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Pengaruh Advertising, Brand Ambassador dan Product Bundling terhadap Purchase Decision pada Produk Scarlett Whitening Ayu Fauziah Rahmat; Dedy Ansari Harahap; Nindya Saraswati
Bandung Conference Series: Business and Management Vol. 3 No. 2 (2023): Bandung Conference Series Business and Management
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcsbm.v3i2.8010

Abstract. As competition in the skincare and bodycare business grows, many companies are taking advantage of opportunities to create new changes for their business including the role of Advertising, Brand Ambassador, and Product Bundling which influence consumers to make purchases. This research aims to find out how the description and influence of advertising, brand ambassador and product bundling on purchase decision on Scarlett Whitening product. This research is a type of descriptive research with quantitative methods. The sampling technique was used nonprobability sampling, namely purposive sampling. The population in this research were college students in the city of Bandung, namely users or knowing Scarlett Whitening products and a sample of 225 people were obtained. Furthermore, the data analysis was used descriptive and statistical analysis by using multiple linear regression analysis, F-test, t-test and the coefficient of determination. The results of this research indicated that advertising partially had a positive and significant effect on purchase decision, brand ambassadors partially had a positive and significant effect on purchase decision, product bundling partially had a positive and Wsignificant effect on purchase decision. Then simultaneously advertising, brand ambassadors, and product bundling have had a positive and significant effect on purchase decisions. Abstrak. Seiring berkembangnya persaingan bisnis perawatan kulit (skincare) dan tubuh (body care), perusahaan memanfaatkan peluang untuk menciptakan perubahan baru untuk bisnisnya diantaranya dengan peran Advertising, Brand Ambassador, dan Product Bundling yang mempengaruhi konsumen untuk melakukan pembelian. Penelitian ini bertujuan untuk mengetahui bagaimana gambaran serta pengaruh advertising, brand ambassador dan product bundling terhadap purchase decision pada produk Scarlett Whitening. Penelitian ini merupakan jenis penelitian deskriptif dengan metode kuantitatif. Teknik sampling yang digunakan adalah nonprobability sampling yaitu purposive sampling. Populasi pada penelitian ini adalah mahasiswa/i di Kota Bandung yaitu pengguna atau mengetahui produk Scarlett Whitening dan didapatkan sampel sebanyak 225 orang. Selanjutnya, analisis data yang digunakan adalah analisis deskriptif dan statistik yaitu dengan menggunakan analisis regresi linier berganda, uji F, uji t dan koefisien determinasi. Hasil penelitian ini menunjukkan bahwa advertising secara parsial berpengaruh positif dan signifikan terhadap purchase decision, brand ambassador secara parsial berpengaruh positif dan signifikan terhadap purchase decision, product bundling secara parsial berpengaruh positif dan signifikan terhadap purchase decision. Lalu secara simultan advertising, brand ambassador, dan product bundling berpengaruh positif dan signifikan terhadap purchase decision.

SUSTAINABILITY MARKETING MIX ON PURCHASE DECISION THROUGH CONSUMER’S GREEN ATTITUDE AS THE MODERATING VARIABLE Nindya Saraswati; Aditia Wirayudha
International Journal of Economics, Business and Accounting Research (IJEBAR) Vol 6, No 3 (2022): IJEBAR, Vol. 6 Issue 3, September 2022
Publisher : LPPM ITB AAS INDONESIA (d.h STIE AAS Surakarta)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/ijebar.v6i3.6354

Today, the importance of sustainability is increasing as environmental issues have become a concern for both businesses and consumers. Companies must swiftly comprehend the idea of sustainability and begin to assess themselves as businesses need to make a profit to survive, but to be sustainable, they need to balance the other two priorities, namely people and the planet. Hence, the idea of sustainable marketing has emerged. It focuses on the need to practice sustainability as well as to meet the needs, without harming future generations, by having green movement as core business goals. This study aims to identify the influence of sustainability marketing mix in purchasing decisions towards green personal care products, The Body Shop, in the Indonesian context and to reveal the role of consumer’s green attitudes as moderating variable. This is a quantitative research. Meanwhile, the data analysis technique consists of testing the validity and reliability, simple linear regression, hypothesis testing and moderated regression analysis. The findings show that the sustainability marketing mix has a positive and significant effect on purchasing decisions for green products in Indonesia, moderated by consumer’s green attitude.

