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All Journal Ecobisma (Jurnal Ekonomi, Bisnis dan Manajemen) Benefit: Jurnal Manajemen dan Bisnis
Albar, Elyas
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Pengaruh Viral Marketing, Turbo Marketing Melalui Trust Terhadap Repurchasing Decision Pengguna Tokopedia Rusni, Rusni; Tahir, Bungatang; Jabir, Muh; Albar, Elyas; Umar Data, Muhammad
Benefit: Jurnal Manajemen dan Bisnis Vol. 8 No. 1 (2023): Benefit : Volume 8 Juni No 1 tahun 2023
Publisher : Universitas Muhammadiyah Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23917/benefit.v8i1.1227

Abstract

This paper analyzes the effect of Viral Marketing and Turbo Marketing on Repurchasing Decisions both directly and indirectly through Trust as mediating variable. The research respondents were 376 college students who had ever made online transaction in Tokopedia. Questionnaire was used to acquire the data to be analyzed by SmartPLS 3.0. Results of this research indicate that Viral Marketing does not have effect on  Repurchasing Decision. Meanwhile, Turbo Marketing has a significant positive effect on Repurchasing Decision. As a mediating variabel, Trust is a weak mediator in the effect of Viral Marketing on Repurchasing Decision, but it is a strong mediator in the effect of Turbo Marketing on Repurchasing Decision.  
PENINGKATAN KINERJA UMKM MELALUI KEPRIBADIAN DAN STRATEGI PEMASARAN DIMODERASI OLEH PENGGUNAAN TEKNOLOGI INFORMASI DITENGAH BADAI COVID-19 Albar, Elyas; Munaing, Munaing; Aswar, Aswar
ECOBISMA (JURNAL EKONOMI, BISNIS DAN MANAJEMEN) Vol 10, No 1 (2023): ECOBISMA
Publisher : Published by the Faculty of Economics and Business, University of Labuhanbatu, North Sumat

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36987/ecobi.v10i1.3889

Abstract

The aim of the study is to determine the contribution of personality and marketing strategies in improving THE performance of MSMEs, both directly and moderated by the Use of Information Technology. Quantifiative research method of an exploitatory approach where the variables of Personality, Marketing Strategy, Technology Use and MSME Performance. The population is MSMEs in Makassar, a sample of respondents of 100 MSME actors in the city of Makassar and a random sampling technique. Data collection by disseminating questionnaires, observations and documentation. Research questionnaire with Liker Scale tested for validity and reability.  Hypothesis testing was carried out using the Sem-PLS (partial least square) analysis technique. The results of this study show that the personality and marketing strategy variables have a positive and significant effect on the performance of MSME actors. Personality and Marketing Strategy have a positive and significant effect on the performance of MSMEs moderated by the use of Information Technology
Co-Authors Aswar Aswar Bungatang Bungatang Jabir, Muh Munaing, Munaing Rusni Rusni, Rusni Umar Data, Muhammad