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All Journal Jurnal Ilmiah Manajemen Kesatuan Jurnal Ekonomika Dan Bisnis
Pandjaitan, Dorothy
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Economics, Econometrics & Finance Social Sciences

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Electronic Word-of-Mouth and Social Media Marketing on Brand Image and Purchase Intention Kartika, Tasia; Pandjaitan, Dorothy
Jurnal Ilmiah Manajemen Kesatuan Vol. 11 No. 3 (2023): JIMKES Edisi Desember 2023
Publisher : LPPM Institut Bisnis dan Informatika Kesatuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37641/jimkes.v11i3.2162

Abstract

Electronic Word-of-Mouth (eWOM) and Social Media Marketing are widely used by consumers to gather information about a product. Information obtained from various sources on the internet will affect consumer perceptions of brand image, risk and encourage consumer buying interest. This study aims to examine the effect of electronic word-of-mouth variables, and social media marketing on purchase intention with brand image as an intervening variable. This research was conducted quantitatively on 150 respondents. The research was conducted on all Lampung people who know about Bittersweet by Najla Lampung on Instagram and have made purchases through e-commerce. The method used is Structural Equation Model with SmartPLS 3.3.3 software in 2023. Statistical results after hypothesis testing show that each variable, namely: These results indicate that hypotheses one, two, three, four and five are proven, and it can be concluded that electronic word-of-mouth has a positive and significant effect on brand image and purchase intention, and social media marketing has a positive effect on brand image and purchase intention and is significant to brand image and significant to purchase intention. Meanwhile, brand image has a positive and significant effect on purchase intention.
Pengaruh Diskon dan Brand Ambassador Terhadap Niat beli Pada Konsumen Motor Yamaha (Studi Pada Dealer Yamaha Rolya Motor) Alvirodihan, M Daffarel; Pandjaitan, Dorothy; Wulan, Mutiasari Nur
Jurnal Ekonomika Dan Bisnis (JEBS) Vol. 5 No. 4 (2025): Juli-Agustus
Publisher : CV. ITTC INDONESIA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47233/jebs.v5i4.3368

Abstract

The competition at the motorcycle producer level or at the dealer level is very high and intense. In the marketing process, purchase intention is an important element that reflects the psychological readiness of consumers in their decision-making. Yamaha is a major player in Indonesia but has recorded a significant decline compared to its competitors. Yamaha needs to optimize its marketing strategy to remain competitive in the market. This study aims to analyze the effect of discounts and brand ambassadors on the purchase intention of Yamaha motorcycle consumers, with a case study at the Yamaha Rolya Motor Dealer. The research method used is quantitative with a survey approach. Primary data was collected through questionnaires distributed to 200 prospective consumers. The Yamaha Rolya Motor Dealer in Bandar Lampung was selected using purposive sampling technique. Data were analyzed using multiple linear regression after passing validity and reliability tests. The results show that discounts (X1) do not have a significant effect on purchase intention (Y), while brand ambassadors (X2) have a positive and significant effect on purchase intention (Y). The presence of public figures such as comedian Komeng as Yamaha's brand ambassador effectively increases consumer interest and desire to purchase Yamaha motorcycles. This research contributes to the understanding of consumer behavior in the automotive industry context and can serve as a reference for future marketing strategies
Co-Authors Alvirodihan, M Daffarel Kartika, Tasia Wulan, Mutiasari Nur