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ANALISIS PENGARUH E-WOM, PEMASARAN DIGITAL DAN KUALITAS KONTEN MEDIA SOSIAL TERHADAP BRAND AWARENESS Victor Lamboy Sinaga; Vivid Violin; Mozart Malik Ibrahim; Fildzah Shabrina; Ratu Nadya Wahyuningratna; Ilham Arief
JURNAL LENTERA BISNIS Vol. 14 No. 2 (2025): JURNAL LENTERA BISNIS, MEI 2025
Publisher : POLITEKNIK LP3I JAKARTA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34127/jrlab.v14i2.1453

Abstract

This study investigates the impact of electronic word-of-mouth (e-WOM), digital marketing, and social media content quality on brand awareness. A quantitative approach was employed, utilizing a questionnaire survey of 100 consumers. Multiple linear regression analysis revealed a significant and positive relationship between each independent variable (e-WOM, digital marketing, and social media content quality) and the dependent variable (brand awareness). The findings suggest that company management should adopt strategic measures to enhance brand image, thereby fostering positive e-WOM. This can be achieved by consistently maintaining and improving product quality, increasing product reliability through strengthened production and logistics systems, and providing excellent after-sales service.
ANALISIS PENGARUH CONTENT MARKETING, DIGITAL PROMOTION DAN BRAND TRUST TERHADAP REPURCHASE INTENTION KONSUMEN SHOPEE INDONESIA Kushariyadi Kushariyadi; Vivid Violin; Ichwan Rahmanu Widjaja; Fedianty Augustinah; Muhamad Risal Tawil; Saipul Al Sukri
JURNAL LENTERA BISNIS Vol. 14 No. 2 (2025): JURNAL LENTERA BISNIS, MEI 2025
Publisher : POLITEKNIK LP3I JAKARTA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34127/jrlab.v14i2.1574

Abstract

Repurchase is an important indicator that a bond has been established between the product brand and customer trust. Over time, repurchase behavior can lead to consumer loyalty. Positive experiences that consumers have after using a particular product or receiving quality service help to build emotional bonds and trust. These elements become crucial when consumers decide to make future purchases to fulfill their needs and desires. This research is qualitative in nature, involving interviews and analysis of the influence of each independent variable—namely content marketing, digital promotion, and brand trust—on repurchase intention. The study involved 30 respondents who are Shopee consumers in Indonesia. The results indicate that content marketing, digital promotion, and brand trust all have an influence on repurchase intention. The recommendation for company management is to provide training to enhance competence, innovation, and creativity, especially for the digital marketing team, so they are capable of designing high-quality digital content that can also be used effectively for digital promotional activities. Another suggestion is to tighten the system related to product and service quality, in order to build consumer trust in the brand.
Analysis of the Influence of Content Quality, Influencer Credibility, and E-WOM on Influencer-Follower Trust on Digital Investment Platforms Hery Purnomo; Vivid Violin; Riesna Apramilda; Fahrina Mustafa; Sonya Sidjabat; Ratu Nadya Wahyuningratna
Journal of Innovative and Creativity Vol. 5 No. 3 (2025)
Publisher : Fakultas Ilmu Pendidikan Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/joecy.v5i3.4032

Abstract

This study was conducted to evaluate the extent to which content quality, influencer credibility, and electronic word of mouth (E-WOM) influence followers' trust levels in influencers on digital investment platforms. A quantitative approach was used in this study, with data collected through a survey involving 300 respondents. Respondents were selected purposively based on certain criteria: active users of digital investment platforms for at least six months, following influencers who discuss investment topics, and actively accessing investment-related content in the past three months. The analysis method used multiple linear regression analysis. The results of the analysis indicate that, partially and simultaneously, the variables of content quality, influencer credibility, and E-WOM have a significant influence on follower trust. These findings provide an important contribution to the development of theory in the field of digital marketing, particularly regarding consumer behavior in the context of digital investment. They also offer practical recommendations for industry players to design effective, honest, and user-experience-focused communication strategies.
The Influence of Social Media Engagement, Recommendation Accuracy, and Brand Ethical Image on Digital Brand Trust in Online Modern Retail Sonya Sidjabat; Iwan Henri Kusnadi; Vivid Violin; Victor Lamboy Sinaga; Sagita Charolina Sihombing; Dina Agnesia Sihombing
Journal of Innovative and Creativity Vol. 5 No. 3 (2025)
Publisher : Fakultas Ilmu Pendidikan Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/joecy.v5i3.6216

