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All Journal Jurnal Pemberdayaan Masyarakat Madani (JPMM) Journal of Business and Behavioural Entrepreneurship JABE (Journal of Applied Business and Economic) JTP - Jurnal Teknologi Pendidikan EDUKA : Jurnal Pendidikan, Hukum, Dan Bisnis RESEARCH AND DEVELOPMENT JOURNAL OF EDUCATION (RDJE) Prosiding Seminar Nasional Pengabdian Kepada Masyarakat Jurnal Penelitian Ilmu Pendidikan Indonesia Jurnal Penelitian Ekonomi Manajemen dan Bisnis Jurnal Bisnis, Manajemen, dan Keuangan Jurnal Ilmiah Ekonomi dan Manajemen Jurnal Pengabdian Kepada Masyarakat Bangun Cipta, Rasa, & Karsa (Jurnal PKM BATASA) JURNAL RUMPUN MANAJEMEN DAN EKONOMI Jurnal Pendidikan Ekonomi, Perkantoran, dan Akuntansi Jurnal Ilmiah Ekonomi, Akuntansi dan Pajak Jurnal Intelek Insan Cendikia PENG: Jurnal Ekonomi dan Manajemen CARONG: Jurnal Pendidikan, Sosial dan Humaniora Journal of Development Economic and Digitalization Journal of Educational Technology Innovation and Applications
Zakiah, Rizka
Universitas Negeri Jakarta
Religion Arts Humanities Chemistry Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Public Health Social Sciences Other

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PENGARUH SALES PROMOTION, EWOM, CONTENT MARKETING TERHADAP ATTITUDE DAN PURCHASE INTENTION PRODUK SIAP MINUM TOMORO COFFEE DI JAKARTA Andika Bagus Nugroho; Setyo Ferry Wibowo; Rizka Zakiah
JURNAL ILMIAH EKONOMI DAN MANAJEMEN Vol. 4 No. 2 (2026): Februari
Publisher : CV. KAMPUS AKADEMIK PUBLISING

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61722/jiem.v4i2.8628

Abstract

The growth of information technology and the internet has dramatically changed the way individuals search, choose, and interact with brands or products. This study aims to analyze the influence of sales promotion, e-WOM, and content marketing on the attitude and purchase intention of Tomoro Coffee ready-to-drink products in Jakarta. This study used a survey method, while the data collection technique was through an online questionnaire of 200 Tomoro Coffee consumer respondents in the DKI Jakarta area. Data analysis was conducted using quantitative methods with AMOS software. The results showed that sales promotion, electronic word of mouth, and content marketing had a positif and significant effect on attitude and purchase intention. These findings summarize how sales promotions such as coupons, rebates, and special prices attract attention through the urgency of limited offers, build interest with high perceived value, trigger desire through stimulus, and drive the process towards direct purchase intention. On the other hand, e-WOM provides social validation at the attention stage through authentic reviews, strengthens interest and desire with trust, and encourages the formation of positif attitudes. In addition, shared content marketing leads to action through high engagement that forms a favorable attitude towards purchase intention. This research contributes to the development of theory in the field of digital marketing, particularly for marketers, entrepreneurs, and policymakers in developing effective and efficient digital marketing communication strategies.
Harnessing The Power of Instagram: Key Factors Influencing Followers' Visit Intentions to Cultural Destinations Daru Putri Kusumaningtyas; Sulistyowati, Raya; Wibowo, Daniel Pungkas Prastia; Prakoso, Sajiwo Tri; Zakiah, Rizka; Lestari, Fitra Dila
Journal of Business and Behavioural Entrepreneurship Vol. 9 No. 2 (2025): Journal of Business and Behavioural Entrepreneurship
Publisher : Fakultas Ekonomi, Universitas Negeri Jakarta, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21009/JOBBE.009.2.06

Abstract

This study explores the influence of Museum Generated Content (MGC) on Instagram on perceptions of information quality, customer service, and intention to visit Sonobudoyo Museum. Through quantitative methods and SEM PLS analysis, this study identified that accurate, relevant, and responsive museum content on social media has a significant impact on forming positive perceptions and increasing intention to visit. By involving 206 respondents who are followers of museum Instagram accounts, this study provides in-depth insights into the role of social media in the cultural tourism sector, especially in attracting the interest of the younger generation who are increasingly dependent on digital information in making travel decisions. This study also fills the literature gap regarding the impact of MGC on social media, making an important contribution to the academic understanding of digital marketing in the museum industry. The results of the study Museum Generated Content (MGC) on Instagram has a positive and significant influence on perceptions of information quality, perceptions of service, and intention to visit Sonobudoyo Museum. Accurate, complete, and up-to-date content, as well as responsive and sincere service, have been shown to play an important role in building positive perceptions and increasing intention to visit.
Co-Authors Agus Karim, Fajar Malik Ahmad Fahmi Aladawiya, Rabia Alfiansyah Andika Bagus Nugroho Annisa Lutfia Aqila Putri Rahmanita Arista Ivana Putri Armayanti, Nelly Artino, Adi Ati Sumiati Bramantio Fajar Wibisono Choirul Anwar Corry Yohana Daru Putri Kusumaningtyas Dita Puruwita Endy Grade Tampubolon Evhlin, Marcia Lusyana Fidhyallah, Nadya Fadillah HENRY ERYANTO, HENRY Indra Pahala Kendry Kresnamurti Rivai P, Agung Kurjono - Kurniati, Destria Kusumaningtyas, Daru Putri Kusumaningtyas, Daru Putri Kusworo Laila Setyo Nur Qolbi Lestari, Fitra Dila Lutfia, Annisa Maula, Farij Ibadil Mohamad Rizan Muhammad Rafli Choirul Umam Nenden Susilowati Ollavia Sukma Syahkira Jauhari Rahmi Ramadhanti, Nabila Raya Sulistyowati Roni Faslah safitri, gita Sajiwo Tri Prakoso Setyo Ferry Wibowo Umi Widyastuti Usep Suhud Wibowo, Daniel Pungkas Prastia