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All Journal International Journal of Educational Review, Law And Social Sciences (IJERLAS) International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) International Journal of Social Science, Educational, Economics, Agriculture Research, and Technology (IJSET) Indonesian Journal of Business Analytics (IJBA) Proceedings of The International Conference on Business and Economics International Conference on Health Science, Green Economics, Educational Review and Technology (IHERT) ALWAQFU Jurnal Hukum Ekonomi dan Wakaf Journal of Business Management Majapahit Journal of Islamic Finance dan Management Majapahit Journal of Islamic Finance dan Management International Journal of Economics, Commerce, and Management International Journal of Economics and Management Sciences Bulletin of Engineering Science, Technology and Industry International Journal of Economics and Management Research
Endang Sulistya Rini
Unknown Affiliation
Religion Agriculture, Biological Sciences & Forestry 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 Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Social Sciences Other

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PROMOTION STRATEGY AND WORD OF MOUTH ON PURCHASE DECISIONS WITH BRAND AWARENESS AS A MODERATING VARIABLE ON BEZZIE MINI SOCCER Al Hilal Akbar Ferdynanda; Endang Sulistya Rini; Syahyunan
International Journal of Educational Review, Law And Social Sciences (IJERLAS) Vol. 5 No. 6 (2025)
Publisher : CV. RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/ijerlas.v5i6.4964

Abstract

This study aims to analyze the influence of promotional strategies and word of mouth on purchase decisions, with brand awareness as a moderating variable at Bezzie Mini Soccer. Competition in the sports industry, particularly in mini soccer field rentals, is becoming increasingly intense, requiring effective marketing strategies to sustain and enhance consumer purchasing decisions. The research adopts a quantitative approach through a survey method involving 85 respondents who have previously used Bezzie Mini Soccer's services. The data analysis technique employed is Structural Equation Modeling – Partial Least Square (SEM-PLS). The results indicate that both promotional strategies and word of mouth have a positive and significant effect on purchase decisions. Brand awareness also significantly influences purchase decisions and moderates the relationship between promotional strategies and word of mouth with purchase decisions. These findings highlight the importance of consistent promotion, positive recommendations, and strong brand awareness in shaping consumer purchasing behavior.
THE EFFECT OF PRICE AND WORD OF MOUTH ON PURCHASING DECISIONS WITH BRAND IMAGE AS AN INTERVENING VARIABLE AT WARKOP AGAM STABAT Fairuza Rikha Amri; Endang Sulistya Rini; Beby Karina Fawzeea Sembiring
Bulletin of Engineering Science, Technology and Industry Vol. 4 No. 1 (2026): March
Publisher : PT. Radja Intercontinental Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59733/besti.v4i1.165

Abstract

This study investigates the effects of price and word of mouth (WOM) on purchasing decisions, with brand image acting as an intervening variable. Conducted at Warkop Agam Stabat, a local coffee shop in Stabat, Indonesia, the study uses a quantitative research method involving primary and secondary data collection from 216 respondents. The data analysis includes descriptive statistics and Structural Equation Modeling (SEM). The findings reveal that price negatively affects both purchasing decisions and brand image, while WOM positively influences brand image but does not directly affect purchasing decisions. However, brand image significantly influences purchasing decisions and mediates the relationships between price, WOM, and purchasing decisions. This study contributes to the understanding of consumer behavior in the context of small local businesses.
Formulation of Strategies to Minimize Dropshipping Business Failure on Shopee Indonesia through the Business Model Canvas, SWOT Analysis, and TOWS Matrix Fani Al Vionita Rangkuti; Endang Sulistya Rini; Beby Karina Fawzeea Sembiring
International Journal of Economics and Management Research Vol. 5 No. 1 (2026): April: International Journal of Economics and Management Research
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/ijemr.v5i1.692