Pengaruh Celebrity Endorser dan Citra Merek terhadap Keputusan Pembelian pada Kosmetik Skincare Merek Azarine Febriyanti, Kharisma; Tresnati, Ratih; Saraswati, Nindya
Bandung Conference Series: Business and Management Vol. 3 No. 2 (2023): Bandung Conference Series Business and Management
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcsbm.v3i2.9436

Abstract. This study aims to determine Celebrity endorser and Brand Image on Azarine Brand Skincare Cosmetics in Bandung City and to find out respondents' responses regarding Celebrity endorser and Brand Image and to find out how much influence Celebrity endorser and Brand Image have on Purchasing Decisions on Azarine Brand Skincare Cosmetics in Bandung City. This type of research uses descriptive and verification methods, uses a quantitative approach by operating the calculations using the IBM SPSS V26 program and the sampling technique uses probability sampling to be precise using simple random sampling. Then get a sample of 100 people from the existing population. The population in this study were consumers who had purchased Azarine Brand Skincare Cosmetics. The data analysis method in this study uses multiple linear regression analysis with the aim of knowing the direction of the relationship between the Celebrity endorser (X1) and Brand Image (X2) variables with the Purchase Decision variable (Y). Thus the result is that the Celebrity endorser variable partially has a significant effect on Purchasing Decisions. Then Brand Image partially has a significant effect on Purchasing Decisions. As well as the Celebrity endorser and Brand Image variables simultaneously have a significant effect on the Purchase Decision of Azarine Skincare Brand Cosmetics in the City of Bandung. Abstrak. Penelitian ini bertujuan untuk mengetahui Celebrity endorser dan Citra Merek pada Kosmetik Skincare Merek Azarine di Kota Bandung dan untuk mengetahui tanggapan responden mengenai Celebrity endorser dan Citra Merek serta mencari seberapa pengaruh antara Celebrity endorser dan Citra Merek terhadap Keputusan Pembelian pada Kosmetik Skincare Merek Azarine di Kota Bandung. Jenis penelitian ini menggunakan metode deskriptif dan verifikatif, dengan menggunakan pendekatan kuantitatif dengan mengoperasikan perhitungannya menggunakan program IBM SPSS V26 dan teknik penarikan sampel menggunakan probability sampling tepatnya menggunakan simple random sampling. Kemudian di dapat sampel sebanyak 100 orang dari populasi yang ada. Populasi dalam penelitian ini adalah konsumen yang pernah melakukan pembelian Kosmetik Skincare Merek Azarine. Metode analisis data dalam penelitian ini menggunakan analisis regresi linier berganda dengan tujuan untuk mengetahui arah hubungan antara variabel Celebrity endorser (X1) dan Citra Merek (X2) dengan variabel Keputusan Pembelian (Y). Dengan demikian didapat hasil bahwa variabel Celebrity endorser secara parsial berpengaruh signifikan terhadap Keputusan Pembelian. Kemudian Citra Merek secara parsial berpengaruh signifikan terhadap Keputusan Pembelian. Serta variabel Celebrity endorser dan Citra Merek secara simultan berpengaruh signifikan terhadap Keputusan Pembelian Kosmetik Skincare Merek Azarine di Kota Bandung.

