Article Per Year (5 Year)
p-Index From 2021 - 2026
3.212
P-Index
This Author published in this journals
All Journal MEDIA KONSERVASI JURNAL SISTEM INFORMASI BISNIS Jurnal Ilmiah Mahasiswa FEB Jurnal Administrasi Bisnis Wacana, Jurnal Sosial dan Humaniora International Journal of Local Economic Governance Erudio: Journal of Educational Innovation PROFIT : Jurnal Administrasi Bisnis AdBispreneur Jurnal Studi Komunikasi SRIWIJAYA INTERNATIONAL JOURNAL OF DYNAMIC ECONOMICS AND BUSINESS JEMA: Jurnal Ilmiah Bidang Akuntansi dan Manajemen Jurnal AKSI (Akuntansi dan Sistem Informasi) Journal of Public Administration Studies EKUITAS (Jurnal Ekonomi dan Keuangan) International Journal of Economics, Business and Accounting Research (IJEBAR) BISNIS & BIROKRASI: Jurnal Ilmu Administrasi dan Organisasi Tri Dharma Mandiri: Diseminasi dan Hilirisasi Riset Kepada Masyarakat (Jurnal Pengabdian Kepada Masyarakat) Asian Journal of Management, Entrepreneurship and Social Science
Andriani Kusumawati
Universitas Brawijaya
Arts Humanities Biochemistry, Genetics & Molecular Biology Computer Science & IT Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Public Health Social Sciences Other

Published : 100 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 100 Documents
Search

 5   6   7   8   9 
Dimensions and Outcome of Experience Quality in Outdoor Dining Casual : The Case of Outdoor Cafe in Indonesia Karisma Sri Rahayu; Edy Yulianto; Andriani Kusumawati
Wacana Journal of Social and Humanity Studies Vol. 22 No. 1 (2019)
Publisher : Sekolah Pascasarjana Universitas Brawijaya

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

Abstract

This study to determine  the effect of experience  quality on customer  satisfaction  and customer  loyalty.  the relationship between  experience  quality  and customer  loyalty  indirectly  through  customer  satisfaction  is explained  in this study.  A total of 168 questionnaires were distributed  to respondents who already  had experience  visiting  and enjoying  food in natural outdoor  cafes in Malang,  Indonesia.  Data was collected  by direct survey to respondents and analyzed  using the Structural   Equation   Modeling   (SEM)   equation   and  then  analyzed   with  three   stages   of  inferential   statistics.   The demographics  of  the  respondents  were  also  described   in  this  study.  The  findings   of  this  study  indicate   that  the emergence of millennial  generations has made changes  in lifestyle  today. The results of hypothesis  testing of this study prove  that  experience  quality  has a positive  and significant  influence  on customer  satisfaction  and customer  loyalty. Customer  satisfaction  plays a partial mediating  role between experience  quality variables and customer  loyalty.
The Infuence of City Branding Towards City Image: The Case Study of Tourism Destinations in Yogyakarta City, Special Region of Yogyakarta, Indonesia Endhar Widjaya Putra; Edy Yulianto; Andriani Kusumawati
Wacana Journal of Social and Humanity Studies Vol. 22 No. 1 (2019)
Publisher : Sekolah Pascasarjana Universitas Brawijaya

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

Abstract

The main purpose of this study is to understand the influence of city branding toward city image and its impact on the intention to visit and decision to visit. The samples used in this study were 280 domestic visitors there is a tourism desti-nation in Yogyakarta City and they aware of “Jogja istimewa” as a brand of Yogyakarta City. It is the destination tourism that located on seven destinations consist of Keraton Yogyakarta, Pagelaran Keraton, Malioboro, Museum Benteng Vredeburg, Taman Sari, Taman Pintar, and Gembira Loka Zoo. Structural Equation Model (SEM) base on Partial Least Square (PLS) is used to analyze and measure the degree between the independent variable and dependent variable. The findings revealed that city branding has a significant effect toward city image and intention to visit, however city brand-ing also influenced on decision to visit incidentally. Moreover, it indicates that city image has a significant effect on intention to visit and decision to visit. Last but not least, the intention to visit has a significant effect on decision to visit.
Community Based Marketing and Customer Live Time Value: an Analysis on Their Potential for Improving the Economy of East Java Province Andriani Kusumawati; Srikandi Kumadji; Devi Farah Azizah
e-2477-1929
Publisher : Institute of Research and Community Service, University of Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (664.387 KB) | DOI: 10.21776/ub.ijleg.2016.002.01.10

