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All Journal Jurnal Ekonomi dan Bisnis Dharma Andalas Enrichment : Journal of Management Jurnal Pengabdian Masyarakat Dharma Andalas New Economy
Yofina Mulyati
Universitas Dharma Andalas
Aerospace Engineering Agriculture, Biological Sciences & Forestry Arts Astronomy Automotive Engineering Biochemistry, Genetics & Molecular Biology Chemical Engineering, Chemistry & Bioengineering Chemistry Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Dentistry Earth & Planetary Sciences Economics, Econometrics & Finance Education Electrical & Electronics Engineering Energy Engineering

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The Effect Of E-Wom And Accessibility On Destination Image And Its Impact On The Decision To Visit Bukittinggi Tourism Destinations By Domestic Travelers asnimar; Yofina Mulyati
Enrichment : Journal of Management Vol. 12 No. 4 (2022): October: Management Science and Field
Publisher : Institute of Computer Science (IOCS)

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (543.285 KB)

Abstract

The study aims to find out the effect of Electronic Word of Mouth (E-WOM) and accessibility on destination image and their impact on domestic traveler visiting decisions in Bukittinggi City Tourism Destination. The type of study was quantitative research. The population comprised all domestic travelers to Bukittinggi city tourism destination in 2017, whose exact number was unknown, then around 246 persons were selected as a research sample. The sampling technique used was a nonprobability method with an accidental sampling approach. Method of Structural Equation Modeling - Partial Least Square data analysis (SEM-PLS) was employed to analyze data. The obtained results found that the direct influence of electronic word of mouth and accessibility has a positive and significant effect on the destination image. Electronic word of mouth has no significant impact on the visiting decision, and accessibility has a positive and significant effect on the visiting decision. The destination image has a positive and significant effect on the visiting decision. Meanwhile, the indirect effect of electronic word of mouth and accessibility has a positive and significant effect on the visiting decision through the destination image.
Perilaku Konsumen Berbelanja Online di Masa Pandemi Covid-19 Di Kota Padang : Kajian Pada Perceived Risk Terhadap Purchase Intention dan Perceived Value Sebagai Variabel Mediasi Yofina Mulyati; Wibby Awella Martavega
Jurnal Ekonomi dan Bisnis Dharma Andalas Vol 24 No 2 (2022): Jurnal Ekonomi dan Bisnis Dharma Andalas
Publisher : Universitas Dharma Andalas

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47233/jebd.v24i2.592

Abstract

Penelitian ini bertujuan untuk mengetahui perilaku konsumen berbelanja online di masa pandemi covid-19 di Kota Padang : kajian pada perceived risk terhadap purchase intention dan perceived value sebagai variabel mediasi. Populasi dalam penelitian ini adalah seluruh konsumen yang berbelanja online di masa pandemi covid-19 di Kota Padang yang tidak diketahui dengan pasti jumlahnya, dengan jumlah sampel sebanyak 246 orang. Teknik pengambilan sampel menggunakan metode purposive sampling. Analisa data yang digunakan adalah Partial Least Square (PLS). Berdasarkan hasil penelitian, maka diperoleh hasil yang dirangkum sebagai berikut (1) Perceived risk berpengaruh negatif dan signifikan terhadap perceived value konsumen dalam berbelanja online di masa pandemi covid-19 di Kota Padang, (2) Perceived risk berpengaruh negatif dan signifikan terhadap purchase intention konsumen dalam berbelanja online di masa pandemi covid-19 di Kota Padang, (3) Perceived value berpengaruh positif dan signifikan terhadap purchase intention konsumen dalam berbelanja online di masa pandemi covid-19 di Kota Padang, (4) Perceived risk berpengaruh negatif signifikan terhadap purchase intention konsumen dalam berbelanja online di masa pandemi covid-19 di Kota padang yang dimediasi oleh perceived value.
Peningkatan Tata Kelola Usaha Keripik Pisang Sale Pada Kelompok Ibu-Ibu Pengrajin Di Bungus Teluk Kabung Ezizwita Ezizwita; Tri Sukma; Enny Arita; Yofina Mulyati; Firsta Firsta
Jurnal Pengabdian Masyarakat Dharma Andalas Vol 1 No 2 (2023): Jurnal Pengabdian Masyarakat Dharma Andalas
Publisher : LPPM Universitas Dharma Andalas

