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All Journal Jurnal Manajemen Terapan dan Keuangan JPBM (Jurnal Pendidikan Bisnis dan Manajemen) Ekonomi Bisnis International Research Based Education Journal Jurnal Pendidikan Ekonomi & Bisnis JPM (Jurnal Pemberdayaan Masyarakat) SELAPARANG: Jurnal Pengabdian Masyarakat Berkemajuan Dinasti International Journal of Management Science International Journal of Economics Development Research (IJEDR) JBMR: Journal of Business and Management Review Jurnal Ilmu Manajemen Terapan (JIMT) Dinasti International Journal of Economics, Finance & Accounting (DIJEFA) International Journal of Economy, Education and Entrepreneurship (IJE3) Jurnal Abdi Masyarakat Indonesia Journal of Applied Business, Taxation and Economics Reseach PRIMA : Portal Riset dan Inovasi Pengabdian Masyarakat JOURNAL OF HUMANITIES, SOCIAL SCIENCES AND BUSINESS (JHSSB) East Asian Journal of Multidisciplinary Research (EAJMR) International Journal of Humanities Education and Social Sciences BISMA (Bisnis dan Manajemen) Journal of Finance and Business Digital (JFBD) Asian Journal of Management Analytics International Journal of Management, Entrepreneurship, Social Science and Humanities (IJMESH) International Journal of Asian Business and Management (IJABM) Riset Ilmu Manajemen Bisnis dan Akuntansi Maneggio International Journal of Economics and Management Sciences International Journal of Business and Quality Research Jurnal Pengabdian Kepada Masyarakat Indonesia Maneggio
Titis Shinta Dhewi, Titis
Universitas Negeri Malang
Aerospace Engineering Agriculture, Biological Sciences & Forestry Humanities Automotive Engineering Chemical Engineering, Chemistry & Bioengineering Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Medicine & Pharmacology Nursing Public Health Social Sciences Veterinary Other

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Journal : Asian Journal of Management Analytics

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Influence Social Media Marketing and Electronic Word-of-Mouth to Purchase Intention on Products Erigo Official Shop on Shopee Mediated by Brand Trust to Students Active in Malang City Sirojuddin, Nur Muhammad; Sudarmiatin; Dhewi, Titis Shinta
Asian Journal of Management Analytics Vol. 3 No. 2 (2024): April 2024
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/ajma.v3i2.8677

Abstract

The digital era has revolutionized marketing dynamics and consumer behavior, offering marketers immense opportunities to leverage social media platforms and electronic word-of-mouth (E-WOM) for enhancing marketing strategies. This research investigates the impact of social media marketing and E-WOM on purchase intention, emphasizing the mediating role of brand trust. Targeting active student consumers in Malang City, particularly those transacting at the Erigo Official Shop on Shopee, the study employs a quantitative approach with 385 respondents. Through descriptive analysis and Structural Equation Modeling (SEM-PLS), the research reveals the positive influence of social media marketing and E-WOM on brand trust, subsequently affecting purchase intention. Additionally, mediation testing underscores the indirect effects of social media marketing and E-WOM on purchase intention mediated through brand trust. These findings shed light on the intricate mechanisms shaping consumer decision-making processes in the digital landscape, offering valuable insights for marketers navigating this dynamic terrain.
Co-Authors Adawiyah, Indah Afifa, Nurul Hildha Afwan Hariri Agnes Dini Mardani Agus Hermawan Agus P, Afwan Hariri Aini, Nurul Qurrotul Ajeng Atha Ardelia Cahyanti Al Khoirotunnisa Al Mukaromah Dewi Puspita Aulia Fazhra Yuninda Berliana Septi Anggraini Cesya Rizkika Parahiyanti Chicha Fahriana Daris Itsar Samudra Deniswara, Frederik Pradana Dewi Sinta Puspitasari Dinata, Daffa Hikary Sukma Dinni Kurnianti Dwi Andre Vebriansyah Eko Saputra, Priangga Elfit Maidah Ely Siswanto Farhani Shauma Wiyana Putri Feri Andika Prasetya Feri Andika Prasetya, Feri Andika Fina Ratna Sari Haya Nur Safa’atin Heri Pratikto Hikmawati, Kuncoro Aprilia Indra Muttaqin Ita Prihatining Wilujeng Kevin Ghulaman Silmi Khoiriyah, Siti Nur Kuncoro Aprilia Hikmawati Kurnianto, Mickhael Kurniawan, Dediek Tri Lili Purwanitasari Ludi Wishnu Wardana M. Nizar Rojabi Madziatul Churiyah Mickhael Kurnianto Mohammad Hari Muchamad Zaini Achsan Muhammad, Naufal Dzakwana Mukti, Teguh Lingga Nadhifah Citra Tsani Soraya Naswan Suharsono Niluh Komang Kusuma Yasari Nuari, Karunia Putri Nurmalita Sari Nurul Wahyuni Oktaviani, Rosana Purwanitasari, Lili Rachmad Nurofiq Ramantyo Rahma, Deshinta Raisa Rayie Tariaranie Wiraguna Rohmat Shafa' Annisa Puspasari Silmi, Kevin Ghulaman Sirojuddin, Nur Muhammad Sudarmiatin Sumiati Sumiati Sunariyadi Sunariyadi Sungkar, Alifia Ratna Surya, Eka Putri Syah Reza Al Faisal Syihabudhin Valma Putri Sabella Wening Patmi Rahayu Yatnanta Ramadhana, Yatnanta Yeni Winarti Zutiasari, Ika