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INDONESIA
INTERNATIONAL JOURNAL OF ECONOMIC LITERATURE
Published by CV. Adiba Aisha Amira
ISSN : -     EISSN : 30260221     DOI : -
Core Subject : Economy,
Economics, Econometrics & Finance
INTERNATIONAL JOURNAL OF ECONOMIC LITERATURE (INJOLE) is a scientific journal that publishes articles in the Business field includes conceptual ideas in the fields of Economics, Accounting, Management, business. The scopes are Human Resource Management, Marketing Management, Financial Management, Production/Operational Management, Strategic Management, Islamic Business Management, Halal Industry Management, Hajj and Umro Management, Zakat and Waqf/ Islamic Philanthropy Management, Tourism Management, Banking Management, Industrial Management, Agribusiness Management, Business Administration.
Arjuna Subject : Ilmu Sosial - Ilmu Sosial (Lain-Lain)
Articles 25 Documents
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Search results for , issue "Vol. 2 No. 9 (2024): September" : 25 Documents clear
THE INFLUENCE OF DIGITAL MARKETING, ELECTRONIC WORD OF MOUTH (E-WOM) AND PRICING ON PURCHASING DECISIONS: (Study of Tokopedia Consumers in Denpasar City) Dico Rizky Izulhaq; I Made Jatra
INTERNATIONAL JOURNAL OF ECONOMIC LITERATURE Vol. 2 No. 9 (2024): September
Publisher : Adisam Publisher

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Abstract

Purchasing decisions are a series of processes that start with customers identifying a problem, looking for information regarding a particular brand or product, and evaluating the brand or product to see how well existing alternatives can solve the problem. There are several factors that influence purchasing decisions, including digital marketing, Electronic Word of Mouth (E-WOM) and price. This research aims to explain the influence of digital marketing, E-WOM and price on purchasing decisions simultaneously or partially. The population in this research is all Tokopedia E-commerce consumers in Denpasar City, the exact number of which is not known. The number of samples used in this research was 112 respondents. The sampling method used in this research is a non-probability sampling method with a purposive sampling technique. Data collection was carried out by distributing questionnaires online via Google Form. The data analysis technique used in this research is multiple linear regression analysis with the help of the SPSS 26 application. The results of this research show that digital marketing has a positive and significant effect on purchasing decisions, E-WOM has a positive and significant effect on purchasing decisions and price has a positive effect. positive and significant on purchasing decisions. The theoretical implications of this research provide support for consumer behavior theory and expand empirical knowledge regarding digital marketing, E-WOM, prices and purchasing decisions. Practically, it is hoped that Tokopedia will provide consideration regarding the importance of online marketing systems, E-WOM and prices in Tokopedia's marketing strategy to improve consumer purchasing decisions.
THE INFLUENCE OF GREEN MARKETING ON PURCHASING DECISIONS WITH GREEN BRAND IMAGE AS A MEDIATION VARIABLE: (Study of IKEA Consumers in Denpasar City) Ni Made Widi Anjani, I Wayan Santika
INTERNATIONAL JOURNAL OF ECONOMIC LITERATURE Vol. 2 No. 9 (2024): September
Publisher : Adisam Publisher

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Abstract

Companies are starting to increase their concern for the environment by starting to implement new trends in carrying out their marketing strategies related to environmental issues, namely by implementing green marketing concepts that are environmentally friendly or known as green marketing. Companies that apply the green marketing concept by producing environmentally friendly products are considered to have a green brand image because the company is considered to care about environmental sustainability. This research aims to determine the influence of green marketing on purchasing decisions with green brand image as a mediating variable. This research was conducted on IKEA consumers in Denpasar City and the number of samples in the research was 100 people. The research method used is quantitative. Data collection was carried out using a survey approach, where the research instrument used was a questionnaire. The data analysis techniques used in this research are validity test, reliability test, classical assumption test, path analysis and sobel test. The result of this research shows that green marketing has positive and significant influence on purchasing decisions, green marketing has a positive and significant influence on green brand image, green brand image has a positive and significant influence on purchasing decisions andgreen brand image able to mediate the influence of green marketing on purchasing decisions. The advice that can be given in this research is that IKEA is expected to always use environmentally friendly places to distribute its products, always look after good reputation for the environment and always offering quality and environmentally friendly products.
THE ROLE OF BRAND TRUST IN MEDIATING THE INFLUENCE OF E-WOM ON THE PURCHASE DECISION OF CULOT PANTS BY TEENAGERS IN CANDY PROJECT Ni Nyoman Triana Prima Dewi, I Made Wardana, Ni Ketut Seminari, Ni Wayan Ekawati
INTERNATIONAL JOURNAL OF ECONOMIC LITERATURE Vol. 2 No. 9 (2024): September
Publisher : Adisam Publisher