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (247.349 KB) | DOI: 10.47233/jpmda.v2i1.729

Abstract

The smoked banana chips business "Karya Mandiri" is a business of independent craftsmen who produce smoked banana chips for sale at Bungus Teluk Kabung. This business has been established for 25 years, starting with the desire to take advantage of the availability of banana raw materials which are abundant and easily available around the business location, supported by the desire and ability to produce sale bananas. It turns out that the product is quite attractive to the market as evidenced by the large number of customers. In the development of this business, the owner realized the lack of ability in terms of business governance and marketing. This raises concerns for business owners. Based on these problems, it is necessary to develop business management capabilities for partners to develop their business. Partners need guidance in business management, both in terms of human resource management, production management, marketing management, and financial management. This service activity aims to improve entrepreneurial governance skills from aspects of business activities which include human resources, production processes, marketing systems and financial management, all of which are interrelated. The method used in this service is coaching and counseling for businesses that are partners, namely the home industry of banana chips sale "Karya Mandiri". The result of this community service program is that business people understand the importance of knowledge about business management to manage their business better and faster develop, understand the importance of qualified and capable human resources, dare to produce innovative and more diverse products, increase product marketing and aggressively carry out promotions by utilizing internet technology, for example through Facebook, Instagram, WhatsApp, and various other electronic media and be able to manage company finances well as well as being able to become an independent entrepreneur who is highly motivated in running his business, so it is hoped that the business being run can develop for the better.
Pengaruh Social Media Marketing Dan Electronic Word Of Mouth Terhadap Keputusan Pembelian Produk House Of Smith Dengan Brand Image Sebagai Variabel Intervening Devin Arisena; Yofina Mulyati
New Economy Vol. 2 No. 1 (2026)
Publisher : CV. Akira Java Bulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63935/az5jks02

Abstract

Penelitian ini mengkaji pengaruh social media marketing dan electronic word of mouth (E-WOM) terhadap keputusan pembelian produk House of Smith Padang, dengan brand image sebagai variabel intervening.. Menggunakan pendekatan kuantitatif, data dikumpulkan melalui kuesioner yang disebarkan kepada 120 responden yang memiliki pengalaman membeli produk House of Smith. Analisis dilakukan dengan menggunakan Partial Least Squares (PLS) untuk menilai hubungan langsung dan tidak langsung antara variabel. Hasil penelitian menunjukkan bahwa social media marketing berpengaruh positif dan signifikan terhadap keputusan pembelian, Electronic Word of Mouth memiliki pengaruh pasitif dan signifikan terhadap keputusan pembelian. social media marketing dan Electronic Word of Mouth berpengaruh positif dan signifikan terhadap brand image. brand image memiliki pengaruh positif dan tidak signifikan terhadap keputusan Pembelian. Brand image tidak memiliki Efek mediasi antara Social Media Marketing dan Electronic Word of Mouth terhadap Keptusan Pembelian.
Pengaruh social media marketing dan electronic word of mouth terhadap keputusan pembelian produk house of smith dengan brand image sebagai variabel intervening devin arisena; Yofina Mulyati
New Economy Vol. 1 No. 2 (2025)
Publisher : CV. Akira Java Bulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63935/p1exkp06

Abstract

This research examines the influence of social media marketing and electronic word of mouth (E- WOM) on the purchasing decisions of House of Smith Padang products, with brand image as an intervening variable. Using a quantitative approach, data were collected through questionnaires distributed to 120 respondents who have experience purchasing House of Smith products. The analysis was conducted using Partial Least Squares (PLS) to assess the direct and indirect relationships between the variables. The research results show that social media marketing has a positive and significant effect on purchasing decisions, and Electronic Word of Mouth has a positive and significant effect on purchasing decisions. Social media marketing and Electronic Word of Mouth have a positive and significant impact on brand image. brand image has a positive but not significant effect on purchase decisions. Brand image does not have a mediating effect between Social Media Marketing and Electronic Word of Mouth on Purchase Decisions.  
Co-Authors asnimar devin arisena Enny Arita Ezizwita Ezizwita Firsta Firsta Suci Mulyaa Tri Sukma Wibby Awella Martavega