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All Journal Jurnal Ilmiah Manajemen Kesatuan Jurnal Penelitian Manajemen Terapan (Penataran)
Rochaeti, Eti
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Economics, Econometrics & Finance Social Sciences

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Pengaruh Media Social Marketing Dan Electronic Word Of Mouth Terhadap Minat Beli Pada Produk Sepatu Converse Pada Mahasiswa FEB Universitas Prof Dr Hamka Muhammad, Radifa Witsqa; Rochaeti, Eti; Setiawan, Edi
Jurnal Ilmiah Manajemen Kesatuan Vol 9 No 2 (2021): JIMKES Edisi Agustus 2021
Publisher : LPPM Institut Bisnis dan Informatika Kesatuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37641/jimkes.v9i2.451

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh Sosial Media Marketing Dan Electronic Word Of Mouth Terhadap Minat Beli Produk Sepatu Converse Pada Mahasiswa Feb Universitas Prof. DR. HAMKA. Teori yang digunakan dalam penelitian ini yaitu teori Manajemen Pemasaran yang berhubungan dengan sosial media marketing dan e-word of mouth. Metode penelitian yang digunakan yaitu metode survey dengan teknik pengumpulan data melalui kuesioner, sedangkan jenis penelitiannya deskriptif kuantitatif. Sampel pada penelitian ini berjumlah 155 responden. Untuk menguji hipotesis digunakan analisis regresi linier berganda dengan melakukan uji T dan uji F. Hasil penelitian dengan menggunakan software SPSS 20.0 menunjukan bahwa 1). Sosial Media Marketing berpengaruh positif dan signifikan secara parsial terhadap Minat Beli. 2). E-Word Of Mouth berpengaruh positif dan signifikan secara parsial terhadap Minat Beli. 3).Sosial Media Marketing dan E-Word Of Mouth berpengaruh secara simultan terhadap Minat Beli. Karena nilai t hitung sosial media marketing (5,923) lebih besar dari t tabel (1,975) dan e-word of mouth (4,480) lebih besar dari t tabel (1,975) dan f hitung variabel independen (97,157) lebih besar dari f tabel (3,06). Nilai koefisien determinasi (Adjusted R)2 diperoleh nilai sebesar 55,5% menunjukan bahwa kontribusi pengaruh sosial media marketing dan e-word of mouth secara bersama-sama dapat mempengaruhi minat beli. Sedangkan sisanya sebesar 44,5% dipengaruhi oleh faktor-faktor lain diluar penelitian.
TAILORED TIMING, HASHTAGS, AND CONTENT: WHAT DRIVES INSTAGRAM ENGAGEMENT IN TOP ISLAMIC UNIVERSITIES IN INDONESIA? Akbari, Deni Adha; Rochaeti, Eti; Wulan , Mulyaning; Rito
Jurnal Penelitian Manajemen Terapan (PENATARAN) Vol. 10 No. 2 (2025)
Publisher : Program Studi Manajemen STIE Kesuma Negara Blitar

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

This study explores Instagram engagement strategies adopted by the top five Muhammadiyah universities in Indonesia, focusing on how content type, posting time, and hashtag use influence interaction metrics. Utilizing a mixed-methods approach, data were collected through the Virol analytics platform to analyze engagement rates, follower growth, and post interactions. The study reveals that video content generates the highest engagement across all universities, particularly when posted in the late afternoon or evening. Specific and targeted hashtags were more effective than generic ones in boosting interaction. The research offers a novel contribution by systematically analyzing content engagement across comparable educational institutions using real-time analytics and strategic timing. This has not been previously explored in the Indonesian higher education context with this level of granularity. Practically, the findings provide actionable insights for university marketing teams seeking to optimize social media strategies. By aligning content with user behavior and platform trends, institutions can enhance community engagement and strengthen their digital presence. The study’s implications are particularly valuable for educational institutions aiming to foster meaningful connections with stakeholders through strategic digital communication.
Co-Authors Akbari, Deni Adha Edi Setiawan Muhammad, Radifa Witsqa Rito Wulan , Mulyaning