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All Journal Journal of Management and Business Innovation (JOMBINOV)
Yosefina K.I.D.D Dhae
University of Nusa Cendana
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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The Influence of Social Media Marketing on Purchase Decisions Moderated by Electronic Word of Mouth at Cititex Kupang Jessica Angelin; Yosefina K.I.D.D Dhae; Yonas F. Riwu; Rolland E. Fanggidae
Journal of Management and Business Innovation Journal of Management and Business Innovation (JOMBINOV): Volume 02, No 02, June 2026
Publisher : CV. Vocezmi Learnov

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.65792/jombinov.v2i2.43

Abstract

This study aims to analyze the influence of social media marketing on purchasing decisions with electronic word of mouth as a moderating variable at Cititex Kupang, a fashion retailer operating in Kupang City, Indonesia. The research employed a quantitative method with an associative approach. Data were collected through questionnaires distributed to 100 respondents who met the criteria: consumers who had purchased or interacted with Cititex Kupang products through Instagram, were influenced by reviews or recommendations on Instagram, and had active social media accounts. Data analysis utilized simple linear regression and Moderated Regression Analysis (MRA). The results revealed that social media marketing significantly influences purchasing decisions at Cititex Kupang (t-count 9.733 > t-table 1.660; sig. 0.000 < 0.05). However, electronic word of mouth was not proven to moderate the relationship between social media marketing and purchasing decisions, as the interaction variable showed a significance value of 0.065 (> 0.05) with a negative coefficient direction, indicating a weakening tendency. This research contributes to the digital marketing literature by examining the moderating role of e-WOM in the relationship between social media marketing and purchase decisions, particularly in the context of local fashion retail in Eastern Indonesia, an area previously under-researched. The findings suggest that fashion retailers should optimize their social media marketing strategies through engaging content creation, active sharing, and community building. While e-WOM may not serve as a strong moderator, companies should still encourage customer reviews and testimonials to complement their promotional efforts. This study is limited to a single retail location (Cititex Kupang) with 100 respondents. Future research should expand the sample size, include multiple locations, and consider other variables such as price, product quality, and brand trust to provide a more comprehensive understanding of factors influencing purchase decisions.
Marketing Strategy Analysis in Increasing the Decision to Become a Life Insurance Customer at PT. AIA Chandra Utama Agency Katarina; Yosefina K.I.D.D Dhae; Dominikus K.T Aman
Journal of Management and Business Innovation Journal of Management and Business Innovation (JOMBINOV): Volume 02, No 02, June 2026
Publisher : CV. Vocezmi Learnov

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.65792/jombinov.v2i2.48

Abstract

This study aims to analyze the marketing strategy implemented by PT. AIA Chandra Utama Agency and the supporting and inhibiting factors of the marketing strategy in increasing the decision to become a life insurance customer. This research uses a qualitative descriptive method. The informants consisted of 1 leader, 5 agents, 5 customers, and 5 non-customers, totaling 16 informants. Data collection techniques were conducted through interviews, observation, and documentation. Data analysis used an interactive model including data reduction, data presentation, and conclusion drawing. PT. AIA Chandra Utama Agency implements targeted marketing strategies through market segmentation, target market selection, and market positioning. The company also applies direct selling, earned media through social media, and point of purchase strategies through public events. The company applies the service marketing mix (7P) including product, price, place, promotion, people, process, and physical evidence. This research contributes to service marketing theory by strengthening understanding of marketing strategy implementation in the life insurance industry in Eastern Indonesia, an underexplored context. It expands the marketing mix concept in relation to customer decisions in the Eastern Indonesian cultural context. The findings provide input for companies to evaluate and improve marketing strategies, and serve as consideration for designing more effective strategies according to the characteristics of the Kupang City community. The research is limited to one agency in Kupang City using a qualitative approach, so results cannot be generalized. Future research could compare multiple insurance companies or use quantitative methods.
Co-Authors Dominikus K.T Aman Jessica Angelin Katarina Rolland E. Fanggidae Yonas F. Riwu