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All Journal ARTOKULO: Journal of Accounting, Economic and Management
Aliman Wiranta
Universitas Horizon Indonesia, Indonesia
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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The Influence of Social Media Marketing on Purchasing Decisions Through Word of Mouth in the Dunkin Donut Company Aghni Aulia Aziz; Aliman Wiranta
ARTOKULO : Journal of Accounting, Economic and Management Vol. 1 No. 1 (2024): January - April 2024
Publisher : Medikun Publisher

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Abstract

The purpose of this research is to determine the influence of social media marketing on purchasing decisions, to determine the influence of social media marketing on word of mouth, to determine the influence of word of mouth on purchasing decisions, to determine the influence of social media marketing on purchasing decisions through word of mouth on Dunkin Donuts. The population in this research is customers who make purchases at Dunkin Donut, where the sample size is 100 via the GPower application. The data collection technique used in this research is a questionnaire via Google Form. The analysis technique used in this research is the Strucural Equiation Model with a Partial Least Square approach. From the test results Social Media Marketing has a positive and significant effect on Purchasing Decision, Social Media Marketing has a positive and significant effect on Word of Mouth, Word of Mouth has a positive and significant effect on Purchasing Decision, Social Media Marketing has a positive and significant effect on Purchasing Decision mediated by Word of Mouth
The Influence of Entrepreneurship Education and Entrepreneurial Spirit on Entrepreneurial Interest Aliman Wiranta; Aghni Aulia Aziz
ARTOKULO : Journal of Accounting, Economic and Management Vol. 1 No. 1 (2024): January - April 2024
Publisher : Medikun Publisher

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Abstract

Entrepreneuship is an important force in a country's economy. Fostering an entrepreneurial spirit is believed to be a solution in reducing unemployment. This research aims to explain the effect of entrepreneurship education on the entrepreneurial spirit mediated by entrepreneurial interest in students of class XII SMKS Bina Nasional Informatika, consisting of majors in Network Computer Engineering, Office Administration, and Accounting. The number of respondents taken amounted to 100 respondents using the Slovin formula and probability sampling techniques. The data has been collected and processed using path analysis techniques. This study shows that each variable tested has been valid and reliable, and is feasible in the model according to the path analysis test so that this research can be done. The results of the analysis prove that the variables of entrepreneurship education and entrepreneurial spirit have a significant positive effect on entrepreneurial interest.
Co-Authors Aghni Aulia Aziz