Abstract

The purpose of this study was to analyse the typology and factors determining the formation of customer communities, to know the patterns and forms of costumer communities, and to examine product penetration to customer communities in East Java province. This study uses a mixed method research with exploratory approach. A qualitative approach is used to find answers to the objectives of the study. Typology of communities based on factors forming the communities can be due to similarities in brand or product consumed. Product penetration in each community can be done without any intervention or direct relationship with the company. The relationship between companies and communities can be divided into three forms. First, companies do not undertake any relationship with communities. Second, companies provide sponsorship and assistance for community activities incidentally. Third, companies build continuous collaboration with communities to organize joint activities. Quantitative testing of the 16 (sixteen) hypotheses shows that only 6 (six) hypotheses are supported by this study model. These results are expected to represent the contribution of Community Based Marketing in improving the Customer Lifetime Value and its implications for the economy of East Java Province.
SIGNIFICANT VALUES OF TOURISM LEARNING FOR LOCALS TO SUPPORT TOURISM DEVELOPMENT THROUGH COUNSELING AND MENTORSHIP Yusri Abdillah; Supriono Supriono; Sunarti Sunarti; Andriani Kusumawati
Erudio Journal of Educational Innovation Vol 7, No 2 (2020): Erudio Journal of Educational Innovation
Publisher : Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.18551/erudio.7-2.1

Abstract

A tourism development in an area is basically unable to be  separated from the existence of supporting local residents, since the existence of tourism objects is not only to increase a regional income but also to encourage public awareness of tourism activities. The study was conducted by direct observation of counselling and assistance activities on Tourism Awareness by academics in society, followed by in-depth interviews with speakers and participants of counselling and mentoring activities, as well as tourism stakeholders (tourists, Heads of regional tourism offices, and village officials) after the activity was carried out in Gunungronggo Tourism Village, Tajinan District, Malang Regency, East Java, Indonesia.  The results showed that learning related to tourism is very important to them. The local people were active (enthusiastic) during the activity because all this time they did not know the tourism importance. During this time they assume tourism will only bring harm because many foreigners (tourists) enter the area. However, numerous positive things can be accomplished with the arrival of foreigners. Finally, the impact of counselling and mentoring activities encourage the locals to fully support tourism activities and they find business opportunities to bring in revenue in the tourism se
PENGARUH CELEBRITY ENDORSER DAN ELECTRONIC WORD OF MOUTH TERHADAP MINAT BELI DAN DAMPAKNYA TERHADAP KEPUTUSAN PEMBELIAN (Survei pada Konsumen Zoya Fashion dan Hijab) Fenny Arti Restanti; Andriani Kusumawati; Lusy Deasyana Rahma Devita
Jurnal Administrasi Bisnis Vol 68, No 1 (2019): MARET
Publisher : Fakultas Ilmu Administrasi Universitas Brawijaya

