Garuda - Garba Rujukan Digital

PERAN CITRA MEREK DAN KESADARAN MEREK SEBAGAI MEDIASI PENGARUH DIGITAL MARKETING TERHADAP KEPUTUSAN PEMBELIAN PADA KOPI TUNI MALUKU Saidi, Subhan Akbar; Asnawi, R.A A; Huwae, Victor Ernest
AMAL: Jurnal Ekonomi Syariah Vol. 5 No. 1 (2023): June 2023
Publisher : IAIN Ambon

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33477/eksy.v5i01.5477

AbstractsThis research stems from the existence of phenomena in the research object and research gaps in previous studies. This research also has an update of brand image and brand awareness variables which act as mediating variables. On that basis, researchers develop a theoretical approach to fill the research gap and are expected to have a contribution to the development of science, especially management. The location of this research is located at the Maluku Coffee Foundation as the manager of Maluku Tuni Coffee. The data collection technique used purposive sampling by distributing questionnaires to 190 respondents. The data analysis technique used in this study is Amos' Structural Equation Modeling (SEM). The results of this study indicate that brand image and brand awareness as mediation have an indirect positive and insignificant effect on purchasing decisions, digital marketing has a direct positive and significant effect on brand image and brand awareness. Meanwhile, digital marketing has a negative and insignificant effect on purchasing decisions. Other results of brand image and brand awareness have a direct and not significant positive effect on purchasing decisions.Keywords: Digital Marketing, Brand Image, Brand Awareness and Purchase Decision AbstrakPenelitian ini bermula dari adanya fenomena pada objek penelitian dan research gap pada penelitian sebelumnya. Penelitian ini sekaligus memiliki pembaharuan dari variabel citra merek dan kesadaran merek yang berperan sebagai variabel mediasi. Atas dasar itu, Peneliti mengembangkan suatu pendekatan teatrikal guna untuk mengisi research gap tersebut dan diharapkan memiliki kontribusi terhadap perkembangan ilmu pengetahuan khususnya Manajemen. Lokasi penelitian ini bertempat pada Yayasan Kopi Maluku selaku pengelola Kopi Tuni Maluku.Teknik pengumpulan data menggunakan purposive sampling dengan menyebarkan kuesioner kepada 190 responden. Teknik analisis data yang digunakan dalam penelitian ini adalah Structural Equation Modeling (SEM) Amos. Hasil penelitian ini menunjukkan bahwa citra merek dan kesadaran merek sebagai mediasi berpengaruh tidak langsung secara positif dan tidak signifikan terhadap keputusan pembelian, digital marketing berpengaruh langsung secara positif dan signifikan terhadap citra merek dan kesadaran merek. Sementara digital marketing berpengaruh negatif dan tidak signifikan terhadap keputusan pembelian. Hasil lainnya citra merek dan kesadaran merek secara langsung berpengaruh positif dan tidak signifikan terhadap keputusan pembelian.Kata kunci: Digital Marketing, Citra Merek, Kesadaran Merek, Keputusan Pembelian

The Effect of Brand Image and Electronic Word of Mouth on Xiaomi Smartphone Purchasing Decisions Huwae, Victor Ernest; Tabelessy, Walter; Tamher, Etvin Rizal; Tehuayo, Erlinda; Lewaherilla, Novalien Carolina
Khazanah Sosial Vol 5, No 4 (2023): Khazanah Sosial
Publisher : UIN Sunan Gunung Djati

