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All Journal Passage Jurnal Online Mahasiswa (JOM) Bidang Ilmu Sosial dan Ilmu Politik LITERARY CRITICISM Tekinfo | Scientific Journal of Industrial and Information Engineering Pendas : Jurnah Ilmiah Pendidikan Dasar JESI (Jurnal Ekonomi Syariah Indonesia) Ekasakti Jurnal Penelitian dan Pengabdian (EJPP) Majalah Info Sains International Journal of Islamic Education, Research and Multiculturalism (IJIERM) Jurnal Gizi dan Kuliner Jurnal Ilmu Administrasi Negara Journal AK-99 EKASAKTI EDUCATIONAL SCIENTIFIC JOURNAL JPK : Jurnal Penelitian Kesehatan Observasi: Jurnal Publikasi Ilmu Psikologi Jurnal Intelek Insan Cendikia Celebes Journal of Community Services Digital Innovation : International Journal Of Management Hikamatzu Journal of Multidisciplinary Research Jurnal Ilmu Kedokteran dan Kesehatan Indonesia
Widya Astuti
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Religion Aerospace Engineering Arts Humanities Biochemistry, Genetics & Molecular Biology Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Health Professions Immunology & microbiology Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Medicine & Pharmacology Nursing Physics Public Health Social Sciences Other

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Journal : Digital Innovation : International Journal Of Management

 1 
The Influence of Social Media Marketing on E-WOM and In-tention to Join in Student Organizations Widya Astuti; Satria Bangsawan
Digital Innovation : International Journal of Management Vol. 2 No. 3 (2025): Digital Innovation : International Journal of Management
Publisher : Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/digitalinnovation.v2i3.440

Abstract

This research seeks to ascertain the impact of Social Media Marketing on Electronic Word of Mouth (e- WOM) and the Intention to Become a Member of Student Activity Units (UKM) among followers of the Instagram account @radiokampusunila. The background of this research is the low participation of Universitas Lampung students in campus organizations, even though promotional strategies through social media have been actively implemented. This study combines a survey method with a quantitative associative approach through online questionnaires distributed to 121 respondents. Purposive sampling with criteria, an active students of Universitas Lampung who follow the @radiokampusunila Instagram account, is the method of sampling that is employed The variables include Social Media Marketing (X), e-WOM (Y1), also the Intention to Become a Member (Y2). With the use of SPSS, multiple linear regression analysis was performed on the data. . The findings demonstrated the positive and substantial impact of social media marketing on e-WOM, the positive and significant impact of social media marketing on the intention to join, and the positive and significant impact of e-WOM on the intention to join.
Co-Authors Adinda Nur'Sabilla Agus Darmuki Anggiruling, Dwikani Oklita Artati Anggita Putri Ayu Mutiara Santanu Caterina Lo Cut Masyitah Thaib Dedi Maruli Tua Napitupulu Dedy Whyts Mengga Dessyta Gumanti Eva Diansari Marbun Ferry Renaldo Hanafiah, Muhammad Ali Harun, Hernianti Ivo Gismi Lestari Leni Masnidar Nasution Manuppak Irianto Tampubolon Misnan Muhammad Nurul Fikri Nerni Potolangi Nopriansah1 Nopriansah1 Putri Septyaningsih Putria Carolina, Putria Qurbani, Nabila Mahadita Rani Setiawaty Reni Respita Retri Ghawana Putri Ririn Aryuni M.Lapi Satria Bangsawan Silvana L. Tumbel Siti Mutiara Fatima Siti Sofro Sidiq Teguh Suripto Tulandi, Selvana Stien Wiwin Katarina Sihotang Wulandari Permata Yuliska Yoga Witadia Yuni Sari Br Surbakti Zulian Fikry