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Maharani, Bernadetta Diansepti
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Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Mathematics Social Sciences Other

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Journal : JURNAL ILMIAH GLOBAL EDUCATION

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Pengaruh Social Media Marketing, Electronic Word of Mouth, dan Brand Awareness terhadap Keputusan Pembelian Produk Dagadu Djokdja Melalui Minat Beli sebagai Variabel Intervening Ansar, Muhammad; Udayana, IBN; Maharani, Bernadetta Diansepti
Jurnal Ilmiah Global Education Vol. 5 No. 1 (2024): JURNAL ILMIAH GLOBAL EDUCATION, Volume 5 Nomor 1, Maret 2024
Publisher : LPPM Institut Pendidikan Nusantara Global

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55681/jige.v5i1.2137

Abstract

This research aims to analyze the influence of Social Media Marketing, Electronic Word of Mouth (E-WoM), and Brand Awareness on Purchase Decisions for Dagadu Djokdja products through Purchase Interest as an intervening variable. This type of research is quantitative research and the sampling technique uses purposive sampling with a sample of 160 respondents. Data collection was carried out through distributing questionnaires and processing them using the SPSS application. The results of this research indicate that Purchase Interest can mediate the influence of Social Media Marketing, E-WoM, and Brand Awareness on Purchase Decisions for Dagadu Djokdja products. Meanwhile, the results of the t-test (partial test) show that Social Media Marketing, Electronic Word of Mouth (E-WoM), and Brand Awareness each have a significant influence on Purchase Interest, and the Purchase Interest variable has a significant influence on Purchase Decisions.
Co-Authors Al Ahmadi, Wahid Hidayat Alfiani, Leli Ambar Lukitaningsih Ayang, Anias Ina Aprilia Bakti, Mahdanito Fadzika Bintari, Wulan Probo Budi Setiawan Cahyaning, Enggar Kartika Fadilah, Muinah Fattikah, Syahma Rose Gunawan, Elvender Henny Welsa Hutami, Lusia Tria Hatmanti IBN Udayana, IBN Ida Bagus Nyoman Udayana Isna, Kadek Jemian, Maria oktaviani Kusumaningrum, Nonik Lahura, Armando Lasmiani, Lasmiani Lingga, Bakas Anja Lukatiningsih, Ambar Muhammad Ansar, Muhammad Muinah Fadhilah, Muinah Nada, Alliskha Qotrun Ningrum , Nonik Kusuma Nonik Kusuma Ningrum Permatasari, Mita Prasetyo, Muslih Dwi Pratama, Nico Purnamarini, Tri Ratna Puspitaningrum, Sari Rahma Putri Dwi Cahyani, Putri Dwi Retno Ningrum, Diah Ayu Retno Utami, Retno Saputri, Riska Supardin, Lalu Susanto Susanto Taiso, Theresia Irene Utami, Kesti Ayu Wacono, Topri Dwi Widiastuti, Laras Prismafika Wulan Jayanti, Wulan Wunu, Lusia Arie Susanti Zulqa'dah, Elsa Safira