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All Journal Trikonomika: Jurnal Ekonomi Journal of Educational Science and Technology Edukasi: Jurnal Pendidikan dan Pengajaran AdBispreneur International Journal of Artificial Intelligence Research IJBE (Integrated Journal of Business and Economics) Jurnal Office Ekono Insentif Jurnal Soshum Insentif Majalah Ilmiah UNIKOM Jurnal Manajemen Informatika PengabdianMu: Jurnal Ilmiah Pengabdian kepada Masyarakat Jurnal Pengabdian Dharma Laksana International Journal of Economics Development Research (IJEDR) PINISI Discretion Review International Journal of Educational Administration, Management, and Leadership JURPIKAT (Jurnal Pengabdian Kepada Masyarakat) Jurnal Ekonomi Efektif Jurnal PkM (Pengabdian kepada Masyarakat) Cakrawala: Jurnal Ekonomi, Manajemen dan Bisnis Multidisciplinary Indonesian Center Journal Jurnal Riset Multidisiplin Edukasi Indonesian Journal of Social Science and Education
Dadang Munandar
International Women University, Bandung, Jawa Barat, Indonesia
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Dentistry Earth & Planetary Sciences Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Public Health Social Sciences Other

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Journal : International Journal of Artificial Intelligence Research

 1 
The Role of Digital Marketing, Influencer Marketing and Electronic Word of Mouth (eWOM), on Online Purchase Decisions for Consumers of Private University Students in Bandung West Java Dadang Munandar
International Journal of Artificial Intelligence Research Vol 6, No 1.2 (2022)
Publisher : STMIK Dharma Wacana

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (214.513 KB) | DOI: 10.29099/ijair.v6i1.298

Abstract

The purpose of this study is to analyze the relationship of digital marketing to online purchasing decisions, Influencer Marketing to online purchasing decisions, electronic word of mouth (eWOM) to online purchasing decisions on consumers of private university students in Bandung. A quantitative approach is used in this study. This study used an online questionnaire as a primary data collection tool. Data were analyzed using descriptive statistical analysis, and PLS-PM (Partial Least Square-Path Modeling) with SmartPLS 3.0 software. The analysis was carried out on two submodels, namely the measurement model or the outer model and the structural model (structural model) or the inner model. The outer model shows how the manifest variable represents the latent variable it measures, while the inner model shows the power of estimation between latent variables. Goodness of fit structural model in PLS analysis is in the form of predictive-relevance value (Q2), which is calculated based on the coefficient of determination (R2) of each endogenous variable. Objects that will be used as respondents in this study are consumers who use e-commerce, namely consumers of private university students in Bandung. The variables observed in this study were digital marketing, influencer marketing and e-WOM. The number of samples was 190 consumer respondents from private universities in Bandung, the sampling technique used was purposive sampling. The respondent's criteria is that they have transacted using e-commerce. Collecting data by distributing questionnaires conducted online through social media to respondents. The results of this study are digital marketing has a positive effect on online purchasing decisions, Influencer marketing has a positive effect on online purchasing decisions, Electronic Word of Mouth (eWOM) has a positive effect on online purchasing decisions. 
The Influence Of Brand Image, Promotion And Product Quality On Purchase Decisions For Ardeponds Indonesia (Case Study Of Ardeponds Indonesia Skincare In Pulogadung District) Yusuf Suhardi; Dadang Munandar; Dian Surya Sampurna; Meita Pragiwani; Diana Diana
International Journal of Artificial Intelligence Research Vol 8, No 1.1 (2024)
Publisher : STMIK Dharma Wacana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29099/ijair.v8i1.1.1193

Abstract

The aim of this research is to determine the influence of brand image, promotion and product quality on purchasing decisions at Ardepons Indonesia in Pulogadung District, Jakarta. The research used is quantitative with the research strategy used by researchers being an associative strategy. This research uses primary data by distributing questionnaires to 97 Ardepons user respondents. The sampling technique used was non-probability sampling. The data processing method in this research uses validity testing, reliability testing, partial and simultaneous determination. This research tests the hypothesis using the SPSS Version 25 application. The results of this research show that the processing results areBrand image has a positive and significant effect on Ardepons purchasing decisions. Promotions have no effect on purchasing decisions for the Ardepons brand. Product quality has a positive and significant effect on purchasing decisions. Brand image, promotion and product quality simultaneously have a positive and significant effect on purchasing decisions for Ardepons Cosmetics.
Co-Authors A. Jajang W. Mahri Affan Neskisyah Ramadhan Agus Nursikuwagus Agus Nursikuwagus Ananda, Fajar Rezeki Anto Purwanto Assaf, Rizka Aula Banyu Saputra Billy Reihan Yusuf Cahyati, Tetet Denok Sunarsi Dewi Indriani Jusuf Diah Pudjiastuti Dian Surya Sampurna Diana Diana Fitri Annisa Rachmah Hikmat Hikmat, Hikmat Izzatusholekha Jasmani Jasmani Juliana Juliana Kartika Indah Permanasari Kristin Nurhayati Magdalena Karismariyanti Manan Sailan Marliana Budhiningtias Winanti Marliana Budhiningtias Winanti Mauluddin, Syahrul Meita Pragiwani Minda, Tania Ayu Mohsin Mohsin Mulyadi Suhardi Nabiha Khan Nasib Nawawi, Muhamad Nina Kurnia Hikmawati Putri, Sheila Kurnia R. Amalina Dewi Kumalasari Raeni Dwi Santy Rangga Sidik Rifa Mutiara Rindi Tri Utami Rizki Zulfikar Sabila Azzahra Rahmani Sidik, Rangga Sindi Setiawati Siti Kurnia Rahayu Sopi Nurdini Sri Dewi Anggadini Syahrul Mauluddin Syahrul Mauluddin Syahrul Mauluddin Syaifuddin Syaifuddin Umi Narimawati Umi Narimawati Utami, Suci Aprilliani Wati Aris Astuti Wentri Merdiani Winantia, Marliana Budhinigtias Yadi Mulyadi Rohman Yoki Oktorian Sukardi Yusniar Lubis Yusuf Suhardi