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

Abstract

This research aimed to (1) explain the influence of Celebrity Endorser towards purchase intention, (2) explain the influence of Celebrity Endorser towards purchase decision, (3) explain the influence of Electronic Word of Mouth towards purchase intention, (4) explain the influence of Electronic Word of Mouth towards purchase decision, (5) explain the influence of purchase intention towards purchase decision. This research used explanatory research with quantitative approach. The variables of the research are Celebrity Endorser, Electronic Word of Mouth, purchase intention and purchase decision. The criteria of population in this research are Zoya’s consumers with minimum age of 17 years old, has been buying Zoya’s products, follower of Official Account Instagram Zoya Fashion and Hijab, knowing one of the Zoya’s Celebrity Endorser. This research for the sampling technique used purposive sampling and the data collection method by distributing online questionnaire to 138 respondents by data from population criteria. Data analysis used descriptive analysis and path analysis. Kеywords: Celebrity Endorser, Electronic Word of Mouth, Purchase Intention, Purchase Decision АBSTRАK Penelitian ini bertujuan untuk (1) menjelaskan pengaruh Celebrity Endorser terhadap Minat Beli, (2) menjelaskan pengaruh Celebrity Endorser terhadap Keputusan Pembelian, (3) menjelaskan pengaruh Electronic Word of Mouth terhadap Minat Beli, (4) menjelaskan pengaruh Electronic Word of Mouth terhadap Keputusan Pembelian, (5) menjelaskan pengaruh Minat Beli terhadap Keputusan Pembelian. Jenis penelitian ini adalah eksplanatori (explanatory research) dengan pendekatan kuantitatif. Variabel pada penelitian ini terdiri dari Celebrity Endorser, Electronic Word of Mouth, Minat Beli dan Keputusan Pembelian. Kriteria populasi dalam penelitian ini adalah konsumen berusia minimal 17 tahun, pernah melakukan pembelian produk Zoya, merupakan pengikut akun resmi Instagram Zoya Fashion dan Hijab dan mengetahui salah satu bintang iklan produk Zoya Fashion dan Hijab. Teknik pengambilan sampel yang digunakan adalah purposive sampling dan metode pengumpulan data melalui kuesioner secara online kepada 138 orang responden yang sesuai dengan kriteria populasi. Analisis data yang digunakan adalah analisis deskriptif dan analisis jalur (path analysis). Kаtа Kunci: Celebrity Endorser, Electronic Word of Mouth, Minat Beli, Keputusan Pembelian
THE INFLUENCE OF RELATIONSHIP MARKETING TOWARD PURCHASE DECISION AND ITS IMPACT ON CUSTOMER SATISFACTION (Survey on Customer of Informa Tunjungan Plaza Surabaya) Moch. Ilhamsyah Ramadhan; Andriani Kusumawati; M. Kholid Mawardi
Jurnal Administrasi Bisnis Vol 62, No 2 (2018): SEPTEMBER
Publisher : Fakultas Ilmu Administrasi Universitas Brawijaya

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

Abstract

Penelitian ini memiliki tujuan (1) untuk menguji pengaruh relationship marketing pada purchase decision, (2) untuk menguji pengaruh relationship marketing pada customer satisfaction, (3) untuk menguji pengaruh relationship marketig terhadap customer satisfaction melalui purchase decision. Jenis penelitian yang digunakan adalah penelitian explanatory dengan pendekatan kuantitatif. Sampel sebanyak 118 orang responden yang merupakan pelanggan dari Informa. Teknik pengambilan sampel menggunakan Teknik non-probability sampling dengan cara pengambilan sampel menggunakan purposive sampling. Metode pengupulan data yang digunakan dalam penelitian ini adalah dengan menybebar kuisioner. Analisis yang digunankan yaitu analisis deskriptif dan jalur (path analysis). Analisis jalur menunjukkan bahwa (1) Relationship marketing memiliki pengaruh yang signifikan terhadap purchase decision dengan koefisien jalur (β) adalah 0,424 dan p-value dengan angka 0,00 (p <0,05); (2)  Relationship marketing berpengaruh signifikan terhadap customer satisfaction dengan koefisien jalur (β) adalah 0,089 dan p-value dengan angka 0,00 (p <0,05); (3) Purchase Decision terhadap customer satisfaction memiliki pengaruh 0,85. Kаtа Kunci: Relationship Marketing, Purchase Decision, Customer Satisfaction ABSTRACT This research has purposes (1) to examine the influence of relationship marketing on the purchase decision on customer satisfaction (2) to examine the influence of purchase decision on the customer satisfaction (3) to examine the influence of relationship marketing on customer satisfaction,  This research was explanatory research with quantitative approach. A sample of 118 respondents who are customer of Informa. The sampling technique in this research used non-probability sampling by taking samples by purposive sampling. Data were collected by distributing questionnaires. The analysis used is descriptive analysis and path (path analysis). The path analysis showed that (1) relationship marketing has significant influence on purchase decision with path coefficient (β) was 0.424 and p-value with the number 0.00 (p<0.05); (2) purchase decision has significant influence on customer satisfaction with path coefficient (β) was 0.200 and p-value with the number 0.00 (p<0.05) (3) relationship marketing has significant influence on customer satisfaction with path coefficient (β) was 0.089 and p-value with the number 0.00 (p<0.05); Kеywords: Relationship Marketing, Purchase Decision, Customer Satisfaction  
THE INFLUENCE OF ELECTRONIC WORD OF MOUTH ON CONSUMER TRUSTWORTHINESS AND PURCHASE INTENTION (Survey on Followers Instagram of @Zaloraid) Dewa Ayu Mitha Avriyanti; Andriani Kusumawati; Inggang Perwangsa Nuralam
Jurnal Administrasi Bisnis Vol 61, No 1 (2018): AGUSTUS
Publisher : Fakultas Ilmu Administrasi Universitas Brawijaya

