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All Journal Journal of Indonesian Management Journal of Managiere and Business
Nofrianti, Lena
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Increasing Consumer Buying Interest In B2c Marketplace: Use Of Paid Promote And Live Streaming Seo Techniques Nofrianti, Lena; Azhar , Andi
Journal of Indonesian Management Vol. 4 No. 1 (2024): March
Publisher : Penerbit Jurnal Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53697/jim.v4i1.1627

Abstract

This research aims to determine the effect of SEO Paid Promote and Live Streaming on consumer buying interest in the B2C Marketplace Shopee with Online Customer Reviews as a mediating variable. The object of this research is Shopee Marketplace users in large cities in Indonesia, with 138 respondents selected using the purposive sampling method. Data was collected through questionnaires and analyzed using Structural Equation Modeling (SEM) with Structural Momet Analysis (AMOS) software. The results of this research show that the use of SEO Paid Promote and Live Streaming has a significant effect on Online Customer Reviews and Consumer Purchase Interest. However, Online Customer Reviews only play a mediating role in the influence of Live Streaming on Consumer Buying Interest, while they do not play a mediating role in the influence of SEO Paid Promote on Consumer Buying Interest. The results of the research from the hypothesis obtained SPP (X1) on OCR t value = 2,000 > t table = 1,977 with a significant level (p = 0.04 < 0.05), LS (X2) on OCR (Z) t value calculated = 4,486 > t table = 1,977 with a significant level (p=0.00 < 0.05), SPP (X1) to MB (Y) t calculated value = 2,435 > t table = 1,977 with a significant level (p=0, 01 < 0.05), LS (X2) to MB (Y) calculated t value = 4.163 > t table = 1.977 with a significant level (p = 0.00 < 0.05), OCR (Z) to MB (Y) calculated t value = 2.266 > t table = 1.977 with a significant level (p=0.02 < 0.05), SPP (X1) on MB (Y) via OCR (Z) as a mediating variable calculated t value = 1.505 > t table = 1.977 with a significant level (p=0.12 < 0.05), and LS (X2) on MB (Y) via OCR (Z) as a mediating variable calculated t value = 2.027 > t table = 1.977 with a significant level (p =0.02 < 0.05).
The Effects of Electronic Word of Mouth (Ewom) and Brand Ambassador Concerning Consumer Purchase Decisions Nofrianti, Lena; Ghaefira Nur Fatimah
Journal of Managiere and Business Vol 2 No 2 (2024): October
Publisher : EDU PARTNER INDONESIA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.69747/managiere.v2i2.68

Abstract

The increasing competition in the beauty industry has made effective marketing strategies critical, particularly for products like Scarlett Whitening. This study examines the influence of two key variables Brand Ambassador (X1) and Electronic Word of Mouth (e-WOM) on consumer purchase decisions. The research problem focuses on understanding which marketing method better drives purchasing decisions. Using a quantitative approach, data was collected and analyzed to assess the impact of these variables. The findings reveal that while Brand Ambassadors have minimal influence on consumer purchase decisions, e-WOM significantly and positively impacts purchasing behavior. Combined, both factors account for 69.2% of the variation in consumer decisions. The results highlight that e-WOM is more effective than Brand Ambassadors in influencing buyers in the beauty industry. This study concludes that leveraging e-WOM-based marketing strategies can better guide consumers in making informed purchasing choices, providing a valuable reference for businesses aiming to enhance their marketing effectiveness in the competitive beauty product market.
Co-Authors Azhar , Andi Ghaefira Nur Fatimah