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All Journal Proceeding ISETH (International Summit on Science, Technology, and Humanity) Jurnal Edukasi Ekonomi
Putri, Tyas Eka Permata
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Computer Science & IT Economics, Econometrics & Finance Education Engineering Medicine & Pharmacology Social Sciences Other

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STRATEGI PEMASARAN MEDIA SOSIAL: MEMBANGUN CITRA MEREK DAN KEPERCAYAAN UNTUK MENINGKATKAN MINAT BELI PRODUK RAMAH LINGKUNGAN Imammudin, Yusuf; Putri, Tyas Eka Permata; Rohmawati, Shintya Putri
Jurnal Edukasi Ekonomi Vol 8, No 2 (2024): Agustus 2024
Publisher : Universitas Tanjungpura

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26418/jee.v8i2.80917

Abstract

Growing consumer knowledge of environmental issues has fueled demand for ecologically friendly items, particularly cosmetics, impacting consumer loyalty and product diversification. Social media marketing is critical in building a positive brand image and influencing purchasing decisions for environmentally friendly products. The purpose of this study is to look into the impact of social media marketing on brand image, brand trust, and consumer purchase interest in environmentally friendly products, namely Avoskin Skincare products. The study employs quantitative approaches and involves active social media consumers who are familiar with Avoskin and live in Surakarta. Data were collected via an online questionnaire with a 1-5 Likert Scale and a sample size of 170 respondents. Data analysis utilizing the SEM-PLS approach reveals a positive correlation between social media marketing, brand image, brand trust, and consumer purchasing interest. These findings demonstrate that an effective social media marketing strategy can form positive opinions and improve brand confidence, ultimately encouraging consumers to purchase environmentally friendly products like Avoskin
Revisit Intention at Klaten Tourism: A Perspective of Psychological Contract and Word of Mouth (Positive-Negative) Putri, Tyas Eka Permata; Mangifera, Liana
Proceeding ISETH (International Summit on Science, Technology, and Humanity) 2024: Proceeding ISETH (International Summit on Science, Technology, and Humanity)
Publisher : Universitas Muhammadiyah Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23917/iseth.5397

Abstract

Purpose: This research investigates the relationship between Psychological Contract Fulfilment (PCF) and Psychological Contract Violation (PCV) on Revisit Intention to tourism destinations in Klaten. Given tourism's vital contribution to the global economy through economic growth, job creation, and cultural promotion, understanding factors that drive consumer revisit intention is crucial for enhancing revenue and reducing operational costs. Methodology: This research employs a quantitative method, utilizing purposive sampling. Data were collected via questionnaires from 170 respondents who had visited Klaten tourism, and the data analysis was conducted using SEM-PLS. Results: This study concludes that PCF enhances tourists' revisit intentions, while PCV diminishes them, highlighting the crucial mediating role of WOM. Thus, tourism managers in Klaten should prioritize fulfilling tourists' expectations to boost loyalty. Applications/Originality/Value: The novelty of this research lies in applying PCF and PCV concepts within Klaten's tourism context and exploring the mediating role of Word of Mouth (WOM) in Revisit Intention, a relatively unexplored area in existing literature.
Co-Authors Imammudin, Yusuf Liana Mangifera Rohmawati, Shintya Putri