Abstract

The research mainly aimed at exploring in-depth the determinants of digital brand trust in Indonesia's online retail fashion industry, namely, social media engagement, accuracy of recommendations, and the brand's moral image. The rationale for the study is founded on the increasing number of players in the digital retail market and trust of consumers being the primary requirement for online transactions. A quantitative explanatory technique was utilized with 200 respondents who were purposively sampled from active online shopping users. A five-point Likert scale questionnaire was used for data collection and multiple linear regression was the analysis method applied. The findings revealed that the three independent variables, as a whole, positively and significantly affected digital brand trust. On the theoretical side, this research contributes to the literature of digital marketing and consumer behavior in the context of brand trust building in the online environment. The practical implications of the research results are seen in the area of digital retail managers' strategy restructuring for winning consumers' trust through increased social media interaction, more precise recommendation systems, and ethical and transparent business practices.
The Influence of Social Media Interactivity, User Experience and Brand Image on Customer Engagement in Digital Platforms of Digital-Based Retail Customers Indri Yani; Andi Herlina; Darwis Darwis; Vivid Violin; Haniwijaya Pahlawansah; Fransisca Dyah Anggraini
Journal of Information System, Technology and Engineering Vol. 4 No. 2 (2026): JISTE
Publisher : Yayasan Gema Bina Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61487/jiste.v4i2.315

Abstract

The objective of this study is to examine the influence of Social Media Interactivity, User Experience, and Brand Image on Customer Engagement on Digital Platforms for digital-based retail consumers. Data were collected via online surveys and analyzed by using multiple linear regression. Before testing the hypotheses, validity and reliability tests, as well as the conventional assumption tests. The research results pointed out that Social Media Interactivity, User Experience, and Brand Image have a significant and positive impact on Customer Engagement in Digital Platforms partly and simultaneously. The leading variable impacting Customer Engagement is User Experience. The results of the study indicate that the quality of social media engagement, the best user experience, and a strong brand image may contribute to an increase in consumer contact on digital platforms. This research advances the literature of digital marketing, customer engagement, and consumer behavior, and offers practical implications for digital-based retail organizations to develop strategies to sustainably enhance customer engagement.
Analisis Dampak Peningkatan Kapasitas Sumber Daya Manusia Badan Pendapatan Daerah Kota Tangerang Selatan Syamsi Mawardi; Darwis; Haniwijaya Pahlawansah; Vivid Violin
Economics and Digital Business Review Vol. 7 No. 1 (2025)
Publisher : STIE Amkop Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

Penelitian ini bertujuan menganalisis dampak peningkatan kapasitas sumber daya manusia (SDM) di Badan Pendapatan Daerah (BAPENDA) Kota Tangerang Selatan terhadap kinerja organisasi dan pelayanan publik. Latar belakang penelitian ini adalah tuntutan profesionalisme aparatur, perkembangan teknologi informasi, dan target peningkatan pendapatan asli daerah (PAD). Penelitian menggunakan pendekatan kualitatif deskriptif dengan teknik wawancara mendalam, studi dokumentasi, dan observasi partisipatif terhadap pejabat struktural, staf pelaksana, dan pihak terkait lainnya. Hasil penelitian menunjukkan bahwa pelatihan teknis, pengembangan kompetensi digital, dan pembinaan etos kerja telah memberikan kontribusi nyata terhadap peningkatan efektivitas kerja pegawai, kualitas pelayanan pajak daerah, serta penguatan koordinasi internal. Meskipun demikian, ditemukan hambatan berupa belum meratanya akses pelatihan, keterbatasan anggaran, dan kurang optimalnya evaluasi pasca-pelatihan. Penelitian ini merekomendasikan strategi pelatihan berbasis kebutuhan kerja (need-based training), sistem monitoring dan evaluasi berkelanjutan, serta kolaborasi lintas organisasi perangkat daerah untuk penguatan kapasitas SDM.
The Influence of Scarcity Promotion, Electronic Word of Mouth, and Promotional Appeal on Impulsive Buying Behavior of E-Commerce Application Users Kushariyadi Kushariyadi; Muhammad Hery Santoso; Megawati Beddu; Vivid Violin; Ratu Nadya Wahyuningratna; Iwan Henri Kusnadi
Indonesian Journal of Innovation Multidisipliner Research Vol. 4 No. 3 (2026): Juli - September
Publisher : Institute of Advanced Knowledge and Science

