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All Journal Digital Bisnis: Jurnal Publikasi Ilmu Manajemen Dan E-commerce Pusat Publikasi Ilmu Manajemen
Beny Witjaksono
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Pengaruh Citra Merek, Kualitas Produk dan Word Of Mouth Terhadap Keputusan Pembelian Valerie Rahmawati; Beny Witjaksono
PPIMAN Pusat Publikasi Ilmu Manajemen Vol. 2 No. 3 (2024): Juli : Pusat Publikasi Ilmu Manajemen
Publisher : Fakultas Ekonomi & Bisnis, Universitas Nusa Nipa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59603/ppiman.v2i3.407

Abstract

The growing fashion trend is caused by the economy which leads to intense competition from several well-known international fashion products, one of which is Charles & Keith. is a fashion product from Singapore whose target market is Asia, one of which is Indonesia. This product has succeeded in capturing the hearts of Indonesian consumers, especially women of reproductive age, namely the range of 17-35 years. This study aims to determine the effect of brand image, product quality and word of mouth variables on purchasing decisions for Charles & Keith bags. The sampling technique in this research is a non-probability sample with a total sample of 100 respondents. The data analysis technique in this study was using SPSS (Statistical Program For Social Science) version 27.0. The results of this study indicate that brand image has a positive effect on purchase satisfaction, product quality has a positive effect on purchasing decisions and word of mouth has a positive effect on purchasing decisions and together brand image, product quality and word of mouth have a positive effect on purchasing decisions on Charles & Keith consumers
Pengaruh Konten Pemasaran dan Kualitas Produk di Media Sosial Instagram Erigo Terhadap Keputusan Pembelian Pelanggan Muhammad Sulthan Rivansyah; Beny Witjaksono
Digital Bisnis: Jurnal Publikasi Ilmu Manajemen dan E-Commerce Vol. 3 No. 3 (2024): September : Digital Bisnis : Jurnal Publikasi Ilmu Manajemen dan E-Commerce
Publisher : Universitas 45 Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30640/digital.v3i3.2892

Abstract

In an increasingly developing era, the use of the internet in marketing in Indonesia is the right choice for business people, because all circles use the internet. One of the internet developments in terms of improving business is using social media. This requires companies to be able to compete with other companies in expanding and accelerating their marketing activities, one of which is through creating content that is put into social media. In their marketing activities, many companies use Instagram social media, one of which is Erigo, because Instagram is one of the phenomenal social media among the public. Instagram social media in Indonesia is ranked as the second most users in 2022 with 84.8% of users. This study aims to see whether there is an influence between marketing content and product quality on Instagram social media on customer purchasing decisions in DKI Jakarta. This research uses a quantitative analysis method approach. This study applied purposive sampling technique with a sample size of 90 respondents. Data processing in this study used the SPSS (Statistical Program For Social Science) version 27.0 program. The results of this study indicate that marketing content has a positive effect on purchasing decisions, product quality has a positive effect on purchasing decisions, and marketing content and product quality have a positive effect on purchasing decisions.
Co-Authors Muhammad Sulthan Rivansyah Valerie Rahmawati