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All Journal Journal on Education Inovasi: Jurnal Ilmiah Ilmu Manajemen JURNAL LENTERA BISNIS JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi) Jurnal Sistim Informasi dan Teknologi Journal of Innovative and Creativity
Vivid Violin
Politeknik Maritim AMI Makassar
Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Mathematics Social Sciences Other

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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.
Co-Authors Agung Supriyadi Agus Nurofik Ajeng Andriani Hapsari Akmal Abdullah Anita Bawaiqki Wandanaya 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 Haniwijaya Pahlawansah HERY PURNOMO Ichwan Rahmanu Widjaja Ifadhila Ilham Arief Indriastiningsih, Erna Isep Nendri Rostiana Iwan Henri Kusnadi Khoirul Anwar, SE, MM Kushariyadi Kushariyadi Lely Indriani Loso Judijanto Mozart Malik Ibrahim Muhamad Risal Tawil Muhammad Subhan Iswahyudi Muhammad Syafri Mustafa, Fahrina Nasution, Annio Indah Lestari Ngurah Pandji Mertha Agung Durya Rezky Nurbakti Riesna Apramilda Saipul Al Sukri SETIAWAN JODI, I WAYAN GEDE ANTOK Sidjabat, Sonya Sihombing, Sagita Charolina Sonya Sidjabat Syamsi Mawardi Syeh Assery Tanti Widia Nurdiani Tribowo Rachmat Fauzan Victor Lamboy Sinaga Wahyuningratna, Ratu Nadya Wulandari Wulandari