Article Per Year (5 Year)
p-Index From 2020 - 2025
0.408
P-Index
This Author published in this journals
All Journal JOURNAL FOR BUSINESS AND ENTREPRENEURSHIP
Riska Aulia Umry
Universitas 17 Agustus 1945 Jakarta
Economics, Econometrics & Finance Social Sciences Other

Published : 2 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 2 Documents
Search

 1 
Pengaruh Influencer Dan Social Media Sebagai Strategi Marketing Baba Rafi Enterprise Terhadap Keputusan Pembelian Produk Ngikan Dengan Brand Awareness Sebagai Variabel Moderating Virgo Simamora; Riska Aulia Umry
JOURNAL FOR BUSINESS AND ENTREPRENEURSHIP Vol 4, No 1 (2020): Journal For Business and Entrepreneurship
Publisher : JOURNAL FOR BUSINESS AND ENTREPRENEURSHIP

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

This study aims to examine the influence of Influencers and Social Media as Baba Rafi Enterprise's Marketing Strategy on Ngikan Product Purchase Decisions with Brand Awarness as Moderating Variables. The population in this study are consumers ngikan products. The data collection technique was carried out by purposive sampling by distributing questionnaires to 100 respondents of Ngikan consumers using partial least square (PLS) data analysis. Based on statistical tests, The results showed that influencers had a significant effect on Ngikan Product Purchase Decisions, Social Media did not significantly influence Ngikan Product Purchasing Decisions, Brand Awareness had a significant effect on Ngikan Product Purchase Decisions. Moderation of Brand Awareness has insignificant effect and weakens the influence of Influencers on Ngikan Product Purchase Decisions. Brand Awareness moderation has a significant effect and has the character of strengthening the influence of Social Media on the Ngikan Product Purchase Decision.
Pengaruh Influencer Dan Social Media Sebagai Strategi Marketing Baba Rafi Enterprise Terhadap Keputusan Pembelian Produk Ngikan Dengan Brand Awareness Sebagai Variabel Moderating Virgo Simamora; Riska Aulia Umry
JOURNAL FOR BUSINESS AND ENTREPRENEURSHIP Vol 4, No 1 (2020): Journal For Business and Entrepreneurship
Publisher : JOURNAL FOR BUSINESS AND ENTREPRENEURSHIP

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

This study aims to examine the influence of Influencers and Social Media as Baba Rafi Enterprise's Marketing Strategy on Ngikan Product Purchase Decisions with Brand Awarness as Moderating Variables. The population in this study are consumers ngikan products. The data collection technique was carried out by purposive sampling by distributing questionnaires to 100 respondents of Ngikan consumers using partial least square (PLS) data analysis. Based on statistical tests, The results showed that influencers had a significant effect on Ngikan Product Purchase Decisions, Social Media did not significantly influence Ngikan Product Purchasing Decisions, Brand Awareness had a significant effect on Ngikan Product Purchase Decisions. Moderation of Brand Awareness has insignificant effect and weakens the influence of Influencers on Ngikan Product Purchase Decisions. Brand Awareness moderation has a significant effect and has the character of strengthening the influence of Social Media on the Ngikan Product Purchase Decision. Kata Kunci : Brand Awareness, Influencer, Purchase Decisions, Social Media, Baba Rafi Enterprise’s Marketing Strategy
Co-Authors simamora, virgo