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All Journal J-MAS (Jurnal Manajemen dan Sains) Public Service And Governance Journal
Rafa Naufal Hanifah
Universitas Singaperbangsa Karawang
Economics, Econometrics & Finance Environmental Science Social Sciences

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Pengaruh Viral Marketing, Celebrity Endorser, dan Brand Awerness terhadap Keputusan Pembelian Pada Geprek Bensu Karawang Novita Karisma; Rafa Naufal Hanifah
J-MAS (Jurnal Manajemen dan Sains) Vol 8, No 1 (2023): April
Publisher : Universitas Batanghari

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33087/jmas.v8i1.830

Abstract

The increasingly advanced era makes the needs of each individual increase. In addition, the development of the times also greatly impacts the technology that changes very quickly from time to time. Now technology is born to make it easier for people to carry out their daily lives where we know that today's society wants everything to be instant. From this, companies must be able to understand how consumers make decisions to buy a product. This study aims to determine whether there is a significant influence of viral marketing, celebrity endorsers, and brand awareness on purchasing decisions at Geprek Bensu Karawang. The sampling technique uses Non Probability Sampling, namely the Incidental Sampling technique with a total of 30 respondents. The results of the study show that Viral Marketing, Celebrity Endorser, and Brand Awareness simultaneously have a positive and significant effect on purchasing decisions at Geprek Bensu Karawang, Viral Marketing partially has no significant effect on purchasing decisions at Geprek Bensu Karawang, Celebrity Endorser partially has a positive and significant effect on purchasing decisions at Geprek Bensu Karawang, Brand Awareness partially has a positive and significant effect on purchasing decisions on Geprek Bensu Karawang. 
Pengaruh Online Customer Review Dan Online Customer Rating Terhadap Keputusan Pembelian Pada Marketplace Lazada Rafa Naufal Hanifah; Arif Fadila
Public Service and Governance Journal Vol. 4 No. 1 (2023): Januari: Public Service and Governance Journal
Publisher : Universitas 17 Agustus 1945 Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56444/psgj.v4i1.1012

Abstract

This study aims to analyze the influence of online customer reviews and online customer ratings on purchasing decisions on the Lazada marketplace. In this study using a descriptive verification approach with quantitative methods. The sample used in this study was 400 respondents. Sampling using the Nonprobability Sampling method. The test stages used were validity test, reliability test, classic assumption test, multiple linear regression analysis technique and hypothesis testing using t test, f test and coefficient of determination using SPSS 26 tools. The results of this study were obtained by Online Customer Reviews and Online Customers Ratings have a positive and significant partial effect on purchasing decisions on the Lazada marketplace with variable values of 20.8% and 91.0% respectively. While Online Customer Reviews and Online Customer Ratings simultaneously influence purchasing decisions on the Lazada marketplace, they contribute 39.2% to purchasing decisions, while the remaining 60.8% is contributed by other factors not examined that influence purchasing decisions (Y ).
Co-Authors Arif Fadila Novita Karisma