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All Journal JIKI Jurnal Computech & Bisnis (e-Journal) WARTA Promotif: Jurnal Kesehatan Masyarakat IJMS - Indonesian Journal on Medical Science Jurnal Kreativitas PKM JRA: Jurnal Riset Akuntansi Care : Jurnal Ilmiah Ilmu Kesehatan Jurnal Ners Jurnal Ilmiah Manajemen Kesatuan Jurnal Kebidanan Indonesia Infokes : Jurnal Ilmiah Rekam Medis dan Informasi Kesehatan Jurnal Pengabdian kepada Masyarakat Nusantara Kresna: Jurnal Riset dan Pengabdian Masyarakat Jurnal Akuntansi dan Keuangan Nusantara Journal of Behavioral and Social Science INDOGENIUS Jurnal Ilmiah Kesehatan Masyarakat Sehat Rakyat: Jurnal Kesehatan Masyarakat Empowerment Journal Indonesian Journal on Medical Science (IJMS) Jurnal Pengabdian dan Pengembangan Masyarakat Indonesia Prosiding University Research Colloquium Jurnal Informasi, Perpajakan, Akuntansi, dan Keuangan Publik Aurelia: Jurnal Penelitian dan Pengabdian Masyarakat Indonesia Journal of Education Technology Information Social Sciences and Health ASJN (Aisyiyah Surakarta Journal of Nursing) Gaster Innovative: Journal Of Social Science Research Jurnal Pengabdian Kolaborasi dan Inovasi IPTEKS JAKBS Neraca: Jurnal Ekonomi, Manajemen dan Akuntansi Jurnal Akuntansi, Keuangan, Perpajakan dan Tata Kelola Perusahaan Journal of Business Management and Islamic Banking Al-Ihtiram: Multidisciplinary Journal of Counseling and Social Research Ruang Komunitas : Jurnal Pengabdian Masyarakat Journal of Citizen Research and Development Indonesian Journal of Emerging Trends in Community Empowerment J-CEKI Ulil Albab PESHUM Tamilis Synex: Multidimensional Collaboration RANGGUK: Jurnal Pengabdian Kepada Masyarakat AICOS
Endah Sri Wahyuni
Universitas 'Aisyiyah Surakarta
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Journal : Jurnal Computech

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The Role Of Electronic Word Of Mouth In Improving Product Purchase Decisions Which Social Media Activities, Easy Transactions, Product Quality, And Giveaway Promotions At The Kerinci Chic Shoes Store influence Sarmigi, Elex; Rahayu, Sri; Arum, Enggar Diah Puspa; Wijaya, Rico; Wahyuni, Endah Sri
Jurnal Computech & Bisnis (e-journal) Vol. 18 No. 1 (2024): Jurnal Computech & Bisnis (e-Journal)
Publisher : LPPM STMIK Mardira Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56447/39qn9g83

Abstract

This research aims to determine whether social media activities, ease of transactions, product quality, and giveaway promotion can influence purchasing decisions directly or indirectly mediated by electronic word of mouth (E-WOM). This research uses a quantitative approach with primary data collected with the help of an online questionnaire using Google Forms. The population of this research is Chic Shoes Shop customers, with a sample of 104 buyers. This research data was analyzed using the Structural Equation Model (SEM) using the SmartPLS 3.2.9 application. This research found that product quality directly positively and significantly affects purchasing decisions. Meanwhile, social media activities, ease of transactions, giveaway promotions, and word of mouth cannot influence purchasing decisions directly. This research also found that social media activities, product quality, and giveaway promotion positively and significantly affected E-WOM. In contrast, ease of transactions did not significantly affect purchasing decisions directly. This research also found that E-WOM cannot mediate the relationship between social media activities, product quality, ease of transactions, and giveaway promotion on purchasing decisions.
Co-Authors Aginanda, Lucky Agustin, Cahya Tri Aini, Septya Wahyu Nur Alivia Ayu Kurniawati Aprillida, Thasya Areta, Paramesti Ari Sapti Mei Leni Arief, Rachmat Ashari, Annisa Diyah Azhar Azhar Azhar Azzahra, Aulia Firly Baihaqi, Ahmad Noval Bambang Purwoko Belligo Agra Bustami Bustami Bustami Bustami, Alek Wissalam Bustami, Yuserizal Cantika O, Azzahra Amanda Chandra Wisnu Utomo Christina Dwi Astuti Desiana Desiana Desiana, Desiana Dewi, Diah Dhea Radiza Septiananda Dini Ika Mawarni Djunita Permata Indah Eka Putra Enggar Diah Puspa Arum Evantrius Situmorang Fatma Kusuma Mahanani, Fatma Kusuma Fauziah, Nur Alfi Febrinawati, Annisa Tito Fitria, Sri Gutari, Adinda Handayawati, Setyorini Harahap, Samsul Bahry Hellen Febriyanti Hermawati Hermawati Hermawati Ida Nurwati Ika Silvitasari Ikhsan, Maulida Nur Ikrima Rahmasari Indarwati Indarwati Indarwati, I Irma Mustika Sari Karpriana, Angga P. Kevin Seand Kiki Griffit Jesita Kharisma, Intan Khuljanah, Mifta Laksmiwati, Mia Mahabbati, Suci Mahendra, Arya Bagus Maryatun Maryatun, M MELYANA OKTA APRIANI Mifta Khuljanah Mike Chelsea Nadimah, Amellia Rahma Nilda, Elvi Prastiwi, Rischa Dwi Prayogo, Imam Putri, Riska Amalia Qodariah Rahmasari, Ikrima Ramadhani, Karisma Dian Ramadhani, Syafira Rizqi Ramadhani, Tasya Rachma Retno Fuji Oktaviani Rianasari, Dewi Rico Wijaya Z Rini Widarti Rinny Meidiyustiani Robbayani Robbayani, Robbayani RR. Ella Evrita Hestiandari Saputri, Maezaroh Afifah Sari, Nawang Sari, Winda Rossinta Septi Handayani, Wuri Soeresmi, Soeresmi SRI RAHAYU Sumanti, Eva Sunarsih Sunarsih Syamsarina, Syamsarina syukrawati, syukrawati Tiara, Tiara Tri Hastuti Triana Anggraini umi barokah W Wahyuni Wahyumi Ekawanti Wahyuni, W. Wardani, Anastasya Yuntia Eka Widyaningsih Widyaningsih, Widyaningsih Zara Fadhilla Firdaus