Abstract

The rapid growth of e-commerce in Indonesia has increased business actors’ interest in the dropshipping business model, particularly on the Shopee platform. Although this model offers operational convenience and relatively low capital requirements, the failure rate of dropshipping businesses remains high due to dependence on suppliers and affiliates, fluctuations in promotional costs, and the dynamic nature of platform algorithms. This study aims to formulate strategies to minimize dropshipping business failure on Shopee Indonesia through the integration of the Business Model Canvas (BMC), SWOT analysis, and the TOWS Matrix. This research employs a descriptive qualitative approach, with data collected through in-depth interviews with active dropshipping practitioners on Shopee Indonesia. The data were analyzed by mapping the nine elements of the Business Model Canvas, identifying internal and external factors using SWOT analysis, and formulating strategic alternatives through the TOWS Matrix. The findings indicate that the existing dropshipping business model functionally fulfills all nine blocks of the Business Model Canvas; however, it still faces key weaknesses, including high dependence on external parties, substantial promotional cost burdens, and risks arising from changes in platform policies. The integration of SWOT and TOWS analyses generates SO, WO, ST, and WT strategies that emphasize service quality enhancement, optimization of digital marketing, utilization of automation technologies, supplier diversification, and more efficient cost management. This study concludes that the integration of the Business Model Canvas, SWOT analysis, and the TOWS Matrix represents an effective strategic approach to enhancing business stability, competitiveness, and sustainability within the Shopee Indonesia marketplace ecosystem
THE EFFECT OF INSTITUTIONAL IMAGE AND EDUCATIONAL COST ON STUDENTS' INTEREST IN STUDYING AT NAMIRA MADINA HEALTH COLLEGE WITH BRAND TRUST AS AN INTERVENING VARIABLE Lidya Kesuma Sari; Endang Sulistya Rini; Beby Karina Fawzeea Sembiring
Bulletin of Engineering Science, Technology and Industry Vol. 4 No. 1 (2026): March
Publisher : PT. Radja Intercontinental Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59733/besti.v4i1.174

Abstract

This study aims to determine the effect of institutional image and educational cost on student interest through brand trust. This is an associative study, and the data used are quantitative. The data were obtained from primary and secondary data. The analytical methods used were descriptive statistical analysis and structural equation modeling. The population and sample in this study consisted of 297 members of the Mandailing Natal Regency generation Z community. The sampling technique used was accidental sampling. The results of this study indicate that institutional image has a positive and significant effect on brand trust, institutional image has a positive and significant effect on student interest, educational cost has a negative but insignificant effect on student interest, educational cost has a negative and significant effect on brand trust, brand trust has a positive and significant effect on student interest, institutional image has a positive and significant effect on student interest through brand trust, and educational cost has a negative and significant effect on student interest through brand trust among the Gen Z community in Mandailing Natal Regency.
Co-Authors Adinda Nadila Azhari Al Hilal Akbar Ferdynanda Amlys Syahputra Silalahi Amrin Fauzi Andrio Bukit Annisa Amelia Aprianta Raskami Sembiring Aris Handiyoko Sibuea Beby Karina Fawzeea Sembiring Clarisa Felicia Dhery Wiranata Surya Elfa Yolanda Endang Setiawati Erman Munir Erwin Sahat Mora Pardede Euodia Grace Maranatha Evawany Yunita Aritonang Fadli Fadli Hazmi Fairuza Rikha Amri Fani Al Vionita Rangkuti Gita Ayu Lestari Hartini Pratiwi Pane Indah Ardhina Oktaria Indi Ade Fitri Koto Irma Zulhana Koto Iskandar Muda Lidya Kesuma Sari Linda Trimurni Maas Maulidina Yuliani May Friska Yuliani Saragih Mufida Sari Muhammad Ismuroji Natari, Dian paham ginting Parapat Gultom Petrus Lajor Ginting Prihatin Lumbanraja Rahmadani Raja Palti Tambunan Ramadhan Nurmuhammad Riki Riduansyah Rambe RINDI SHARIFA Rival Irwanson Damanik Ronald Sibuea Shabrina Tifani Stifani Emerta Perangin-angin Suci Chasara Nasution Suci Veny Beauty Sugih Arto Pujangkoro Sugiharto Syafrizal Helmi Situmorang Syafrzal Helmi Situmorang Syahyunan Wibowo, Rulianda P. Windi Puspita Dian Sari Hasibuan Wisnu Agus Harmawan Yeni Absah Youanita Tri Sevanya Damanik Yudha Yustiasa Zharifah Putri Masturah Hasibuan