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This Author published in this journals
All Journal Primanomics : Jurnal Ekonomi & Bisnis Journal of Management and Bussines (JOMB) Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Pramudita Faddila, Syifa
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Agriculture, Biological Sciences & Forestry Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences

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Journal : Journal of Management and Bussines (JOMB)

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Peran Citra Merek dalam Memediasi E-Wom terhadap Minat Beli Produk Handphone di Sosial Media Facebook Azis, Fachri; Savitri, Citra; Pramudita Faddila, Syifa
Journal of Management and Bussines (JOMB) Vol 6 No 4 (2024): Journal of Management and Bussines (JOMB)
Publisher : IPM2KPE

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31539/jomb.v6i4.10064

Abstract

This research aims to investigate the influence of electronic Word of Mouth (e-Wom) on consumer purchase intention, with brand image as a mediating variable. e-Wom is increasingly crucial in digital marketing, shaping perceptions and purchasing decisions. Brand image is expected to explain the relationship between e-WOM and consumer buying interest. Quantitative methods as the main basis. The type of research used in this research is descriptive and verification. The results of this research found that e-Wom influences the Buying Interest variable through the mediation of Brand Image, there is a positive and significant indirect relationship. It is hoped that the practical implications of these findings can guide marketing practitioners in designing more effective strategies for managing e-WOM and building a strong brand image to increase consumer purchasing interest in the digital marketing environment. Keyword : Brand Image, E-Wom, Facebook, Purchase Intention
Pengaruh Flash Sale dan Diskon terhadap Impulsive Buying pada Produk Fashion di Shopee Utami, Cahyaning; Savitri, Citra; Pramudita Faddila, Syifa
Journal of Management and Bussines (JOMB) Vol 6 No 4 (2024): Journal of Management and Bussines (JOMB)
Publisher : IPM2KPE

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31539/jomb.v6i4.10118

Abstract

This study aims to measure the extent to which flash sales and discount offers influence impulsive buying decisions. Data were collected through an online survey involving 130 respondents and analyzed using quantitative descriptive methods and Structural Equation Modeling - Partial Least Squares (SEM-PLS) to evaluate the significant effect of flash sales and discounts on impulsive buying. The results showed that marketing strategies involving flash sales and discounts significantly stimulated quick and spontaneous purchasing decisions. This finding highlights the effectiveness of these marketing techniques in increasing consumer impulsive behavior in the fashion category. Keywords: Discount, Flash Sale, Impulsive Buying
Co-Authors Azis, Fachri Khulwani, Aimmatul Raihani Putri, Qory Sari Nurasyiah, Mila Savitri, Citra Utami, Cahyaning