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All Journal Jurnal Ekonomi Modernisasi Jurnal Riset Pendidikan Ekonomi Forum Ekonomi : Jurnal Ekonomi, Manajemen dan Akuntansi Journal of Economic, Bussines and Accounting (COSTING) Fair Value: Jurnal Ilmiah Akuntansi dan Keuangan Journal of Humanities and Social Studies Inovasi: Jurnal Ilmiah Ilmu Manajemen Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Jurnal E-Bis: Ekonomi Bisnis Jurnal Ilmiah Wahana Pendidikan Abimanyu: Journal of Community Engagement Al-Khidmah Jurnal Pengabdian Masyarakat Formosa Journal of Multidisciplinary Research (FJMR) Management Science Research Journal Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) Al-Ijtimā: Jurnal Pengabdian Kepada Masyarakat JHSS (Journal of Humanities and Social Studies) Balance: Jurnal Ekonomi
Soebiantoro, Ugy
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Religion Arts Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences Other

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Journal : Management Science Research Journal

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The Influence of Digital Marketing and Electronic Word of Mouth (E-WOM) on Purchasing Decisions for Wardah Lipstick Product in Surabaya Mutma'innah, Lail Nasru; Soebiantoro, Ugy
Management Science Research Journal Vol. 4 No. 4 (2025): November 2025
Publisher : PT Larva Wijaya Penerbit

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Abstract

This research is intended to analyze the influence of digital marketing and e-WOM on purchasing decisions of Wardah Lipstick products in Surabaya. The research adopted a quantitative method with a causal associative design. Primary data was sourced from 98 respondents using an online questionnaire and purposive sampling. The Data were examined through the Partial Least Square (PLS) method with SmartPLS software, including both outer model and inner model assessments. Findings reveal that digital marketing had a favorable and significant impact on consumer purchase decisions, with accessibility identified as the most dominant indicator. Furthermore, e-WOM also affects buying behavior in a positive and significant manner, with valence of opinion serving as the dominant indicator. These results highlight that the combination of effective digital marketing strategies and positive consumer reviews can strengthen consumer purchasing decisions toward local cosmetic products.
The Effect of Advertising, Product Quality, and Brand Image on Repurchase Interest for Samsung Smartphones in Surabaya Maulidiyah, Akhmadah; Soebiantoro, Ugy
Management Science Research Journal Vol. 4 No. 4 (2025): November 2025
Publisher : PT Larva Wijaya Penerbit

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Abstract

The increasingly competitive smartphone industry in Indonesia has prompted companies to innovate in advertising, product quality, and brand image to boost consumer repurchase interest. This study was conducted to analyze the contribution of these three factors to the repurchase interest in Samsung smartphones in Surabaya. This study employed a quantitative approach using a purposive sampling technique with 114 respondents. Data were collected via an online questionnaire. The criteria for respondents included being at least 17 years old, having used a Samsung smartphone for at least one year, and being a resident of Surabaya. The data analysis was performed using the Partial Least Square (PLS) method to test for validity, reliability, and hypotheses. The research results indicate that advertising and brand image have a positive and significant effect on repurchase interest. In contrast, product quality was found to have a positive but not significant effect on repurchase interest.
Co-Authors Aji, Revo Yustitia Al Azhari, Muhammad Afif Amalia Amin, Rizky Amriel, Egan Evanzha Yudha Aufar, Muhammad Zharfandi Ayu Pramesti, Aulia Chairunisya, Aprilia Isnaini Dewi Susanti Fahrezy, Moch Rizky Fauziah, Nur Aini Fitrian, Rima Dwi Hemawan, Muhammad Azzam Firdaus Hidayah, Munirotul Aina Bin Nur Insanniat, Ulummil Kristiandari, Arinda Lestari, Windi Putri Mandasari, Virginia Masfufah, Nina Maulidiyah, Akhmadah Mawardhany, Shelomitha Kumala Muhamad Rifa’i Mutma'innah, Lail Nasru Nadilla, Rosaiva Nugraha, Tegar Zakaria Nurbayzura, Wahyu Olifiana, Aulia Rivayanti, Tesa Putri Salsabila, Feby Shafa, Alfi Syakilah Mayah Susanti, Hany Yudha, Tengku Sandi Yudha Zawawi Zawawi, Zawawi