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.69693/ijim.v4i3.1347

Abstract

This research intends to examine the effect of Scarcity Promotion, Electronic Word of Mouth and Promotional Appeal on Impulsive Buying Behavior of e-commerce application users. The research used a quantitative approach utilizing the survey method of 220 e-commerce application users who were recruited using a purposive sample strategy. Data were acquired using online surveys and analyzed using multiple linear regression. Prior to the hypothesis testing, the data were examined using validity and reliability tests and the classical assumption test. The findings demonstrated that Scarcity Promotion, Electronic Word of Mouth, and Promotional Appeal had a good and substantial effect on Impulsive Buying Behavior partly and concurrently. The study results revealed that perceived scarcity, effect of digital reviews and promotional attractiveness were key determinants of impulsive purchase behavior among the e-commerce application users. This research contributes theoretically to the development of consumer behavior and digital marketing literature. It also has practical implications for e-commerce enterprises to build more successful promotional methods.
Analysis of The Effect of Cultural Tourism Development, Accessibility and Economic Policy on Tourism Competitiveness in Indonesia Ardiyanto Maksimilianus Gai; Tono Mahmudin; Vivid Violin; Ahmad Nur Budi Utama; Riesna Apramilda
International Journal of Engineering, Science and Information Technology Vol 4, No 2 (2024)
Publisher : Malikussaleh University, Aceh, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52088/ijesty.v4i2.485

Abstract

The goal of this research is to pinpoint tourism trends and patterns that can enhance visitor experiences and enhance the economic and social advantages for local communities. We conducted this qualitative research through interviews and surveys. The surveyed population included men and women from various age groups, economic work backgrounds, education levels, and social status. Architectural heritage has an important role in the development of cultural tourism in various countries, including Indonesia, because of the unique city layout, historical value, and aesthetics of its buildings. Various steps, including the development of architectural tours, exhibitions, workshops, and collaboration with local communities, carry out efforts to preserve and promote architectural heritage. We hope that by raising public awareness and appreciation of architectural heritage, current and future generations can continue to enjoy it, while also positively contributing to the strengthening of a region's cultural identity. Through sustainable efforts, architectural heritage can become a productive resource that supports the preservation and strengthening of local heritage and identity, so that cultural tourism development can provide significant economic and social benefits.
The Role of Marketing Campaigns Through Social Media and Perceived Usefulness on Purchase Intention of Electric Vehicle Hendra Hendra; Nurul Fadhilah; Indri Yani; Vivid Violin; Riesna Apramilda; Kushariyadi Kushariyadi
International Journal of Engineering, Science and Information Technology Vol 5, No 2 (2025)
Publisher : Malikussaleh University, Aceh, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52088/ijesty.v5i2.766