Pengaruh Social Media Marketing dan Marketing Campaign WIB (Waktu Indonesia Belanja) terhadap Keputusan Pembelian di Marketplace Tokopedia Nur Fitriani Hidayat; Mochamad Malik Akbar Rohandi; Nindya Saraswati
Bandung Conference Series: Business and Management Vol. 4 No. 1 (2024): Bandung Conference Series Business and Management
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcsbm.v4i1.9920

Abstract. Competition conditions in the business world are increasingly competitive, especially transformation in the era of globalization and technological advances, especially in the world of telecommunications. Business people are required to be able to adapt, be innovative, and become increasingly sensitive to developments that occur so that companies must open new strategies and plan carefully. This research is included in the type of quantitative research using a quantitative approach. The data collection technique in this research was carried out through distributing questionnaires. The sampling technique used in this research is non-probability sampling, namely purposive sampling. The population in this study were students in West Java with a sample of 150 respondents. The data analysis used is descriptive and verification analysis as well as statistics, namely using multiple linear regression analysis, t test, f test, and coefficient of determination. The results of this research show that the Social Media Marketing variable partially has a significant effect on purchasing decisions, the WIB Marketing Campaign (Indonesia Shopping Time) partially has a significant effect on purchasing decisions, and the Social Media Marketing and WIB Marketing Campaign (Indonesia Shopping Time) simultaneously have an effect significant impact on purchasing decisions on the Tokopedia marketplace. Abstrak. Kondisi persaingan dalam dunia bisnis yang semakin kompetitif terlebih transformasi di era globalisasi serta kemajuan teknologi khususnya dalam dunia telekomunikasi. Para pelaku bisnis dituntut untuk dapat beradaptasi, inovatif, dan semakin peka akan perkembangan yang terjadi sehingga perusahaan harus membuka strategi baru dan perencanaan yang matang. Penelitian ini termasuk ke dalam jenis penelitian kuantitatif dengan menggunakan pendekatan kuantitatif. Teknik pengumpulan data dalam penelitian ini dilakukan melalui penyebaran kuesioner. Teknik sampling yang digunakan dalam penelitian ini adalah non-probability sampling yaitu purposive sampling. Populasi dalam penelitian ini adalah mahasiswa di Jawa Barat yang dengan sampel sebanyak 150 responden. Analisis data yang digunakan adalah analisis deskriptif dan verifikatif serta statistik yaitu dengan menggunakan analisis regresi linier berganda, Uji t, Uji f, dan koefisien determinasi. Hasil dari penelitian ini menunjukkan bahwa variabel Social Media Marketing secara parsial berpengaruh signifikan terhadap keputusan pembelian, Marketing Campaign WIB (Waktu Indonesia Belanja) secara parsial berpengaruh signifikan terhadap keputusan pembelian, serta Social Media Marketing dan Marketing Campaign WIB (Waktu Indonesia Belanja) secara simultan berpengaruh signifikan terhadap Keputusan Pembelian di Marketplace Tokopedia.

Analisis Pengaruh Brand Image, Brand Awareness dan Brand Trust terhadap Purchase Decision Smartphone Merek Oppo di Kecamatan Majalaya Muhammad Farhan Januar; Dedy Ansari Harahap, Nindya Saraswati; Nindya Saraswati
Bandung Conference Series: Business and Management Vol. 4 No. 1 (2024): Bandung Conference Series Business and Management
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcsbm.v4i1.10346

