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All Journal Jurnal Ekonomi dan Kewirausahaan Jurnal Ekonomi dan Bisnis
Bianka Andriyani
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Analisis Pengaruh Electronic Word of Mouth melalui Instagram terhadap Brand Image dan Purchase Intention : Analisis Pengaruh Electronic Word of Mouth melalui Instagram terhadap Brand Image dan Purchase Intention Bianka Andriyani; Ni Made Fitriani; Conny Tjandra Rahardja
JURNAL EKONOMI DAN KEWIRAUSAHAAN Vol. 22 No. 1 (2022): Jurnal Ekonomi Dan Kewirausahaan: March
Publisher : Universitas Slamet Riyadi

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (574.99 KB) | DOI: 10.33061/jeku.v22i1.7619

Abstract

The purpose of this research is to analysis electronic word of mouth that affect brand image and purchase intention and brand image variabel that affect to purchase intention at Karsa Moyang. Sample of this research consist active Instagram users and followers Karsamoyang brand and there were 84 samples used. The data that was used in this research was primary data and selected by using purposive sampling method. The analytical method used is SEM Warppls by performing value calculation goodness of fit (inner model) and hypothesis test. Based on analytical result shows that electronic word of mouth affect brand image positively and significant. Electronic word of mouth variable affect purchase intention positively and significant. Brand image variable affect purchase intention positively and significant. Keywords: electronic word of mouth, brand image, purchase intention.
PENGARUH SOSIAL, BAURAN PROMOSI, KONDISI EKONOMI DAN KEUANGAN, SERTA GREEN SKINCARE LIFESTYLE TERHADAP KEPUTUSAN PEMBELIAN GREEN SKINCARE PRODUCT Bianka Andriyani
JURNAL EKONOMI DAN KEWIRAUSAHAAN Vol. 22 No. 04 (2022): Jurnal Ekonomi dan Kewirausahaan : December
Publisher : Universitas Slamet Riyadi

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

Penelitian ini bertujuan mengetahui pengaruh sosial, bauran promosi, kondisi ekonomi dan keuangan, serta green skincare lifestyle terhadap keputusan pembelian green skincare product. Sampel yang diambil dalam penelitian ini adalah sebanyak 217 responden. Analisis data dilakukan dengan menggunakan WarpPLS 5.0. Hasil penelitian ini menunjukkan semua variabel berpengaruh positif. Variabel pengaruh sosial, bauran promosi, kondisi ekonomi dan keuangan, serta green skincare lifestyle berpengaruh positif terhadap keputusan pembelian green skincare product.
Peranan Kualitas Produk dan Diskon Produk pada Pengaruh Live Streaming terhadap Perilaku Impulsive Buying pada Aplikasi TikTok Eriska Kurnia Arum; Algifari; Bianka Andriyani
Jurnal Ekonomi Dan Bisnis Vol 19 No 2 (2025): JEB Vol 19 No 2 Juli 2025
Publisher : LPPM STIE YKPN Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53916/jeb.v19i2.105

Abstract

The aim of this research is to examine the role of product discounts and product quality in the influence of live streaming on impulsive buying behavior within the TikTok application. This study employs a quantitative approach, collecting data through a questionnaire distributed via Google Forms to respondents aged 12 to 27 who are consumers of TikTok e-commerce. This research used 106 respondents as samples. The analysis results indicate that live streaming does not effect to impulsive buying on Gen Z in Yogyakarta. This research suggests that despite online sales through live streaming, the phenomenon of impulsive buying does not occur. Live streaming that implemented by e-commerce owners on TikTok has no effect to Gen Z's purchasing decisions, who tend to shop rationally while watching live streams. Additionally, the quality of products and discount products offered during live streaming does not moderate effects impulsive buying behavior to Gen Z in Yogyakarta.
Co-Authors Algifari Conny Tjandra Rahardja Eriska Kurnia Arum Ni Made Fitriani