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All Journal Khazanah Sosial Community Engagement and Emergence Journal (CEEJ) Amal: Jurnal Ekonomi Syariah
Huwae, Victor Ernest
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Humanities Economics, Econometrics & Finance Education Environmental Science Health Professions Social Sciences

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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

Abstract

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

Abstract

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

Abstract

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.
Co-Authors Asnawi, R.A A Latuconsina, Zainuddin Lewaherilla, Novalien Carolina Saidi, Subhan Akbar Siahainenia, Silfiena Tabelessy, Walter Tamher, Etvin Rizal Tehuayo, Erlinda