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Abstract

This research aims to analyze the role of brand trust in mediating the influence of E-WOM on the decision to purchase culottes at the Candy Project. The population of this research includes consumers who bought culottes at Candy Project with a total of 100 samples. The sample was determined by purposive sampling. Data collection used survey and questionnaire methods which were measured using a 5point Likert scale. Data analysis was carried out using path analysis and the Sobel test. This research shows that E-WOM has significant positive effect on brand trust in culottes in the Candy Project. E-WOM and brand trust significant positive on the decision to purchase culottes at the Candy Project. Brand trust is able to mediate the influence of E-WOM on the decision to purchase culottes at the Candy Project. The practical implications of this research are as consideration and input for Candy Project management in marketing its products in sales to increase product purchases to consumers.
PHISHING BEHAVIOR ON SOCIAL MEDIA: CASE STUDY ON MSME PRODUCTS IN INDONESIA THROUGH TIKTOK SHOP Fina Fayza Amalia, I Wayan Sukadana
INTERNATIONAL JOURNAL OF ECONOMIC LITERATURE Vol. 2 No. 9 (2024): September
Publisher : Adisam Publisher

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Abstract

The aim of this research is to find out the reasons for the rejection of the closure of the TikTok Shop on October 4 2023 by MSME players in Indonesia purely because of rational business or irrational business problems (behavior economics). This research uses a case study approach using snowball sampling techniques, data triagulation, and descriptive statistical analysis of two-average difference tests on MSME products in Indonesia through the TikTok Shop. The research results show that the rejection of the TikTok Shop on October 4 2023 was caused purely by rational business reasons related to income, but on the other hand, of course there are irrational business problems from phishing behavior motives. This motif is designed through the TikTok Shop algorithm which can have a positive impact and can indirectly harm users. It is true that the TikTok Shop algorithm has a positive influence on digital marketing communications in Indonesia, such as the recommendation algorithm. The TikTok algorithm has great potential to help marketers achieve marketing goals more effectively with creative, interactive and audience-relevant marketing communications being the key to success in achieving marketing goals on TikTok. TikTok's success in capturing users' attention is not only based on its unique short video concept, but also on the power of its sophisticated algorithm. This sophistication could certainly be a boomerang for MSMEs without them realizing it. The case of closing the TikTok Shop resulted in a correlation relationship (only matching) at certain times between the number of TikTok Shop users and the number of Shopee users.
THE ROLE OF BRAND IMAGE MEDIATES THE EFFECT OF PRODUCT QUALITY ON REPURCHASE INTENTIONS AT KEDAI JUKUNG JEMBRANA Ni Nyoman Estirina Priyandari, I Made Wardana
INTERNATIONAL JOURNAL OF ECONOMIC LITERATURE Vol. 2 No. 9 (2024): September
Publisher : Adisam Publisher

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Abstract

The development of the culinary business shows an increase every year. This is indicated by the increasing number of restaurants and restaurants. According to data from the Badan Pusat Statistik Provinsi Bali, in 2023 there were 4.429 units of restaurants and eateries spread across various districts in Bali. This figure increased from 2022 which only amounted to 3.245 units. Jembrana Regency shows an increasing number of restaurants and eateries every year. The increasing number of restaurants and eateries in Jembrana Regency has resulted in increasingly fierce competition. One of the restaurants in Jembrana Regency is Kedai Jukung. This restaurant serves various types of menus, such as western to local dishes. This study aims to determine the role of brand image in mediating the effect of product quality on repurchase intentions at Kedai Jukung in Jembrana. This research was conducted with a quantitative approach. The sample used was 120 respondents with the sampling technique, namely non probability sampling with purposive sampling method. The data collection technique used a questionnaire in the form of a Google Form which had been tested for validity and reliability. Data analysis techniques using path analysis and sobel test. The results showed that: (1) product quality has a positive and significant effect on brand image at Kedai Jukung in Jembrana; (2) product quality has a positive and significant effect on repurchase intention at Kedai Jukung in Jembrana; (3) brand image has a positive and significant effect on repurchase intention at Kedai Jukung in Jembrana; (4) brand image is able to mediate the effect of product quality on repurchase intention at Kedai Jukung Jembrana. The theoretical implications of this research are to strengthen and develop previous research and add to empirical studies on product quality, brand image, and repurchase intentions. While the practical implications of this research are that it can be a reference for Kedai Jukung to pay more attention to and maximize product quality and as a reference to be able to improve Kedai Jukung brand image so that consumer repurchase intentions can increase.

Page 3 of 3 | Total Record : 25

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