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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
Vivid Violin
Politeknik Maritim AMI Makassar
Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences

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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.
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 Djunaedi Djunaedi Fedianty Augustinah Fildzah Shabrina Frans Sudirjo Haniwijaya Pahlawansah Ichwan Rahmanu Widjaja Ifadhila Ilham Arief Indriastiningsih, Erna Isep Nendri Rostiana Khoirul Anwar, SE, MM Kushariyadi Kushariyadi Lely Indriani Loso Judijanto Mozart Malik Ibrahim Muhamad Risal Tawil Muhammad Subhan Iswahyudi Muhammad Syafri Nasution, Annio Indah Lestari Ngurah Pandji Mertha Agung Durya Rezky Nurbakti Saipul Al Sukri SETIAWAN JODI, I WAYAN GEDE ANTOK Syamsi Mawardi Syeh Assery Tanti Widia Nurdiani Tribowo Rachmat Fauzan Victor Lamboy Sinaga Wahyuningratna, Ratu Nadya Wulandari Wulandari