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Suliyana, Putri Mita
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Economics, Econometrics & Finance Electrical & Electronics Engineering Social Sciences

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PENGARUH VIRAL MARKETING DAN E-WOM TERHADAP KEPUTUSAN PEMBELIAN (STUDI KASUS PRODUK ARTHA LDT) Komariah, Nurul Dwi; Rachman, Riza; Pristika N, Rafika Febri; Murtakiyah, Wardah; Kolida, Firda Ukfatul; haniza P, Dwi Maryamah; Suliyana, Putri Mita
Jurnal Mahasiswa Entrepreneurship (JME) Vol 1 No 12 (2022): DESEMBER 2022
Publisher : Fakultas Ekonomi dan Bisnis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36841/jme.v3i1.4232

Abstract

This research aims to determine the influence of viral marketing and E-WOM on purchasing decisions (study on Artha ldt products). Purchasing decisions arise because of public trust in the product which comes from reviews or viral marketing and E-WOM. The data analysis method used is multiple linear regression analysis. This analysis is used to find out how much influence the independent variables (Viral Marketing and E-WOM) have on the dependent variable (Purchasing Decisions). Data analysis techniques include validity tests, reliability tests, and classical assumption tests. The type of primary data used in this research is quantitative data. Quantitative data was obtained from questionnaires distributed to Arthta consumers. The sample used was 55 respondents. Secondary data in this research was obtained from observation and literature study.
PENGARUH HARGA, KUALITAS PRODUK, DAN KETERSEDIAAN PRODUK TERHADAP KEPUASAN KONSUMEN MELALUI KEPUTUSAN PEMBELIAN SEBAGAI VARIABEL INTERVENING PADA UD. SUMBER REJEKI KABUPATEN JEMBER Suliyana, Putri Mita; Soeliha, Siti; Sari, Rini Kartika
Jurnal Mahasiswa Entrepreneurship (JME) Vol 3 No 2 (2024): FEBRUARI 2024
Publisher : Fakultas Ekonomi dan Bisnis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36841/jme.v3i2.4832

Abstract

The purpose of the study was to determine the effect of price, product quality, and product availability on customer satisfaction through purchasing decisions as an intervening variable at UD. Sumber Rejeki Jember Regency. The sampling technique in this study was simple random sampling. Data analysis and hypothesis testing in this study were done using Partial Least Square (PLS-SEM). The results of the direct effect hypothesis test using the Smart PLS 3.0 application show that price has a significant positive effect on purchasing decisions, price has a positive but insignificant effect on customer satisfaction, product quality has a significant positive effect on purchasing decisions, product quality has a positive but insignificant effect on customer satisfaction, product availability has a positive but insignificant effect on purchasing decisions, product availability has a positive but insignificant effect on customer satisfaction, and purchasing decisions have a significant positive effect on customer satisfaction. The results of the indirect effect hypothesis test show that the price variable has a significantly positive effect on customer satisfaction through purchasing decisions, product quality has a significantly positive effect on customer satisfaction through purchasing decisions, and product availability has a positive but insignificant effect on customer satisfaction through purchasing decisions.
Co-Authors haniza P, Dwi Maryamah Kolida, Firda Ukfatul Komariah, Nurul Dwi Murtakiyah, Wardah Pristika N, Rafika Febri Rachman, Riza Rini Kartika Sari Soeliha, Siti