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All Journal Ganaya: Jurnal Ilmu Sosial dan Humaniora Journal of Digital Marketing and Halal Industry
Prahasti, Gyan
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Religion Arts Humanities Economics, Econometrics & Finance Education Social Sciences Other

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The Effect of Ewom on Brand Image and Purchase Intention in the Astro E-grocery Application Prahasti, Gyan; Lewi, Agustina; Bharwani, Kenchen Arjandas
Journal of Digital Marketing and Halal Industry Vol 5, No 2 (2023)
Publisher : Fakultas Ekonomi dan Bisnis Islam UIN Walisongo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21580/jdmhi.2023.5.2.14461

Abstract

Electronic Word of Mouth (eWOM) can be used as a marketing method by companies in developing strategic brands. eWOM communication may have a strong influence on brand image and purchase intention. The rapid growth of social media provides a positive opportunity for companies to approach consumers through eWOM strategies. One of element that influences a person when shopping for daily necessities online or wholesale/e-grocery is e-wom. This paper aims to develop a conceptual framework that provides practical and theoretical insights into e-grocery consumers' use of social media as a promotional tool for electronic word of mouth (eWOM) and its impact on brand image (BI) and purchase intention (PI). Using a quantitative survey method with 26 questions, the questionnaire was distributed via Google Forms to 158 respondents selected based on followers and owners of Astro e-grocery mobile apps located in the Jakarta area and its surroundings using path analysis techniques in Structural Equation Modeling (SEM). The finding is that E-WOM significantly affects Purchase Interest with Brand Image as an intervening variable. The results of this research can be applied practically to help company marketing departments and advertising agencies present information according to consumer characteristics to influence purchasing intentions. Theoretical implications can also help further research in analyzing the factors influenced by EWOM.
Artifactual Communication Activities of the transfer of the 10th Century Mahendradatta Women’s Historical Women’s History Ratnawulan, Nina Septiana; Prahasti, Gyan; Pelagia, Merli
Ganaya : Jurnal Ilmu Sosial dan Humaniora Vol 6 No 4 (2023)
Publisher : Jayapangus Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37329/ganaya.v6i4.2507

Abstract

One of the most important needs besides food and shelter is clothing, a primary human need. The purpose of this study is to determine the audience's acceptance of the transfer of the history of women in the 10th century AD in the figure of Mahendradatta in the hertorianke style in artifactual communication activities and its communication applications in transferring the history of women in the 10th century AD with the figure of Mahendradatta to fashion brands carried out. This research belongs to the type of qualitative research. In this study, the technique used to select informants. The result of the research is the meaning of the Herstori fashion brand in artifactual communication activities as a vehicle for women's history in the 10th century AD. With the presence of Herstori, Mahendradatta is adequate. The change of vehicle that occurred in the fashion-themed "Mahendradatta Chapter 1" by Herstori experienced many significant changes. These changes can be seen in the character substructure, which has shrunk, and the plot, which has undergone various changes. Apart from that, the creative process of transferring vehicles from the historical tradition of 10th-century women with the figure of Mahendradatta to fashion turned out to be a crucial and great idea as a form of cultural preservation and environmental awareness. In transferring the visualization of the vehicle, the character's image can be further displayed in the fashion presented by Herstori. In addition, other themes of the fashion series can be lifted from folklore from various regions in Indonesia.  
The Effect of Ewom on Brand Image and Purchase Intention in the Astro E-grocery Application Prahasti, Gyan; Lewi, Agustina; Bharwani, Kenchen Arjandas
Journal of Digital Marketing and Halal Industry Vol. 5 No. 2 (2023)
Publisher : Fakultas Ekonomi dan Bisnis Islam UIN Walisongo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21580/jdmhi.2023.5.2.14461

Abstract

Electronic Word of Mouth (eWOM) can be used as a marketing method by companies in developing strategic brands. eWOM communication may have a strong influence on brand image and purchase intention. The rapid growth of social media provides a positive opportunity for companies to approach consumers through eWOM strategies. One of element that influences a person when shopping for daily necessities online or wholesale/e-grocery is e-wom. This paper aims to develop a conceptual framework that provides practical and theoretical insights into e-grocery consumers' use of social media as a promotional tool for electronic word of mouth (eWOM) and its impact on brand image (BI) and purchase intention (PI). Using a quantitative survey method with 26 questions, the questionnaire was distributed via Google Forms to 158 respondents selected based on followers and owners of Astro e-grocery mobile apps located in the Jakarta area and its surroundings using path analysis techniques in Structural Equation Modeling (SEM). The finding is that E-WOM significantly affects Purchase Interest with Brand Image as an intervening variable. The results of this research can be applied practically to help company marketing departments and advertising agencies present information according to consumer characteristics to influence purchasing intentions. Theoretical implications can also help further research in analyzing the factors influenced by EWOM.
Co-Authors Bharwani, Kenchen Arjandas Lewi, Agustina Pelagia, Merli Ratnawulan, Nina Septiana