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Maulana Irfanudin, Ahmad
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PENGARUH WORD OF MOUTH DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PADA INTERIOR MUTIARA GADING SERPONG KABUPATEN TANGERANG Apriyadi, Oby; Maulana Irfanudin, Ahmad
JURNAL ILMIAH EKONOMI DAN MANAJEMEN Vol. 3 No. 10 (2025): Oktober
Publisher : CV. KAMPUS AKADEMIK PUBLISING

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61722/jiem.v3i10.6851

Abstract

This study aims to analyze the influence of word of mouth and product quality on purchasing decisions at Interior Mutiara Gading Serpong, Tangerang Regency, both partially and simultaneously. The method used is quantitative with 96 respondents as a sample. This study also uses various tests such as validity, reliability, classical assumptions, correlation coefficients, regression, determination, and hypotheses. The results show that word of mouth has a significant effect on purchasing decisions, with a regression equation of Y = 13.014 + 0.691 X1. The t-value of 15.528> t-table 1.665 and a significance of 0.000 <0.050, so H0 is rejected and H1 is accepted. This means that partially word of mouth has a positive and significant effect. Product quality also has a significant effect with a regression equation of Y = 8.502 + 0.494 X2. The calculated t value is 14.013 > t table 1.661 and the significance is 0.000 < 0.050, so H0 is rejected and H2 is accepted. Simultaneously, word of mouth and product quality have a significant effect on purchasing decisions, with the regression equation Y = 8.640 + 0.429 X1 + 0.229 X2. The calculated f value is 154.556 > ft table 3.09 and the significance is 0.000 < 0.050. Therefore, H0 is rejected and H3 is accepted  
Pengaruh Media Sosial Dan Personal Branding Terhadap Loyalitas Pelanggan Pada Toko Umkm Dessert Fenomenal Tangerang Selatan Wulandari, Rafika; Maulana Irfanudin, Ahmad
JURNAL ILMIAH EKONOMI DAN MANAJEMEN Vol. 3 No. 12 (2025): Desember
Publisher : CV. KAMPUS AKADEMIK PUBLISING

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61722/jiem.v3i12.7292

Abstract

Abstrak. his study aims to find out the influence between the influence of social media and Personal Branding on customer loyalty both partially and simultaneously. This research was conducted using a quantitative research method involving consumers (100 respondents) as a sample. Also, this researcher used various research tests, namely validity tests, reliability tests, calcium assumption tests, correlation coefficient tests, regression coefficient tests, determination coefficient tests and hypothesis tests. The results of the study obtained the multiple regression equation Y = 1.231 + 0.122 X1 + 0.433 X2 + e. The value of the regression coefficient on the productivity variable of 1.231 concluded that if social media (X1) and Personal Branding (X2) remained (unchanged), then the customer loyalty consistency value (Y) was 1.231. The results of the t-test statistics showed that there was a positive and significant influence of social media on customer loyalty. Based on the calculation of the ttable > (1,984) which is 1.539 and a significant value of 0.127 < 0.05, thus H1 is accepted and Ho is rejected so that there is a partial positive and significant influence of social media on customer loyalty. And, the results of statistical calculations show that the value of F is calculated 550,796 > 3,089. By using a significance limit of 0.05, the significance value is 0.000 < 0.05. This means that the hypothesis that states that the simultaneous variable of social media (X1), Personal Branding (X2), has an influence on customer loyalty (Y) Keywords: Social Media, Personal Branding, Customer Loyalty
Co-Authors Apriyadi, Oby Wulandari, Rafika