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All Journal Jurnal Aplikasi Bisnis dan Manajemen (JABM) E-Journal JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis dan Inovasi Universitas Sam Ratulangi) CAPITAL: JURNAL EKONOMI DAN MANAJEMEN EQIEN - JURNAL EKONOMI DAN BISNIS YUME : Journal of Management Abdi Masyarakat Community Development Journal: Jurnal Pengabdian Masyarakat Edu Society: Jurnal Pendidikan, Ilmu Sosial dan Pengabdian Kepada Masyarakat Kalianda Halok Gagas Jurnal Pengabdian Masyarakat dan Riset Pendidikan MUHKAL: Jurnal Pengabdian Kepada Masyarakat Journal of Innovative and Creativity
Egi Radiansyah
Sekolah Tinggi Ilmu Ekonomi Muhammadiyah Kalianda
Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Health Professions Languange, Linguistic, Communication & Media Mathematics Public Health Social Sciences Other

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Journal : Jurnal Pengabdian Masyarakat dan Riset Pendidikan

 1 
Pengaruh Iklan Dan Electronic Word Of Mouth (E-WOM) Terhadap Keputusan Pembelian Karakter Pada Game Mobile Lagends (Studi Kasus Pada Player Game Mobile Lagends Di Wilayah Bandar Lampung) : Penelitian Afzal Nill Anfasa; Egi Radiansyah
Jurnal Pengabdian Masyarakat dan Riset Pendidikan Vol. 4 No. 1 (2025): Jurnal Pengabdian Masyarakat dan Riset Pendidikan Volume 4 Nomor 1 (Juli 2025 -
Publisher : Lembaga Penelitian dan Pengabdian Masyarakat

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/jerkin.v4i1.1922

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh iklan, electronic word of mouth (eWOM), terhadap keputusan pembelian karakter pada Game Mobile Lagends. Sampel dalam penelitian adalah player Game Mobile Lagends di wilayah Bandar Lampung. Dengan menggunakan metode non-probability sampling, didapat sebanyak 100 responden yang ditentukan sebagai sampel penelitian. Uji statistik dilakukan dengan menggunakan analisis regresi linier berganda. Metode penelitian yang dipakai adalah data kuantitatif dengan menggunakan data primer yang diperoleh dengan menyebar kuesioner kepada responden. Hasil penelitian menunjukkan bahwa secara simultan, variabel iklan, dan electronic word of mouth (eWOM) berpengaruh signifikan terhadap keputusan pembelian karakter pada Game Mobile Lagends.
Pengaruh Brand Ambassador dan Brand Awareness terhadap Keputusan Pembelian Susu Merek Ultra Milk dengan Moderasi Brand Image (Studi Pada Konsumen Susu Merek Ultra Milk) : Penelitian Isna Wardah Hasanah; Egi Radiansyah
Jurnal Pengabdian Masyarakat dan Riset Pendidikan Vol. 4 No. 2 (2025): Jurnal Pengabdian Masyarakat dan Riset Pendidikan Volume 4 Nomor 2 (October 202
Publisher : Lembaga Penelitian dan Pengabdian Masyarakat

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/jerkin.v4i2.3261

Abstract

The development of consumption trends and the popularity of Korean culture encourage companies to implement more creative and relevant marketing strategies, including through the use of brand ambassadors and increasing brand awareness. This study aims to analyze the influence of Brand Ambassador and Brand Awareness on Purchasing Decisions for the Ultra Milk brand, as well as to determine the role of Brand Image as a moderating variable. The study used a quantitative approach with a survey method through a questionnaire to 133 respondents. Data were analyzed using Structural Equation Modeling (SEM-PLS) with SmartPLS 4.1.0.9 software. The results showed that Brand Ambassador had a positive and significant effect on Purchasing Decisions (T = 2.364; P = 0.002), as well as Brand Awareness (T = 5.492; P = 0.000). However, Brand Image did not moderate the relationship between Brand Ambassador and Brand Awareness with Purchasing Decisions (coefficient -0.001; P = 0.995 and -0.023; P = 0.801). These findings indicate that the use of public figures and increased brand awareness are the main factors influencing consumer decisions in purchasing Ultra Milk products, although Brand Image does not strengthen the relationship.
Co-Authors Afzal Nill Anfasa Berlina Anisya Putri Desi Marlina Dia Septiani Pramesti Eny Inti Suryani Herwanto Herwanto Herwanto Herwanto Imaya Gera Novana Indah Ismi Lestari Isna Wardah Hasanah Ketut Safitri Listiana, Melda Lukman Nuzul Hakim Mitha Zulfiya Ni Made Puspita Sari Nike Sabilillah Nova, Venki Gusti Prastyo, Bayu Rahmi Reza Resti Umi Melinda Sarah Aulia Faradina Sari, Dela Puspita Septi Resyani Uswatun Khoiria Zulfahmi Sengaji