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All Journal Jurnal Ilmiah Mahasiswa FEB Airlangga Journal Innovation Management
Ahmad Miskatul Qulub
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Economics, Econometrics & Finance Education Social Sciences

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PENGARUH EXPERIENCE ECONOMY TERHADAP WORD OF MOUTH (WOM) DENGAN DIMEDIASI CUSTOMER SATISFACTION PADA USAHA PENYEDIAAN MAKANAN DAN MINUMAN (Studi Kasus Pada Pengunjung Cafe Sawah Pujon) Ahmad Miskatul Qulub
Jurnal Ilmiah Mahasiswa FEB Vol 9, No 2: Semester Genap 2020/2021
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

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Abstract

Penelitian ini bertujuan untuk menguji pengaruh dari variabel esthetic experience, educational experience, entertainment experience, dan escapist experience terhadap variabel Word Of Mouth (WOM) yang dimediasi customer satisfaction sebagai variabel intervening pada pengunjung Café Sawah Pujon. Jenis penelitian ini adalah riset konklusif untuk menguji hipotesis yang berhubungan dengan berbagai variabel, sedangkan pada pengujian hipotesis menggunakan riset kausal untuk mencari hubungan sebab akibat. Penelitian ini menggunakan sampel sebanyak 150 responden yang didapatkan melalui penyebaran kuesinoer secara daring. teknik analisis data yang digunakan adalah Partial Least Square dengan program SmartPLS Versi 3.3.2. Hasil penelitian ini adalah variabel esthetic experience, entertainment experience, dan escapist entertainment memiliki pengaruh signifikan terhadap customer satisfaction. Variabel educational experience tidak berpengrauh signifikan terhadap customer satisfaction. Variabel customer satisfaction memiliki pengaruh signifikan terhadap Word Of Mouth (WOM). Variabel customer satisfaction memediasi pengaruh esthetic experience, entertainment experience, escapist experience terhadap Word Of Mouth (WOM). Hasil penelitian terakhir, didapatkan bahwa customer satisfaction belum dapat memediasi pengaruh educational experience terhadap WOM pada pengunjung Café Sawah Pujon.Kata Kunci: Economy Experience, Customer Satisfaction, Word Of Mouth (WOM)
DOES PAID PROMOTE INFLUENCES USER FREQUENCY TO PURCHASE? AN ANALYSIS USING AIDA DIMENSION Muhammad Choiri Ikhsan; Vina Sri Astuti; Abdul Agung Wijaya; Firdaus Finuliyah; Ahmad Miskatul Qulub
Airlangga Journal of Innovation Management Vol. 3 No. 2 (2022): Airlangga Journal of Innovation Management
Publisher : Universitas Airlangga

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20473/ajim.v3i2.20460

Abstract

The purpose of this study is to determine how paid promote program in Instagram could influence user intention to purchase products of fashion, culinary and craft products that dominate. The method used is a descriptive analysis using Attention, Interest, Desire and Action (AIDA) dimension to measure user frequency of purchasing products promoted. Determination of the number of respondents using a survey technique of 100 respondents. Data analysis is done by recapitulating the results of filling out the questionnaire from respondents. Recapitulation is carried out with descriptive techniques to describe the facts of each of those studied. The findings are that relationship between the > 0.600 indicators and the AIDA dimension as an important construct in advertising sustainability is paid promote fashion, culinary and craft products. And the AIDA construct, namely Attention, Interest, Desire and Action, are the driving factors for the dominant frequency response 6-8 times in craft products. It can be said that paid promote can be one marketing tools for creative economic sector products. This study's implications are delivered in two sides, literature and practices. Implication for literature, this research sheds light on customer behavior research in this digital technology era, especially using social media Instagram through paid promote programs within AIDA dimension - which is not yet discussed in previous research. The practical implication of this research is it also brings an emerging development analysis of the impact of using paid promotion as one of the marketing media for the creative economy sector products.
Co-Authors Abdul Agung Wijaya Firdaus Finuliyah Muhammad Choiri Ikhsan Vina Sri Astuti