cover
Article Per Year (5 Year)
All
Home Page
OAI Link
Editorial Team
Contact
Reviewer
Google Scholar
Contact Name
Unang arifin
Contact Email
bcsbm@unisba.ac.id
Phone
+6282118633944
Journal Mail Official
bcsbm@unisba.ac.id
Editorial Address
UPT Publikasi Ilmiah, Universitas Islam Bandung. Jl. Tamansari No. 20, Bandung 40116, Indonesia, Tlp +62 22 420 3368, +62 22 426 3895 ext. 6891
Location
Kota bandung,
Jawa barat
INDONESIA
Bandung Conference Series: Business and Management
Published by Universitas Islam Bandung
ISSN : -     EISSN : 22828253     DOI : https://doi.org/10.29313/bcsbm.v2i1
Core Subject : Economy,
Economics, Econometrics & Finance
Bandung Conference Series Business and Management (BCSBM) menerbitkan artikel penelitian akademik tentang kajian teoritis dan terapan serta berfokus pada Manajemen dan Bisnis dengan ruang lingkup Adjusted Exponential Smoothing, Bauran Produk, Capital Adequacy Ratio, Crash Program, Critical Path Method (CPM), Diagram Preventive, Diferensiasi Produk, Economic Order Quantity (EOQ), Harga, Internet Banking, Ishikawa, Kepuasan Kerja, Keputusan Pembelian, Keuntungan Maksimal, kualitas pelayanan, Lingkungan Kerja, Loan to Deposit Ratio, loyalty consumers, manajemen proyek, Manajemen Rantai Pasok, Matriks SCOR, Metode Hungarian Peramalan, metode lintasan kritis (CPM) brand image, metode Service quality, Metode Simpleks, Mixed-Product Proyek, model Kano network planning, Non Performing Loan Pelayanan Jasa, Pemeliharaan, perputaran persediaan dan piutang, Production Process, Profit, proyek pembangunan, Purchase Of Raw Materials, Rantai Pasok, return on investment, SCOR Kinerja, Service Quality, Simplex Method, Turnover Intention Kinerja, Waktu dan Biaya, Optimal Penugasan Kerja. Prosiding ini diterbitkan oleh UPT Publikasi Ilmiah Unisba. Artikel yang dikirimkan ke prosiding ini akan diproses secara online dan menggunakan double blind review minimal oleh dua orang mitra bebestari.
Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Bisnis, Menejemen, dan Akutansi (Lain-Lain)
Articles 1 Documents
 1 
Search results for , issue "1165-1174" : 1 Documents clear
Pengaruh Social Media Marketing terhadap Keputusan Penggunaan Jasa melalui Electronic Word of Mouth Fawzyah Fawzyah; Septiana Ayu Estri Mahani; Nindya Saraswati
Bandung Conference Series: Business and Management 1165-1174
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcsbm.v6i2.26289

Abstract

Abstract. Competition among videography and photography service providers has intensified alongside the growing use of social media as a marketing channel, requiring providers to pair strong content with strategies that cultivate positive electronic word of mouth (e-WOM). This study tests the effect of social media marketing on service usage decisions, both directly and through e-WOM as a mediating variable, using the Instagram account @zidanalfikrii in Pontianak as the object of analysis. A quantitative survey was administered to 100 respondents drawn through purposive sampling from a population of 2,494 service users. Data were analyzed in SPSS 25 through descriptive statistics, validity and reliability testing, classical assumption testing, regression, path analysis, and the Sobel test. Social media marketing showed a significant effect on service usage decisions, and e-WOM significantly mediated this relationship, a result confirmed by a Sobel test value of 2.30 against the critical value of 1.98. Usage decisions in this service category thus appear to be shaped both directly by marketing content and indirectly through the reviews and recommendations that content generates. Abstrak. Persaingan antar penyedia jasa videografi dan fotografi semakin ketat seiring meluasnya pemanfaatan media sosial sebagai kanal pemasaran, sehingga penyedia jasa dituntut memadukan kualitas konten dengan strategi yang mampu menumbuhkan electronic word of mouth (e-WOM) yang positif. Penelitian ini menguji pengaruh social media marketing terhadap keputusan penggunaan jasa, baik secara langsung maupun melalui e-WOM sebagai variabel mediasi, dengan akun Instagram @zidanalfikrii di Kota Pontianak sebagai objek analisis. Survei kuantitatif dilakukan terhadap 100 responden yang dipilih melalui purposive sampling dari populasi 2.494 konsumen. Data dianalisis menggunakan SPSS 25 melalui statistik deskriptif, uji validitas dan reliabilitas, uji asumsi klasik, analisis regresi, path analysis, dan uji Sobel. Social media marketing terbukti berpengaruh signifikan terhadap keputusan penggunaan jasa, dan e-WOM memediasi pengaruh tersebut secara signifikan, hasil yang dikonfirmasi oleh nilai uji Sobel sebesar 2,30 terhadap nilai kritis 1,98. Keputusan penggunaan pada kategori jasa ini dengan demikian tampak dibentuk baik secara langsung oleh konten pemasaran maupun secara tidak langsung melalui ulasan dan rekomendasi yang ditimbulkan konten tersebut.

Page 1 of 1 | Total Record : 1

 1 

Filter by Year

0000


Reset
Filter By Issues
All Issue Vol. 5 No. 1 (2025): Bandung Conference Series: Business and Management Vol. 4 No. 2 (2024): Bandung Conference Series: Business and Management Vol. 4 No. 1 (2024): Bandung Conference Series Business and Management Vol. 3 No. 2 (2023): Bandung Conference Series Business and Management Vol. 3 No. 1 (2023): Bandung Conference Series Business and Management Vol. 2 No. 2 (2022): Bandung Conference Series Business and Management Vol. 2 No. 1 (2022): Bandung Conference Series Business and Management Vol. 1 No. 1 (2021): Bandung Conference Series: Business and Management 1255-1262 1245-1254 1239-1244 1229-1238 1219-1228 1211-1218 1203-1210 1193-1202 1183-1192 1175-1182 1165-1174 1155-1164 1143-1154 1135-1142 1127-1134 1119-1126 1111-1118 1101-1110 1091-1100 1083-1090 1075-1082 1067-1074 1059-1066 1051-1058 1043-1050 1033-1042 1025-1032 1017-1024 1009-1016 1001-1008 993-1000 985-992 977-984 969-976 961-968 953-960 945-952 935-944 925-934 915-924 905-914 895-904 887-894 879-886 869-878 861-868 851-860 843-850 835-842 827-834 819-826 811-818 803-810 795-802 785-794 775-784 767-774 759-766 751-758 743-750 More Issue