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All Journal Panorama Nusantara Jurnal Cendekia Ilmiah Eduturisma Journal of Social Science
Rivera Pantro Sukma
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Humanities Economics, Econometrics & Finance Social Sciences

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Journal : eduturisma journal of social science

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Intermediasi Minat Beli Terhadap Keputusan Pembelian Melalui Digital Marketing Dan Citra Merek Bintang Muhammad Irsyad; Rivera Pantro Sukma
Eduturisma Vol 7 No 2 (2023): Eduturisma
Publisher : LPPM and Travel Operation Department Universitas Asa Indonesia

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Abstract

The purpose of this study is to determine the influence of digital marketing and brand image on purchasing decisions through buying intentions at Jozo Coffee Condet. Data collection by distributing questionnaires to consumers. The sampling technique uses accidental sampling method as many as 200 respondents. Data processing conducted by this study uses SmartPLS application version 3.2.9. The results of this study, there is a significant direct influence of digital marketing on buying intentions, digital marketing has a positive and significant effect on purchasing decisions, brand image has a positive and significant effect on buying intentions and brand image has a significant positive effect on purchasing decisions and for indirect influences, digital marketing through buying intentions has a significant effect on purchasing decisions, Also, brand image through buying intentions has a significant influence on purchasing decisions.
Pengaruh Social Media Marketing dan Kualitas Produk terhadap Keputusan Pembelian Melalui Minat Beli di Mattea Social Space Maylannda Ayu Putri; Rivera Pantro Sukma
Eduturisma Vol 7 No 2 (2023): Eduturisma
Publisher : LPPM and Travel Operation Department Universitas Asa Indonesia

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The purpose of this study was to determine the effect of Social Media Marketing and product quality on purchasing decisions through buying interest in Mattea Social Space. The data analysis method in this study used the SEM (Structural Equation Model) using SmartPLS 3 software. It used the accidental sampling method for a sample of 200 respondents. The results of the study show that for the direct effect that there is a positive and significant influence of social media marketing on purchasing decisions, there are significant results of social media marketing on purchase intention, product quality has a significant effect on purchasing decisions, product quality has a significant effect on purchase intention and purchase intention has a significant effect on purchasing decisions. For the indirect effect of social media marketing, it has a significant effect on purchasing decisions through buying interest, and product quality does has a significant effect on purchasing decisions through buying interest.
Peran Nilai Pelanggan Memediasi Pengaruh Kualitas Pelayanan Dan Citra Merek Terhadap Keputusan Menginap Ade Tri Saputra; Rivera Pantro Sukma
Eduturisma Vol 7 No 2 (2023): Eduturisma
Publisher : LPPM and Travel Operation Department Universitas Asa Indonesia

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Abstract

The purpose of this study is to determine the influence of service quality and brand image on decision to stay through customer value. The sampling technique uses accidental sampling method as many as 148 respondents. Data processing conducted by this study uses SmartPLS application version 3.2.9. The results of this study, there is a significant direct influence of service quality on customer value, service quality has a positive and significant effect on decision to stay, brand image has a positive and significant effect on customer value and brand image has a significant positive effect on decision to stay and for indirect influences, service quality through customer value has a significant effect on decision to stay, Also, brand image through customer value has a significant influence on decision to stay.
Co-Authors Ade Tri Saputra Avrillea Angelica Bintang Muhammad Irsyad Maylannda Ayu Putri Melinda Larassati Selly Merlina Moko