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All Journal Sains: Jurnal Manajemen dan Bisnis Gunung Djati Conference Series
Muhammad Daffa Fauzan
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Religion Agriculture, Biological Sciences & Forestry Biochemistry, Genetics & Molecular Biology Chemical Engineering, Chemistry & Bioengineering Chemistry Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Engineering Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Other

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Analisis Sentimen Komentar Pengguna Info BMKG di Google Play Store Lilis Yulia Fitriah; Muhammad Daffa Fauzan; Mohammad Raamdhan Ibnu Maulana
Gunung Djati Conference Series Vol. 39 (2024): The 2nd Students Conference of Social Science, Political Science, and Public Adminis
Publisher : UIN Sunan Gunung Djati Bandung

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Abstract

Climate change that is currently occurring is a challenge for every human being and even for the sustainability of the country. The impact of climate change is so great that it requires a preventive effort that can overcome or minimize the possibility of this impact occurring. Through optimizing the BMKG info application, it is hoped that the impact of climate change can be prevented because of the climatological information in it. Through a sampling of public comments on the BMKG info application, it is known what should be considered by the developer of this application in its optimization ranging from notifications, accuracy, regional coverage, to widgets.
Pengaruh Content Marketing, E-Wom Dan Customer Trust Terhadap Keputusan Pembelian Gen-Z Pada Smartphone Samsung Muhammad Daffa Fauzan; Agus David Ramdansyah; Yanto Azie Setya
Sains: Jurnal Manajemen dan Bisnis Vol 18, No 1 (2025)
Publisher : Universitas Sultan Ageng Tirtayasa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35448/jmb.v18i1.34696

Abstract

This study aims to analyze the effect of content marketing and electronic word of mouth (e WOM) on purchasing decisions with customer trust as a mediating variable, especially for Generation Z Samsung smartphone users in Tangerang City. The background of this study is based on the decline in Samsung's sales and market share in the last five years, as well as the high dependence of Gen-Z consumers on digital media and online reviews in making purchasing decisions. The method used is quantitative with a Structural Equation Modeling (SEM) approach using SmartPLS 4.0 software. Data was obtained through distributing questionnaires to 170 Gen-Z respondents who use Samsung smartphones. The results showed that content marketing and e-WOM have a positive and significant effect on purchasing decisions, both directly and indirectly through customer trust as a mediating variable. This finding confirms that consumer trust plays a crucial role in strengthening the effectiveness of digital marketing strategies. This research is expected to contribute to the development of digital marketing literature and become a strategic reference for industry players in developing effective marketing campaigns that are oriented towards customer trust.
Co-Authors Agus David Ramdansyah Lilis Yulia Fitriah Mohammad Raamdhan Ibnu Maulana Yanto Azie Setya