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All Journal JURNAL PENDIDIKAN TAMBUSAI Kumawula: Jurnal Pengabdian Kepada Masyarakat Jurnal Informasi dan Teknologi Quantitative Economics and Management Studies Business Preneur : Jurnal Ilmu Administrasi Bisnis International Journal of Management and Business Economics Journal of Artificial Intelligence and Digital Business Journal of Economics, Entrepreneurship, Management Business and Accounting Indonesian Journal Of Business And Entrepreneurship Research Jurnal Manajemen Dan Bisnis Ekonomi Riwayat: Educational Journal of History and Humanities Jurnal Pengabdian Masyarakat dan Riset Pendidikan El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Maneggio International Journal of Economics, Accounting, and Management Journal of Ekonomics, Finance, and Management Studies Atestasi : Jurnal Ilmiah Akuntansi
Muhammad Aqshel Revinzky
Universitas Padjadjaran
Religion Agriculture, Biological Sciences & Forestry Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Mathematics Social Sciences Other

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The Influence of Electronic Word of Mouth on Purchasing Decisions with Attractive Streamers as a Moderating Variable: Penelitian M. Anwar Aini; Rahmat Aji Nuryakin; Septi Wifasari; Udi Iswadi; Muhammad Aqshel Revinzky
Jurnal Pengabdian Masyarakat dan Riset Pendidikan Vol. 4 No. 1 (2025): Jurnal Pengabdian Masyarakat dan Riset Pendidikan Volume 4 Nomor 1 (Juli 2025 -
Publisher : Lembaga Penelitian dan Pengabdian Masyarakat

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/jerkin.v4i1.2269

Abstract

This research is a quantitative study with an explanatory approach that has the mission to create new hypotheses, modify hypotheses, and prove hypotheses by relying on previous studies. The data used in this study is secondary data obtained from various credible sources, such as books, scientific articles, magazines, and so on. The result in this article show that the Electronic Word of Mouth variable can have a positive relationship and a significant influence on Purchasing Decisions. This is because the P-Values in the table are positive and below the 0.05 significance level, namely 0.012. These results are in line with several previous studies, namely the research of (I Gusti et al. 2022); (Triwisnu Ronoprasetyo 2018) & (Alrwashdeh 2019). These results mean that better Electronic Word of Mouth by a company can increase the product's market share, increase public recognition, and ultimately increase the number of consumers who make purchasing decisions. In the next row, the Attractive Streamer variable can also moderate the influence of the Electronic Word of Mouth variable on Purchasing Decisions because the P-Values are positive and below the 0.05 significance level, namely 0.000.
Pengaruh Social Media Marketing Activities (SMMA) Terhadap Behavioral Engagement Calon Mahasiswa Pendidikan Tinggi Hafiizafitra, Naiandita Zahra; Revinzky, Muhammad Aqshel
RIGGS: Journal of Artificial Intelligence and Digital Business Vol. 4 No. 3 (2025): Agustus - October
Publisher : Prodi Bisnis Digital Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/riggs.v4i3.2126

Abstract

Penelitian ini bertujuan untuk mengkaji pengaruh Social Media Marketing Activities (SMMA) terhadap behavioral engagement calon mahasiswa perguruan tinggi, dengan studi kasus pada akun Instagram resmi Universitas Padjadjaran (@universitaspadjadjaran). Latar belakang penelitian ini didasarkan pada fenomena meningkatnya penggunaan media sosial sebagai sumber informasi utama bagi generasi digital natives dalam proses pemilihan perguruan tinggi. SMMA sebagai variabel independen diukur melalui enam dimensi, yaitu informativeness, entertainment, interactivity, trendiness, personalization, dan word of mouth, sedangkan variabel dependen adalah behavioral engagement, yang merepresentasikan keterlibatan aktif pengguna terhadap konten media sosial. Pendekatan yang digunakan merupakan kuantitatif dengan metode survei, melalui penyebaran kuesioner kepada 198 responden yang merupakan siswa SMA di Pulau Jawa dan pernah terpapar konten akun Instagram @universitaspadjadjaran. Analisis data dilakukan menggunakan teknik SEM-PLS dengan bantuan perangkat lunak SmartPLS. Hasil analisis menunjukkan bahwa SMMA berpengaruh positif dan signifikan terhadap behavioral engagement calon mahasiswa. Temuan ini menegaskan pentingnya peran konten media sosial yang informatif dan interaktif dalam membangun keterlibatan digital audiens. Oleh karena itu, disarankan kepada pengelola media sosial perguruan tinggi, khususnya Universitas Padjadjaran, untuk merancang strategi konten yang mampu mendorong partisipasi aktif calon mahasiswa melalui platform visual seperti Instagram.
Co-Authors Abdul Latif Abdul Latif Adang Sutisna Adang Sutisna Adhadian Akbar Ajeng Andriani Hapsari Ajeng Andriani Hapsari Ana Fitriyatul Bilgies Andreas Recki Prasetyo Andry Mochamad Ramdan Anggi Oktaviani Asyifa Anandya Bilgies, Ana Fitriyatul Cakranegara, Pandu Adi Camelia Rizki Agrina Cattleya Rejito Eliana Johana Rebecca Eva Yuniarti Utami Eva Yuniarti Utami Hafiizafitra, Naiandita Zahra Hapsari Widayani Hilmiana Hilmiana Irsyad Kamal Joval Ifghaniyafi Farras Jumroni, Jumroni Kurnia Khafidhatur Rafiah Kurnia Khafidhatur Rafiah Kusna Djati Purnama M Chairul Ihsan M. Anwar Aini Muhammad Fikri Maulana Muhammad Fikri Maulana Prasetyo, Andreas Recki Putra, Johni Eka Putri Rizki Utami Rahmat Aji Nuryakin Rd. Rifqi Dwisanto Riri Cornelia Rosalia Irawaty Rosalia Irawaty Rudy Haryanto Rudy Haryanto Safaruddin Sartono , Sawal Septi Wifasari Sumarno . Susilo, Dwi Ermayanti Tuti Dharmawati Udi Iswadi Vita Sarasi Zidny Ilma Hasan