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All Journal Journal of Business Economics and Management New Economy
Alvin Alfian
Universitas Dharma Andalas
Economics, Econometrics & Finance

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Pengaruh Social Media Marketing Dan Electronic Word Of Mouth (E-Wom) Terhadap Purchase Intention Dengan Trust Sebagai Variabel Mediasi Pada Konsumen Tara Coffe Shop Di Kota Padang Muhammad Fachri Putra Restu Adi fachri; Alvin Alfian
New Economy Vol. 2 No. 1 (2026)
Publisher : CV. Akira Java Bulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63935/bzg3pp37

Abstract

This study aims to examine the influence of social media marketing and electronic word of mouth (e-WOM) on purchase intention of Tara Coffee Shop Padang products, with trust as a mediating variable. Using a quantitative approach, data were collected through questionnaires distributed to 180 respondents who had experience purchasing Tara Coffee Shop products. Analysis was conducted using Partial Least Squares (PLS) to assess the direct and indirect relationships between variables. The results showed that social media marketing has a positive and significant influence on purchase intention. Electronic word of mouth has a negative and significant influence on purchase intention. Social media marketing has a positive and significant influence on trust. Electronic word of mouth has a positive and significant influence on trust. Social media marketing has a positive and significant influence on purchase intention, which is mediated by trust. Electronic word of mouth has a positive and significant influence on purchase intention, which is mediated by trust.
Pengaruh Customer Experience dan Konten Media Sosial Terhadap Customer Loyalty Pada Produk Skincare GladGlow Pada Mahasiswa S1 Manajemen Universitas Dharma Andalas Annisa Mardhatillah; Alvin Alfian
Journal of Business Economics and Management | E-ISSN : 3063-8968 Vol. 2 No. 1 (2025): Juli - September
Publisher : GLOBAL SCIENTS PUBLISHER

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Abstract

This study aims to examine and analyze the influence of Customer Experience and Social Media Content on Customer Loyalty toward Glad2Glow skincare products. The method used is descriptive quantitative. The population in this study consists of undergraduate students in the Management Program at the Faculty of Economics and Business, Dharma Andalas University. The sample size is 203 respondents, obtained using purposive sampling techniques. Data analysis was conducted using IBM SPSS 25 software through validity and reliability tests, classical assumption tests, multiple linear regression analysis, t-tests (partial), F-tests (simultaneous), and the coefficient of determination (Adjusted R²). The results of the study indicate that Customer Experience has a positive and significant effect on Customer Loyalty, while Social Media Content does not have a significant effect on Customer Loyalty. However, simultaneously, Customer Experience and Social Media Content have a significant effect on Customer Loyalty.
Co-Authors Annisa Mardhatillah Muhammad Fachri Putra Restu Adi fachri