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All Journal Bulletin of Management and Business Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis
Indra Krishernawan
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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PENGARUH CELEBRITY ENDORSER, DAYA TARIK IKLAN, DAN ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN DI E-COMMERCE SHOPEE (STUDI KASUS PADA PENGGUNA E-COMMERCE SHOPEE DI UNIVERSITAS MAYJEN SUNGKONO MOJOKERTO) Avifah Nihmatus Solikhah; Indra Krishernawan
Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis Vol. 2 No. 2 (2022): Juli: Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jaem.v2i2.220

Abstract

Rapid technological advancements, coupled with the establishment of e-commerce businesses in Indonesia, resulted in the emergence of a new marketing phenomenon or event, namely online marketing. The primary goal of this research was to ascertain the effect of advertising appeal, celebrity endorser, and online word of mouth on Shopee e-commerce purchase decisions (Shopee e-commerce user case study, Mojokerto, Mayjen Sungkono University).Non-probability sampling and target sampling are two sampling techniques. Mayjen Sungkono Mojokerto, a college student who used Shopee, participated in the study by providing 100 responses. To collect data, Likert surveys were used. Multiple linear model was used to assess the data in this study, as well as a rability test, a validity test a hypotesis test, and a classical hypothesis test. According to the test results, celebrity speakers, advertising attractiveness, and e-WOM all have a statistically significant positive effect on variable purchase decisions. Simultaneous regression analysis (test f) demonstrates that all examined uncorrelated (free) variables have a statistically significant impact on correlated (bound) purchase decisions.
Pengaruh Kualitas Produk, Kualitas Pelayanan, Dan Brand Image Terhadap Loyalitas Member PT. Natural Nusantara Adiva Muallamatal Khikmah; Indra Krishernawan; Azizah Fitriani
Bulletin of Management and Business Vol. 3 No. 1: Maret 2022
Publisher : Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Widya Gama

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31328/bmb.v3i1.210

Abstract

This research is motivated by the decreasing number of member distributors of PT. Natural Nusantara Mojokerto Branch, it turns out that there are several factors causing member loyalty to decrease in 2021. This study aims to examine the effect of Product Quality (X1) Service Quality (X2) Brand Image (X3) on Member Loyalty (Y) distributor of PT. Natural Nusantara Mojokerto Branch. The sampling technique was carried out using a non-probability model with a purposive sampling method. The sample used in this study were 110 respondents from member distributors of PT. Natural Nusantara Branch Mojokerto, data collection techniques through a questionnaire with a Likert scale. The data analysis method used is multiple linear regression with validity test, reliability test, classical assumption test, and hypothesis testing. The results of the research conducted, partial regression test (t test) showed that Product Quality, Service Quality and Brand Image had a positive and significant influence on the Member Loyalty variable. Simultaneous regression test (Test F) shows that all the Independent Variables studied have a significant effect on Member Loyalty Dependent Variables.
Co-Authors Adiva Muallamatal Khikmah Avifah Nihmatus Solikhah Azizah Fitriani