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All Journal Jurnal Manajemen Jurnal Komunikasi Indonesia
Dudi Permana, Dudi
Fakultas Ekonomi Universitas Andalas Padang
Humanities Computer Science & IT Economics, Econometrics & Finance Environmental Science Languange, Linguistic, Communication & Media Social Sciences

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Pengaruh Dimensi Ekuitas Merek Terhadap Keputusan Pembelian Produk Pencuci Mulut (mouthwash) Permana, Dudi
Jurnal Manajemen Vol 22, No 2 (2018): June 2018
Publisher : Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (432.798 KB) | DOI: 10.24912/jm.v22i2.361

Abstract

The purpose of this study is to determine the partial effect of brand awareness, brand association, perceived quality and brand loyalty on purchase decision in Betadine mouthwash. Two hundred samples are collected from the user and prospective user in Jakarta. the analytichal method used is descriptive and multiple linear regression. The result are (a) the partial effect of brand awareness, brand associaton, brand loyalty are positive and significant to purchase decision but not significant by perceived quality. (b) the highest correlation is achieved by brand awareness. Brand awareness was successfull formed by brand recognation as foundation but then it was stagnant on brand recall even less on top of mind. (c) purchase decision indicators has showed that consumer position is not ready in purchase decision and even less in re-purchase.
The Impact of Digital Communication on Online Purchasing Behavior among Indonesian Millennials: A Case Study of Tokopedia Panigoro, Erwin; Harwani, Yuli; Permana, Dudi; Imaningsih, Erna Sofriana; Mahadewi, Erlina P.
Jurnal Komunikasi Indonesia Vol. 12, No. 2
Publisher : UI Scholars Hub

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

Abstract

This article discusses the impact of digital communication on the online purchasing behavior of millennials in Indonesia, with a particular focus on transaction flow through the online commerce platform Tokopedia. The study aims to show that Tokopedia's digital communications determine users' attitudes and purchasing behavior. In this paper, the quantitative research method of causal design is adopted, and 210 respondents selected by simple random sampling are used as the sample size. The variables examined in this study include perceptions related to digital communication and online purchasing behavior, which are manipulated through different dimensions and indicators. The results show that perceived digital communication has a significant and positive impact on online purchasing behavior. Additionally, the study suggested that Tokopedia should develop a digital communication strategy to improve customer experience. Further research could expand the sample size and examine other variables for a more complete understanding of consumer behavior.
Co-Authors Erna Sofriana Imaningsih Mahadewi, Erlina P. Panigoro, Erwin Yuli Harwani, Yuli