Article Per Year (5 Year)
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This Author published in this journals
All Journal Formosa Journal of Sustainable Research (FJSR) International Journal of Asian Business and Management (IJABM)
Andi Hidayat Muhmin
Universitas Esa Unggul
Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Industrial & Manufacturing Engineering Social Sciences

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The Influence of Electronic Word of Mouth and Brand Image on Purchase Intention in Tuku Coffee Shops the Tangerang Area Shakila Puja Meisye; Andi Hidayat Muhmin
Formosa Journal of Sustainable Research Vol. 2 No. 4 (2023): April 2023
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/fjsr.v2i4.3923

Abstract

The use of digital media such as social media is used by coffee shop businessmen in introducing and promoting coffee brands and products so that they can attract the interest of consumers who see them. This study aims to determine the effect of Electronic Word of Mouth and Brand Image on Buying Interests of Tuku Coffee Shops in the South Tangerang area, using a total sample of 100 respondents to consumers who have bought and consumed Tuku Coffee in the last 2 months. The method used in this study is the Multiple Linear Regression Analysis technique. In this study using a type of quantitative research using a Likert scale with the Non Probability Sampling method through the Purposive Sampling technique.  The results of this study indicate that Electronic Word of Mouth (E-WOM) and Brand Image have a positive and significant effect on Purchase Intention. Then the Electronic Word  of  Mouth   (E-WOM)   and  Brand   Image simultaneously influence the Buying Interest of Toko Kopi Tuku products. Thus      increasing Electronic Word of Mouth (E-WOM) will increase Buying Interest  in  products  and  a  good  Brand Image will increase Buying Interest in consumers of Tuku Coffee Shop
The Influence of Brand Image and Trust Brand Againts Xiaomi Brand Loyalty Throught Customer Satisfaction Adam Apriansyah; Andi Hidayat Muhmin
International Journal of Asian Business and Management Vol. 2 No. 2 (2023): April 2023
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (350.805 KB) | DOI: 10.55927/ijabm.v2i2.3834

Abstract

At this time smartphones are a necessity of life every day. So, every individual must have at least one smartphone as a tool for daily life. Currently, smartphone users in Indonesia are experiencing rapid development, but with so many smartphone users giving customers a variety of choices in purchasing smartphones. Various brands and specifications offered by manufacturers make the purchase and use of smartphones higher every year. With intense competition in the smartphone industry requires Xiaomi to have a strategy in order to remain in demand by consumers. This research was carried out to find out the influence of brand image, brand trust and consumer satisfaction on brand loyalty to Xiaomi smartphone consumers who live in the Tangerang area. Based on the results of this study shows that brand image has a positive effect on consumer satisfaction. Brand trust has a positive effect on consumer satisfaction. Brand image positively affects brand loyalty. Brand trust positively affects brand loyalty. Consumer satisfaction has a positive effect on consumer loyalty. Brand image positively affects brand loyalty through consumer satisfaction. Brand trust positively affects brand loyalty through consumer satisfaction
Co-Authors Adam Apriansyah Fahmi Tamzil Muniroh Muniroh Shakila Puja Meisye