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All Journal Jurnal Aplikasi Bisnis dan Manajemen (JABM) E-Journal JBMP (Jurnal Bisnis, Manajemen dan Perbankan) JPK (Jurnal Pancasila dan Kewarganegaraan) Journal of Economic, Bussines and Accounting (COSTING) Akuntansi : Jurnal Akuntansi Integratif Management Studies and Entrepreneurship Journal (MSEJ) Janaka : Jurnal Pengabdian Masyarakat Academia Open Indonesian Journal of Law and Economics Review Indonesian Journal of Innovation Studies Procedia of Social Sciences and Humanities Prosiding University Research Colloquium Imara: Jurnal Riset Ekonomi Islam El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam
Muhammad Yani
Fakultas Bisnis, Hukum Dan Ilmu Sosial Universitas Muhammadiyah Sidoarjo
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Chemistry Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Engineering Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Medicine & Pharmacology Physics Social Sciences Other

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Journal : El-Mal: Jurnal Kajian Ekonomi

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Dampak Strategi Promosi Digital, Kualitas Pelayanan dan Word of Mouth Terhadap Keputusan Pembelian Konsumen Studi Pada Lesehan Citra Feri Indriani; Muhammad Yani; Mas Oetarjo
El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Vol. 5 No. 5 (2024): El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/elmal.v5i5.2199

Abstract

The increasingly sophisticated development of internet technology has made it no longer strange to use the internet to market a product. Business in the culinary sector is a business that is currently developing very rapidly in Indonesia. So the market share that someone has when opening a business in the culinary sector is quite promising. However, businesses in the culinary sector will experience changes, especially in the threats that will be experienced by culinary entrepreneurs. These threats include the number of competitors that will increase, technological advances and customer demands that will continue to change. This research aims to determine the impact of digital promotional strategies, service quality and word of mouth on purchasing decisions of study consumers at Lesehan Image. This research uses quantitative methods with primary data sources and secondary data. Primary data was obtained through interview techniques and the use of procedures such as distributing questionnaires, while secondary data the researcher obtained data from several supporting literature such as previous journals which were in line with this research topic. The population in this research is consumers from Lesehan Citra who use digital media, consumers who like seafood dishes, consumers who have made more than one purchase and consumers aged 17 to 40 years. The sample in this study amounted to 96 respondents. The technique used for sampling in this research uses a non-probability sampling technique with a purposive sampling technique. The results of this research are that digital promotion strategies, service quality and word of mouth have a positive and significant effect on consumer purchasing decisions.
Co-Authors Adelia Eva Ahmad Wildan Maulana Aisha Hanif Alshaf Pebrianggara Andi Fikri Anggraini Cahyaning Tias Subroto Anzely Rohmatul Kholida Bayu Hari Prasojo Bobur Sobirov Detak Prapanca Devi agustina Dhea Ariesta Putri Dhinda Meidita Setiandayani Dyah Suryani Fajar Muharram Feny Yuan Nurindrawati Feri Indriani Firman Kurniawan Galuh Ratmana Hanum Herlinda Maya Kumala Sari, Herlinda Maya Kumala Lilik Indayani Mas Oetarjo Mashudi Mashudi Moch Fani Andrian Mochammad Ilyas Junjunan Muhammad Junaedi Nihlatul Qudus SN Nur Laili Maulidiyah Nur Maghfirah Aesthetika Nur Ravita Hanun Poppy Febriana Reni Oktavia Renny Oktafia Rizky Eka Febriansah Setiyono, Wisnu Panggah Sumartik Totok Wahyu Abadi Vido Michael Gerung