Article Per Year (5 Year)
p-Index From 2020 - 2025
0.408
P-Index
This Author published in this journals
All Journal Jurnal Ilmiah Edunomika (JIE)
Muja, Maria Rosalina
Unknown Affiliation
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education

Published : 2 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 2 Documents
Search

 1 
HOW DOES WORD OF MOUTH AFFECT PURCHASE DECISION?:THE MEDIATING ROLE OF BRAND AWARENESS (Studi Kasus Pada Konsumen Kopi Kulo di Kota Semarang) Muja, Maria Rosalina; Yuswono, Irawan
JURNAL ILMIAH EDUNOMIKA Vol 8, No 4 (2024): EDUNOMIKA
Publisher : ITB AAS Indonesia Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/jie.v8i4.15247

Abstract

The purpose of this study is to investigate how Word of Mouth (WOM) affects consumers' purchasing decisions for Kulo Coffee in Semarang City, using Brand Awareness as a mediating variable. This study was motivated by the high business competition in the coffee industry, where effective marketing strategies are needed to increase purchasing decisions. The research model developed examines the relationship between WOM, social media marketing, and Brand Awareness on consumer purchasing decisions. Data were collected through questionnaires distributed to 200 respondents. Data analysis was carried out using the Structural Equation Modeling (SEM) method. The results showed that WOM has a significant influence on purchasing decisions, both directly and through Brand Awareness as a mediating variable. In addition, Social Media Marketing was also found to have a significant effect on Brand Awareness and purchasing decisions. This study provides theoretical and practical implications for entrepreneurs in the coffee industry to focus more on increasing Brand Awareness through Word of Mouth and social media marketing to influence consumer purchasing decisions.
HOW DOES WORD OF MOUTH AFFECT PURCHASE DECISION?:THE MEDIATING ROLE OF BRAND AWARENESS (Studi Kasus Pada Konsumen Kopi Kulo di Kota Semarang) Muja, Maria Rosalina; Yuswono, Irawan
JURNAL ILMIAH EDUNOMIKA Vol. 8 No. 4 (2024): EDUNOMIKA
Publisher : ITB AAS Indonesia Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/jie.v8i4.15247

Abstract

The purpose of this study is to investigate how Word of Mouth (WOM) affects consumers' purchasing decisions for Kulo Coffee in Semarang City, using Brand Awareness as a mediating variable. This study was motivated by the high business competition in the coffee industry, where effective marketing strategies are needed to increase purchasing decisions. The research model developed examines the relationship between WOM, social media marketing, and Brand Awareness on consumer purchasing decisions. Data were collected through questionnaires distributed to 200 respondents. Data analysis was carried out using the Structural Equation Modeling (SEM) method. The results showed that WOM has a significant influence on purchasing decisions, both directly and through Brand Awareness as a mediating variable. In addition, Social Media Marketing was also found to have a significant effect on Brand Awareness and purchasing decisions. This study provides theoretical and practical implications for entrepreneurs in the coffee industry to focus more on increasing Brand Awareness through Word of Mouth and social media marketing to influence consumer purchasing decisions.
Co-Authors Irawan Yuswono