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15575/ks.v5i4.32381

Brand image and electronic word of mouth still have limitations, so an analysis of brand trust was carried out to mediate the influence of brand image and E-WoM on purchasing decisions. Brand trust can mediate the relationship between brand image and E-WoM on purchasing decisions. This research aimed to determine the influence of brand image and electronic word of mouth on purchasing decisions through brand trust as a mediating variable. This type of research is quantitative research. This research's data type is quantitative, and the data source used primary data. The population in this study were all Pattimura University students and the number of samples was 104. The sampling method used was non-probability sampling using the purposive sampling technique. The data analysis method uses Partial Least Square (PLS), and the data was processed using SmartPLS software version 3.3.3. This research shows that Brand Image influences Purchasing Decisions through Brand Trust with a path coefficient value of 0.185, T-statistics of 3.178 and P-values of 0.002. It means that the Brand Image variable has an indirect positive and significant influence on the Purchase Decision variable through the Brand Trust variable because it has path coefficient values in the range of 0 to 1 and has T-statistic values > 1.96 and P-values < 0.05. Electronic word of mouth influences purchasing decisions through brand trust with a path coefficient value of 0.240, T-statistics of 2.368 and P-values of 0.018. It means that the electronic word-of-mouth variable has a positive and significant indirect influence on the Purchasing Decision variable through the Brand Trust variable because it has a path coefficient value in the range of 0 to 1 and a T-statistic value > 1.96 and also P-values < 0, 05.

Implementasi Strategi Pemasaran Produk Dalam Meningkatkan Volume Penjualan Produk UMKM Di Dusun Hatusua Kabupaten Seram Bagian Barat Huwae, Victor Ernest; Latuconsina, Zainuddin; Siahainenia, Silfiena
Community Engagement and Emergence Journal (CEEJ) Vol. 5 No. 3 (2024): Community Engagement & Emergence Journal (CEEJ)
Publisher : Yayasan Riset dan Pengembangan Intelektual

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37385/ceej.v5i3.6592

The purpose of this training is to provide MSME actors with a better understanding and skills of effective marketing strategies. This training aims to address the problems faced by local MSMEs, such as increasingly fierce competition, limited market access, and lack of knowledge about digital marketing. For these activities, participatory approaches, problem-based training and hands-on demonstrations are used. This training teaches participants basic marketing concepts such as market segmentation, branding, digital promotion, and the use of social media and marketplaces to increase market reach. The training also teaches them the technical skills to create engaging promotional content and use digital analytics tools to track the success of marketing campaigns. The results of the activity showed that participants understood contemporary marketing strategies better. MSME marketers are starting to use digital marketing through e-commerce platforms and social media. This results in an increase in product sales. In addition, this program has succeeded in encouraging the formation of a local business cooperation network and has a positive impact on the economy of Hatusua Hamlet.

Effectiveness of Human Capital, Social Capital, And Innovation For Per-formance Improvement Lewaherilla, Novalien Carolina; Sijabat, Asiani; Siahainenia, Selfiena; Huwae, Victor Ernest; Siahainenia, Ashwin
Eduvest - Journal of Universal Studies Vol. 3 No. 11 (2023): Journal Eduvest - Journal of Universal Studies
Publisher : Green Publisher Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59188/eduvest.v3i11.943

The study explores various concepts such as human capital, social capital, innovation capability, and performance. Human capital, involving skills, knowledge, and abilities, is crucial for organizational performance, and the higher level of education positively associates with better performance. Social capital encompasses networks, relationships, and shared norms that facilitate innovation by fostering an environment conducive to the exchange of ideas and resources. Innovation capability refers to an organization's capacity to adopt and employ technology to develop products, services, or processes that contribute to competitiveness and adaptability. This study formulates hypotheses aiming to establish relationships between human capital, social capital, innovation capability, and organizational performance. The proposed hypotheses suggest the influence of human capital and social capital on innovation capability and performance. A quantitative approach was utilized through explanatory research, investigating specific populations within Telkom Ambon Branch, using Partial Least Square (PLS) analysis. The study’s findings present insightful conclusions regarding the relationships between the variables. Human capital positively influences performance and innovation capability, while social capital has a positive effect on innovation capabilities but negatively impacts employee performance. Moreover, innovation capability positively impacts organizational performance. The examination further elucidates the mediation role of innovation capability between human capital, social capital, and employee performance. This study provides a comprehensive analysis of the relationships between human capital, social capital, innovation capability, and performance within an organizational context. The study's outcomes offer valuable insights for management and decision-makers in fostering sustainable competitive advantages and driving innovation within organizations.

