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Renny Risqiani Roesman
Universitas Trisakti, Indonesia
Economics, Econometrics & Finance

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FENOMENA PENGGUNAAN MEDIA SOSIAL DAN PENGARUH TEMAN SEBAYA PADA GENERASI MILENIAL TERHADAP KEPUTUSAN PEMBELIAN Wikan Wiridjati; Renny Risqiani Roesman
Jurnal Manajemen dan Pemasaran Jasa Vol. 11 No. 2 (2018): September
Publisher : Lembaga Penerbit Fakultas Ekonomi dan Bisnis

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (803.21 KB) | DOI: 10.25105/jmpj.v11i2.2950

Abstract

The purpose of this study is to expand research on purchasing decisions by millennial generation. For this purpose, this study empirically examines the influence of social media and peer influence directly on the purchase decision and indirectly through electronic word-of-mouth. The purposive sampling technique was used, the object of this research involves millennial generation with age criteria between 18 years to 35 years. The research is done by spreading questionnaires to 300 people with 75% respond rates. Structural equation modeling was used to examine the proposed model. Social media usage and peer influence have positive impact on purchase decision involvement and electronic word of mouth plays vital mediating role in this context. The result shows there is no significant effects from peer influence to the purchase decision, but there is significant effects from social media usage and electronic word of mouth. The most significant is coming from the electronic word of mouth. Engaging millennial generation consumers with social media campaigns and mobile technology development, such as Facebook ads, pages like ads, or ads on youtube can increase the value of purchasing decisions. Marketers need to pay attention to the mixed effects of using social media and eWOM.
PENGARUH COGNITIVE DAN AFFECTIVE ONLINE SHOPPING EXPERIENCE TERHADAP E-LOYALTY PADA GENERASI MILLENIAL YANG BERBELANJA DI SITUS BELANJA ONLINE Ida Farida; Renny Risqiani Roesman
Jurnal Manajemen dan Pemasaran Jasa Vol. 12 No. 2 (2019): September
Publisher : Lembaga Penerbit Fakultas Ekonomi dan Bisnis

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (4525.105 KB) | DOI: 10.25105/jmpj.v12i2.4714

Abstract

The purpose of this study is to examine the effect of online customer shopping experience on electronic satisfaction, electronic trust and electronic loyalty. The online customer experience is divided into cognitive and affective online shopping experiences. Data was collected from 143 respondents. The Structural Equation Model method is used to analyze data using hypothesis testing.The results showed that the state of cognitive experience had a strong influence on e-satisfaction but the state of affective experience did not have a significant effect on e-satisfaction. E-satisfaction has a significant influence on electronic trust and loyalty.The managerial implications of this research is that e-satisfaction plays an important role in building consumer trust and loyalty. To build e-satisfaction, the perceived customer experience is necessary especially the experience that comes from experiential cognitive state obtained customer. The limitations of this study are in terms of numbers that are less representative so that further research is expected to expand the area used as the object of study and increase the number of respondents to the study so that the results obtained are expected to be better. 
Co-Authors Ida Farida Wikan Wiridjati