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All Journal Kompak : Jurnal Ilmiah Komputerisasi Akuntansi International Journal of Economics Development Research (IJEDR) Aksara: Jurnal Ilmu Pendidikan Nonformal Akuntansi Bisnis & Manajemen (ABM) JOURNAL OF HUMANITIES, SOCIAL SCIENCES AND BUSINESS (JHSSB) Socius: Social Sciences Research Journal Jurnal Ekonomi, Manajemen, Akuntansi
Kurniawan, Brahma Wahyu
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Religion Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences Other

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Journal : International Journal of Economics Development Research (IJEDR)

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When Digital Marketing Meets e-WOM: Understanding How Purchase Intention Shapes Consumer Decisions at Wahyu Redjo Jewelry, Kediri Mustikasari, Teti Agustin; Kurniawan, Brahma Wahyu
International Journal of Economics Development Research (IJEDR) Vol. 6 No. 6 (2025): International Journal of Economics Development Research (IJEDR)
Publisher : Yayasan Riset dan Pengembangan Intelektual

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37385/ijedr.v6i6.9340

Abstract

In this study , Gold jewelry plays a dual role in Indonesia, serving both aesthetic and symbolic functions as a marker of social status and as a reliable investment asset. With the digital transformation, consumer behavior especially among Millennials and Generation Z has shifted significantly: they increasingly rely on online information regarding price, product quality, and brand reputation before committing to a purchase. This study examines factors affecting purchase intention and actual purchase decision at Wahyu Redjo Jewelry’s new store in Kediri, with emphasis on digital marketing strategies and electronic word of mouth (e-WOM). Data were collected via a structured survey of potential customers and analysis of customer reviews. Findings indicate that both strong digital marketing presence and favorable e-WOM significantly enhance purchase intention, which in turn highly correlates with purchase decision. These results suggest that Wahyu Redjo should intensify its digital engagement and leverage positive consumer testimonials to build trust and competitiveness in the local Kediri market
Analyzing the Economic Effects of Electronic Word of Mouth and Brand Image on Impulsive Buying through Crowd Attractiveness Kamila W, Bunga Nailul; Kurniawan, Brahma Wahyu
International Journal of Economics Development Research (IJEDR) Vol. 6 No. 6 (2025): International Journal of Economics Development Research (IJEDR)
Publisher : Yayasan Riset dan Pengembangan Intelektual

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37385/ijedr.v6i6.9339

Abstract

In this study, The development of the fast-food culinary industry in Indonesia has shown significant growth in line with the increasingly practical lifestyle of society. Fast food, particularly crispy chicken, has become a popular choice due to its convenience and taste. The intense competition in the culinary business, especially in shopping centers, drives entrepreneurs to create strategies that attract consumer interest. One of the consumer behaviors often utilized is impulsive buying, which refers to unplanned purchasing decisions influenced by environmental stimuli. Factors such as product appearance, promotions, electronic word of mouth (e-WOM), brand image, and crowd attraction play an important role in shaping this behavior. e-WOM contributes to forming initial consumer expectations, while brand image builds positive perceptions of the product. However, both require the support of crowd attraction as a mediating variable, functioning as a social cue that strengthens consumer confidence in making impulsive purchases. This study focuses on PokPok My Crispy Snack at Kediri Mall, which has established a strong reputation in the fast-food industry. The findings are expected to provide insights into the factors influencing impulsive buying behavior in the modern culinary business.
Co-Authors Adelina, Radica Imarotus Suaidah Indah Yuni Astuti, Indah Kamila W, Bunga Nailul Kusumawardani, Mawar Ratih Listyani, Indah Mustikasari, Teti Agustin Pitaloka, Anissa Dyah Ayu Pratama, Mohammad Riski Eka Umi Nadhiroh Zulfia Rahmawati