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All Journal E-JRM International Journal of Research in Education (IJRE)
Susilo, Agung
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Economics, Econometrics & Finance Education

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Pengaruh Advertising Appeal, Word Of Mouth Dan Brand Image Terhadap Keputusan Pembelian Iphone (Studi Pada Mahasiswa FEB Universitas Islam Malang) Susilo, Agung; Priyono, Achmad Agus; Rahman, Fahrurrozi
E-JRM : Elektronik Jurnal Riset Manajemen E-JRM : Elektronik Jurnal Riset Manajemen Vol. 13 No. 01
Publisher : UNIVERSITAS ISLAM MALANG

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Abstract  This study aims to analyze the advertising apeeal, word of mouth and brand image on iPhone purchasing decisions for FEB students at the Islamic University of Malang. Using multiple linear regression methods, this research focuses on explanatory research with a quantitative approach. The research sample of 75 consumers was taken using the Malhotra formula. Data analysis was carried out with the help of SPSS version 25 software, including validity test, reliability test, normality test, classical assumption test, hypothesis test, and R2 coefficient of determination test. The results showed that advertising appeal, word of mouth, and brand image simultaneously influenced consumer purchasing decisions for iPhone products for FEB students at the Islamic University of Malang. Specifically, advertising appeal and word of mouth have a partially positive impact on purchasing decisions, while brand image partially has no significant effect on consumer purchasing decisions.  Keywords: Advertising Appeal, Word Of Mouth, Brand Image, Purchasing Decisions  
A Review of Artificial Intelligence in Language Assessment: Trends, Challenges, and Opportunities Susilo, Agung; Firdaus , Masagus
International Journal of Research in Education Vol. 5 No. 2 (2025): Issued in July 2025
Publisher : LPPM Universitas PGRI Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26877/5z7t4x18

Abstract

The impact of AI on language testing has sparked a major upheaval in education thanks to advances in technology and the need for better testing efficiency. The objective of this review is to study and evaluate what is happening at present, what are the big challenges and where there are opportunities in AI-powered language assessment. The research systematically examines existing studies by employing the PRISMA framework, carrying out an extensive search through academic databases to locate, evaluate, and interpret peer-reviewed articles concerning AI in language assessment. It uses qualitative thematic analysis to integrate key patterns, obstacles, and future prospects. While AI has given us new methods for evaluating languages, problems related to bias, maintaining data privacy, and the importance of human role are still major issues. By covering many aspects, the review gives insights into the developing AI in language testing. It draws attention to how AI may improve accuracy, save time and allow for more assessment on condition that certain difficulties are addressed. According to the study, it is essential to put in a balance between using technology and relying on people for language assessment. By proposing recommendations for future research and practical applications, this review provides actionable insights for educators, policymakers, and developers to make informed decisions about integrating AI into language assessment. It emphasizes the importance of designing equitable, transparent, and pedagogically sound AI systems, thereby shaping the responsible and effective use of AI in educational contexts.
Co-Authors Achmad Agus Priyono Fahrurrozi Rahman Firdaus , Masagus