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All Journal JDM (Jurnal Dinamika Manajemen) Indonesian Journal of Business and Entrepreneurship (IJBE) Jurnal Sosioteknologi Jurnal Manajemen dan Kewirausahaan (JMDK) JURNAL DINAMIKA MANAJEMEN DAN BISNIS Indonesian Contemporary Nursing Journal (ICON Journal) JURNAL AKUNTANSI, MANAJEMEN DAN EKONOMI ESENSI: Jurnal Manajemen Bisnis Business Management Analysis Journal (BMAJ) IDEI: Jurnal Ekonomi & Bisnis Prima Abdika: Jurnal Pengabdian Masyarakat Journal of Islamic Economics, Management, and Business (JIEMB) Asian Journal of Management Analytics Paradoks : Jurnal Ilmu Ekonomi Journal of Economics, Bussiness and Management Issues Human Capital Development Panorama Nusantara Jurnal Manajemen Bisnis Jurnal Dinamika Manajemen Journal of Management and Economics Innovation
Tuti, Meylani
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Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Languange, Linguistic, Communication & Media Mathematics Nursing Social Sciences Other

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Journal : Human Capital Development

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Pengaruh Social Media Marketing, Brand Ambassador Terhadap Keputusan Pembelian Melalui EWOM Abiyyu, Muhammad Fadhil; Tuti, Meylani
Human Capital Development Vol 11 No 2 (2024): Human Capital Development
Publisher : Human Capital Development

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Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh social media marketing, dan brand ambassador terhadap keputusan pembelian melalui EWOM. Populasi dalam penelitian ini adalah konsumen Onic Supply. Teknik sampling yang digunakan dalam penelitian ini adalah accidental sampling yaitu konsumen yang bersedia mengisi angket yang disebarkan melalui komunitas Onic Supply. Penelitian dilakukan pada komunitas Onic Supply pada bulan April 2024 dan mendapatkan 120 responden. Metode analisis data menggunakan SEM dengan bantuan aplikasi SmartPLS. Hasil menunjukkan bahwa brand ambassador mempengaruhi EWOM dan keputusan pembelian baik secara langsung maupun tidak langsung. Social media marketing mempengaruhi EWOM secara langsung. Namun social media marketing tidak mempengaruhi keputusan pembelian secara langsung maupun tidak langsung.
PENGARUH BRAND LUXURY TERHADAP BRAND ATTITUDE, TRUST, E-WOM MELALUI CUSTOMER SATISFACTION Yulianzha, Tiara Andra; Tuti, Meylani
Human Capital Development Vol 11 No 2 (2024): Human Capital Development
Publisher : Human Capital Development

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Abstract

This research investigates the impact of brand luxury variables on brand attitude, trust, and E-women through customer satisfaction with the Somethinc brand. 141 respondents who had purchased or used Somethinc products were included in this study. Accidental sampling techniques were employed to capture data through online questionnaires, which were subsequently processed using SmartPLS. The study's findings suggest that brand luxury substantially impacts brand attitude, trust, EWOM, and consumer satisfaction. Brand attitude, trust, EWOM, and customer satisfaction are all influenced by the brand's prestige. Additionally, brand attitude influences trust, which in turn influences EWOM and consumer satisfaction. This demonstrates that consumers prioritize brand prestige
Co-Authors Abdul Rasid Abiyyu, Muhammad Fadhil Afrilianti, Lisa Ahmad, Sitti Musdalifah Aisyah, Ria Siti Aldiaz, Nail Aprilia Amanda, Indah Apriliani, Ernix Aryani, Dwi Retno Asfawi, Kristiyani Aslinda Mohd Shahril, Aslinda Mohd Asmoro, Indriani Putri bellen, yuni alfitri Caterine, Caterine Cynthia, Rosabella Dwini, Sekar Efendi Efendi Erwan, Dona Fahlia, Alya Fitri Ana, Elsa Islam, Alif Muhammad Kurniawan Widiyasa, I Gede Bayu Lestari, Anisa Citra Mitasari, Eliam Lola Mukarommah, Amirah Salwa Mulfa, Dian Lestari nadeka, lora Arista Paludi, Salman Pengestu, Kantri Setiawan Rahmawati, Inggit Rakhmawati, Heni Ramjaya, Farhan Sukma Saputra Rivana Aurelia Agustina Rizkautami, Puspa Rizki, Fitto Safitri, Anisa Dwi Semi, Herlina Sofah, Aniya Sunaryo Sunaryo Widiarto, Rafa Wina Yeni Kurniati Yuliana, Selvia Tri Yulianzha, Tiara Andra