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All Journal Khazanah Sosial Community Development Journal: Jurnal Pengabdian Masyarakat Manis : Jurnal Manajemen dan Bisnis
Tamher, Etvin Rizal
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Health Professions Public Health Social Sciences

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The Effect of Brand Image and Electronic Word of Mouth on Xiaomi Smartphone Purchasing Decisions Huwae, Victor Ernest; Tabelessy, Walter; Tamher, Etvin Rizal; Tehuayo, Erlinda; Lewaherilla, Novalien Carolina
Khazanah Sosial Vol 5, No 4 (2023): Khazanah Sosial
Publisher : UIN Sunan Gunung Djati

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15575/ks.v5i4.32381

Abstract

Brand image and electronic word of mouth still have limitations, so an analysis of brand trust was carried out to mediate the influence of brand image and E-WoM on purchasing decisions. Brand trust can mediate the relationship between brand image and E-WoM on purchasing decisions. This research aimed to determine the influence of brand image and electronic word of mouth on purchasing decisions through brand trust as a mediating variable. This type of research is quantitative research. This research's data type is quantitative, and the data source used primary data. The population in this study were all Pattimura University students and the number of samples was 104. The sampling method used was non-probability sampling using the purposive sampling technique. The data analysis method uses Partial Least Square (PLS), and the data was processed using SmartPLS software version 3.3.3. This research shows that Brand Image influences Purchasing Decisions through Brand Trust with a path coefficient value of 0.185, T-statistics of 3.178 and P-values of 0.002. It means that the Brand Image variable has an indirect positive and significant influence on the Purchase Decision variable through the Brand Trust variable because it has path coefficient values in the range of 0 to 1 and has T-statistic values > 1.96 and P-values < 0.05. Electronic word of mouth influences purchasing decisions through brand trust with a path coefficient value of 0.240, T-statistics of 2.368 and P-values of 0.018. It means that the electronic word-of-mouth variable has a positive and significant indirect influence on the Purchasing Decision variable through the Brand Trust variable because it has a path coefficient value in the range of 0 to 1 and a T-statistic value > 1.96 and also P-values < 0, 05.
PENGARUH ARTIKULASI MANFAAT PRODUK, KUALITAS RELASIONAL, RADAR KOMPETITIF TERHADAP KEUNGGULAN BERSAING DAN DAMPAKNYA PADA KINERJA PEMASARAN Bugis, Reka; Asnawi, Aisah; Tamher, Etvin Rizal; Saununu, Siska Jeanete
Manis: Jurnal Manajemen dan Bisnis Vol 7 No 1 (2023): MANIS: Jurnal Manajemen dan Bisnis
Publisher : Jurusan Manajemen Fakultas Ekonomi dan Bisnis Universitas Pattimura

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30598/manis.7.1.1-16

Abstract

Penelitian ini bertujuan untuk menganalisis dan membuktikan Pengaruh Artikulasi Manfaat Produk, Kualitas Relasional dan Radar Kompetitif Terhadap Keunggulan Bersaing dan Dampaknya Pada Kinerja Pemasaran Pemasar Pakaian di Kota Piru Seram Bagian Barat. Jenis penelitian ini adalah kuantitatif dengan menggunakan data primer serta diukur dengan skala likert. Jumlah sampel yang digunakan dalam penelitian ini sebanyak 68 responden pemasar pakaian di pasar rakyat kota piru seram bagian barat. Penelitian ini menggunakan metode analisis PLS-SEM yang diolah dengan program SmartPLS versi 4. Hasil penelitian ini menunjukkan bahwa artikulasi manfaat produk (X1) tidak memiliki pengaruh signifikan terhadap keunggulan bersaing (Z), sementara kualitas relasional (X2) dan radar kompetitif (X3) memiliki pengaruh yang signifikan. Selain itu, keunggulan bersaing (Z) juga memiliki dampak yang signifikan pada kinerja pemasaran (Y).
PELUANG DAN TANTANG PEMASARAN PRODUK UMK DARI DESA MAMALA KECAMATAN LEIHITU BARAT KABUPATEN MALUKU TENGAH KOTA AMBON Sitaniapessy, Rainier H; Asnawi, Raden Ayu Aisya; Siahainenia, Silfiena; Tamher, Etvin Rizal; Pelupessy, Merry M; Tehuayo, Erlinda
Community Development Journal : Jurnal Pengabdian Masyarakat Vol. 5 No. 3 (2024): Volume 5 No. 3 Tahun 2024
Publisher : Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/cdj.v5i3.28456

Abstract

Usaha Kecil Mikro (UKM), merupakan sektor usaha yang mampu menjaga stabilitas perekonomian karena memiliki peran yang besar dalam penyediaan lapangan pekerjaan, dengan memanfaatkan berbagai peluang yang ada. UKM dapat bertahan dengan selalu meningkatkan kreativitas dan inovasi, kuat menghadapi tantangan bisnis yang kompetitif. Pelaku UKm didesa Mamala Kecamatan Leihitu Barat Metode yang digunakan dalam pelatihan ini adalah presentasi dan diskusi. Berdasarkan hasil monitoring selama proses pelatihan, maka diketahui bahwa peserta sudah memiliki pengetahuan dan semangat dalam meningkatkan usaha mereka.
The Effect of Brand Image and Electronic Word of Mouth on Xiaomi Smartphone Purchasing Decisions Huwae, Victor Ernest; Tabelessy, Walter; Tamher, Etvin Rizal; Tehuayo, Erlinda; Lewaherilla, Novalien Carolina
Khazanah Sosial Vol. 5 No. 4 (2023): Khazanah Sosial
Publisher : UIN Sunan Gunung Djati

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15575/ks.v5i4.32381

Abstract

Brand image and electronic word of mouth still have limitations, so an analysis of brand trust was carried out to mediate the influence of brand image and E-WoM on purchasing decisions. Brand trust can mediate the relationship between brand image and E-WoM on purchasing decisions. This research aimed to determine the influence of brand image and electronic word of mouth on purchasing decisions through brand trust as a mediating variable. This type of research is quantitative research. This research's data type is quantitative, and the data source used primary data. The population in this study were all Pattimura University students and the number of samples was 104. The sampling method used was non-probability sampling using the purposive sampling technique. The data analysis method uses Partial Least Square (PLS), and the data was processed using SmartPLS software version 3.3.3. This research shows that Brand Image influences Purchasing Decisions through Brand Trust with a path coefficient value of 0.185, T-statistics of 3.178 and P-values of 0.002. It means that the Brand Image variable has an indirect positive and significant influence on the Purchase Decision variable through the Brand Trust variable because it has path coefficient values in the range of 0 to 1 and has T-statistic values > 1.96 and P-values < 0.05. Electronic word of mouth influences purchasing decisions through brand trust with a path coefficient value of 0.240, T-statistics of 2.368 and P-values of 0.018. It means that the electronic word-of-mouth variable has a positive and significant indirect influence on the Purchasing Decision variable through the Brand Trust variable because it has a path coefficient value in the range of 0 to 1 and a T-statistic value > 1.96 and also P-values < 0, 05.
Co-Authors Asnawi, Aisah Asnawi, Raden Ayu Aisya Bugis, Reka Huwae, Victor Ernest Lewaherilla, Novalien Carolina Pelupessy, Merry M Saununu, Siska Jeanete Siahainenia, Silfiena Sitaniapessy, Rainier H Tabelessy, Walter Tehuayo, Erlinda