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All Journal JIM : Journal Of International Management
Alida Palilati
Jurusan Manajemen, Universitas Halu Oleo Kendari
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Industrial & Manufacturing Engineering Social Sciences

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PERAN BRAND IMAGE DAN ELECTRONIC WORD OF MOUTH SEBAGAI VARIABEL MEDIASI PENGARUH DIGITAL MARKETING TERHADAP KEPUTUSAN PEMBELIAN PROPERTI (STUDI KASUS PADA PERUMAHAN MARGAHAYU KENDARI) Nita Septiani Rachman; Alida Palilati; Juharsah; Dzulfikri Azis Muthalib
JIM : Journal Of International Management Vol 5 No 01 (2026): JIM : Journal Of International Management
Publisher : Pusat Studi Ekonomi, Publikasi Ilmiah dan Pengembangan SDM

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62668/jim.v5i01.2613

Abstract

This study aims to analyze the effect of digital marketing on property purchasing decisions, with brand image and Electronic e-WOM as mediating variables. The population of this study consisted of 302 consumers, with a sample of 172 respondents determined using the Slovin formula. The data analysis methods used were descriptive analysis and PLS with the assistance of the SmartPLS application. The results of the study indicate that digital marketing has a positive and significant effect on both brand image and e-WOM, but does not have a significant direct effect on purchasing decisions. Brand image also does not significantly affect purchasing decisions and is unable to act as a mediating variable in the relationship between digital marketing and purchasing decisions. In contrast, e-WOM is proven to have a positive and significant effect on purchasing decisions, and is able to act as a partial mediator in the relationship between digital marketing and purchasing decisions consumers. These findings indicate that digital marketing is more effective in influencing purchasing decisions indirectly through e-WOM rather than through brand image.
PENGARUH E-SERVQUAL TERHADAP E-TRUST YANG DIMEDIASI OLEH E-SATISFACTION DAN DIMODERASI OLEH PROMOSI PADA MAHASISWA PENGGUNA GRABFOOD FAKULTAS EKONOMI DAN BISNIS UNIVERISTAS HALU OLEO Yolandha De Ventura Keytimu; Alida Palilati; Yusuf
JIM : Journal Of International Management Vol 5 No 01 (2026): JIM : Journal Of International Management
Publisher : Pusat Studi Ekonomi, Publikasi Ilmiah dan Pengembangan SDM

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62668/jim.v5i01.2622

Abstract

This study aims to examine and analyze the effect of E-Service Quality on E-Trust, with E-Satisfaction as the mediating variable and Promotion as the moderating variable, among GrabFood users who are students The population in this study consists of 105  who use the GrabFood service. The sampling technique employed the purposive sampling method. Data analysis in this study utilized by the Smart PLS program version 4.0.9.8  The results of the study indicate that (1) E-Servqual has a positive and significant effect on E-Satisfaction. (2) E-Servqual was also found to have a positive and significant effect on E-Trust. (3) E-Satisfaction has a positive and significant effect on E-Trust. (4) E-Satisfaction was found to act as a mediating variable in the relationship between E-Servqual and E-Trust. (5) Promotion, as a moderating variable, does not have a significant effect on the relationship between E-Servqual and E-Trust, and (6) Promotion was found to have a significant effect as a moderating variable in the relationship between E-Servqual and E-Satisfaction, with a negative direction of the relationship.
Co-Authors Dzulfikri Azis Muthalib Juharsah Nita Septiani Rachman Yolandha De Ventura Keytimu Yusuf