ANALISIS NET PROFIT MARGIN PADA USAHA MIKRO, KECIL, DAN MENENGAH DI KOTA MAKASSAR Ariyandani, Nur; Reken, Feky; Huwae, Victor Ernest
Community Development Journal : Jurnal Pengabdian Masyarakat Vol. 5 No. 3 (2024): Volume 5 No. 3 Tahun 2024
Publisher : Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/cdj.v5i3.28191

Net Profit Margin (NPM) merupakan salah satu indikator penting dalam mencapai tujuan perusahaan. Indikator ini berguna untuk menyediakan informasi bagi manajemen perusahaan mengenai efisiensi berdasarkan perbandingan antara laba bersih dan penjualan bersih. Penelitian ini bertujuan untuk menganalisis Net Profit Margin pada Usaha Mikro Kecil Menengah (UMKM) di Kota Makassar. Penelitian ini menggunakan pendekatan kuantitatif dengan mengumpulkan data dari dokumen dan hasil wawancara, serta melakukan analisis net profit margin pada pelaku UMKM di Kota Makassar. Hasil penelitian yang diperoleh dari Dinas Koperasi dan UMKM Kota Makassar melalui Aplikasi Sidatu Miciko menunjukkan bahwa jenis usaha mikro mendominasi UMKM di Kota Makassar. Usaha mikro ini memiliki modal usaha sampai paling banyak Rp 1.000.000.000 (satu miliar rupiah). Jenis UMKM yang mendominasi adalah Kuliner (164 pelaku usaha), Campuran (152 pelaku usaha), dan Fashion (57 pelaku usaha). Peningkatan net profit margin dilakukan melalui inisiatif pelaku UMKM dan dukungan pemerintah melalui inkubator UMKM Kota Makassar. Dukungan tersebut meliputi pendampingan legalitas produk seperti pengurusan IMB dan Hak atas Kekayaan Intelektual (HaKI), pelatihan digital produk, pendampingan visibilitas produk, dan pelatihan tata kelola keuangan UMKM.

The Effect of Brand Image and Electronic Word of Mouth on Xiaomi Smartphone Purchasing Decisions Huwae, Victor Ernest; Tabelessy, Walter; Tamher, Etvin Rizal; Tehuayo, Erlinda; Lewaherilla, Novalien Carolina
Khazanah Sosial Vol. 5 No. 4 (2023): Khazanah Sosial
Publisher : UIN Sunan Gunung Djati

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15575/ks.v5i4.32381

Brand image and electronic word of mouth still have limitations, so an analysis of brand trust was carried out to mediate the influence of brand image and E-WoM on purchasing decisions. Brand trust can mediate the relationship between brand image and E-WoM on purchasing decisions. This research aimed to determine the influence of brand image and electronic word of mouth on purchasing decisions through brand trust as a mediating variable. This type of research is quantitative research. This research's data type is quantitative, and the data source used primary data. The population in this study were all Pattimura University students and the number of samples was 104. The sampling method used was non-probability sampling using the purposive sampling technique. The data analysis method uses Partial Least Square (PLS), and the data was processed using SmartPLS software version 3.3.3. This research shows that Brand Image influences Purchasing Decisions through Brand Trust with a path coefficient value of 0.185, T-statistics of 3.178 and P-values of 0.002. It means that the Brand Image variable has an indirect positive and significant influence on the Purchase Decision variable through the Brand Trust variable because it has path coefficient values in the range of 0 to 1 and has T-statistic values > 1.96 and P-values < 0.05. Electronic word of mouth influences purchasing decisions through brand trust with a path coefficient value of 0.240, T-statistics of 2.368 and P-values of 0.018. It means that the electronic word-of-mouth variable has a positive and significant indirect influence on the Purchasing Decision variable through the Brand Trust variable because it has a path coefficient value in the range of 0 to 1 and a T-statistic value > 1.96 and also P-values < 0, 05.