Abstract. The need for smartphones in Indonesia is increasing due to the increase in the use value of smartphones, this has made the competition in the smartphone industry even tighter. Facing this competition, companies need to know the factors that cause consumers to choose a product. The purpose of this study was to analyze the influence of brand image, brand awareness and brand trust on purchase decisions for Oppo brand smartphones in Majalaya sub-district. This type of research is included in descriptive and verification research with quantitative methods. This research was conducted by distributing questionnaires to 160 respondents. The sampling technique used is non-probability sampling. The analytical method used is multiple linear regression analysis with the help of SPSS 25 software, hypothesis testing using the T test and F test. The results of the study show that brand image partially has no significant effect on purchase decisions. Brand awareness partially has a significant effect on purchase decision. Brand trust partially has a significant effect on purchase decision. As well as brand image, brand awareness and brand trust simultaneously have a significant effect on the purchase decision of the Oppo brand smartphone in Majalaya sub-district. Abstrak. Kebutuhan akan smartphone di Indonesia meningkat karena peningkatan nilai guna smartphone, hal ini membuat persaingan industri smartphone semakin ketat. Menghadapi persaingan ini, perusahaan perlu mengetahui faktor penyebab konsumen memilih suatu produk. Tujuan penelitian ini adalah untuk menganalisis pengaruh brand image, brand awareness dan brand trust terhadap purchase decision smartphone merek Oppo di kecamatan Majalaya. Jenis penelitian ini termasuk dalam penelitian deskriptif dan verifikatif dengan metode kuantitatif. Penelitian ini dilakukan dengan menyebarkan kuesioner kepada 160 responden. Teknik sampling yang digunakan adalah non probability sampling. Metode analisis yang digunakan adalah analisis regresi linear berganda dengan bantuan software SPSS 25, uji hipotesis menggunakan Uji T dan Uji F. Hasil penelitian menunjukan bahwa brand image secara parsial tidak berpengaruh signifikan terhadap purchase decision. Brand awareness secara parsial berpengaruh signifikan terhadap purchase decision. Brand trust secara parsial berpengaruh signifikan terhadap purchase decision. Serta brand image, brand awareness dan brand trust secara simultan berpengaruh signifikan terhadap purchase decision smartphone merek Oppo di kecamatan Majalaya.

Analisis Pengaruh Brand Image, Brand Awareness dan Brand Trust terhadap Purchase Decision Smartphone Merek Oppo di Kecamatan Majalaya Muhammad Farhan Januar; Dedy Ansari Harahap, Nindya Saraswati; Nindya Saraswati
Bandung Conference Series: Business and Management Vol. 4 No. 1 (2024): Bandung Conference Series Business and Management
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcsbm.v4i1.10346

Abstract. The need for smartphones in Indonesia is increasing due to the increase in the use value of smartphones, this has made the competition in the smartphone industry even tighter. Facing this competition, companies need to know the factors that cause consumers to choose a product. The purpose of this study was to analyze the influence of brand image, brand awareness and brand trust on purchase decisions for Oppo brand smartphones in Majalaya sub-district. This type of research is included in descriptive and verification research with quantitative methods. This research was conducted by distributing questionnaires to 160 respondents. The sampling technique used is non-probability sampling. The analytical method used is multiple linear regression analysis with the help of SPSS 25 software, hypothesis testing using the T test and F test. The results of the study show that brand image partially has no significant effect on purchase decisions. Brand awareness partially has a significant effect on purchase decision. Brand trust partially has a significant effect on purchase decision. As well as brand image, brand awareness and brand trust simultaneously have a significant effect on the purchase decision of the Oppo brand smartphone in Majalaya sub-district. Abstrak. Kebutuhan akan smartphone di Indonesia meningkat karena peningkatan nilai guna smartphone, hal ini membuat persaingan industri smartphone semakin ketat. Menghadapi persaingan ini, perusahaan perlu mengetahui faktor penyebab konsumen memilih suatu produk. Tujuan penelitian ini adalah untuk menganalisis pengaruh brand image, brand awareness dan brand trust terhadap purchase decision smartphone merek Oppo di kecamatan Majalaya. Jenis penelitian ini termasuk dalam penelitian deskriptif dan verifikatif dengan metode kuantitatif. Penelitian ini dilakukan dengan menyebarkan kuesioner kepada 160 responden. Teknik sampling yang digunakan adalah non probability sampling. Metode analisis yang digunakan adalah analisis regresi linear berganda dengan bantuan software SPSS 25, uji hipotesis menggunakan Uji T dan Uji F. Hasil penelitian menunjukan bahwa brand image secara parsial tidak berpengaruh signifikan terhadap purchase decision. Brand awareness secara parsial berpengaruh signifikan terhadap purchase decision. Brand trust secara parsial berpengaruh signifikan terhadap purchase decision. Serta brand image, brand awareness dan brand trust secara simultan berpengaruh signifikan terhadap purchase decision smartphone merek Oppo di kecamatan Majalaya.

