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All Journal IQTISHADIA JURNAL ILMIAH M-PROGRESS Jurnal Manajemen Iqtishadia: Jurnal Kajian Ekonomi dan Bisnis Islam International Journal of Social and Management Studies (IJOSMAS) Journal of Information Systems and Management
Jasin, Mochammad
Universitas Islam Negeri Syarif Hidayatullah Jakarta
Religion Humanities Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice

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Journal : Journal of Information Systems and Management

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How The Role of online and viral marketing and competitiveness ability on business performance of SMEs Mochammad Jasin
Journal of Information Systems and Management (JISMA) Vol. 1 No. 2 (2022): April 2022
Publisher : AGUSPATI RESEARCH INSTITUTA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.4444/jisma.v1i2.257

Abstract

The purpose of this study is to analyze the relationship of viral marketing to business performance, competitive ability has an effect on business performance. This study takes SMEs in Indonesia, with research variables are viral marketing message strategies, competitiveness ability, and business performance. This research method is quantitative, the research population is all SME consumers who are social media users who have seen SME marketing advertisements. The sample was recruited purposively with the qualifications of respondents who had only seen marketing advertisements from these SME vendors based on references from those who had filled out the questionnaire (snowball technique) and artial Least Square) using SmartPLS 3. The results obtained are viral marketing messages affect business performance, viral marketing messages affect business performance, competitiveness ability affects business performance.
The Role of Social Media Marketing and Electronic Word of Mouth on Brand Image and Purchase Intention of SMEs Product Mochammad Jasin
Journal of Information Systems and Management (JISMA) Vol. 1 No. 4 (2022): August 2022
Publisher : AGUSPATI RESEARCH INSTITUTA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.4444/jisma.v1i4.258

Abstract

This study aims to analyze the effect of social media marketing and electronic word of mouth on purchase intention through brand image. Methods This research is a quantitative research. Sampling The technique used is non-probability sampling by means of purposive samples. The sample used is 430 respondents, namely active social media users. Data collection The tool used is an online questionnaire distributed through social media. The data analysis technique used is structural equation modeling (SEM) analysis using the Smart PLS 3.0 program. Results of This study proves that Social Media Marketing has a positive and significant effect on Brand Image. Electronic word of mouth has a positive and significant influence on Brand Image. Social media Marketing has a positive and significant effect on Purchase Intent. Electronic Word of Mouth has a positive and significant impact on Purchase Intention. Brand Image has positive and significant effect on Purchase Intention. social media has a positive and significant effect on Purchase Intentions through Brand Image.
Co-Authors Choiril Maksum Nurezas Nurezas Rusdianto Rusdianto Rusdianto Rusdianto, Rusdianto