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All Journal JURNAL MANAJEMEN INDUSTRI DAN LOGISTIK Journal Publicuho
Hairudin Bugis
Universitas Muhammadiyah Kendari
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Engineering Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Social Sciences Transportation

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PERAN E-WOM MEMEDIASI VIRAL MARKETING TERHADAP KEPUTUSAN PEMBELIAN JAFRA COSMETICS INTERNASIONAL DI KOTA KENDARI Indri Hapsari; Hairudin Bugis; Irelda Sari Syaranamual; Usman; Siti Nurkhalisa
Journal Publicuho Vol. 7 No. 1 (2024): February - April - Journal Publicuho
Publisher : Halu Oleo University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35817/publicuho.v7i1.349

Abstract

Decisions regarding purchasing JAFRA Cosmetics International products are often influenced by other individuals, friends and communities. Along with technological advances and the development of social media with viral marketing E-WOM has an impact in terms of positive and negative statements of consumer behavior.  The purpose of the study was to determine the influence of viral marketing on purchasing decisions of Jafra products mediated by E-WOM. This study used an explanatory type of research using a quantitative approach. The population of this study is Jafra consumers in Kendari City. The sampling technique uses Purposive sampling of 50 respondents from consumers of Jafra products and data analysis techniques using Smart-PLS. The results showed that Viral Marketing does not directly affect Purchasing Decisions, but the existence of E-WOM is able to mediate Viral Marketing to affect JAFRA Cosmetics International Purchasing Decisions in Kendari City. The mediation variable model found in this study is that E-WOM has a role as a perfect mediation (Complete mediation). In this case, E-WOM has a greater impact on more effective marketing communications.
The Influence Of Strategic Orientation Dimensions On Market Performance During Covid-19 Pandemic: A Study Of Culinary Business In Kendari City, Indonesia Indri Hapsari; Yunitawati Lampasa; Marjani Marjani; Juwita Juwita; Hairudin Bugis
Jurnal Manajemen Industri dan Logistik Vol. 6 No. 2 (2022): 10 original research articles were authored/co-authored by 41 authors from 3 co
Publisher : Politeknik APP Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30988/jmil.v6i2.1043

Abstract

This study aimed  to analyze the effect of the strategic orientation dimension on the  culinary business market performance  in Kendari City during the Corona Virus Disease Pandemic. The method used was descriptive quantitative with a non-probability sampling approach with purposive sampling technique. The population was culinary business actors who still survive and have been running for the business more than 2 years during the COVID-19 pandemic. The  sample in this study only obtained 38 respondents. The data analysis technique in this research was  path analysis using SmartPLS VS 3.0. The results showed  an analysis of the strategic dimensions that have an aggressive attitude and had  significant effect on market performance so that culinary business actors can improve their market performance during the COVID-19 pandemic.
Co-Authors Indri Hapsari Irelda Sari Syaranamual Juwita Marjani Marjani Siti Nurkhalisa Usman Usman Yunitawati Lampasa