Pengaruh Brand Ambassador Stray Kids dan Interaksi Sosial di Instagram terhadap Keputusan Pembelian Produk Skincare Nacific Indonesia Nardin Najla; Mochamad Malik Akbar Rohandi; Nindya Saraswati
Bandung Conference Series: Business and Management Vol. 4 No. 1 (2024): Bandung Conference Series Business and Management
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcsbm.v4i1.10497

Abstract. Achieving the success of a company, one of which is by increasing company sales, there are several ways that companies can do in an effort to achieve this. One of them is by planning a good marketing strategy. That is what Nacific Indonesia wants to achieve, based on the results of observations Nacific Indonesia has made various marketing efforts to increase sales, for example the use of brand ambassadors and social interaction on Instagram. This research focuses on brand ambassador variables, social interactions, and purchasing decisions. The purpose of the study was to determine the relationship between Stray Kids brand ambassadors and social interactions on purchasing decisions for Nacific skincare products. The method used in this research is a survey method with a questionnaire instrument as the data collection technique. The object of this research is the 257,291 followers of the @nacificofficial.id Instagram account which is stripped back based on the sampling criteria to 100 people. The data analysis used in this research is descriptive and verification analysis using multiple linear regression analysis, f test, t test, and the coefficient of determination The results of this study indicate that Stray Kids brand ambassadors partially have a significant effect on purchasing decisions, and social interactions partially have a significant effect on purchasing decisions. Then simultaneously brand ambassadors and social interaction, have a significant and positive effect on purchasing decisions. Abstrak. Tercapainya keberhasilan suatu perusahaan salah satunya adalah dengan meningkatkan penjualan perusahaan, terdapat beberapa cara yang dapat dilakukan oleh perusahaan dalam upaya meraih hal tersebut. Salah satunya adalah dengan melakukan perencaan strategi pemasaran yang baik. Hal itulah yang ingin dicapai oleh Nacific Indonesia, berdasarkan hasil observasi Nacific Indonesia telah melakukan berbagai upaya pemasaran untuk peningkatan penjualan sebagai contoh penggunaan brand ambassador dan interaksi sosial di Instagram. Penelitian ini berfokus kepada variabel brand ambassador, interaksi sosial, dan keputusan pembelian. Tujuan dari penelitian adalah untuk mengetahui hubungan antara brand ambassador Stray Kids dan interaksi sosial terhadap keputusan pembelian produk skincare Nacific. Metode yang digunakan pada penelitian ini adalah metode survei dengan instrumen kuesioner sebagai teknik pengumpulan datanya. Objek penelitian ini adalah pengikut akun instagram @nacificofficial.id 257.291 yang dilucutkan kembali berdasarkan kriteria sampling menjadi 100 orang. Analisis data yang digunakan dalam penelitian ini adalah analisis deskriptif dan verifikatif menggunakan analisis regresi linier berganda, Uji f, Uji t, dan koefisien determinasi. Hasil penelitian ini menunjukkan bahwa brand ambassador Stray Kids secara parsial berpengaruh signifikan terhadap keputusan pembelian dan interaksi sosial secara parsial berpengaruh signifikan terhadap keputusan pembelian. Kemudian simultan brand ambassador dan interaksi sosial, berpengaruh signifikan dan positif terhadap keputusan pembelian.

