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Journal : Jurnal Informatika Ekonomi Bisnis

 1 
Analisis Sosial Media Marketing terhadap Purchase Intention Prasetyo Hartanto; Ratih Hurriyati; Puspo Dewi Dirgantari
Jurnal Informatika Ekonomi Bisnis Vol. 4, No. 4 (December 2022)
Publisher : SAFE-Network

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37034/infeb.v4i4.180

Abstract

The purpose of this study is to analyze the effect of Social Media Marketing on Customer Purchase Intentions. The data used in this study were obtained directly from distributing online. The number of respondents in this study was 115 people. The results of testing the hypothesis in this study indicate that: Firm- Created Social Media Communication has a positive and significant effect on User-Generated Social Media Communication,and Brand Passion. Meanwhile, User-Generated Social Media Communication has no effect on Brand Passion. The results of the study also show that Brand Passion has a positive and significant effect on Brand Loyalty and Purchase Intention. Brand Loyalty also has a positive and significant effect on consumer Purchase Intention. As for the limitations in this study, it only uses one company brand as the object studied, so the results cannot be generalized to coffee shop company brands as a whole and also the selection of respondents is only in Indonesia so it is not can represent the behavior of Starbucks consumers as a whole spread across many countries. Furthermore, this study has not been able to reveal the overall factors that influence purchase intention due to limited variables in this study which are only limited to social media marketing which is divided into two parts; firm-created social media communication and user-generated social media communication, brand passion and brand loyalty so that there are other variables that are not included in this study.
Analisis Digital Advertising Terhadap Purchase Intention melalui Brand Awareness Sebagai Variabel Intervening Muhammad Muchtar; Ratih Hurriyati; Puspo Dewi Dirgantari; Faizal Fardhani Sigarlaki
Jurnal Informatika Ekonomi Bisnis Vol. 4, No. 4 (December 2022)
Publisher : SAFE-Network

