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Vidyarini Dwita
Universitas Negeri Padang
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Journal : Marketing Management Studies

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The effect of experiential quality, experiential value and image in increasing experiential satisfaction and revisit intention Herru Sugandi; Vidyarini Dwita
Marketing Management Studies Vol. 2 No. 2 (2022): Marketing Management Studies
Publisher : Universitas Negeri Padang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24036/mms.v2i2.284

Abstract

The purpose of this study was to analyze the effect of experiential quality, experiential value and image in increasing experiential satisfaction and revisit intention at the ABG Lubuk Minturun Swimming Pool. The population in this study were all people who had visited the ABG Lubuk Minturun Swimming Pool, the number of which was not known with certainty. While the number of samples in this study amounted to 170 respondents using purposive sampling method. The analytical technique used is SEM analysis using smart PLS3. The results of the study are (1) There is a significant effect between experiential quality and experiential satisfaction. (2) There is no significant effect between experiential value and experiential satisfaction. (3) There is a significant and positive effect between image and experiential satisfaction. (4) There is a significant and positive effect between experiential satisfaction and revisit intention. (5) There is a significant and positive effect between experiential quality and revisit intention. (6) There is a significant and positive effect between experiential value and revisit intention. (7) There is no significant effect between image and revisit intention.
The The influence of digital content marketing on E-WOM with social impact transfer as mediation for Rendang business owners in Padang City Mutiara Zorena Rezky; Vidyarini Dwita
Marketing Management Studies Vol. 2 No. 3 (2022): Marketing Management Studies
Publisher : Universitas Negeri Padang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24036/mms.v2i3.74

Abstract

This study aims to analyze how the influence of Digital Content Marketing with its dimensions include information content, entertainment content, social interaction and own experience on electronic word of mouth communication in rendang culinary food business actors with the social impact of transfer as a mediating variable (the object of the study on Instagram rendang Asese). The method used is quantitative. The population is all customers who follow Rendang Asese's Instagram account and customers who have recommended others to visit Rendang Asese shopping. The research sample was 150 respondents. This research was conducted using the smart PLS 3.0 software using the structural equation model (SEM) test. The results of this study include: (1) Information content has a significant effect on Social Impact Transfer (2) Entertainment Content has a significant effect on Social Impact Transfer (3) Social interaction has a significant effect on Social Impact Transfer (4) Self-experience has a significant effect on Social Impact Transfer (5) Social Impact Transfer has a significant effect on electronic word of mouth communication (6) Information content has a significant effect on electronic word of mouth communication with Social Impact Transfer as a mediating variable (7) Entertainment Content has a significant effect on electronic word of mouth communication with Social Impact Transfer as a mediating variable ( 8) Social interaction has a significant effect on electronic word of mouth communication with Social Impact Transfer as a mediating variable (9) Self-experience has a significant effect on electronic word of mouth communication with Social Impact Transfer as a mediating variable
BTS celebrity endorser and consumer purchase intentions: the mediating impact of attitudes toward ads in Padang City: * Tesa Febrina; Vidyarini Dwita
Marketing Management Studies Vol. 3 No. 3 (2023): Marketing Management Studies
Publisher : Universitas Negeri Padang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24036/mms.v3i3.405

Abstract

This research was conducted with the aim of analyzing and knowing the influence of BTS as a celebrity endorser on consumer buying interest in Tokopedia by mediating attitudes towards advertisements in the city of Padang. This type of research is done is quantitative research. The population of this study is the people of Padang who know BTS and have seen BTS advertisements on Tokopedia with a sample size of 225 people or respondents. In this study, an analysis was carried out using SEM PLS with SmartPLS 4.0 Software. the results of this research show that (1) Celebrity endorsers have a positive and significant effect on Purchase Intentions, (2) Celebrity Endorsers have a positive and significant effect on attitudes towards advertising, (3) attitudes towards advertising have a positive and significant effect on consumer purchase intentions ,(4)celebrity Endorser has a positive and significant effect on purchase intention with attitudes toward advertising as a mediating variable.
Co-Authors Anita Mawarni Hani Maisyarah Batubara Hendrik Heri Sandi Herru Sugandi Kendis Anwar Kristiana Astuti Megawati Megawati Melika Naifah Antoni Muhammad Alif Dio Ramadhan Mutiara Zorena Rezky Nadhila Sari Risa Khairani Susi Evanita Syamsul Amar Tasnidar Tasnidar Tasnidar Tesa Febrina Yunia Wardi