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All Journal Fair Value: Jurnal Ilmiah Akuntansi dan Keuangan Jurnal Ekonomi Manajemen
Soefhwan, Soefhwan
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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EXPERIENCES DAN NEED FOR UNIQUENESS MEMOTIVASI PELANGGAN COFFEE SHOP AREA JABODETABEK DALAM MELAKUKAN SWOM. Fauzi, Fani Ahmad; Kurniawati, Kurniawati; Kurniawan, Andri; Kartika, Devi; Florensia, Florensia; Soefhwan, Soefhwan
Jurnal Ekonomi Manajemen Vol 8, No 2 (2022): November 2022
Publisher : Program Studi Manajemen Fakultas Ekonomi Universitas Siliwangi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37058/jem.v8i2.4701

Abstract

This study is conducted with the aims of assessing the effect of Experiences, Reflection of Self, Need for Uniqueness on the contribution of sWOM mediated by Opinion Leadership in coffee shops in the Greater Jakarta area. The sampling procedure used to collect relevant data was using a questionnaire. The study was conducted on 190 respondents as purposive sampling. Data analysis using SEM (structural equation modeling) and Analysis of Moment Structure (AMOS) software. The results of data analysis showed that opinion leadership factors and need for uniqueness positively affected on the contribution of sWOM, while experience and self-reflection had a positive effect on the contribution of sWOM if through opinion leadership mediation. The findings of this study provide advice to coffee shop’s entrepreneurs in Jabodetabek to pay more attention to elements such as places, services and products that can provide different experiences for consumers, unique, and in accordance with the image of consumers who are targeted, so that they can motivate customers to do sWOM. On the other hand, it is also recommended to optimize the role of opinion leaders in social media to promote through their influence in the digital world.
Pengaruh social media marketing, product quality, dan store atmosphere terhadap purchase intention dengan brand image sebagai variabel mediasi pada coffee shop di Aceh Soefhwan, Soefhwan; Kurniawati, Kurniawati
Fair Value: Jurnal Ilmiah Akuntansi dan Keuangan Vol. 4 No. 10 (2022): Fair Value: Jurnal Ilmiah Akuntansi dan Keuangan
Publisher : Departement Of Accounting, Indonesian Cooperative Institute, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (775.587 KB) | DOI: 10.32670/fairvalue.v4i10.1710

Abstract

This research aims to find out and analyze the influence of social media marketing, product quality and store atmosphere on brand image and the influence of social media marketing, product quality, store atmosphere and brand image on purchase intentions at coffee shops in Aceh. The study sample used 210 respondents selected with the criteria of having visited a Coffee Shop in Aceh at least 2 times. The method used in this study is causality research. The results showed that partially social media marketing, product quality and store atmosphere had a positive and significant effect on the brand image of coffee shops in Aceh. Partially social media marketing, product quality, store atmosphere and brand image have a positive and significant effect on purchase intentions at coffee shops in Aceh. Brand image can mediate the relationship of influence between social media marketing, product quality and store atmosphere with purchase intention..
Co-Authors ANDRI KURNIAWAN Fauzi, Fani Ahmad Florensia, Florensia Kartika, Devi Kurniawati Kurniawati