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Ni Putu Nita Anggraeni
Fakultas Ekonomi dan Bisnis Universitas Mahasaraswati Denpasar
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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PENGARUH WORD OF MOUTH, BRAND AWARENESS, DAN SOCIAL MEDIA MARKETING TERHADAP KEPUTUSAN PEMBELIAN YOGA MAT DI UNIQUE YOGA SHOP BALI Ni Made Ayu Oka Dewi; Ni Putu Nita Anggraeni; I Wayan Gede Antok Setiawan Jodi
VALUES Vol. 4 No. 2 (2023): Values
Publisher : Program Studi Manajemen Fakultas Ekonomi dan Bisnis UNMAS

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Abstract

The development of communication in the marketing strategy has an important role for business actors in influencing a consumer purchasing decision. The increasing public interest in doing yoga, of course, influences the decision to purchase a yoga mat at Unique Yoga Shop Bali as one of the distributors of yoga products in Bali. So that there is an increase in sales of its main product, namely yoga mat, which is believed to be influenced by Word of Mouth, Brand Awareness, and Social Media Marketing factors on the decision to buy yoga mat at Unique Yoga Shop Bali. The population of this study are other people who have bought yoga mats at Unique Yoga Shop Bali, the exact number of which is unknown. The sample in this study was determined based on the purposive sampling method using the Hair formula as many as 126 respondents.The results of the study show that Word of Mouth, Brand Awareness, and Social Media Marketing have a positive and significant effect on the decision to purchase yoga mat at Unique Yoga Shop Bali. Suggestions for further research can develop this research by adding other variables.
PENGARUH WORD OF MOUTH, BRAND AWARENESS, DAN SOCIAL MEDIA MARKETING TERHADAP KEPUTUSAN PEMBELIANYOGA MAT DI UNIQUE YOGA SHOP BALI Ni Made Ayu Oka Dewi; Ni Putu Nita Anggraeni; I Wayan Gede Antok Setiawan Jodi
EMAS Vol. 4 No. 10 (2023): EMAS
Publisher : Program Studi Manajemen Fakultas Ekonomi dan Bisnis Universitas Mahasaraswati Denpasar.

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Abstract

Perkembangan komunikasi dalam strategi pemasaran, penting perannya bagi pelaku usaha dalam mempengaruhi suatu keputusan pembelian konsumen. Bertambahnya minat masyarakat dalam melakukan yoga, hal ini tentu saja berpengaruh terhadap keputusan pembelian yoga mat di Unique Yoga Shop Bali sebagai salah satu distributor produk yoga di Bali. Sehingga terjadinya peningkatan penjualan terhadap produk utamanya yaitu yoga mat, yang diyakini adanya pengaruh dari faktor Word of Mouth, Brand Awareness, dan Social Media Marketing terhadap keputusan pembelian yoga mat di Unique Yoga Shop Bali. Populasi penelitian ini adalah orang lain yang pernah membeli yoga mat di Unique Yoga Shop Bali yang tidak diketahui jumlah pastinya. Sampel dalam penelitian ini ditentukan berdasarkan metode purposive sampling dengan menggunakan rumus Hair adalah sebanyak 126 responden.Hasil penelitian menunjukkan bahwa Word of Mouth, Brand Awareness, dan Social Media Marketing berpengaruh positif dan signifikan terhadap keputusan pembelian yoga mat di Unique Yoga Shop Bali. Saran bagi penelitian selanjutnya dapat mengembangkan penelitian ini dengan menambahkan variabel lainnya.
Co-Authors I Wayan Gede Antok Setiawan Jodi Ni Made Ayu Oka Dewi