The Role Of Brand Trust As A Mediation Variable Of The Influence Of Brand Image And Social Media Marketing On Purchase Decisions For Sariayu Martha Tilaar Cosmetics In Dobo City, Aru Island District Amin, Aswar; Asnawi, Aisah; Huwae, Victor Ernest
Jurnal Ekonomi Vol. 13 No. 02 (2024): Jurnal Ekonomi, Edition April - June 2024
Publisher : SEAN Institute

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

This research aims to analyze the influence of brand image and social media marketing on purchasing decisions through brand trust as a mediating variable. The type of research used is quantitative research. The number of samples in this study was 116 respondents. The sampling technique uses a purposive sampling technique with a non-probability sampling method. Primary data in the research was obtained through distributing questionnaires to customers who use Sariayu Martha Tilaar Cosmetics in Dobo City, Aru Islands Regency. The data analysis method uses Partial Least Square (PLS) which can be operationalized via SmartPLS software. The results of the research show that brand image has a significant effect on brand trust, social media marketing has a significant effect on brand trust, brand trust has a significant effect on purchasing decisions, brand image has a significant effect on purchasing decisions through brand trust as a mediating variable, and social media marketing has a significant effect on purchasing decisions through brand trust as a mediating variable.

The Influence Of Electronic Word Of Mouth And Brand Image On Purchasing Decisions; The Role Of Brand Trust As A Mediation Variable (Study of Xiaomi Brand Smartphone Users in Dobo City, Aru Islands Regency) Benamen, Hempry Arnold Samuel; Huwae, Victor Ernest; Saptenno, Sammy
Jurnal Ekonomi Vol. 13 No. 02 (2024): Jurnal Ekonomi, Edition April - June 2024
Publisher : SEAN Institute

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

The purpose of this research is to determine the role of brand trust as a mediating variable in the influence of electronic word of mouth variables and brand image variables on purchasing decision variables. This research is included in quantitative research. The type of data in this research is quantitative data and the data source uses primary data. The population in this study were all Xiaomi brand smartphone users in Dobo City, Aru Islands Regency. The sampling method used was non-probability sampling using purposive sampling technique. The data analysis method uses Partial Least Square (PLS) and the data is processed using SmartPLS software version 3.3.3. The research results show that electronic word of mouth has a positive and significant effect on brand trust, brand image has a positive and significant effect on brand trust, brand trust has a positive and significant effect on purchasing decisions, electronic word of mouth has a positive and significant effect on purchasing decisions through brand trust as a mediating variable, brand image has a positive and significant effect on purchasing decisions through brand trust as a mediating variable.

The Influence of Brand Reputation and Brand Experience on Consumer Loyalty Towards Viva Brand Cosmetics In ambon city Huwae, Victor Ernest; Pelupessy, Merry M; Siahainenia, Silfiena
Jurnal Ilmiah Multidisiplin Indonesia (JIM-ID) Vol. 4 No. 11 (2025): Jurnal Ilmiah Multidisplin Indonesia (JIM-ID) , 2025
Publisher : Sean Institute

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

This study aims to determine the effect of brand reputation and brand experience on consumer loyalty to Viva brand cosmetic products in Ambon City. The research method used is a quantitative approach with a survey technique. The research sample was 150 female respondents aged 25–65 years who use Viva products. Data were collected through questionnaires and analyzed using multiple linear regression analysis. The results showed that brand reputation and brand experience have a positive and significant effect on consumer loyalty. This finding emphasizes the importance of building a good brand image and creating a positive experience for consumers in increasing loyalty to Viva cosmetic products.

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