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All Journal Jurnal Fokus Manajemen Bisnis West Science Business and Management
Bonaga, Jason Keith
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Students' Word of Mouth Electronic Conversation Formation Model Through Online Service Quality and Students' Online Satisfaction Asakdiyah, Salamatun; Ismanto, Deny; Bonaga, Jason Keith
West Science Business and Management Vol. 1 No. 05 (2023): West Science Business and Management
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsbm.v1i05.416

Abstract

This study seeks to investigate the impact of E-Service Quality, E-Satisfaction, and the interaction between E-Service Quality and E-Satisfaction on the formation of E-Student Word of Mouth within the Management Study Program at the Faculty of Economics and Business, Ahmad Dahlan University in Yogyakarta. The sample selection involved a combination of convenience sampling and purposive sampling methods. Data collection was accomplished by distributing questionnaires to respondents, addressing aspects of E-Service Quality, E-Satisfaction, and E-WOM. Moderator Regression Analysis (MRA) was employed as the analytical tool. Additionally, T-tests and F-tests were utilized to examine the hypotheses put forth. The results of the partial regression coefficient test using the T-test indicate that both E-Service Quality and E-Satisfaction, as well as their interaction, have a significant influence on E-Student Word of Mouth. Furthermore, the regression coefficient analysis through the F-test demonstrates that the variables E-Service Quality, E-Satisfaction, and their interaction also collectively contribute to the influence on E-WOM. These variables - E-Service Quality, E-Satisfaction, and their interaction - can explain up to 85% of the variance in E-WOM, with the remaining 15% attributed to other variables not included in the research model.
The mediating role of customer loyalty on the effect of celebrity endorsement to impulse buying behavior Asakdiyah, Salamatun; Bonaga, Jason Keith; Maheswari, Uma; Prastowo, Indro; Salampessy, Andy Passyada
Jurnal Fokus Manajemen Bisnis Vol. 14 No. 1 (2024)
Publisher : Universitas Ahmad Dahlan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.12928/fokus.v14i1.10228

Abstract

Consumer behavior in purchasing products can be influenced by various internal and external factors. Both these factors can encourage individuals to purchase a product suddenly or unplanned in advance. The factors that allegedly influence consumers’ impulse buying are celebrity endorsements and customer loyalty. This study analyzes the effect of celebrity endorsements on impulse buying behavior by mediating customer loyalty. This research used Lazada's e-commerce service in Yogyakarta with a total of 80 respondents. The data obtained were then processed using the Smart PLS application in the form of validity, reliability, and direct and indirect hypothesis tests. Based on the results of the data processing, it can be concluded that the four research hypotheses are accepted. Celebrity endorsements have been shown to have a positive effect on impulse buying behavior, celebrity endorsements have been shown to have a positive effect on customer loyalty, customer loyalty has a positive effect on impulse buying behavior, and customer loyalty has been shown to mediate celebrity endorsement relationships and impulse buying behavior.
Co-Authors Indro Prastowo Ismanto, Deny Salamatun Asakdiyah, Salamatun Salampessy, Andy Passyada Uma Maheswari, Uma