Article Per Year (5 Year)
p-Index From 2020 - 2025
0.23
P-Index
This Author published in this journals
All Journal International Journal of Economics Development Research (IJEDR)
Mokhamad Arwani
Universitas Wahid Hasyim Semarang
Economics, Econometrics & Finance Social Sciences

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
The Influence of Brand Image and Viral Marketing on Students Purchasing Decisions Mediated by Price Luh Komang Candra Dewi; Silvia Ekasari; Gusti Noorlitaria Achmad; Aat Ruchiat Nugraha; Mokhamad Arwani
International Journal of Economics Development Research (IJEDR) Vol. 5 No. 2 (2024): International Journal of Economics Development Research (IJEDR)
Publisher : Yayasan Riset dan Pengembangan Intelektual

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37385/ijedr.v5i2.5449

Abstract

This study looks into and assesses how viral marketing and brand image affect price-mediated purchasing decisions. There are all 2023 Semarang University Faculty of Economics students. By using the Slovin formula on the data, 59 research samples were generated. SPSS is used as part of the data analysis procedure. The results of the study are shown in the SPSS output, and they show that viral marketing significantly affects expenses. Price is significantly impacted by brand image. Viral marketing has a big impact on what consumers decide to buy. Brand perception has a big impact on consumer purchase decisions. Price has a major role in determining what purchases are made. Pricing is a key mediating factor in the relationship between viral marketing and purchase decisions. Furthermore, pricing has a major mediating role in the link between brand perception and purchase behavior.
Co-Authors Aat Ruchiat Nugraha Gusti Noorlitaria Achmad Luh Komang Candra Dewi Silvia Ekasari