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All Journal Jurnal Ekonomi Jurnal Online Mahasiswa (JOM) Bidang Ilmu Ekonomi PROCEEDING ICTESS (Internasional Conference on Technology, Education and Social Sciences) IJEBA (International Journal of Economic, Business & Applications) Jurnal Manajemen Pemasaran dan Perilaku Konsumen West Science Business and Management Journal of Management Accounting, Tax and Production
Deny Danar Rahayu
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Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences

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The Influence of Social Media Marketing and Electronic Word of Mouth on Brand Image and Purchase Intention with Ventela Shoe Products in Pekanbaru City Farhan, Muhammad Farhan; Rahayu, Deny Danar; Pratiwi, Dian
International Journal of Economic, Business & Applications Vol. 9 No. 2 (2024): International Journal of Economic, Business and Applications
Publisher : Program Pascasarjana, Universitas Riau

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31258/m5bnaa16

Abstract

The rapid development of the fashion world has attracted a lot ofpublic attention, especially among teenagers who want to lookattractive. Shoes are one of the most famous fashion trends, asevidenced by the creation of various models and types of shoes sold onthe market. Therefore, shoe industry companies offer affordableprices, have a good brand image, and are able to provide satisfactionto consumers. This study was conducted to determine the influence ofsocial media marketing and electronic word of mouth on brand imageand purchase intention with ventela shoe products in pekanbaru city.The population in this study were all consumers who were interestedin making purchases on the Ventela shoe brand who were domiciled inPekanbaru City with a sample size of 100 people. The data collectiontechnique in this study used a questionnaire with a quantitativemethod. The analysis tool used in this study was Path Analysis usingthe SPSS 26 application. The results of the study showed that 1. SocialMedia Marketing had a positive and significant effect on Brand Image;2. electronic Word Of Mouth had a positive and significant effect onBrand Image; 3. Social Media Marketing had a positive and significanteffect on purchase intention; 4. electronic Word Of Mouth has apositive and significant effect on purchase intention; 5. Brand Imagehas a positive and significant effect on purchase intention; 6. BrandImage is able to mediate the influence of Social Media Marketing onpurchase intention; 7. Brand Image is able to mediate the influence ofelectronic Word Of Mouth on purchase intention
The Effect of Green Product and Price on Brand Image and Buying Interest of Gesits Electric Motorcycle in Pekanbaru City Alhadi, Hafizh; Jushermi, Jushermi; Rahayu, Deny Danar
West Science Business and Management Vol. 3 No. 03 (2025): West Science Business and Management
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsbm.v3i03.2039

Abstract

This study aims to examine the influence of Green Product on Purchase Intention of Gesits electric motorcycles in Pekanbaru, with Brand Image as an intervening variable. The population of this research consists of residents of Pekanbaru City who are aware of the Gesits electric motorcycle brand but have never purchased one. Sampling was conducted using non-probability sampling techniques with the Lemeshow formula, resulting in a sample size of 100 respondents. The data analysis method employed Partial Least Square-Structural Equation Modeling (PLS-SEM) using SmartPLS software version 4.1.1.1. The results indicate that Green Product has no direct or indirect effect (through Brand Image) on Purchase Intention. However, Green Product significantly influences Brand Image. Meanwhile, Price has a direct effect on Purchase Intention and Brand Image but does not indirectly influence Purchase Intention (through Brand Image). Brand Image itself does not significantly affect Purchase Intention. These findings provide strategic implications for Gesits in formulating marketing strategies, particularly in strengthening brand positioning through Green Product and Price aspects, even though Brand Image has not yet been a determining factor for Purchase Intention. This study emphasizes the importance of a holistic approach in developing effective marketing strategies for Gesits electric motorcycles.
Co-Authors ', Jushermi Adithya Fajar Yufizar Ahi Furwanti Alwie Albar, Muhammad Fachri Alfin Saputra, Alfin Alhadi, Hafizh Alvi Furwanti Ahvie Bayu Rosyahdi Benny Saputra Boby Setiawan Putra Dewita Suryati Ningsih Dian Pratiwi Farhan, Muhammad Farhan Heru Soendoro Jushermi ' Jushermi -, Jushermi Jushermi Jushermi Jushermi Jushermi, Jushermi Lusi Tri Hadiningsih Muhammad Arif Rendra Wasnury Saputra, Dana Sari, Siska Anggun Savira, Dilla Sri Restuti Susyenni Wanti Taufik, Muhammad Teza Taufiqurrahman ' Zulkarnain Zulkarnain