Pengaruh Layanan Purna Jual dan Lokasi terhadap Kepuasan Konsumen Syafik Fauzi Indra Nurjaman; Dede R. Oktini; Nindya Saraswati
Bandung Conference Series: Business and Management Vol. 4 No. 1 (2024): Bandung Conference Series Business and Management
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcsbm.v4i1.10987

Abstract. This study aims to determine the After Sales Service and Location for Consumers of Merdeka Motor, Sanding Branch, Garut Regency and to find out the respondents' responses regarding After Sales Service and Location and to find out how the influence between After Sales Service and Location on Consumer Satisfaction of Merdeka Motor, Sanding Branch, Garut Regency. This type of research uses descriptive and verification methods using a quantitative approach by operating calculations using the IBM SPSS V25 program, and the sampling technique uses nonprobability sampling, precisely using purposive sampling. The population in this study were consumers of Merdeka Motor Branch Sanding Garut Regency. The sample taken is 100 respondents. The data analysis method used is multiple linear analysis with the aim of knowing the direction of the relationship between the independent variable After Sales Service (X1) and the independent variable Location (X2) with the dependent variable Customer Satisfaction (Y). The results of the tests carried out in this study state that the After Sales Service and Location variables partially have a significant effect on Consumer Satisfaction. Simultaneously, the After Sales Service and Location variables have a significant effect on Consumer Satisfaction at Merdeka Motor Branch Sanding Garut Regency. Abstrak. Penelitian ini bertujuan untuk mengetahui Layanan Purna Jual dan Lokasi pada Konsumen Merdeka Motor Cabang Sanding Kabupaten Garut dan untuk mengetahui tanggapan responden mengenai Layanan Purna Jual dan Lokasi serta mencari bagaimana pengaruh antara Layanan Purna Jual dan Lokasi terhadap Kwpuasan Konsumen Merdeka Motor Cabang Sanding Kabupaten Garut. Jenis penelitian ini menggunakan metode deskriptif dan verifikatif dengan menggunakan pendekatan kuantitatif dengan mengoperasikan perhitungan menggunakan program IBM SPSS V25 dan teknik penarikan sampel menggunakan nonprobability sampling tepatnya menggunakan purposive sampling. Populasi dalam penelitian ini adalah konsumen Merdeka Motor Cabang Sanding Kabupaten Garut. Sampel yang diambil sejumlah 100 responden. Metode analisis data yang digunakan adalah analisis linier berganda dengan tujuan untuk mengetahui arah hubungan antara variabel independen Layanan Purna Jual (X1) dan variabel independen Lokasi (X2) dengan variabel dependen Kepuasan Konsumen (Y). Hasil pengujian yang dilakukan dalam penelitian ini menyatakan bahwa variabel Layanan Purna Jual dan Lokasi secara parsial berpengaruh signifikan terhadap Kepuasan Konsumen Serta secara simultan variabel Layanan Purna Jual dan Lokasi berpengaruh signifikan terhadap Kepuasan Konsumen pada Merdeka Motor Cabang Sanding Kabupaten Garut.

Pengaruh Social Media Marketing terhadap Minat Beli yang di Moderasi Brand Image Hafedz Aulia Darass; Hendrati Dwi Mulyaningsih; Nindya Saraswati
Bandung Conference Series: Business and Management Vol. 4 No. 1 (2024): Bandung Conference Series Business and Management
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcsbm.v4i1.11067

