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All Journal JURNAL ECONOMIA Jurnal Manajemen dan Bisnis Sriwijaya JURNAL ILMIAH MANAJEMEN BISNIS DAN TERAPAN Jurnal Media Wahana Ekonomika Jurnal Intelektualita: Keislaman, Sosial, dan Sains Falah : Jurnal Ekonomi Syariah Jurnal Manajemen dan Kewirausahaan (JMDK) JPSriwijaya JKBM (JURNAL KONSEP BISNIS DAN MANAJEMEN) JURNAL AKUNTANSI, EKONOMI dan MANAJEMEN BISNIS Martabe : Jurnal Pengabdian Kepada Masyarakat Jurnal Abdimas Mahakam Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Sricommerce: Journal of Sriwijaya Community Services Jurnal Ilmu Sosial, Manajemen, Akuntansi dan Bisnis Jurnal Nasional Manajemen Pemasaran dan SDM Edunity: Kajian Ilmu Sosial dan Pendidikan Majapahit Journal of Islamic Finance and Management Majapahit Journal of Islamic Finance dan Management
Yunita, Dessy
Fakultas Ekonomi Jurusan Manajemen Universitas Sriwijaya
Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Neuroscience Public Health Social Sciences

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Journal : Falah : Jurnal Ekonomi Syariah

 1 
PEMBENTUKAN CITRA MEREK MINIMARKET MELALUI VIRAL MARKETING (STUDI KASUS MINIMARKET 212) Putri, Yulia Hamdaini; Yunita, Dessy; Rosa, Aslamia
Falah: Jurnal Ekonomi Syariah Vol 4, No 2 (2019): Vol 4, No 2 Agustus 2019
Publisher : Universitas Muhammadiyah Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22219/jes.v4i2.10941

Abstract

Brand image is one of the important aspects of marketing, this also happens to the 212 minimarkets which is being discussed lately. The aims of this study are to understand the role of viral marketing on the formation of brand images and interest in shopping at minimarket 212. This study is qualitative using questi0nonaire as the method of data collection. The population of this research is the general population of Palembang aged 16-69 years who have sufficient knowledge of 212 minimarkets. The result of this study, are as follows: first, that viral marketing has a significant effect on the brand image (Est: 0.426; SE: 0.033; CR: 0.033; P: 000). Second, that viral marketing has a significant effect on behavioral intentions (Est: 0.261; SE: 0.040; CR: 6.538; P: 0.000). Third, that brand image has a significant effect on behavioral intentions (Est: 1,187; SE: 0,067; CR: 17,708; P: 0,000). Thus, the effect of viral marketing on shopping interest in a 212 minimarket has the smallest influence value among other variables which is only 0.26 point. However, with the brand image variable as an intervening variable, the effect is greater up to 0.50 point, this means that brand image which formed through viral marketing get a good response from the public to increase the willingness to shop.
Pembentukan Citra Merek Minimarket Melalui Viral Marketing (Studi Kasus Minimarket 212) Yulia Hamdaini Putri; Dessy Yunita; Aslamia Rosa
Falah: Jurnal Ekonomi Syariah Vol. 4 No. 2 (2019): Agustus 2019
Publisher : Universitas Muhammadiyah Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22219/jes.v4i2.10941

Abstract

Brand image is one of the important aspects of marketing, this also happens to the 212 minimarkets which is being discussed lately. The aims of this study are to understand the role of viral marketing on the formation of brand images and interest in shopping at minimarket 212. This study is qualitative using questi0nonaire as the method of data collection. The population of this research is the general population of Palembang aged 16-69 years who have sufficient knowledge of 212 minimarkets. The result of this study, are as follows: first, that viral marketing has a significant effect on the brand image (Est: 0.426; SE: 0.033; CR: 0.033; P: 000). Second, that viral marketing has a significant effect on behavioral intentions (Est: 0.261; SE: 0.040; CR: 6.538; P: 0.000). Third, that brand image has a significant effect on behavioral intentions (Est: 1,187; SE: 0,067; CR: 17,708; P: 0,000). Thus, the effect of viral marketing on shopping interest in a 212 minimarket has the smallest influence value among other variables which is only 0.26 point. However, with the brand image variable as an intervening variable, the effect is greater up to 0.50 point, this means that brand image which formed through viral marketing get a good response from the public to increase the willingness to shop.
Co-Authors Abrar, Muhammad Iqbal Adzra, Shafira Agung Putra Raneo Ahmad Maulana Ahmad MAULANA Ahmad Nazaruddin Ahmad Nazaruddin, Ahmad Ahmad Widad, Ahmad Andaiyani, Sri Andriana, Isni Asfeni Nurullah Aslamia Rosa Diah, Yuliansyah M Eko Fitrianto Eko Mohammad Fitrianto Farla, Wita Hamira, Hamira Hera Febria Mavilinda Iisnawati Iisnawati Iisnawati, Iisnawati Islahuddin Daud, Islahuddin Kemas Muhammad Husni Thamrin Lisnawati Lusfia, Tiara Kemala Malinda, Shelfi Marlina Widiyanti, Marlina Marwa, Taufiq Mavilinda, Hera Febria Mohamad Adam Muchsin Saggaff Shihab Muhammad Rifqi Albanna Mukhtaruddin Mukhtaruddin Nofiawaty Nofiawaty . Nofiawaty Nofiawaty Nurullah, Asfeni Palda, Anya Irisha Parama Santati Puteri, Fatimah Eka Raneo, Agung Putra Rizky, Ahmad Marelly Salsabila, Nabila Suhartini Karim Thamrin, Kemas Muhammad Husni Welly Nailis Welly Nailis, Welly Yulia Hamdaini Putri Yuliani . Zakaria Wahab