Article Per Year (5 Year)
p-Index From 2020 - 2025
0.562
P-Index
This Author published in this journals
All Journal Sosiohumaniora Jurnal Fakultas Pertanian Agricore: Jurnal Agribisnis dan Sosial Ekonomi Pertanian Unpad Mimbar Agribisnis: Jurnal Pemikiran Masyarakat Ilmiah Berwawasan Agribisnis Jurnal Agribisnis Terpadu
Kuswarini Kusno
Unknown Affiliation
Agriculture, Biological Sciences & Forestry Arts Humanities Economics, Econometrics & Finance Law, Crime, Criminology & Criminal Justice Social Sciences

Published : 11 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 11 Documents
Search

 1   2 
PENGARUH WORD OF MOUTH PADA MEDIA SOSIAL INSTAGRAM TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN ONLINE GROCERIES X Kusumah, Friday Arianty; Kusno, Kuswarini
Mimbar Agribisnis : Jurnal Pemikiran Masyarakat Ilmiah Berwawasan Agribisnis Vol 9, No 2 (2023): Juli 2023
Publisher : Universitas Galuh

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25157/ma.v9i2.10352

Abstract

Online groceries X does marketing through social media Instagram to reach consumers. However, communication between consumers on Instagram online groceries X Instagram is still low. The study's objectives are 1) to describe the characteristics of consumers who make purchasing decisions at online groceries X and 2) to analyze the influence of word of mouth on Instagram social media on consumer decisions in purchasing products at online groceries X. The study’s design is quantitative with survey techniques. The 70 samples were selected using a simple random sampling technique. Primary data were analyzed using descriptive analysis and multiple linear regression analysis. Based on the results of the study, online groceries X's consumer characteristics are dominated by women, averaged aged 30,4 years with range 34 years, domiciled in DKI Jakarta, have a high-educated, work as a private employee, earn >Rp6,000,000, married, and follow online groceries X's Instagram. Simultaneously, the variables of intensity, the valence of opinion, and content significantly influence purchasing decisions. Partially, the intensity variable has a significant influence on the purchase decision whereas the valence of opinion and content variables do not have a significant influence on the purchase decision. The R2 value shows that the purchase decision variable can be explained by the intensity, valence of opinion, and content variables by 49% while the remaining 51% is explained by other variables that are not contained in the regression model.
Co-Authors Ahmad Thoriq Eliana Wulandari Endah Djuwendah Eti Suminartika Kusumah, Friday Arianty Lies Sulistyowati Linda Wulandari, Linda Maria Lestari Muhammad Arief Budiman Nur Syamsiyah Nur Syamsiyah Pandi Pardian Putri, Gabrella Kezia Efriana Sadeli, Agriani H Sulistyodewi Nur Wiyono Tarigan, Jesica Ferina Tuti Karyani Wahyuni, Dian Assifa Dwi Zumi Saidah