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37034/infeb.v4i4.183

Abstract

Indonesia memimpin jajaran tertinggi pertumbuhan e-commerce tercepat di Dunia di banding sembilan negara lainnya dengan nilai pertumbuhan 78%. Fenomena perkembangan e-commerce ini menyebabkan banyaknya perusahaan-perusahaan startup yang bergerak dibidang e-commerce terus bermunculan. Yang menandakan bahwa bisnis e-commerce menjadi sebuah ladang bisnis yang potensial. Shopee termasuk jenis e-commerce C2C, yaitu C to C (Consumer to Consumer) yang merupakan perdagangan antara individu dengan konsumen. C to C dapat dikatakan transaksi dimana konsumen menjual produk secara langsung kepada konsumen lain dengan menggunakan media elektronik atau online. Shoope merupakan perusahaan e-commerce yang memiliki pangsa pasar tertinggi diantara e-commerce lainnya namun menduduki posisi ketiga di tahun 2022 sebagai e-commerce yang paling diminati. Hal tersebut mengindikasikan bahwa purchase intention mengalami penurunan pada e-commerce Shoppe dan peneliti tertarik untuk menelitinya. Tujuan penelitian ini untuk mengetahui gambaran dan pengaruh variabel digital advertisng terhadap purchase intention yang dimediasi oleh brand awerness. Metode penelitian menggunakan metode kuantitatif dengan analisis deskriptif. Sampel penelitian sebanyak 100 responden. Hasil penelitian menunjukkan bahwa digital advertising berpengaruh positif signifikan terhadap brand awerness, brand awerness berpengaruh positif signifikan terhadap purchase intention, digital advertising berpengaruh positif signifikan terhadap purchase intention. Selain itu, adanya peran brand awerness dalam memediasi pengaruh digital advertising terhadap purchase intention.
Co-Authors Aam Rachmat Mulyana Abdul Rozak Abdurokhim Abdurokhim Aghnia Fadilah, Ratu Agus Rahayu Agus Rahayu Agus Rahayu Agus Rahayu Agus Rahayu Agus Rahayu Agus Rahayu Agus Rahayu Agus Rahayu Agustini, Kamelia Ahmad Gunawan Alamsyah, Sindhu Alexi Yohans, Jordy AMELIA SETYAWATI, AMELIA Andy Prasetyo Wati ANGGA MARTHA MAHENDRA, ANGGA Anggita Nur Fatimah Anggraeni, Tuti Ani Rakhmanita Aniek Indrawati Anneu Suryani Annisa Megaswara Ardelia Azhar Arifianti Arifianti, Ardelia Azhar Arissaputra, Rivaldi Aryani, Kiki As-siisi, Adzkia Marwa Asaretkha Adjane Annisawati Asep Wahyudin Ashshaumi, Muhammad Hisyam Aulia Nurizky, Sherly Aynie, Rahmi Qurrota Ayus Ahmad Yusuf Azatovich, Ablatdinov Sultanbek Bahri, Khoirun Nisa Bambang Widjajanta Bambang Widjajanta Bambang Widjajanta, Bambang Bayu Indra Setia Bella Shafiera Anandita Budi Prasetiyo Chairul Furqon, Chairul Chandra, Dicky Corry Yohana D. Disman Dearika Irsanyya, Kharisma Destri Mailinda Tianingrum Dian Anita Nuswantara Disman Disman Disman Disman Disman, Disman Edi Firdaus Edi Suryadi Edi Suryadi, Edi Ekawijaya, Asep Bayu Elyusufi, Abdul Muhaimin Erik Syawal Alghifari Ernawati Ernawati Erry S.R Pangestu Fahmi, Radiyul Fairuz Rifqi Abdurahman Faizal Fardhani Sigarlaki Fajar Gumelar Maulana Fajar Ramadhan Fajri, Fadilla Nur Fanny Fatimah Azzahra Farizki Maulana Rafliansyah Fathurrohman, Firdaus Ferany Nur Amalia Andini Fidhyallah, Nadya Fadilah Gamma Bhakti Pradana Girang Razati, Girang Gunardi Gunardi Gusni . Hadi Ahmad Sukardi Hadi Nasbey Hadiyazid Rachman, Nur Hanifah, Silvana Hari Mulyadi, Hari harisandi, Prasetyo Hasyim, Muhammad Ardi Nupi Herning Indriastuti Hidayat, Nurdin Hidayat, Yusuf Murtadlo Hijrianti, Rina A. Hilda Monoarfa Hurrriyati, Ratih Ihda Farhatun Nisak Inasari Widiyastuti Ira Valentina Silalahi Irawan, Rini Larasati Irham Khofia Ita Nuraeni Julia Famor Pratami Khamiliyah, Lili Khoirun Nisa Bahri Kosidin S.T., M.Kom. Kusumah, Echo Perdana Lavianti, Desi Lili Adi Wibowo Lunia Nur Larasati M Sandi Marta M. Ardi Nupi Hasyim M. Arief Rahman Ramadhian Mahphoth, Mohd Halim Mahphoth, Mohd Halim bin Maisa, Asmara Azizah Margana, Andika Alvin Martha, Jefry Aulia Masharyono Masharyono Maula, Farij Ibadil Maulana, Teguh Nurakmal Maulasena, Mirza Fawwaz Maya Sari Megha Sakova Mira Rahmi Mirza Abdi Khairusy Misyaida Ayunda Putri Mubdi Mulya Isfahami Muchtar, Muhammad Muhamad Bayu Pramesta Muhammad Fikar Ravsanjani Muhammad Muchtar Muhammad Zaky Yamin Munawar, Muhammad Meki Munir Munir, Munir Muradovna, Khudayarova Mekhrangiz Nabilah Ramadhan Nandi Nandi, Nandi Neng Susi Susilawati Sugiana Neni Nuraeni, Neni Ni Putu Nurwita Pratami Wijaya Ningsih, Nurul Hutami Nugraheni, Rury Nurpratama, Mohamad Reza Nuryadi Wijiharjono Oce Ridwanudin Pardede, Mahadi Pelangi Puspa Dewanti Pepen Supriatna Supriatna Pitri Yanti Pranadita, Nugraha Prasetyo Hartanto Prihadi, M Dana Pupung Puad Hasan Putri Hestiningrum Putri, Diva Amanda Qudratov, Inomjon Rahman, Iradah Rahmawati, Yuli Diani Rahmi Qurrota Aynie Ramadhianti, Raden Heryaningtias Rasim, Rasim Ratih Hurriyanti Ratih Hurriyati Ratih Hurriyati Ratih Hurriyati Ratih Hurriyati Ratih Hurriyati Ratih Nurriyati Raya Sulistyowati Rennyta Yusiana Rennyta Yusiana Resti Indriarti Rofi Rofaida Safroni Isrososiawan Saputri, Adiya Agustin Eka Saputri Sari, Putri Pradnyawidya SATRIYAS ILYAS Saur Simamora Senny Luckyardi Senny Luckyardi Septyan Budy Cahya Shendy Amalia Sigarlaki, Faizal Fardhani Siregar, Herbert Sudarjo Sugangga, Amelia Sugangga, Rayyan Sugiana, Neng Susi Susilawati Sukmayana, Dodi Sul, Ratu Dintha Insyani Zukhruf Firdausi Sulastri Sulastri Sumantri, Dadan Sumaryana , Fitriana Dewi Surya Nugraha Susanti Kurniawati, Susanti Syahar Banu, Syahar Tamyiz, Uus Muhamad Husni Thalita Syifa Fatimah Tri Sudarwanto Triyono Adi Tristanto Ulfia Wahdatul Nurfuadah Untung Novianto Usep Suhud Utama, Dian H Uus Muhamad Husni Tamyiz Vanessa Gafar Vanessa Gaffar Veni Rafida Wawan Setiawan Wawan Setiwan Widjadjanta, Bambang Yahtadi, Fauzan Yanti, Pitri Yasir Maulana Yogi Suprayogi Yulandri, Elsa Yuliarti Maghfira Annahli Yulita Pujiharti Zahra Medina Setyorini Zahra Nadhira Khairunnisa Zhixin Li Zukhruf, Ratu Dintha Insyani