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All Journal JBTI : Jurnal Bisnis : Teori dan Implementasi Abiwara : Jurnal Vokasi Administrasi Bisnis
Naili, Naili
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Economics, Econometrics & Finance Social Sciences

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Pengaruh Media Sosial, Electronic Word of Mouth, dan Variasi Produk terhadap Keputusan Pembelian (Studi Kasus Produk Makanan Oke Enak Rawamangun) Suhardi, Yusuf; Akhmadi, Ali; Darmawan, Arya; Naili, Naili
Abiwara : Jurnal Vokasi Administrasi Bisnis Vol. 4 No. 2: Maret 2023
Publisher : Institut Ilmu Sosial dan Manajemen STIAMI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31334/abiwara.v4i2.3257

Abstract

This research is intended to examine the effect of Social Media, Electronic Word Of Mouth, and Product Variations on Purchase Decisions, namely a food product produced by Okay Enak Rawamangun.The type of research used is associative research with a quantitative approach, using the latest SPSS 26.0 software. In this study, users who had purchased food items with the Oke Enak Rawamangun product. Sampling was based on the purposive sampling method, with a total sample of 97 buyers of Oke Enak. In terms of data used in research is primary data. In collecting data using a questionnaire. Hypothesis testing using the t test, f test, and the coefficient of determination test (R2) to see how much it contributes to purchasing decisions.This research produces evidence that (1) Social Media has a significant effect on Purchase Decisions in the field of Ok Delicious Rawamangun food, then (2) Electronic Word Of Mouth has a significant effect on Purchase Decisions, (3) Product Variation has a significant effect on Purchase Decisions and it is also proven (4). Social Media, Electronic Word Of Mouth, and Product Variations collectively have an influence on the decision to purchase Okay Enak Rawamangun food products.
Dynamic Marketing Capabilities and Sustainable Marketing Performance: The Mediating Role of Sustainable Market Innovation Ambidexterity in the Tourism Industry Riyoko, Sisno; Ali, Ali; Naili, Naili
JBTI : Jurnal Bisnis : Teori dan Implementasi Vol. 17 No. 1 (2026): April 2026
Publisher : Universitas Muhammadiyah Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.18196/jbti.v17i1.30721

Abstract

Tourism destinations face increasing pressure to achieve marketing performance that is both competitive and environmentally and socially sustainable. Although dynamic marketing capabilities (DMC) are widely recognized as crucial for adapting to market changes, empirical evidence on how these capabilities translate into sustainable marketing performance remains limited. Grounded in dynamic capability theory and ambidexterity logic, this study investigates the mediating role of sustainable market innovation ambidexterity (SMIA) in the relationship between DMC and sustainable marketing performance in the tourism industry. A quantitative research design was applied using survey data collection from  250 tourism enterprises, including hotels, travel agencies, tourism villages, and tourist attractions in Central Java, Indonesia. Structural equation modeling was employed to examine both direct and indirect relationships. The findings reveal that DMC has a significant positive effect on sustainable marketing performance, both directly and indirectly through SMIA. Furthermore, balancing sustainable market innovation ambidexterity emerges as a critical mechanism through which dynamic marketing capabilities are transformed into superior and sustainable marketing outcomes. This study contributes to tourism marketing literature by integrating dynamic marketing capabilities with sustainable market innovation ambidexterity, thereby extending capability-based performance frameworks. Managerially, the results offer strategic insights for tourism practitioners to develop adaptive and sustainability-oriented marketing strategies in dynamic environments.
Co-Authors Akhmadi, Ali Ali Ali Darmawan, Arya Sisno Riyoko Suhardi, Yusuf