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All Journal Nusantara Hasana Journal Indonesian Journal of Advanced Research (IJAR)
Yuni Retnowati
STIKOM Yogyakarta
Agriculture, Biological Sciences & Forestry Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Nursing

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THE IMPACT OF WOM (WORD OF MOUTH) ON THE BUYING PROCESS OF ONLINE COSMETICS AMONG FEMALE COLLEGE STUDENTS IN YOGYAKARTA Yuni Retnowati
Nusantara Hasana Journal Vol. 2 No. 3 (2022): Nusantara Hasana Journal, August 2022
Publisher : Nusantara Hasana Berdikari

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Abstract

Word of Mouth Communication (WOM) is a way of communication that delivers personal information and product recommendations. This study seeks to: (1) describe how word-of-mouth influences the decision-making process of Yogyakarta female students to purchase cosmetics online; and (2) determine what criteria lead Yogyakarta female students to purchase cosmetics online. Determine which direction WOM or e-WOM has a greater impact on Yogyakarta female students when purchasing cosmetics online, and (3) identify the characteristics that lead Yogyakarta female students to purchase cosmetics online. This sort of qualitative research collects data by observation, surveys of up to 160 individuals, and interviews with up to 30 individuals. Purposive sampling was used to identify informants, and descriptive analysis was performed on the data. The findings of this study demonstrate that WOM effects purchasers' cognition and emotion, resulting in product purchasing behavior. The experience of a satisfied friend (51 percent), discounted prices (24 percent), online consumer testimonials (17 percent), and attractive marketing are the variables that impact the online purchase of cosmetic items by students in Yogyakarta (8 percent ). WOM has a direct impact on female students' online cosmetic purchase decisions. Word-of-mouth influences the online purchase of cosmetics, therefore consumer satisfaction plays a significant role in cosmetics purchasing decisions.
Viral Phenomena and Social Capital in the Case of the Abandoned Luxury House of Tiko and Mrs. Eny Yuni Retnowati
Indonesian Journal of Advanced Research Vol. 2 No. 1 (2023): January, 2023
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (504.309 KB) | DOI: 10.55927/ijar.v2i1.3143

Abstract

The story of Tiko caring for his mother, who has mental disorders, in an abandoned luxury house in the East Jakarta area has become viral because of Bang Brew TV's YouTube content uploads. The virality of social media content can form social capital. Among YouTubers, social capital drives collective action in the form of voluntary work cleaning Tiko's house. Meanwhile, the community was encouraged to provide food assistance, household furniture, cooking utensils, and house painting materials. The purpose of writing is to explain : (1) the viral process of social media content, (2) the role of social media in forming social capital, and (3) social capital in driving collective action.The research used is library research. The study results show that the virality of social media content arises due to the habit of sharing information that unwittingly consumes and produces information simultaneously. Social media acts as a means of dissemination of information and self-presentation that can form relationships, and this is where social capital is formed, which in turn encourages individuals and groups to work together to carry out certain activities.
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