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Herawati, Cut Putri
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Religion Humanities Economics, Econometrics & Finance Education Environmental Science Other

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Pemanfaatan Instagram sebagai Strategi Pemasaran Warung Seblak Bude UKM Bersertifikat Halal di Kabupaten Tangerang Sabina, Afda Ayu; Herawati, Cut Putri; Ulyantiputeri, Kintan
PERFECT EDUCATION FAIRY Vol. 2 No. 3 (2024): PERFECT EDUCATION FAIRY
Publisher : PT. Batari Edu Calya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56442/pef.v2i3.847

Abstract

Penelitian ini dilakukan di Warung Seblak "Bude" di Kutabumi, Kabupaten tangerang. Tujuan penelitian ini adalah untuk mengetahui bagaimana pemanfaatan Instagram sebagai media promosi warung Seblak Bude Kabupaten Tangerang. Penelitian ini menggunakan metode kualitatif dengan teknik pengumpulan data melalui wawancara mendalam, observasi langsung, dan dokumentasi. Penelitian ini menemukan bahwa warung Seblak Bude Kabupaten Tangerang menggunakan Instagram sebagai media promosi yang efektif untuk meningkatkan penjualan dan meningkatkan kesadaran masyarakat terhadap warung tersebut. Strategi yang digunakan meliputi posting foto dan video makanan, promo dan diskon, serta interaksi dengan pelanggan melalui komentar dan balasan. Hasil penelitian ini menunjukkan bahwa pemanfaatan Instagram sebagai media promosi dapat meningkatkan penjualan dan kesadaran masyarakat terhadap warung Seblak Bude Kabupaten Tangerang.
From Transactions to Advocacy: The Role of Complaint Management and e-WOM in Shaping Referral Marketing in Indonesian E-Commerce Herawati, Cut Putri; Prastowo, Sugeng Lubar; Utami, Wanda Yulia
PERFECT EDUCATION FAIRY Vol. 4 No. 1 (2026): PERFECT EDUCATION FAIRY
Publisher : PT. Batari Edu Calya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56442/pef.v4i1.1242

Abstract

This study investigates the influence of customer value proposition (CVP), electronic word of mouth (e-WOM), and complaint management on purchase decisions in the Indonesian e-commerce sector, with referral marketing as a mediator and purchase satisfaction as a moderator. Using a quantitative cross-sectional survey, data were collected from 192 Tokopedia users via purposive sampling. Partial Least Squares Structural Equation Modeling (PLS-SEM) was applied to test the research framework. The findings reveal that CVP, e-WOM, and complaint management significantly shape purchase decisions, while only e-WOM and complaint management exert direct effects on referral marketing. Conversely, purchase decisions and satisfaction do not significantly predict referral behaviors, underscoring that transactional outcomes alone are insufficient drivers of advocacy. These results advance consumer behavior theory by refining Expectation-Confirmation Theory and the Theory of Planned Behavior, highlighting the primacy of relational and experiential mechanisms such as complaint recovery and peer influence over transactional satisfaction. Practically, the study provides strategic guidance for e-commerce platforms in emerging markets, emphasizing the need to strengthen complaint management systems and leverage positive e-WOM to foster sustainable customer advocacy.
Co-Authors Sabina, Afda Ayu Sugeng Lubar Prastowo Ulyantiputeri, Kintan Utami, Wanda Yulia