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All Journal JURNAL ILMU EKONOMI & SOSIAL Jurnal Ilmiah Ekonomi Islam Hasanuddin Journal of Applied Business and Entrepreneurship Societas : Jurnal Ilmu Administrasi dan Sosial Musamus Journal of Business & Management Musamus Devotion Journal JURNAL MASYARAKAT NEGERI ROKANIA West Science Business and Management Jurnal Bisnis dan Manajemen West Science Journal of Innovative and Creativity
Wulan, Dewi Putri Anjar
Universitas Musamus
Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Mathematics Social Sciences Other

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The Influence of Social Media Strategy, Customer Interaction, and Word of Mouth on E-commerce Purchase Intention Arief Yanto Rukmana; Moh Gifari Sono; Lina Affifatusholihah; Dewi Putri Anjar Wulan
West Science Business and Management Vol. 2 No. 03 (2024): West Science Business and Management
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsbm.v2i03.1283

Abstract

This study investigates the effects of social media strategy, customer interaction, and word of mouth on e-commerce purchase intention. Utilizing a quantitative approach, data were collected from 360 respondents using a structured questionnaire with a Likert scale ranging from 1 to 5. The analysis employed Structural Equation Modeling with Partial Least Squares (SEM-PLS 3) to assess the relationships among the variables. The findings reveal that a well-implemented social media strategy significantly enhances customer interaction and positively influences word of mouth, which in turn drives purchase intention in the e-commerce sector. These results underscore the importance of strategic social media engagement and effective customer communication in fostering consumer intent to purchase online. The study provides valuable insights for e-commerce businesses seeking to optimize their marketing strategies and enhance customer engagement.
The Influence of Social Media Strategy, Customer Interaction, and Word of Mouth on E-commerce Purchase Intention Rukmana, Arief Yanto; Sono, Moh Gifari; Affifatusholihah, Lina; Wulan, Dewi Putri Anjar
West Science Business and Management Vol. 2 No. 03 (2024): West Science Business and Management
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsbm.v2i03.1283

Abstract

This study investigates the effects of social media strategy, customer interaction, and word of mouth on e-commerce purchase intention. Utilizing a quantitative approach, data were collected from 360 respondents using a structured questionnaire with a Likert scale ranging from 1 to 5. The analysis employed Structural Equation Modeling with Partial Least Squares (SEM-PLS 3) to assess the relationships among the variables. The findings reveal that a well-implemented social media strategy significantly enhances customer interaction and positively influences word of mouth, which in turn drives purchase intention in the e-commerce sector. These results underscore the importance of strategic social media engagement and effective customer communication in fostering consumer intent to purchase online. The study provides valuable insights for e-commerce businesses seeking to optimize their marketing strategies and enhance customer engagement.
Analisis Bibliometrik terhadap Literatur tentang Pengelolaan Krisis dan Kontinuitas Bisnis Judijanto, Loso; Wulan, Dewi Putri Anjar
Jurnal Bisnis dan Manajemen West Science Vol 3 No 03 (2024): Jurnal Bisnis dan Manajemen West Science
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/jbmws.v3i03.1560

Abstract

Studi ini melakukan analisis bibliometrik untuk mengeksplorasi tren dan dinamika dalam literatur manajemen kontinuitas bisnis dan pengelolaan krisis, dengan fokus khusus pada dampak pandemi COVID-19. Melalui visualisasi VOSviewer dan analisis frekuensi kata kunci, penelitian ini mengidentifikasi tema-tema utama seperti "continuity management," "business continuity plan," dan "disaster recovery planning." Studi ini menunjukkan bahwa adaptasi dan ketahanan organisasi dalam merespons krisis menjadi fokus utama dalam literatur terkini. Kolaborasi antardisiplin dan jaringan antarpeneliti ditekankan sebagai faktor penting dalam pengembangan strategi yang efektif. Hasil penelitian mendukung kebutuhan akan pendekatan yang lebih terintegrasi dan holistik dalam manajemen kontinuitas bisnis dan krisis, menyarankan praktik dan kebijakan yang dapat meningkatkan ketahanan organisasi dalam menghadapi gangguan global.
Analysis of the Influence of Social Media Engagement, Ethical Branding, and Cultural Fit on Brand Authenticity Perception in the Food and Beverage Industry Nurdiani, Tanti Widia; Apramilda, Riesna; Hendratni, Tyahya Whisnu; Wulan, Dewi Putri Anjar; Sidjabat, Sonya; Irdiana, Sukma
Journal of Innovative and Creativity Vol. 5 No. 3 (2025)
Publisher : Fakultas Ilmu Pendidikan Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/joecy.v5i3.4248

Abstract

This study was conducted to evaluate the extent to which consumer engagement on social media, the application of ethical values ​​in brand strategy, and cultural fit influence perceptions of brand authenticity in the food and beverage industry. This study used a quantitative approach with a survey method involving 200 respondents. Participants were selected based on certain criteria, such as being at least 18 years old, actively using social media, following the official accounts of food and beverage brands in the past six months, and having experience purchasing products from brands promoted digitally. Partial analysis also revealed that social media engagement, ethical branding, and cultural fit each positively contribute to perceptions of brand authenticity. The higher the consumer engagement on social media, the more consistent the ethical practices implemented, and the more relevant the brand values ​​are to the consumer's culture, the stronger the authentic image formed. These findings enrich the academic discourse in the field of marketing and branding, while also providing practical guidance for business actors in building authentic, relevant, and resilient brand strategies in the increasingly complex competition of the food and beverage industry.
Co-Authors Anissa Rahma Wati Arief Yanto Rukmana Fauziah Umar Fenty Y. Manuhutu Fenty Y. Manuhutu Funnisia Lamalewa hesty tambajong Iqbal Arraniri Irdiana, Sukma Irfan Wildzan Muafa Jeliani - Lita Jeliani Lita Judijanto, Loso Laksono Trisnantoro Lina Affifatusholihah Lina Affifatusholihah, Lina Loso Judijanto Moh Gifari Sono Nurdiani, Tanti Widia Reni Indrawati Riesna Apramilda Riskia Pratiwi Nur Amalia Hasnas Rukmana, Arief Yanto Sidjabat, Sonya Sono, Moh Gifari Syamsudin Tyahya Whisnu Hendratni