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All Journal Jurnal Masharif al-Syariah: Jurnal Ekonomi dan Perbankan Syariah Journal of Education, Humaniora and Social Sciences (JEHSS) Jurnal Studi Ekonomi dan Bisnis Islam (SEBI) Economics, Business and Management Science Journal Jurnal Bisnis Mahasiswa International Journal of Social Science, Educational, Economics, Agriculture Research, and Technology (IJSET) ProBisnis : Jurnal Manajemen International Journal of Humanities Education and Social Sciences Journal of Artificial Intelligence and Digital Business International Journal of Community Service Implementation
Putra, Irwansyah
Universitas Medan Area (UMA), Medan, Indonesia
Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Public Health Social Sciences Other

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THE INFLUENCE OF ELECTRONIC WORD OF MOUTH (eWOM) AND BRAND TRUST ON PURCHASE INTENTION OF AQUA PRODUCTS AMONG GENERATION Z AFTER THE BOYCOTT: A CASE STUDY ON MANAGEMENT STUDENTS OF THE FACULTY OF ECONOMICS AND BUSINESS, UNIVERSITY OF UTARA SUMATRA Sri Sarah br G.Manik; Alfifto; Amrin Mulia Utama Nst; Eka Dewi Setia Tarigan; Irwansyah Putra
International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET) Vol. 4 No. 10 (2025): SEPTEMBER
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/ijset.v4i10.923

Abstract

This study aims to analyze the influence of Electronic Word of Mouth (eWOM) and Brand Trust on Purchase Intention for Aqua products following the emergence of a boycott issue. A boycott brand can influence consumer perceptions and purchasing decisions; Therefore, it is important to examine the role of electronic communication and brand trust in shaping consumer purchasing intentions. This research adopts a quantitative approach, with data collected through questionnaires and analyzed using multiple linear regression tests. The results show that, partially, eWOM has a positive and significant influence on the purchase intention of Aqua products. Similarly, Brand Trust is also proven to have a positive and significant partial effect. Simultaneously, both independent variables significantly and positively affect purchase intention after the boycott issue. These findings indicate that effective digital communication strategies and efforts to build and maintain brand trust are key to sustaining consumer loyalty, especially in the face of reputation crises.
THE INFLUENCE OF COMMUNICATION AND WORK ENVIRONMENT ON EMPLOYEE PERFORMANCE AT THE VOCATIONAL AND PRODUCTIVITY TRAINING CENTER (BBPVP) MEDAN Stevani Oktaviani Pandiangan; Khairunnisak; Wan Rizca Amelia; Irwansyah Putra; Teddi Pribadi
International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET) Vol. 4 No. 11 (2025): OCTOBER
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/ijset.v4i11.1250

Abstract

The purpose of this study was to analyze the effect of communication and employee work environment at the Vocational and Productivity Training Center (BBPVP) Medan. The population in this study was 120 sourced from data from the Vocational and Productivity Training Center (BBPVP) Medan, with a sample of 93 respondents determined by the Slovin formula. This type of research is quantitative. With the sampling method used is proportional random sampling. The results showed that communication had a positive and significant effect on the performance of employees of the Vocational and Productivity Training Center (BBPVP) Medan, the work environment had a positive and significant effect on the performance of employees of the Vocational and Productivity Training Center (BBPVP) Medan.
Co-Authors Adelina, Iqlima Syakila Aditya Syahputra Alfifto Alfifto, Alfifto Amriany Tanjung Amrin Mulia Utama Nst Andika Syahputra Audrey Faiq Sabillah Darmansyah, Muthya Rahmi Dina Maizana Eka Dewi Setia Tarigan Fandy, Danang Alif Fauzi Fauzi Gultom, Chrisdahner Edoardo Gusti Ilham Pratama H. Syahriandi Habibi, Mhd Hutauruk, Sarah Yosefin Intan Hamanda Khairunnisak Lisa Sulistiana M.Khadafi Meutia, Riza Fanny Nurmaida Irawani Siregar Nurul Fazira Nurulitha, Sakinah Pribadi, Teddi Salwa Annisa Sri Sarah br G.Manik Stevani Oktaviani Pandiangan Syahira, Raissa Teddi Pribadi Tegar Irawan Utomo, Dimas Harmianto Wan Rizca Amelia Wan Rizca Amelia, Wan Rizca Wike Oktaviani