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Harsoyo, Titik
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Economics, Econometrics & Finance Social Sciences

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The Effect of Electronic Word of Mouth, Emotional Branding and Brand Characteristic on Fashion Product Purchasing Decisions in E-commerce Platform Farizy, Noercholis; Harsoyo, Titik
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.v11i3.2196

Abstract

This research aims to analyze the influence of electronic word of mouth, emotional branding, and brand characteristics on purchasing decisions for Erigo products on Shopee e-commerce. The independent variables include electronic word of mouth, emotional branding, and brand characteristics, with purchasing decisions as the dependent variable. Employing a causal quantitative approach, data collection involved distributing questionnaires to 100 respondents who had previously made purchases on e-commerce. All questionnaire items for the variables demonstrated validity and reliability. Classical assumption tests indicated normally distributed data, a regression model free from multicollinearity, and the absence of heteroscedasticity. The research findings reveal that electronic word of mouth, emotional branding, and brand characteristics all have positive and significant effects on purchasing decisions, implying that these factors play crucial roles in shaping consumer choices.
The Effect of Green Purchase Attitudes, Subjective Norms, Perceived Behavioral Control, Environmental Concern on Product Purchasing Decisions Nainggolan, Yunita; Harsoyo, Titik
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

Abstract

This research aims to determine the influence of green purchase attitudes, subjective norms, perceived behavioral control, environmental concerns on purchasing decisions for Kentucky Fried Chicken (KFC) products. This research uses a descriptive quantitative approach with correlation and regression analysis tools, to examine the level of relationship and influence that occurs between variables. The results of this research show that green purchase attitudes have no influence on purchasing decisions for Kentucky Fried Chicken (KFC) products with a significance value of 0.104 or above 0.05. The subjective norms variable has no influence on the decision to purchase Kentucky Fried Chicken (KFC) with a significance value of 0.881 or greater than 0.05. The variable perceived behavioral control has a positive and significant effect on the decision to purchase Kentucky Fried Chicken (KFC) with a significance value of 0.023 or less than 0.05 and the variable environmental concern has a positive and significant effect on the decision to purchase Kentucky Fried Chicken (KFC) products with a significance value of 0.008 or smaller than 0.05.
The Effect of Green Marketing Mix on Tupperware Purchasing Decisions in Yogyakarta City Khonifah, Febbiyana; Harsoyo, Titik
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.v11i3.2217

Abstract

This research aims to analyze the influence of the green marketing mix on purchasing decisions for Tupperware products in the city of Yogyakarta. The independent variables used in this study are Green Product, Green Price, Green Place, and Green Promotion, while the dependent variable is purchasing decisions. Employing a causal quantitative approach, data collection involved distributing questionnaires to 100 respondents who had previously purchased Tupperware products in Yogyakarta. The questionnaire items for all variables were validated and proven reliable. Classical assumption tests demonstrated normally distributed data, a regression model without multicollinearity, and no occurrence of heteroscedasticity. The research findings indicate that Green Product, Green Place, and Green Promotion have positive and significant effects on purchasing decisions. However, Green Price does not exhibit a positive and significant impact on purchasing decisions. These results provide valuable insights into the factors influencing consumers' decisions to purchase Tupperware products with a focus on the green marketing mix elements.
Co-Authors Farizy, Noercholis Khonifah, Febbiyana Nainggolan, Yunita