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All Journal EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis
Koerniawan Hidajat
University of 17 August 1945 Jakarta
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Energy Other

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Analysis Of The Relationship Between Product Innovation And Electronic Word Of Mouth (E – WOM) On Buying Interest. (Study Of Consumer Survey Of Jajanan Kita Brand In Harapan Mulia, Kemayoran) Istifa Ramadani; Koerniawan Hidajat
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.v14i1.8816

Abstract

This research aims to find out the relationship between product innovation and E-WOM on consumer buying interest, focusing on the Jajanan Kita brand located in Harapan Mulia, Kemayoran. Innovate products that will be highlighted in their marketing strategies, especially in the food industry. In the digital age, individuals, particularly young adults, rely more on social media to receive more data and recommendations. E – WOM refers to the information and recommendations provided by the client through an online platform to prove an effective response. Consumers no longer rely solely on ads due to the ease of access to recommendations and reviews of other buyers. This analysis applies Structural Equation Modelling and Partial Least Square to test the Research Model. The results of the analysis show that product innovation and E-WOM statistically and significantly affect consumer purchase intentions. This research, it is anticipated, can help those in the industry make important conclusions about marketing strategies, while also adding information about the importance of innovation and E-WOM to the food industry. Furthermore, this research can be applied as a basis for conducting more comprehensive investigations and to provide relevant empirical data to promote the development of local food stall businesses.
The Effect Of Product Quality And Packaging Prices Of Herbal Drinks On Customer Satisfaction Among Generation Z At Warkop Maju Rorotan, North Jakarta Muhammad Rafi; Koerniawan Hidajat
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.v14i1.8817

Abstract

This research serves to find out and explain the ability of the influence of product quality on customer satisfaction, as well as to find out and explain the ability to influence price on customer satisfaction. Herbal beverage packaging in Indonesia, which is influenced by changes in the lifestyle of people who are aware of health and the environment. Packaging of herbal drinks, such as ginger, is a better alternative choice than sweet or carbonated drinks, especially among Generation Z. Warkop Maju Rorotan North Jakarta innovates by selling packaging of herbal drinks to attract the younger generation, with a focus on product quality for customer satisfaction. This research also applies SEM and PLS methods to analyze the data, which allows researchers to obtain the value of variables that are relevant for predictions. Thus, the results of this research are expected to provide new insights in the development of herbal beverage products and improve the quality of educational institutions through scientific work at the University of August 17, 1945 Jakarta.
Co-Authors Istifa Ramadani Muhammad Rafi