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All Journal Forum Bisnis dan Kewirausahaan Benefit : Journal of Bussiness, Economics, and Finance
Dian Yulvia Indriana
Universitas Bina Darma
Economics, Econometrics & Finance Education

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Pengaruh Word of Mouth terhadap Keputusan Pembelian Produk Fashion Online Generasi Z dengan Lifestyle sebagai Variabel Mediasi Dian Yulvia Indriana; Sulaiman Helmi
Benefit: Journal of Bussiness, Economics, and Finance Vol. 3 No. 2 (2025): BENEFIT: Journal Of Business, Economics, and Finance
Publisher : Lembaga Penelitian Dan Publikasi Ilmiah (lppi) Yayasan Almahmudi Bin Dahlan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70437/benefit.v3i2.1445

Abstract

This study aims to analyze the influence of Word of Mouth on the Purchase Decision of online fashion products, with Lifestyle as a mediating variable, among Generation Z students at Universitas Bina Darma. The research employed a quantitative method by distributing questionnaires and analyzing the data using Partial Least Square–Structural Equation Modeling (PLS-SEM) with SmartPLS. The findings reveal that recommendations from others play an important role, as they are considered more trustworthy than advertisements, while lifestyles that follow trends and intensive activities on social media encourage consumptive behavior in online fashion shopping. Both variables were proven to make a significant contribution to purchase decisions, although other factors outside this study also influence consumer behavior. The implications highlight the need for online fashion businesses to develop marketing strategies based on consumer recommendations and to adapt their products to the digital lifestyle of young consumers. Abstrak Penelitian ini bertujuan untuk menganalisis pengaruh Word of Mouth terhadap Keputusan Pembelian produk fashion online dengan Lifestyle sebagai variabel mediasi, pada mahasiswa Generasi Z di Universitas Bina Darma. Metode yang digunakan adalah kuantitatif dengan penyebaran kuesioner dan analisis melalui model persamaan struktural berbasis Partial Least Square menggunakan SmartPLS. Hasil penelitian menunjukkan bahwa rekomendasi dari orang lain berperan penting karena dianggap lebih dapat dipercaya dibandingkan iklan, sedangkan gaya hidup yang mengikuti tren serta aktivitas intens di media sosial mendorong perilaku konsumtif dalam berbelanja fashion online. Kedua variabel tersebut terbukti berkontribusi besar dalam memengaruhi keputusan pembelian, meskipun masih ada faktor lain di luar penelitian yang juga berpengaruh. Implikasi penelitian ini menekankan perlunya pelaku usaha fashion daring mengembangkan strategi pemasaran berbasis rekomendasi dan menyesuaikan produk dengan gaya hidup digital konsumen muda. Kata Kunci: Word of Mouth, Keputusan Pembelian, Gaya Hidup.
Analysis Of The Effectiveness Of Marketing Strategies On Bamboo Fan Crafts In Tanjung Tambak Village, Tanjung Batu District, Ogan Ilir Regency Dian Yulvia Indriana; Sulaiman Helmi
Forum Bisnis Kewirausahaan Vol 15 No 2 (2026): Forum Bisnis dan Kewirausahaan
Publisher : LPPM Universitas Multi Data Palembang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35957/forbiswira.v15i2.10374

Abstract

This study analyzes the effectiveness of marketing strategies for bamboo fan crafts in Tanjung Tambak Village, Tanjung Batu District, Ogan Ilir Regency. Using a qualitative approach and field research methods, the study explores how local artisans implement marketing strategies to enhance product competitiveness and reach broader markets. Data were collected through in-depth interviews with craftsmen, distributors, and consumers, as well as direct observations of production and sales processes. The findings reveal that traditional marketing methods, such as direct selling and local market participation, are dominant but face challenges in expanding customer reach. Social media and digital platforms are underutilized, despite their potential to improve market penetration. The study highlights the need for training and support in digital marketing to empower artisans and enhance the visibility of bamboo fan crafts. Furthermore, collaborative efforts with local government and tourism initiatives are identified as strategic steps to promote these crafts as cultural and economic assets. This research contributes to understanding effective marketing strategies for sustaining and developing local craft industries in rural areas, emphasizing the importance of innovation and adaptability in overcoming market challenges. Keywords: English: Marketing strategies, bamboo crafts, rural artisans, market development, Ogan Ilir.
Co-Authors Sulaiman Sulaiman