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All Journal Pendas : Jurnah Ilmiah Pendidikan Dasar Jurnal Studi Manajemen Bisnis
Sinta, Sri
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences Other

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PENGARUH DIGITAL MARKETING DAN WOM (WORD OF MOUTH) TERHADAP LOYALITAS MELALUI KEPUTUSAN PEMBELIAN PERAWATAN DI KLINIK JAKARTA Sinta, Sri; Widodo, Teguh; Dewi, Widi
Pendas : Jurnal Ilmiah Pendidikan Dasar Vol. 10 No. 01 (2025): Volume 10, Nomor 01 Maret 2025
Publisher : Program Studi Pendidikan Guru Sekolah Dasar FKIP Universitas Pasundan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23969/jp.v10i01.22644

Abstract

Beauty treatments are growing rapidly, hundreds of beauty clinics are increasing every year in Jakarta, making the competition between clinics fierce so that the variety of beauty treatment options is even more confusing. Therefore, efforts are needed from the clinic to be able to survive and compete and develop, one of which is loyal buyers, and promotional efforts using digital marketing and Word of Mouth (WOM).  The purpose of this is to find out and analyze the influence of digital marketing and word of mouth on loyalty throught the purchase decision of beauty treatments in Jakarta clinics. Sampling was done using Non-Probability Sampling technique with purposive sampling. The population is men and women who have done beauty treatments at least 2 times at the same clinic in Jakarta. From 116 data entered, 100 people were included in the research criteria and data was processed using SEM PLS with the Smart PLS 3.0 application. The results showed that 1) Digital marketing had a positive and significant effect on the decision to purchase beauty treatments at the Jakarta Clinic. 2) Word of Mouth (WOM) has a positive and significant effect on the decision to purchase beauty treatments at the Jakarta Clinic. 3) Purchase decisions have a positive and significant effect on loyalty. 4) Digital marketing has a positive and significant effect on loyalty. 5) WOM has a positive and significant effect on loyalty. 6) Digital marketing has a positive and significant effect on loyalty through the purchase decision of beauty treatments at Jakarta clinics. 7) WOM has a positive and significant effect on loyalty through the purchase decision of beauty treatments at Jakarta clinics. The next research suggestion is to expand the scope of the region and the number of respondents, as well as use other variables that affect loyalty.
Determinasi Pengelolaan Keuangan Mahasiswa KIP Fahmi, Riza Ul; Sinta, Sri; Rizal, Ansari; Noviandi, Wiki
Jurnal Studi Manajemen Bisnis Vol. 6 No. 1 (2026): Jurnal Studi Manajemen Bisnis
Publisher : Universitas Muria Kudus

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24176/jsmb.v6i1.16371

Abstract

This study aims to examine the effect of lifestyle, financial literacy, and financial attitude on financial management among students receiving the Indonesia Smart Card scholarship in the Management Economics Study Program at Abulyatama University. The research is motivated by the importance of effective financial management among students facing limited financial resources and increasing lifestyle pressures. The independent variables in this study include lifestyle, financial literacy, and financial attitude, while the dependent variable is financial management. A quantitative approach with a survey method was employed. The research population consisted of 227 students, with a sample of 69 students from the Management Economics Study Program at Abulyatama University. Data were analyzed using multiple linear regression analysis. The research hypotheses propose that lifestyle and financial attitude have a significant positive effect on financial management, while financial literacy has an insignificant effect. The results reveal that lifestyle has a significant positive influence on students’ financial management, financial literacy does not significantly affect financial management, and financial attitude has a significant positive effect on financial management. These findings indicatethat financial behavior and attitudes play a more dominant role in financial management than financial knowledge alone. This study contributes to the literature on personal financial management, particularly in the context of scholarship recipient students. The findings emphasize the importance ofdeveloping positive financial attitudes and controlling lifestyle patterns to enhance students’ financial management.
Co-Authors Dewi, Widi Fahmi, Riza Ul Noviandi, Wiki Rizal, Ansari Teguh Widodo