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Dwi Putri Utami
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Pengaruh Electronic Word of Mouth Credibility (e-WOM Credibility), Kepercayaan Konsumen, dan Gaya Hidup Terhadap Loyalitas Pelanggan pada Pembelian Produk Wardah Dwi Putri Utami; Mukhroji Mukhroji
JURNAL ILMIAH EKONOMI DAN MANAJEMEN Vol. 4 No. 7 (2026): Juli
Publisher : CV. KAMPUS AKADEMIK PUBLISING

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61722/jiem.v4i7.11768

Abstract

The present study aims to examine the effect of e-WOM credibility, consumer trust, and lifestyle on customer loyalty toward Wardah products. Data were obtained through questionnaires distributed to consumers who had purchased and used Wardah products, and subsequently analyzed using multiple linear regression analysis. The partial test results indicate that all three variables exert a positive yet not statistically significant effect on customer loyalty. Nevertheless, when tested simultaneously, the effect was found to be significant. The R² value of 21.9% indicates that the proposed model accounts for approximately one-fifth of the variation observed in customer loyalty. These findings suggest that customer loyalty is not shaped by a single determining factor, but rather emerges from the combined influence of multiple variables. The credibility of digital information, brand trust, and the alignment between the product and consumers' lifestyles collectively contribute to shaping repurchase behavior toward Wardah products. Keywords: e-WOM credibilit; consumer trust; lifestyle; consumer loyalty.
Analisis Kelayakan Usaha Wisata Tuk Sirah Kali Pemali Desa Winduaji Berdasarkan Aspek Pemasaran dan Sumber Daya Manusia Rizki Amalia; Dwi Putri Utami; Bima Najam Wahyu Fachri; Fadilah Nurfi Asih; Putri Atsaniyah Al-Aufaa; Isti Fatmah; Siti Badiatul Umroh
JURNAL ILMIAH EKONOMI DAN MANAJEMEN Vol. 4 No. 7 (2026): Juli
Publisher : CV. KAMPUS AKADEMIK PUBLISING

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61722/jiem.v4i7.12176

Abstract

Studi ini menganalisis kelayakan Pariwisata Tuk Sirah Kali Pemali di Desa Winduaji dari aspek pemasaran dan manajemen sumber daya manusia menggunakan pendekatan kualitatif deskriptif. Dari bidang pemasaran, penerapan segmentasi pasar dan bauran pemasaran yang didukung oleh promosi media sosial, rekomendasi dari mulut ke mulut, dan keterlibatan masyarakat setempat terbukti efektif dalam menarik wisatawan. Dari segi sumber daya manusia, partisipasi masyarakat dalam manajemen pariwisata berdampak positif pada kualitas layanan, penciptaan lapangan kerja, dan peningkatan pendapatan lokal—meskipun pelatihan keterampilan masih perlu ditingkatkan. Secara keseluruhan, kedua aspek tersebut menunjukkan potensi yang cukup besar untuk mendukung kelayakan dan keinginan pariwisata ini.
Co-Authors Bima Najam Wahyu Fachri Fadilah Nurfi Asih Isti Fatmah Mukhroji Mukhroji Putri Atsaniyah Al-Aufaa Rizki Amalia Siti Badiatul Umroh