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All Journal Katalogis Publikasi Pendidikan Jurnal Bisnis dan Manajemen Persona: Jurnal Psikologi Indonesia Jurnal Ijtimaiyya KEMBARA Jurnal Ekonomi dan Bisnis Islam Jurnal Ilmiah Ekonomi Islam JURNAL LENTERA : Kajian Keagamaan, Keilmuan dan Teknologi JURNAL INSTEK (Informatika Sains dan Teknologi) JTP - Jurnal Teknologi Pendidikan JIKAP PGSD: Jurnal Ilmiah Ilmu Kependidikan Walasuji : Jurnal Sejarah dan Budaya Riayah: Jurnal Sosial dan Keagamaan JIIP (Jurnal Ilmiah Ilmu Pendidikan) Al-Manhaj: Jurnal Hukum dan Pranata Sosial Islam Journal of Innovation in Educational and Cultural Research GUYUB: Journal of Community Engagement Bisnis Net : Jurnal Ekonomi dan Bisnis Jurnal Syntax Fusion : Jurnal Nasional Indonesia Citius: Jurnal Pendidikan Jasmani, Olahraga, Dan Kesehatan Jurnal Pendidikan dan Pembelajaran Sekolah Dasar (JPPSD) Mauriduna : Journal of Islamic studies TRILOGI: Jurnal Ilmu Teknologi, Kesehatan, dan Humaniora Volksgeist: Jurnal Ilmu Hukum dan Konstitusi Global Journal Basic Education 12 Waiheru Sighat : Jurnal Hukum Ekonomi Syariah Jurnal Pendidikan Terapan Vertex Elektro The Journal of Business and Management Research Jurnal Riset & Teknologi Terapan Kemaritiman ARUS JURNAL SAINS DAN TEKNOLOGI JER Frasa: Jurnal Keilmuan Bahasa, Sastra dan Pengajarannya Al Iman: Jurnal Keislaman dan Kemasyarakatan DEEP LEARNING: Journal of Educational Research AJCD
Abdul Hafid
Universitas 17 Agustus 1945 Surabaya
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Energy Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Mechanical Engineering Physics Public Health Social Sciences Transportation Other

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Journal : Jurnal Bisnis dan Manajemen

 1 
Marketing Strategy and Social Influence: How Reference Groups and Internet Marketing Influence Purchasing Decisions Through Brand Image Muhyidin, Muhyidin Muhyidin; Hafid, Abdul; Mukhbir, Muhammad
Jurnal Bisnis dan Manajemen Vol. 11 No. 2 (2024): Jurnal Bisnis dan Manajemen Volume 11 Nomor 2 Tahun 2024
Publisher : University of Merdeka Malang

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Abstract

This study explores the interconnections among reference groups, internet marketing, brand image, and consumer buying decisions, focusing on Gen Z consumers. It investigates how reference groups and internet marketing directly impact purchasing behavior and how brand image mediates these relationships. The research employs a quantitative approach with data collected from a survey of Gen Z respondents, analyzed using structural equation modeling. The findings reveal that both reference groups and internet marketing significantly influence buying decisions. Additionally, brand image is identified as a crucial mediating variable that enhances the effects of reference groups and internet marketing on consumer behavior. High convergent and discriminant validity and reliability of the constructs were confirmed. The study contributes to the understanding of consumer behavior by highlighting the mediating role of brand image and offers practical implications for businesses seeking to optimize their marketing strategies through enhanced brand image and strategic use of reference groups and digital marketing. The results underscore the importance of a strong brand image in leveraging the impact of digital marketing and social influences on consumer purchasing decisions.
Co-Authors Abdul Muhid, Abdul Abdul Rahim Abdul Wafi, Abdul Abdulllah, Abdulllah Adriani ADRIANI ADRIANI Adys, Himaya Praptani Afrianto, Shadiq Taqwa Agusta Mayor, Enjelita Akbar , M. Aldrin Al-Faizin, Abdul Wahid Aldiansyah, Muh Amalia, Reska Amir Pada, Amir Andi Faharuddin Ansaar, Ansaar Antarissubhi Antarissubhi, Antarissubhi Anugrah, Riyan Anwar, Muhammad Rezky Ardiansyah, Iksan Arief, Fitriani Arifin, Arinofal Arsyad S, Muhammad Arsyad, Nursyam Asis, Sazkia Dwiyani Asmaul Djafar, Muha Idris Eko Purnomo Elly, Ridwan Entis Sutisna Farhan, Muh Firman Firzhal Arzhi Jiwantara Hafidah, Nur Hamran , Hamran Hanisah Hanafi Hatsama, Abdul Rahman Hatta, Abd Halim Hidayat, Ahmad Saeful Husnul Khatima, Husnul Ibadurrahman , Ibadurrahman Ibrahim Ira Wati Ismail Marzuki Jabar, Saiful Hidayat Abdul jauhar, Siti Jefriyanto Saud Jusniati Kaharuddin Kurniawan, Muh. Nuzul Kusmiyati Kusnandar, Efendi Lateko, Andi Abdul Halik Mafacir, A Dimas Alil Makmur Nurdin, Makmur MMSI Irfan ,S. Kom Muhaemin Muhaemin Muhammad Iqbal Muhammad Miftahul Ulum Muhyidin Muhyidin Muhyidin, Muhyidin Muhyidin Mujahidah Mujahidah Mukhbir, Muhammad Muliadi Musyahid , Ahmad Mutawakil, Abdul Hak Mutmainnah, Inayatul Muzawwir, Muhammad Dirga Nasrulloh Nasrulloh Ningsih Hidayati , Indwi Nur Rahmah Nur, Muhammad Ikram Nur, Siti Hijraini Nurmalah Nuryadi, Abd Jahman Pratama, Hengki Wahyu Rahmania Rahmania Ramadhan, Fahri Sahrul Ramlah Ramlah Raodah Raodah, Raodah Rasyid , Abdul Reza Amarta Prayoga Ridwang Ridwang, Ridwang Rosmalah Rosmalah, Rosmalah ryan, ryan Saefulah, Dian Imam sahajuddin, sahajuddin Saifuddin Saifuddin Salmia, Salmia Sari, Riska Sembiring, Rinawati Siti Helmyati Sitti Jauhar, Sitti Sritimuryati, Sritimuryati Suardi, Suardi Sudarmin Sudarmin Sudaryanto, Rahmat Sudirman Sultan , Lomba Suryani Suryani Suyanto Suyanto Syam, Andi Zulitsnayarti Mardhani Syufa’at, Syufa’at Trogea, yuliana Yuliana Ujang Nurjaman, Ujang Ulpa, Mirnawati Utomo, Jepri Veithzal Rivai Zainal Wahyuningsih, Rossy Timur Widiyana, Ende Yekwam, Elia Zainal Abidin Zuhri, Rifqi Alfian _, Nurlaela