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All Journal JURNAL MANAJEMEN DAN AKUNTANSI Jurnal Inspirasi Pendidikan Journal of Economics, Business, & Accountancy Ventura JAM : Jurnal Aplikasi Manajemen JURNAL ILMU EKONOMI & SOSIAL IMAGE Sistem : Jurnal Ilmu-Ilmu Teknik Equilibrium: Jurnal Ilmiah Ekonomi, Manajemen dan Akuntansi Jurnal Manajemen STIE Muhammadiyah Palopo Forum Ekonomi : Jurnal Ekonomi, Manajemen dan Akuntansi Inovasi : Jurnal Ekonomi, Keuangan, dan Manajemen Journal of Socioeconomics and Development Conference on Innovation and Application of Science and Technology (CIASTECH) International Journal of Supply Chain Management Procuratio : Jurnal Ilmiah Manajemen MANAJEMEN DEWANTARA International Journal of Economics, Business and Accounting Research (IJEBAR) Jurnal Ners Jurnal Manajemen dan Bisnis Kreatif JIM (Jurnal Ilmu Manajemen) GUYUB: Journal of Community Engagement Adbis : Jurnal Administrasi dan Bisnis Jurnal Manajemen Sains dan Organisasi (JMSO) TAMWIL: Jurnal Ekonomi Islam Jurnal Cakrawala Ilmiah Bulletin of Management and Business Widyagama National Conference on Economics and Business (WNCEB) Indonesian Journal of Multidisciplinary on Social and Technology Pusat Publikasi Ilmu Manajemen Master Manajemen TGO Journal of Community Development Jurnal Pengabdian Nasional (JPN) Indonesia Clean and Sustainable Production Jurnal Ilmiah Bisnis dan Ekonomi Asia (Jibeka) Jurnal Ekonomi, Manajemen, Akuntansi Journal of Management Research and Studies International Journal of Economics and Management Research
Rahayu Puji Suci
Universitas Widyagama Malang
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mechanical Engineering Medicine & Pharmacology Nursing Public Health Social Sciences Transportation Other

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Journal : IMAGE

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Mengungkap Peran Minat Beli: Mediasi antara Citra Merek dan Viral Marketing dalam Mendorong Keputusan Pembelian Azis, Santika Abd; Suci, Rahayu Puji; Zulkifli, Zulkifli; Iswari, Hanif Rani
Image : Jurnal Riset Manajemen Vol 11, No 2 (2023): Image : Jurnal Riset Manajemen
Publisher : Universitas Pendidikan Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.17509/image.2023.022

Abstract

This research discusses the decline in purchasing decisions at Deliwafa Store Malang Branch in the last few months, as an indication of changes in consumer purchasing behavior which can have an impact on overall business performance. The focus of the research is the influence of brand image and viral marketing on purchasing interest, as well as the implications for purchasing decisions. The research method used is quantitative with explanatory research type, using smart partial least squares (PLS) for data analysis. The research results show that brand image does not have a positive and significant influence on purchasing decisions, while viral marketing and purchase interest have a positive and significant influence on purchasing decisions. This highlights the important role of viral marketing and purchase intention in influencing consumer purchasing decisions, and suggests that brand image may not be the only determining factor in the purchasing process.
Co-Authors . Suwarta Achmad Yusuf Budianto Adawiyah, Rubiatul ADHITIA PRATAMA PUTRA Aditya Nugroho Adya Hermawati Agus Purnomo Sidi Ainun, Siti Nur Aloysius Ray Julian Kusdiantoro Amelia Lalompoh Amir Faisol Ana Agutina Ana Sopanah, Ana Anak Agung Istri Diah Jayanti Andika Ralunan Andriani, Della Anjaningrum, Widiya Dewi Anul, Klemensia Arie Chrisdianto arie chrisdianto Arief Purwanto Arif Subagiyo Aulia, Elcyntha Aura Chaerani Aurelia Jedina Awen Tammah Azis, Santika Abd Briyan Saka Widyatna Buwana, Sudibyo Aji Narendra Cahyawisesa Sri Rama Atmaja Choirul Anam Choirul Anam AM Diponegoro chrisdianto, arie Daiva Permana Della Andriani Dewi Oktavia Putri Dharmayanti PH Dharmayanti Pri Handini ERWIN TAHIR exvan fajar bismart Gunarianto Gunarianto Handini, Dharmayanthi Pri Hanif Rani Iswari Heni Pujiastuti I Nengah Tamba I Wayan Purwa Ika Fatma Yulia Winda Jayanti INDAH DEWI NURHAYATI Intyas, Yekti Irfan Fatoni Jaime Gusmao Kartika Dewi S. S. Karyanto, Budi Khairul Khairul, Khairul Kirana, Prambayu Candra M. Rizki Satria Hutama Marlin Intopiana Mochammad Risky Moerjati Moerjati MOHAMMAD FAROM JUNIARYSAH MUH ASDAR Mukhlis H Mas'ud Mulyono Muryati Muryati Muryati Nasharuddin Mas Nasharuddin Mas Nasharuddin Mas Nasharuddin Mas nasharudiin mas Nasharudin Mas Niken Paramita Nova Risdiyanto Ismail Novita, Fira Nur Rasuna Intan Nurul Fadlilah Ony Devita Sintyasari Prasetyo, Rosyid R.Arif Suharsono RADITYO PUTRO ARSONO Raeny Purnamasari Rahayu, Yekti Intyas Rani Rahmadani Rebeca Rebeca Reynata, Irvan Candra Riansyah, Arlis Risky, Mochammad Riza Bahtiar Sulistyan Ruhmawati Sarbini Sarbini, Sarbini Sari Wahyuni Setiawan, Roni Aldi sidarman sidarman SITI AISAH Siti Aisah Sodik Sodik, Sodik Soedjono Soedjono Soedjono Soedjono Sudibyo Aji Narendra Buwana Suhermin, Suhermin Supriyadi, Ana Sopanah Survival survival survival Suwarta Suwarta Suwarta Suwarta Syafruddin Syafruddin Syamsul Bahri Syamsul Bahri Tantrianingrum, Trisnurini TJUTJUK HARDIANTO Triyonowati Triyonowati Ulfi Alifatu Solihah Verdiyanata, Jimmi Febri Wahju Wulandari Wahyu Sri Winarni Widiya Rahmawati Widyatna, Briyan Saka Yekti Intyas Rahayu Yekti Intyas Rahayu Yogatama, Ahmad Nizar Yosep, Charles Zulkifli Zulkifli Zulkifli Zulkifli Zulkifli