Abstract. This research focuses on social media marketing variables, purchase intention, and brand image. This research aims to determine the relationship between social media marketing and purchase interest and the role of brand image as a moderating variable for Instagram Wingman Denim consumers in Bandung City. The method used in this research is a survey method via questionnaires as a data collection technique. The objects of this research were Instagram Wingman Denim consumers in Bandung City using a sample size of 140 people. The sampling technique in this research used random sampling. There are two hypotheses in this research. To test the hypothesis, the techniques used are simple regression analysis and MRA (Moderated Regression Analysis). The results of this research show that there is a positive and significant influence between social media marketing on purchase intention among Wingman Denim Instagram consumers in Bandung City. Furthermore, brand image strengthens the relationship between social media marketing and purchase intention among Wingman Denim Instagram consumers in Bandung City. Abstrak. Penelitian ini berfokus pada variabel social media marketing, minat beli, dan brand image. Penelitian ini bertujuan untuk mengetahui hubungan antara social media marketing dan minat beli serta peran brand image sebagai variabel moderasi pada konsumen Instagram Wingman Denim di Kota Bandung. Metode yang digunakan pada penelitian ini adalah metode survei melalui kuesioner sebagai teknik pengumpulan data. Objek pada penelitian ini adalah konsumen Instagram Wingman Denim di Kota Bandung dengan menggunakan jumlah sampel sebanyak 140 orang. Teknik sampling pada penelitian ini menggunakan random sampling. Terdapat dua hipotesis yang ada pada penelitian ini. Untuk menguji hipotesis, teknik yang digunakan yaitu analisis regresi sederhana dan MRA (Moderated Regression Analysis). Hasil dari penelitian ini menunjukan bahwa terdapat pengaruh positif dan signifikan antara social media marketing terhadap minat beli pada konsumen Instagram Wingman Denim di Kota Bandung. Selanjutnya, brand image memperkuat hubungan antara social media marketing terhadap minat beli pada konsumen Instagram Wingman Denim di Kota Bandung.

Pengaruh Electronic Word of Mouth (e-WOM) terhadap Purchase Intention yang Dimoderasi Kualitas Produk Aqsya Shaqilla; Hendrati Dwi Mulyaningsih; Nindya Saraswati
Bandung Conference Series: Business and Management Vol. 4 No. 1 (2024): Bandung Conference Series Business and Management
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcsbm.v4i1.11080

Abstract. This research focuses on electronic word of mouth, purchase intention, and product quality. The purpose of this study to determine the relationship between electronic word of mouth and purchase intention and the role of product quality as a moderating variable in Kalamula Kopitiam on Tiktok Social Media. The method used in this study is a survey method through questionnaires as a data collection technique. The objects in this study were visitors to Kalamula Kopitiam, using a total sample of 100 people. The sampling technique used in this study was random sampling. There are two hypotheses in this study. To test the hypothesis, the techniques used are simple regression analysis and MRA (modified regression analysis). The results of this study indicate that there is a positive and significant influence of electronic word of mouth (e-WOM) on purchase intention at Kalamula Kopitiam on Tiktok social media. Furthermore, product quality strengthens the relationship between electronic word of mouth and purchase intention at Kalamula Kopitiam on Tiktok social media. Abstrak. Penelitian ini berfokus pada variabel electronic word of mouth, purchase intention, dan kualitas produk. Penelitian ini bertujuan untuk mengetahui hubungan antara electronic word of mouth dan purchase intention serta peran kualitas produk sebagai variabel moderasi pada Kalamula Kopitiam di Sosial Media Tiktok. Metode yang digunakan pada penelitian ini adalah metode survei melalui kuesioner sebagai teknik pengumpulan data. Objek pada penelitian ini adalah pengunjung Kalamula Kopitiam dengan menggunakan jumlah sampel sebanyak 100 orang. Teknik sampling pada penelitian ini menggunakan random sampling. Terdapat dua hipotesis yang ada pada penelitian ini. Untuk menguji hipotesis, teknik yang digunakan yaitu analisis regresi sederhana dan MRA (Moderated Regression Analysis). Hasil dari penelitian ini menunjukan bahwa terdapat pengaruh positif dan signifikan antara electronic word of mouth (e-WOM) terhadap purchase intention pada Kalamula Kopitiam di Sosial Media tiktok. Selanjutnya, kualitas produk memperkuat hubungan antara electronic word of mouth terhadap purchase intention pada Kalamula Kopitiam di Sosial Media Tiktok.

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