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All Journal Dinasti International Journal of Management Science Sibatik Journal : Jurnal Ilmiah Bidang Sosial, Ekonomi, Budaya, Teknologi, Dan Pendidikan
Prihatining Wilujeng, Ita
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Arts Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Industrial & Manufacturing Engineering Social Sciences Other

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UNCOVERING THE POWER OF E-WOM: HOW GADGETIN YOUTUBE CONTENT GENERATES PURCHASE INTENTION THROUGH QUALITY AND CREDIBLE INFORMATION Qurrotul Aini, Nurul; Prihatining Wilujeng, Ita; Siswanto, Ely
SIBATIK JOURNAL: Jurnal Ilmiah Bidang Sosial, Ekonomi, Budaya, Teknologi, Dan Pendidikan Vol. 4 No. 5 (2025)
Publisher : Penerbit Lafadz Jaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/sibatik.v4i5.2672

Abstract

The study was conducted to assess the influence of information quality and information credibility on purchase intention, with e-WOM adoption serving as an intermediate variable. The participants in this study are comprised of GadgetIN viewers on YouTube. A sample of 165 participants was determined using the Daniel & Terrel formula and selected through purposive sampling techniques. This research falls into the category of explanatory studies, employing a quantitative approach and utilizing a Likert scale questionnaire as a tool for data collection. Statistical analysis was executed by evaluating the outer model to appraise the disseminated questionnaire’s validity and reliability, also the inner model to evaluate the model and test the hypothesis. With the assistance of the SmartPLS 4.0 application, the study found that information quality (Q) and information credibility (C) have a positive significant effect on e-WOM adoption (A). However, information quality and information credibility have not a positive significant effect on purchase intention (P). Their impact on purchase intention becomes meaningful only when filtered through the e-WOM adoption. Accordingly, this study highlights e-WOM adoption as a crucial variable that effectively shapes consumers' purchase intention.
Online Marketing Effects: Social Media Engagement in Promoting Batik among MSMEs Prihatining Wilujeng, Ita; Fitri, Raisa; Dian Wahyudi, Handri; Ratna Sungkar, Alifia; Lestari Wahyuningtyas, Dea
Dinasti International Journal of Management Science Vol. 5 No. 4 (2024): Dinasti International Journal of Management Science (March-April 2024)
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31933/dijms.v5i4.2100

Abstract

The batik industry, which MSMEs dominate, is one of Indonesia's strengths of cultural heritage and economic growth. The development of technology and information has changed business processes, one of which is the marketing process to become completely digital. Selling via social media has opened up opportunities for some MSMEs in the batik industry, a potential industry in Indonesia, to market their products by targeting consumers of various ages and social statuses. This research aims to understand the effectiveness of social media marketing and consumer engagement with sellers through social media marketing. This research will provide insight for MSMEs in the batik industry to optimize their marketing strategies through social media engagement. This research uses a triangulation method by combining the results of interviews with batik entrepreneurs, consumers of batik products, and theory. Analysis of interview results reveals that young consumers feel that selling batik via social media is very effective and is their primary choice. Batik entrepreneurs in Banyuwangi feel that promotions through online social media and offline promotions through physical stores, festivals, and exhibitions are equally important promotional media for attracting customers from various groups. The current analysis highlights excellent and effective social media promotion strategies for batik entrepreneurs in Banyuwangi to increase consumer engagement and desire to buy products.
Co-Authors Ely Siswanto Handri Dian Wahyudi Lestari Wahyuningtyas, Dea Qurrotul Aini, Nurul Raisa Fitri Ratna Sungkar, Alifia