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All Journal Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences Golden Ratio of Marketing and Applied Psychology of Business
Ida Farida
IAIN Bone, Bone
Religion Arts Humanities Economics, Econometrics & Finance Social Sciences

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The Role of Electronic Word of Mouth (E-WOM) on Purchase Decisions for Skin Care Products Ida Farida
Budapest International Research and Critics Institute-Journal (BIRCI-Journal) Vol 5, No 3 (2022): Budapest International Research and Critics Institute August
Publisher : Budapest International Research and Critics University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33258/birci.v5i3.6415

Abstract

The companies in the current era of globalization are aggressively competing to gain a large market share in the beauty industry, because the beauty industry is a business that has quite a lot of enthusiasts, especially for women and includes consumables. The trend of using sosial media as a disseminator of information has increased. Because Indonesian people are very active in using sosial media. The media used in terms of disseminating information through the well-known electronic word of mouth is sosial media. The purpose of this study was to determine the role of electronic word of mouth (E-WOM) on purchasing decisions of skin care products. The qualitative method used in this study used descriptive qualitative data analysis techniques, by conducting observations, interviews and documentation of five informants who came from IAIN Bone campus students. Based on the results of the study, the authors found that electronic word of mouth (E-WOM) plays an important role in purchasing decisions for skin care products. This shows that the more positive and negative reviews from sosial media users, the greater the influence on purchasing decisions for skin care products.
Technology Acceptance Model Factors: Implications on Digital-Wallet on Interest to Buy in Franchise Business Ida Farida; Wawan Ardiansyah
Golden Ratio of Marketing and Applied Psychology of Business Vol. 2 No. 2 (2022): February - June
Publisher : Manunggal Halim Jaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52970/grmapb.v2i2.139

Abstract

This study aimed to determine the effect of perceived usefulness and perceived ease of use of digital wallets on buying interest in the franchise in Bone Regency. The type of research used is quantitative research—data analysis techniques using multiple linear regression analysis accompanied by T-test and F-test. The calculation process uses SPSS 23. The test results are based on the F-test of perceived usefulness, and perceived ease of use of digital wallets influences buying interest because the significant value is smaller than 0.05. Then, based on the T-test of the perceived usefulness of digital wallets on buying interest, because the significant value is smaller than 0.05 (0.000 <0.05), the variable perceived ease of use of digital wallets does not affect purchase stake because the significant value is greater than 0.05 (0.638 > 0.05). So only perceived usefulness is very influential on buying interest in franchises in Bone Regency, South Sulawesi Province, Indonesia. Based on the results and discussion of the research that has been described, the researchers would like to suggest that Franchise companies reconsider the aspects of Perceived Usefulness and Perceived Ease of Use to increase consumer buying interest so that the company can survive during business competition.
Co-Authors Wawan Ardiansyah