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All Journal JURISMA: Jurnal Riset Bisnis & Manajemen
Nurrohim, Hasa
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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The Digital Influence: Exploring the Impact of E-Marketing Techniques on Tiktok Users' Purchase Decisions Hidayah*, Nurul; Nurrohim, Hasa
JURISMA : Jurnal Riset Bisnis & Manajemen Vol. 13 No. 2: Oktober 2023
Publisher : Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Komputer Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34010/jurisma.v13i2.9879

Abstract

This research aims to examine the influence of E-Marketing, namely Influencer Marketing, Content Marketing, and User-Generated Content on TikTok users in Daerah Istimewa Yogyakarta regarding their purchase decisions. The criteria for this research include TikTok users aged 18-34 residing in Daerah Istimewa Yogyakarta. The technique used to gather the sample is purposive sampling, and data is collected through an online questionnaire from 100 respondents. The research follows a descriptive analysis with a quantitative approach, and data analysis is conducted using Partial Least Square (PLS) with the data management program Smart PLS 3.0. The results of this study show that influencer marketing has a positive and significant effect on purchase decisions, content marketing similarly has a positive and significant effect on purchase decisions, and user-generated content also positively and significantly influences purchase decisions.Keywords: E-Marketing; Influencer Marketing; Content Marketing; User Generated Content; Purchase Decision; TikTok
Brand Awareness, Electronic Word-of-Mouth, and Viral Marketing's Effects on Purchase Decisions Kinanding*, Jalu; Nurrohim, Hasa
JURISMA : Jurnal Riset Bisnis & Manajemen Vol. 14 No. 1: April 2024
Publisher : Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Komputer Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34010/jurisma.v14i1.12095

Abstract

Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh viral marketing, electronic word of mouth, dan brand awareness terhadap purchase decision. Penelitian ini merupakan penelitian survei dengan pendekatan kuantitatif dan alat pengumpulan data berupa kuesioner. Populasi dalam penelitian ini adalah mahasiswa di Kabupaten Sleman dengan 100 responden sebagai sampel menggunakan purposive sampling. Teknik analisis data yang digunakan adalah regresi linear berganda dengan program SPSS. Hasil penelitian menunjukkan bahwa viral marketing, electronic word of Mouth, dan brand awareness secara simultan mempunyai pengaruh positif dan signifikan terhadap keputusan pembelian dan viral marketing, electronic word of Mouth, dan brand awareness secara parsial mempunyai pengaruh positif dan signifikan terhadap keputusan pembelian. Penelitian ini memberikan kontribusi untuk memperluas teori dan mahasiswa karena menambah referensi mengenai pengaruh viral marketing, electronic word of Mouth, dan brand awareness terhadap keputusan pembelian di Marketplace Shopee Kabupaten Sleman. Kata Kunci: Pemasaran Viral; Informasi Electronik dari mulut ke mulut; Kesadaran Merek; Keputusan Pembelian; Shopee
Co-Authors Hidayah*, Nurul Kinanding*, Jalu