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All Journal Abiwara : Jurnal Vokasi Administrasi Bisnis Jurnal Ilmiah Ekonomi dan Manajemen Neraca Manajemen, Akuntansi, dan Ekonomi
Woelandari, Dewi Sri
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Economics, Econometrics & Finance Environmental Science Social Sciences Other

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PENGARUH SOCIAL MEDIA MARKETING DAN ONLINE CUSTOMER REVIEW TERHADAP KEPUTUSAN PEMBELIAN PADA SMALL BUSINESS ONLINE KEJUTBYPUGO DI KOTA BEKASI Prabowo, Pugo Bayu; Navanti, Dovina; Woelandari, Dewi Sri
Musytari : Jurnal Manajemen, Akuntansi, dan Ekonomi Vol. 15 No. 9 (2025): Musytari : Jurnal Manajemen, Akuntansi, dan Ekonomi
Publisher : Cahaya Ilmu Bangsa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.8734/musytari.v15i9.11541

Abstract

Penelitian ini bertujuan untuk mengetahui secara parsial dan simultan pengaruh Social Media Marketing (X1) dan Online Customer Review (X2) Terhadap Keputusan Pembelian (Y) Small Business Online Kejutbypugo di Kota Bekasi. Penelitian ini menggunakan pendekatan dengan metode Kuantitatif untuk mengumpulkan data dari responden yang terlibat dalam pembelian produk secara online. Pengumpulan data dalam penelitian ini dengan menggunakan kuesioner. Populasi penelitian ini adalah para pengikut Instagram Kejutbypugo. Jumlah sampel yang digunakan dalam penelitian ini sebanyak 90 reponden sesuai dengan jenis sampel yang digunakan yaitu sampel jenuh. Pengujian instrument penelitian menggunakan uji validitas dan uji reliabilitas dengan SPSS versi 26.0. berdasarkan hasil penelitian, dalam uji t (parsial) Social Media Marketing (X1) berpengaruh signifikan terhadap Keputusan Pembelian yang mempunyai nilai thitung 7,215 > 1,987 ttabel dengan signifikansi 0,00 < 0,05, Online Customer Review (X2) berpengaruh signifikan terhadap Keputusan Pembelian yang mempunyai nilai thitung 12,768 > 1,987 ttabel dengan signifikansi 0,00 < 0,05. Selanjutnya dalam uji f (simultan) variabel Social Media Marketing (X1) dan Online Customer Review (X2) secara bersama-sama berpengaruh signifikan terhadap Keputusan Pembelian (Y) yang mempunyai nilai fhitung 84,089 > 3,10 ftabel dengan signfikansi 0,00 < 0,05.
Pengaruh Brand Awareness, Online Consumer Review Dan Live Stream Terhadap Keputusan Pembelian Produk Skincare “Somethinc” Di Shopee : (Studi Pada Pengikut Akun Resmi “Somethinc” Di Aplikasi X) Nurhaliza, Siti; Woelandari, Dewi Sri; Puspitorini, Ferawaty
JURNAL ILMIAH EKONOMI DAN MANAJEMEN Vol. 3 No. 8 (2025): JURNAL ILMIAH EKONOMI DAN MANAJEMEN (JIEM)
Publisher : CV. KAMPUS AKADEMIK PUBLISING

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61722/jiem.v3i8.6123

Abstract

In the digital age, brand awareness is built not only through traditional advertising, but also through active interaction, online reviews, and social media content. This study aims to analyze the influence of brand awareness, online consumer reviews, and live streaming on the purchase decision of Somethinc skincare products on the Shopee platform, focusing on followers of the official Somethinc account on Application X. The research method used is quantitative, employing purposive sampling by distributing questionnaires to 100 respondents who are followers of the official Somethinc account on Application X. The analysis results show that the brand awareness variable does not have a significant effect on purchase decisions. In contrast, the variables of online consumer reviews and live streaming are proven to have a significant influence on purchase decisions.
Pengaruh Content Marketing Dan E-Marketing Melalui Live Streaming Tiktok Terhadap Keputusan Pembelian : (Studi Kasus Pengguna Aplikasi TikTok Di Kaliabang Bekasi) Achir, Irvan Fadhil; Navanti, Dovina; Woelandari, Dewi Sri
JURNAL ILMIAH EKONOMI DAN MANAJEMEN Vol. 3 No. 8 (2025): JURNAL ILMIAH EKONOMI DAN MANAJEMEN (JIEM)
Publisher : CV. KAMPUS AKADEMIK PUBLISING

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61722/jiem.v3i8.6229

Abstract

With the rapid development of global marketing, businesses are required to design digital marketing strategies to support conventional marketing. This study aims to determine the influence of content marketing and e-marketing through TikTok live streaming on purchasing decisions. The method used in this study is a quantitative method with a positivist approach to test the hypothesis and analyze the influence of independent variables on dependent variables through mediating variables. The results of this study indicate that Content Marketing (X1) and E-Marketing (X2) have a significant influence on both the Live Streaming (Z) variable and the Purchase Decision (Y) variable.
Peran Price Discount Dalam Memoderasi Pengaruh Social Media Marketing dan Product Knowledge Terhadap Purchase Intention Produk Visval Bags Ulmaghfiroh, Nisa; Woelandari, Dewi Sri; Vikaliana, Resista; Setyawati, Novita Wahyu
Abiwara : Jurnal Vokasi Administrasi Bisnis Vol. 2 No. 2: Maret 2021
Publisher : Institut Ilmu Sosial dan Manajemen STIAMI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31334/abiwara.v2i2.1407

Abstract

The purpose of this study was to determine the effect of social media marketing and product knowledge on the purchase intention of Visvalbags products with a price discount as a moderating variable. This study uses a quantitative approach using a sample of 152 respondents, namely the millennial generation who live in North Bekasi using accidental sampling technique. The data analysis technique used is the classic assumption test, multiple linear regression test, hypothesis testing, and determination coefficient test using the SPSS version 21 tool. The results show that social media marketing and product knowledge variables have a significant positive effect on purchase intention, but the variables Price discount cannot moderate the relationship between social media marketing and product knowledge on the purchase intention of Visval Bags products for the millennial generation in North Bekasi.
Co-Authors Achir, Irvan Fadhil Ferawaty Puspitorini, Ferawaty Navanti, Dovina Novita Wahyu Setyawati Prabowo, Pugo Bayu Siti Nurhaliza Ulmaghfiroh, Nisa Vikaliana, Resista