaires, observation, and literature study. The sample selection by purposive sampling technique with a sample of 100 respondents. This study uses the SPSS 22 application, using multiple regression analysis, the research results show that partially and simultaneously the Reference Group and Utilitarian Shopping Motivation has an effect on Online Purchasing Decisions. Further research is suggested to examine other variables not examined in this study, such as brand image, or brand loyalty and can also be done by replacing the unit of analysis with another marketplace.

The effect of reputation and electronic word of mouth on customer trust Henri Mailudin; Gugyh Susandi
Marketing Management Studies Vol. 1 No. 4 (2021): Marketing Management Studies
Publisher : Universitas Negeri Padang

The purpose of the study was to determine the effect of reputation and electronic word of mouth on customer trust in the Lazada marketplace. The method used in this research is a quantitative method with survey research. The sample selection was done by using purposive sampling technique with a total sample of 100 respondents. The data used is interval data. The statistical method for testing the data is using the SPSS 22 program. By using multiple linear regression analysis, the results of the equation Y= 1.874 + 0.310X1 + 0.210 X2 + e. From the research results, it is known that reputation and electronic word of mouth influence partially or simultaneously on customer trust. From the results of this study, it is known that reputation and electronic word of mouth on customer trust only have an effect of 0.81 or 86.1%, meaning that there are other factors in increasing customer trust that require further research.

The impact of online marketing influencers on consumer purchase decisions Rika Alis Handayani; Gugyh Susandy
Marketing Management Studies Vol. 2 No. 2 (2022): Marketing Management Studies
Publisher : Universitas Negeri Padang

Show Abstract | Download Original | Original Source | Check in Google Scholar

The rise of technology and information systems is increasing, creating new habits that are preferred by people today, such as finding the information necessary for personal or business interests. Social networks have evolved into an information center commonly used by the community to fill free time.The increase in internet users creates a new profession that acts as a reference information center for a particular community of content about a product and conveying the benefits of a product, then if someone is interested in looking at the content and decides to buy the product, a purchase decision is made by the consumer. Buying decisions are influenced by several factors, one of which is influencers. David Gadgetin is a content creator who actively creates content on Smartphones. The Samsung Smartphone is one of the Smartphones David often talks about on his Youtube channel. This study was conducted to determine whether Influencer Marketing has an impact on Samsung Smartphone purchase decisions at the Subang Regency Society. Deliberate sampling was used as the sampling technique, then the collected data was processed using IBM SPSS Statistics 22. The results of this study show that Influencer Marketing influences buying decisions on the Samsung Smartphone with a large influence of Influencer Marketing on buying decisions of 36.5%, while the rest is influenced by other unchecked variables.

Co-Authors Diana Sari Dinar Hoerun Nisa Henri Mailudin Muhammad Rayhan Fauzan Rambabu Lavuri Reni Dian Octaviani Rika Alis Handayani Rita Komaladewi Susi Yasmin Yanu Endar Prasetyo

Title Search

Found 3 Documents Search Journal : Marketing Management Studies

Abstract

Abstract

Abstract

Title

Found 3 Documents
Search
Journal : Marketing Management Studies