Abstract

This study investigates consumers' perceptions of the utility of electric vehicles and the effectiveness of social media marketing efforts on EV purchase intentions. Marketers and lawmakers must understand the drivers of electric vehicle adoption in light of increasing concerns about environmental sustainability and technological development. The research strategy adopted for the study is a quantitative approach based on a survey. A cross-section of social media users exposed to advertisements regarding electric vehicles were surveyed. The perceived utility of EVs includes environmental advantages, cost savings, and performance measured by the questionnaire, as well as the exposure to social media marketing activities and intention to purchase. Regression analysis is used as the analytical approach to finding how the variables relate. Therefore, a positive relationship exists between social media marketing efforts and perceived usefulness intending to purchase. In instances where consumers are subjected to persuasive social media advertisements describing the benefits of EVs, and when they view an EV as practical, they show a greater tendency to express an intention to buy. The practical implications of this study will help marketers devise social media ads that successfully promote electric vehicle adoption; it also adds to the literature on sustainable consumerism. This study's results will benefit politicians who want to encourage the switch toward electric mobility.  
Analysis of The Interrelationship of Human Resource Performance, Digital Service Quality, Perceived of Service Value and Customer Loyalty Karyono Karyono; Vivid Violin; Isnawati Osman; Don Gusti Rao; Riesna Apramilda
International Journal of Engineering, Science and Information Technology Vol 4, No 3 (2024)
Publisher : Malikussaleh University, Aceh, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52088/ijesty.v4i3.527

Abstract

The purpose of this study is to evaluate the comparison of customer loyalty levels between conventional travel agents and travel agents that use digital strategies in their business processes. This study uses a descriptive and quantitative approach. Data collection methods use surveys and snowball sampling techniques. The results of the study indicate that there is a significant difference in the level of customer loyalty between conventional and online travel agents. Conventional travel agent consumers tend to be more loyal because they receive direct interaction with travel agency managers, customers also get direct service from staff, this direct service and interaction have been shown to increase customer satisfaction and loyalty. Online travel agent consumers are more price sensitive and have lower loyalty levels, even though they choose to use digital services considering effectiveness and efficiency factors. The conclusion of the study is that conventional travel agency consumers prefer personalized services and direct interaction with service providers, while online travel agency consumers prioritize price and have considerations for access to reviews in determining travel agents. Researchers suggest that management design an effective strategy to combine conventional and digital activities in the business process and services provided to customers, conventional travel agents must continue to emphasize direct interactions that have been well established and excellent, while online agents must improve customization elements and customer service to increase loyalty.
Co-Authors Agung Supriyadi Agus Nurofik Ahmad Nur Budi Utama Ajeng Andriani Hapsari Akmal Abdullah Andi Herlina Anita Bawaiqki Wandanaya Ardiyanto Maksimilianus Gai Arnold Sultantio Hutabarat Asri Ady Bakri Bilgies, Ana Fitriyatul Bord Nandre Aprila Budi Utami Darwis Darwis Darwis DIAN ARLUPI UTAMI Dina Agnesia Sihombing Djunaedi Djunaedi Fedianty Augustinah Fildzah Shabrina Frans Sudirjo Fransisca Dyah Anggraini Haniwijaya Pahlawansah Hendra HERY PURNOMO Ichwan Rahmanu Widjaja Ifadhila Ilham Arief Indri Yani Indriastiningsih, Erna Isep Nendri Rostiana Isnawati Osman Iwan Henri Kusnadi Karyono Karyono Khoirul Anwar, SE, MM Kushariyadi Kushariyadi Kushariyadi Kushariyadi Lely Indriani Loso Judijanto Mahmudin, Tono Megawati Beddu Mozart Malik Ibrahim Muhamad Risal Tawil Muhammad Hery Santoso Muhammad Subhan Iswahyudi Muhammad Syafri Mustafa, Fahrina Nasution, Annio Indah Lestari Ngurah Pandji Mertha Agung Durya Nurul Fadhilah Rezky Nurbakti Riesna Apramilda Saipul Al Sukri SETIAWAN JODI, I WAYAN GEDE ANTOK Sihombing, Sagita Charolina Syamsi Mawardi Syeh Assery Tanti Widia Nurdiani Tribowo Rachmat Fauzan Victor Lamboy Sinaga Wahyuningratna, Ratu Nadya Wulandari