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

Abstract

This research aimed to (1)explaining the influence of Electronic Word of Mouth on Consumer Satisfaction (2)explaining the influence of Electronic Word of Mouth on Purchase Intention (3)explaining the influence of Consumer Satisfaction on Purchase Intention. The type of this research is explanatory research with quantitative approach. The variables of the research are Electronic Word of Mouth, Consumer Trustworthiness, and Purchase Intention. The sampling technique for this research was using purposive sampling and the data collection method by distributing online questionnaire to 116 respondents according to population criteria. Data analysis used descriptive analysis and path analysis. The results showed that Electronic Word of Mouth significant influence on Consumer Trustworthiness, Electronic Word of Mouth has significant influence on Purchase Intention, and Consumer Trustworthiness has significant influence on Purchase Intention. Based on the results of this research, Zalora should improve the information throughout Zalora’s Social Media evenly and improve the quality of service, so the activities of Electronic Word of Mouth (eWoM) such as consumer reviews are increasing and it affect to increas the new member of Zalora’s consumer. Kеywords: Electronic Word of Mouth, Consumer Trustworthiness, Purchase Intention, Online Shopping. АBSTRАK Penelitian ini bertujuan untuk (1) menjelaskan pengaruh Electronic Word of Mouth terhadap Consumer Trustworthiness, (2) menjelaskan pengaruh Consumer Trustworthiness terhadap Purchase Intention, (3) menjelaskan pengaruh Electronic Word of Mouth terhadap Purchase Intention. Jenis penelitian ini adalah eksplanatori (explanatory research) dengan pendekatan kuantitatif. Variabel pada penelitian ini terdiri dari Electronic Word of Mouth, Consumer Trustworthiness, Purchase Intention. Teknik pengambilan sampel yang digunakan adalah purposive sampling dan metode pengumpulan data melalui kuesioner secara online kepada 116 responden yang sesuai dengan kriteria populasi. Analisis data yang digunakan adalah analisis deskriptif dan analisis jalur (path analysis). Hasil penelitian menunjukkan bahwa Electronic Word of Mouth berpengaruh secara signifikan terhadap Consumer Trustworthiness, Electronic Word of Mouth memiliki pengaruh yang signifikan terhadap  Purchase Intetion, Consumer Trustworthiness berpengaruh signifikan terhadap Purchase Intetion. Berdasarkan hasil penelitian, sebaiknya Zalora meningkatkan kembali informasi pada seluruh Social Media Zalora secara merata dan meningkatkan kualitas pelayanan, agar kegiatan Elektronic Word of Mouth (eWoM) seperti review dari konsumen semakin meningkat karena hal itu berpengaruh dalam meningkatkan jumlah konsumen baru Zalora. Kаtа Kunci: Electronic Word of Mouth, Consumer Trustworthiness, Purchase Intention, Online Shopping.  
THE POWER OF INSTAGRAM COMMUNICATION BETWEEN FIRM AND ENDORSED CELEBRITIES TOWARDS BRAND AWARENESS AND PURCHASE INTENTION AMONGST MILLENIALS (Study of VIVO Smartphone Instagram Communication in Indonesia) Kholivan Reinaldi Wijaya; Andriani Kusumawati
Jurnal Administrasi Bisnis Vol 62, No 1 (2018): SEPTEMBER
Publisher : Fakultas Ilmu Administrasi Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (609.155 KB)

