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All Journal JURNAL MANAJEMEN BISNIS Jurnal Cakrawala Ilmiah
Firdan Gusmara Kusumah
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Humanities Economics, Econometrics & Finance Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Public Health Social Sciences Other

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The Role of Experiential and Viral Marketing Strategies in Increasing Brand Equity in Consumer Purchase Decisions for Tasikmalaya City Online Food Delivery Services hana, Hana Diana Maria; Firdan Gusmara Kusumah
Jurnal Manajemen Bisnis Vol. 11 No. 2 (2024): September
Publisher : Pusat Penerbitan dan Publikasi Ilmiah, FEB, Universitas Muslim Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33096/jmb.v11i2.921

Abstract

This study uses a descriptive quantitative approach with data collection through questionnaires and interviews from 400 respondents. Data analysis was carried out with a combination of exploratory and confirmatory factor analysis (CFA) and model feasibility testing using SEM-AMOS with the Service-Dominant Logic (SDL) approach. The results of the study indicate that experiential marketing and viral marketing have a positive and significant influence on brand equity and consumer purchasing decisions. In addition, increasing brand equity also has a positive impact on purchasing decisions. This study provides a practical contribution to the development of marketing strategies in the online food delivery service industry by emphasizing the importance of integration and interaction in creating value for customers.
PENGARUH MOTIVASI BELANJA HEDONIS TERHADAP PEMBELIAN IMPULSIF DARING PRODUK FESYEN ISLAMI Jeffry Nugraha; Sudianto; Firdan Gusmara Kusumah; Hana Diana Maria; Adie Pamungkas; Puji Listiani
Jurnal Cakrawala Ilmiah Vol. 3 No. 6: Februari 2024
Publisher : Bajang Institute

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Abstract

Impulse buying is a purchase made without careful consideration or prior planning. This is the act of purchasing a product or service on a whim, often due to emotional or impulsive impulses, without carefully considering whether the purchase is truly necessary or meets actual needs or desires. Impulsive purchases are often triggered by factors such as attractive promotions, peer or environmental pressure, or a person's impulsiveness in making decisions. This research focuses on the influence of hedonic shopping motivation which is based on pleasure and external stimuli, one of which is the shop environment which can increase consumers' opportunities to make purchases. This research aims to see the influence of Hedonic Shopping Motivation on impulse buying among young women in Tasikmalaya. The population in this study were young women in Tasikmalaya with sample determination using incidental sampling techniques. The sample in this study amounted to 100 people. The measuring instruments used are the Hedonic Shopping Motivation scale, Store Atmosphere scale and Impulsive Buying. The results of data analysis show that Hedonic Shopping Motivation and store atmosphere have a significant effect on impulse buying. The results of the multiple regression analysis test show that, Hedonic Shopping Motivation and store atmosphere together have an influence of 50.7% on impulsive buying among young women in Tasikmalaya
Co-Authors Adie Pamungkas Hana Diana Maria hana, Hana Diana Maria Jeffry Nugraha Puji Listiani sudianto