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All Journal Jurnal Manajemen dan Organisasi Jurnal Mitra Manajemen Journal of Humanities and Social Studies JURNAL MANAJEMEN BISNIS Sosiohumanitas: Jurnal Ilmu-Ilmu Sosial dan Humaniora Quantitative Economics and Management Studies BISMA (Bisnis dan Manajemen) Jurnal Manajemen dan Pemasaran Jasa International Journal of Economics, Management and Accounting
Teguh Widodo
Universitas Telkom
Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Mathematics Social Sciences

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Journal : Quantitative Economics and Management Studies

 1 
The Effect of E-wom on Purchase Intention Mediated by Information Usefulness and Information Adoption (A Study on Skintific Products) Teguh Widodo; Andi Hadinda Marchelina Putri Salamah
Quantitative Economics and Management Studies Vol. 4 No. 4 (2023)
Publisher : PT Mattawang Mediatama Solution

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35877/454RI.qems1770

Abstract

The growing public use of social media presents businesses with marketing opportunities. Businesses can use social media activities or e-WOM, as it is more commonly known to increase their promotional network. This study aimed to determine the effect of Electronic Word of Mouth (e-WOM) on purchase intention for Skintific products. This study employed the information adoption model, which was widely used in earlier e-WOM studies, to analyze the effect of e-WOM. The research method used in this study is quantitative. The population in this study comprised Skintific product customers or people who knew the Skintific brand. We asked 202 people to fill out a survey on Google Forms that followed specific rules. We used a tool called Smart PLS to analyze the data, called PLS-SEM. We discovered that when people learn about something, they are more likely to want to buy it.
The Influence of Brand Equity Towards Consumer Purchase Decision of Starbucks (Case Study: Gen Z Starbucks Customer In Bandung) Mohammad Luqman Fauzan Kamil; Teguh Widodo
Quantitative Economics and Management Studies Vol. 4 No. 5 (2023)
Publisher : PT Mattawang Mediatama Solution

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35877/454RI.qems1985

Abstract

One of the regular competitors for coffee shop owners is a coffee shop that has been around for a long time, namely Stabucks. This study aims to determine partially or simultaneously the effect of brand equity consisting of brand awareness, perceived quality, brand associations, and brand loyalty on purchase intention, and to determine how much influence brand equity has on purchase intention at Starbucks. coffee in Bandung city. Quantitative method used in this research. Purposive sampling was used in addition to non-probability sampling. Data collection in this study was carried out by distributing online questionnaires which were then filled out by respondents, and using theory and data from books and journals. 200 responses from Bandung are required to complete this survey. This study used the PLS-SEM data analysis. The research findings indicate that Brand Awareness, Brand Quality, and Brand Loyalty have an influence on Purchase Decisions. Therefore, it is recommended to maintain the Brand Equity held by Starbucks.
The Influence of Social Media Marketing on Consumer Brand Engagement (Adidas Study on Tiktok Application in Bandung City) Abi Nubli Adzhani; Teguh Widodo
Quantitative Economics and Management Studies Vol. 4 No. 6 (2023)
Publisher : PT Mattawang Mediatama Solution

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35877/454RI.qems2095

Abstract

In the rapidly developing digital era, social media, especially TikTok, has become an important platform for brand marketing. Adidas, as a leading global brand, uses TikTok to increase interaction with consumers, especially in the city of Bandung. However, it still needs to be understood to what extent Social Media Marketing on TikTok influences consumer engagement with the Adidas brand. This research aims to explore this, providing important insights for marketing strategies in this digital era. This research explores the impact of Social Media Marketing on consumer engagement with brands, especially on the TikTok application, with a focus on the Adidas account in Bandung City. This research used 417 samples collected through an online questionnaire with a purposive sampling technique with the criteria of being 17 - 25 years old, active social media users who follow the Adidas account on TikTok. The results of the analysis show that the Consumer–brand engagement variable has a significant effect on the Brand Awareness variable, the Consumer Brand Engagement variable has a significant effect on the Brand Image variable, the Customization variable has a significant effect on the Consumer Brand Engagement variable, the E-Wom variable has a significant effect on the Consumer Brand Engagement variable, the Entertainment variable has a significant effect on the Consumer variable, the Brand Engagement variable, the Interaction variable has a significant effect on the Consumer Brand Engagement variable, the Trendiness variable has no significant effect on Consumer Brand Engagement. This research provides important insights for companies like Adidas in designing more effective social media marketing strategies.
Co-Authors Abi Nubli Adzhani Andi Hadinda Marchelina Putri Salamah Dheana Rakhmawati Ika Vendhea Alivia Febrianti Mohammad Luqman Fauzan Kamil Muhammad Akbari Salmandani Ni Kadek Wahyu Utami Ni Luh Putu Krisma Maylina Nur Arif Munadie Puteri Vania Shara Sofia Fauziana Putri Syahrinabila Pulungan