Abstract

Penelitian ini memiliki tujuan untuk (1) mengetahui dan menjelaskan pengaruh firm-created social media communication terhadap brand awareness, (2) mengetahui dan menjelaskan pengaruh firm-created social media communication terhadap purchase intention,(3) mengetahui dan menjelaskan pengaruh celebrities-created social media ccmmunication terhadap brand awareness, (4) mengetahui dan menjelaskan pengaruh celebrities-created social media communication terhadap purchase intention (5) pengaruh brand awareness terhadap purchase intention. Jenis penelitian yang digunakan adalah penelitian explanatory atau explanative dengan pendekatan kuantitatif. Sampel sebanyak 116 orang responden yang merupakan pengikut dari akun @vivo_indonesia. Teknik pengambilan sampel menggunakan Teknik non-probability sampling dengan cara pengambilan sampel menggunakan purposive sampling. Metode pengupulan data yang digunakan dalam penelitian ini adalah dengan menybebar kuisioner. Analisis yang digunankan yaitu analisis deskriptif dan jalur (path analysis). Penelitian ini menunjukkan celebrities-created social media communication memiliki pengaruh yang lebih besar dibanding dengan firm-created social media communication meskipun keduanya secara signifikan mempengaruhi brand awareness dan niat purchase intention. Hasil penelitan ini juga menunjukkan dalam celebrities-created social media communication, attractiveness dari selebriti menjadi peran terbesar. Sedangkan pada firm-created social media communication attractiveness dari media sosial juga nilai terbesar. Kаtа Kunci: Firm-created Social Media Communication, Celebrities-created Social Media Communication, Brand Awareness, Purchase Intention ABSTRACT This research has purposes to (1) identify and explain influence firm-created social media communication to brand awareness, (2) identify and explain influence firm-created social media communication to purchase intention, (3) to identify and explain influence of celebrities-created social media communication against brand awareness (4) identify and explain the influence of celebrities-created social media communication to purchase intention (5) identify and explain influence brand awareness to purchase intention. This research is explanatory or explanative research with quantitative approach. A sample of 116 respondents who are followers of @vivo_indonesia account. The sampling technique in this research used non-probability sampling by taking samples by purposive sampling. Data were collected by distributing questionnaires. The analysis used is descriptive analysis and path (path analysis). This research indicates celebrity-created social media communication has bigger influence compared to firm-created social media communication even though both of them significantly influence brand awareness and purchase intention. The result also indicates in celebrity-created social media communication the point of endorsed celebrity attractiveness has biggest role. For the firm-created social media communication the attractiveness of social media communication also became the biggest point. Kеywords: Firm-created Social Media Communication, Celebrities-created Social Media Communication, Brand Awareness, Purchase Intention
PENGARUH KUALITAS PRODUK HIJAU DAN HARGA PREMIUM TERHADAP KEPUTUSAN PEMBELIAN DAN KEPUASAN KONSUMEN (Survei pada Konsumen Tupperware di Distributor Resmi PT Adicitra Prima Kencana Malang) Mareta Harlia Savitri; Suharyono Suhariyono; Andriani Kusumawati
Jurnal Administrasi Bisnis Vol 40, No 2 (2016): NOVEMBER
Publisher : Fakultas Ilmu Administrasi Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (429.499 KB)

Abstract

The research aims to know that influence of green product quality and premium price on purchase decision and customer satisfaction and customers purchase decision of PT Adicitra Prima Kencana Malang. This research is an Explanatory Research. There are 116  respondents as sample of this research by using Purposive Sampling method. The data collection method conducted by questionnaire. The data was analyzed by using Path Analysis. Results showed that Green Product Quality directly and significantly influences the Purchase Decision,  Premium Price directly and significantly influences the Purchase Decision, Green Product Quality directly and significantly influences the Consumer Satisfaction, Premium Price directly and significantly influences the Consumer Satisfaction, Purchase Decision directly and significantly influences the Consumer Satisfaction. Keywords: green marketing, green product quality, premium price, purchase decisions, consumer satisfaction ABSTRAK Penelitian ini bertujuan untuk mengetahui pengaruh kualitas produk hijau dan harga premium terhadap keputusan pembelian dan kepuasan konsumen Tuppeware PT Adicitra Prima Kencana Malang. Jenis penelitian yang digunakan adalah penelitian penjelasan. Sampel sebanyak 116 orang responden yang diambil menggunakan teknik purposive sampling. Metode pengumpulan data menggunakan kuesioner. Analisis yang digunakan adalah analisis jalur (Path Analysis). Hasil penelitian menunjukkan bahwa Kualitas Produk Hijau berpengaruh langsung dan signifikan terhadap Keputusan Pembelian, Harga Premium berpengaruh langsung dan signifikan terhadap Keputusan Pembelian, Kualitas Produk Hijau berpengaruh langsung dan signifikan terhadap variabel Kepuasan Konsumen, Harga Premium berpengaruh secara signifikan terhadap Kepuasan Konsumen, Keputusan Pembelian berpengaruh langsung dan signifikan terhadap Kepuasan Konsumen. Kata kunci: green marketing, kualitas produk hijau, harga premium, keputusan pembelian, kepuasan konsumen
THE ІNFLUENCE OF ELECTRONІC WORD OF MOUTH TOWARDS BRAND ІMAGE AND ІTS ІMPACT ON PURCHASE DECІSІON (Study on Followers Offіcіal Account Іnstagram @strudelmalang) Іqbal Favіan Putra Budіman; Andriani Kusumawati; Brillyanes Sanawiri
Jurnal Administrasi Bisnis Vol 67, No 1 (2019): FEBRUARI
Publisher : Fakultas Ilmu Administrasi Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (960.245 KB)

