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All Journal EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis
Mohammad Zeylo Auriza
Study Program of Management Faculty Of Economics and Business, Universitas Tadulako
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Energy Other

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The Role Of Instagram Promotions And Taste On Customer Satisfaction Mediated By Purchasing Decisions At Tetufresh Nurhudi Slamet; Elimwaty Rombe; Rosida P. Adam; Mohammad Zeylo Auriza
EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis Vol 13 No 2 (2025): April
Publisher : UNIVED Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37676/ekombis.v13i2.7952

Abstract

This study aims to analyze the effect of promotion through Instagram and taste on customer satisfaction mediated by purchasing decisions at Tetufresh in Palu City. The population of this study are customers who often use the Instagram Platform and have purchased Tetufresh products with a sample size of 120 respondents. The technique in collecting this data uses a Google Form-based questionnaire. The technique in this sampling uses purposive sampling. The technique in analyzing the data of this study uses Stuructural Equation Modeling (SEM) with SmartPLS software. The results of this study indicate that social media promotion has a positive effect on customer satisfaction, social media promotion has a positive effect on purchasing decisions, Taste has a positive effect on customer satisfaction, Taste has a positive effect on purchasing decisions, purchasing decisions have a positive effect on customer satisfaction, Instagram promotion mediated Purchasing decisions have a positive effect on customer satisfaction, Taste mediated Purchasing decisions have a positive effect on customer satisfaction.
The Effect Of Electronic Word Of Mouth (E-WOM) On Social Media On Visiting Decisions And Its Implications For Visiting Satisfaction (Survey On Sausu Glamping Beach Tourism, Parigi Moutong) Riany Friska Liestyawati; Ira Nuriya Santi; Muzakir Muzakir; Mohammad Zeylo Auriza
EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis Vol 14 No 1 (2026): Januari
Publisher : UNIVED Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37676/ekombis.v14i1.9053

Abstract

This study examines the influence of Electronic Word of Mouth (E-WOM) on the decisions and satisfaction of tourists visiting Sausu Glamping, a beach tourism destination in Parigi Moutong, Indonesia. Using quantitative methods and involving 120 respondents, data were analyzed through Structural Equation Modeling (SEM) to test four hypotheses about the direct and indirect effects of E-WOM. The results showed that E-WOM has a significant effect on visiting decisions, and also indirectly affects tourist satisfaction through these decisions. The research instrument has proven to be valid and reliable, and the high R² value indicates that the research model is strong enough. This research confirms that reviews and interactions on social media play an important role in shaping visitor perceptions, decisions and satisfaction. Despite limitations in sample size and data collection methods, this study shows that E-WOM is an effective strategy in enhancing tourism experiences and can serve as a reference for destination managers and marketing activities.
Co-Authors Elimwaty Rombe Ira Nuriya Santi Muzakir Muzakir Nurhudi Slamet Riany Friska Liestyawati Rosida P. Adam