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All Journal eCo-Buss Journal of Management and Bussines (JOMB)
Oktaviani, Fadhilah Nur
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Pengaruh Brand Image dan Electronic Word Of Mouth (E-WOM) terhadap Keputusan Pembelian Smartphone Samsung di Kota Malang Oktaviani, Fadhilah Nur; Zagladi, Arief Noviarakhman
Journal of Management and Bussines (JOMB) Vol 7 No 1 (2025): Journal of Management and Bussines (JOMB)
Publisher : IPM2KPE

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31539/jomb.v7i1.13290

Abstract

This study aims to analyze the influence of Brand Image and Electronic Word of Mouth (E-WOM) on purchasing decisions for Samsung smartphones in Malang City. This study uses a quantitative method with an explanatory research approach to explain the relationship between variables. The population of the study was Samsung smartphone users in Malang City with a sample of 73 respondents selected using the purposive non-probability sampling method. Data analysis was carried out by testing validity, reliability, normality, multicollinearity, heteroscedasticity, multiple linear regression, t-test, F-test, and coefficient of determination test. The results showed that Brand Image had a significant effect on purchasing decisions with a significance value of 0.000 (<0.05), while E-WOM did not have a significant effect on purchasing decisions with a significance value of 0.060 (>0.05). These results indicate that a strong brand image is the main factor in driving Samsung smartphone purchasing decisions, while the influence of E-WOM tends to be lower because consumers rely more on personal experience in their purchasing decisions. This study provides implications that companies need to strengthen their brand image by emphasizing product quality, technological innovation, and after-sales service to increase consumer trust and loyalty. In addition, E-WOM-based marketing strategies still need to be optimized to be more effective in influencing consumer purchasing decisions. Keywords: Brand Image, Electronic Word of Mouth (E-WOM), Purchasing Decision, Samsung Smartphone
Pengaruh Influencer Marketing dan Content Marketing Terhadap Purchase Intention Melalui Brand Awareness Studi Pada Instagram Pocari Sweat Oktaviani, Fadhilah Nur; Wilujeng, Ita Prihatining; Siswanto, Ely
eCo-Buss Vol. 8 No. 1 (2025): eCo-Buss
Publisher : Komunitas Dosen Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32877/eb.v8i1.2311

Abstract

Perkembangan teknologi yang kian pesat membawa pengaruh besar bagi kehidupan masyarakat saat ini. Salah satu platform jejaring sosial yang dipergunakan dalam mempromosikan produk secara efektif yaitu instagram. Studi ini bermaksud guna mengetahui pengaruh influencer marketing dan content marketing terhadap purchase intention melalui brand awareness. Data yang terhimpun berupa kuesioner yang disebar pada responden dengan jumlah sebanyak 101 responden. Penentuan sampling pada studi ini mengaplikasikan teknik purposive sampling dengan pertimbangan tertentu untuk bisa menjadi sampel pada studi ini. Adapun pertimbangannya ialah responden yang mengoperasikan plikasi Instagram dan mengetahui influencer Fadil Jaidi. Penelitian ini mempergunakan Partial Least Square (PLS) dengan software SmartPLS. Temuan ini mengindikasikan variabel influencer marketing berpengaruh secara positif dan signifikan terhadap brand awareness, tetapi tidak signifikan terhadap purchase intention. Pada content marketing memiliki pengaruh positif dan siginifikan terhadap brand awareness dan purchase intention. Kemudian pada variabel brand awareness berpengaruh positif tetapi tidak signifikan terhadap purchase intention. Selain itu brand awareness tidak menjadi mediator yang signifikan antar variabel.
Co-Authors Arief Noviarakhman Zagladi Ely Siswanto Ita Prihatining Wilujeng