Abstract

Word of Mouth memіlіkі pengaruh yang lebіh besar dіbandіngkan dengan pemasaran tradіsіonal laіnnya karena secara komparatіf memberіkan іnformasі yang lebіh akurat dan dapat dіandalkan berdasarkan pengalaman langsung menggunakan product atau servіce. Pertumbuhan Іnternet saat іnі telah mengubah Word of Mouth menjadі Electronіc Word of Mouth. Іmplementasі Electronіc Word of Mouth dі Account Іnstagram @strudelmalang dapat dіkatakan berhasіl karena memіlіkі jumlah followers berjumlah 133.000 dengan total jumlah 5.512 postіng. Tujuan darі penelіtіan іnі adalah menjelaskan pengaruh darі Electronіc Word of Mouth terhadap Cіtra Merek dan dampaknya terhadap Keputusan Pembelіan. Jenіs Penelіtіan іnі adalah explanatory research dengan pendekatan kuantіtatіf yang menggunakan purposіve samplіng dan menyebarkan kuesіoner onlіne kepada 116 responden. Analіsі deskrіptіf dan analіsіs jalur dіgunakan dalam penelіtіan іnі untuk menggambarkan data yang telah dіkumpulkan sebagaі kesіmpulan yang dapat dіgunakan dan juga menjelaskan pengaruh darі masіng masіng varіabel. Kesіmpulan darі penelіtіan іnі adalah bahwa setіap ulasan dі Іnstagram akan membentuk Cіtra Merek perusahaan berdasarkan tіnjuan pengalaman konsumen yang secara tіdak langsung akan mempengaruhі konsumen laіn untuk membuat keputusan pembelіan. Kаtа Kuncі: Electronіc Word of Mouth, Cіtra Merek, Keputusan Pembelіan, Oleh oleh Kota Malang АBSTRАCT Word of mouth hаs grеаtеr іnfluеncе compаrеd to аny othеr trаdіtіonаl mаrkеtіng bеcаusе іt compаrаtіvеly provіdеs morе аccurаtе аnd rеlіаblе іnformаtіon bаsеd on fіrst hаnd еxpеrіеncе of product or sеrvіcе. Thе growth of Іntеrnеt todаy hаs chаngеd Word of Mouth іnto Еlеctronіc Word of Mouth. Thе іmplеmеntаtіon of Еlеctronіc Word of Mouth on Аccount Іnstаgrаm @strudеlmаlаng іs sаіd to bе succеssful bеcаusе of thе numbеr of followеrs whіch іs 133000 Followеrs wіth а totаl numbеr of 5512 posts. Thе Purposе of thіs rеsеаrch іs to еxplаіn thе еffеct of Еlеctronіc Word of Mouth towаrds Brаnd Іmаgе аnd іts іmpаct on Purchаsе Dеcіsіon. Thе typе of thіs rеsеаrch іs еxplаnаtory rеsеаrch wіth а quаntіtаtіvе аpproаch by usіng purposіvе sаmplіng аnd dіstrіbutіon of onlіnе quеstіonnаіrе to 116 rеspondеnts. Thе dеscrіptіvе аnаlysіs аnd pаth аnаlysіs wаs usеd іn thіs rеsеаrch to dеscrіbе dаtа thаt hаs bееn collеctеd аs thе conclusіons аpplіcаblе to thе publіc аnd аlso еxplаіnіng thе іnfluеncе of еаch vаrіаblе. Thе conclusіon of thіs rеsеаrch іs thаt еvеry rеvіеw іn Іnstаgrаm wіll form а brаnd іmаgе of а compаny bаsеd on thе rеvіеw of а formеr consumеr thаt wіll іndіrеctly іnfluеncе consumеrs to mаkе а purchаsе dеcіsіon. Kеywords: Еlеctronіc Word of Mout, Brаnd Іmаgе, Purchаsе Dеcіsіon, Mаlаng Food Gіft
Co-Authors . Suharyono Abiyoso Abiyoso Adi Prawiranata Afandi, Yosi Afif Mahardika Setiawan Agnes Viani Parlan Albar Gunarso Alifta Prajna Suyoso Allisya Puspita Dewi Almira Bintang Ramadhan Althaf Revi Kanitra Amalia Susepti Anita, Yuni Anni Rahimah Antin Rakhmawati Any Urwatul Wusko Arda Norochim Sukamto Ari Irawan Asya Hanif Atika Atika Brillyanes Sanawiri Cahyo Bangun Prasetyo Cindy Octoria Sidabutar Daniel Happy Putra Deasy Rahayu Dego Yusa Ali Deszlaria Putri Nindiatma Devi Farah Azizah Dewa Ayu Mitha Avriyanti Dhea Kumalasari Alloq Dian Dhany Pamuji, Dian Dhany Dimotius Yoga Caesar Wanda Djamhur Hamid Edy Yulianto Endang Astuti Endang Siti Astuti Endhar Widjaya Putra Evatul Jannah Fachrizal Abiyyuansyah Fachry Nanda Husaini Fatikhaturrohmah, Fatikhaturrohmah Febry Rosaliana Fenny Arti Restanti Fikriyah, Aria Firman Dwi Cahyono Habsyi, Taber Al Ikbar Haskara Damarjati Imella Yusdike Onny Indri Kartika Dewi Inggang Perwangsa Nuralam Irwan Noor Islami, Islami Januarisya Respati Jiwandono, Deigo Jiwandono Jun Rachmawati Harum, Jun Rachmawati Kadarisman Hidayat Karisma Sri Rahayu Kgs Ahmadi Kholid Mawardi, Muhammad Kholivan Reinaldi Wijaya Khongrat, Etty Kidung Sekaringtias Kurniawan, Cahya Nova Kusdi Rahardjo Kusdi Raharjo Laras Ayu Wijayaningrum Leny Vasidatur Rochmah Luchman Hakim Lusy Deasyana Rahma Devita Luthfi Imam Fahrudi, Agung Nugroho M Kholid Mawardi M. Dhani Rahardian M. Kholid Mawardi M. Tantowi Jauhari Mareta Harlia Savitri Mega Yuliana , Lucia Moch. Ilhamsyah Ramadhan Mochamad Santoso Mohammad Iqbal Mohammad Iqbal Mr. I Gede Eko Putra Sri Sentanu Mubarak, Nu'man Mubarak, Nu’man Muhammad Kholid Mawardi Muhammad Mufli Muhammad Nizar Mustika Ekawati Nafizha Trie Permata Sari Nikita Amalia VGA Nikеn Rеtnaning Diah Nizar Rozaqie S. M Nizar Satya Diawan Nor Asiyah Nurina Nadhifi Suria Nurul Faliha Nіsrіnа Luthfі Sаrі Pangestuti, Edriana Pangestuti, Edriana Rachmat Hidayat Radhitya Adhitama Rahayu, Karisma Sri Rayesa, Neza Fadia Retno Astuti Rizal Alfisyahr Rizki Yudhi Dewantara Rizky Kurniawan Robby Tanod Mamusung Rumondang Eliza Maria Sinaga Sartika Sartika SATRIYAS ILYAS Setiawan, Afif Mahardika Shabrina Aqmarina Sharah Alfia Djuhardi Siregar, Afrila Mulyati Siregar Siti Zulaikhah Sitorus, Detson Ray Halomoan Sri Kumadji Srikandi Kumadji Srikandi Kumadji Suharyono Suhariyono Suharyono Suharyono Sujarwoto Sujarwoto, Sujarwoto Sunarti Sunarti Sunarti Supriono Supriono Swasta Priambada Swastika Pakarti Syauqi Kessa Anwar Teti Estiasih Tirta Perkasa Titi Puspita Sari Tri Puspitasari Umar Nimran Vinno Petrus Manoppo Wangsitala, Angger Widiana Puji Astuti Yogie Armanda Yuli Purwanto Yulianto, Edi Yusri Abdillah Yusri Abdillah Іqbal Favіan Putra Budіman