This study aims to analyze the effect of social media marketing on purchase intention, as well as the relationship with brand awareness, brand image, and e-wom in the Batam City hospitality industry. The dependent variable in this study is purchase intention. The independent variables consist of social media marketing, brand image, e-wom and brand awareness. The sampling technique used in this research is purposive sampling. There are 2 types of data used in this study, namely primary data which is data received by researchers through the distribution of questionnaires to be processed. While secondary data is data collected through research articles, scientific journals, and others to meet research needs. The results showed that social media marketing variables had a significant positive effect on purchase intention, brand awareness, brand image and e-wom. The variables of e-wom, brand awareness, brand image, and social media marketing have a significant positive effect on purchase intention. Social media marketing variables have a significant positive effect on purchase intention through mediation of brand image, brand awareness and e-wom.
This study aims to find the relationship between several variables that affect the level of return visits to the local coffee shop in Batam, including the variable perception of product quality, service, eWOM, trust, and also the experience felt by consumers. The construction of hypotheses and their framework is based on previous researchers who really focus on the level of return visits, so researchers add relationships that have not been previously studied and also with the hope of providing more varied and accurate results. The hope of this research in the future is aimed at increasing return visits to local coffee shops in Batam City, and is also expected to improve the local economy of entrepreneurs in the field, then also be able to provide answers to entrepreneurs to realize what are the concerns of consumers in determining the level of a return visit.
Merek mewah menjadi faktor yang mempengaruhi niat pembelian, kemudian dengan adanya pengaruh sosial yang memicu, dan juga pengaruh dari faktor kebanggaan dalam memiliki produk bermerek mewah menjadikan niat pembelian tinggi. Tujuan penelitian ini adalah untuk mengetahui pengaruh merek mewah, pengaruh sosial, kemudian kebanggaan sebagai variabel yang mengintervensi dalam pengaruhnya terhadap niat pembelian konsumen dalam membeli produk sepatu olahraga di Kota Batam. Penelitian ini dilakukan dengan menggunakan structural equational modelling yang meneliti pengaruh variabel-variabel independen terhadap variabel intervening dan dependen, kemudian variabel intervening mempengaruhi variabel dependen. Sampel dalam penelitian ini sebanyak 188 responden dari gerai penjualan sepatu olahraga yang ada di pusat-pusat perbelanjaan di Kota Batam. Teknik penarikan sampel menggunakan convinience sampling. Sampel yang digunakan dalam penelitian ini adalah konsumen yang mengunjungi gerai resmi penjualan sepatu olahraga yang ada di pusat perbelanjaan di Kota Batam.
Pelayanan pelanggan dan promosi merupakan dua faktor utama yang menjadi ketertarikan konsumen dalam melakukan pembelian. Namun, suatu bisnis seringkali mengabaikan kedua faktor tersebut, sehingga pada akhirnya penjualan yang dilakukan tidak dapat berkembang secara maksimal. Kegiatan pengabdian kali ini bertujuan meningkatkan tingkat kepuasan pelanggan, exposure toko, dan angka penjualan pada UMKM La Sano Life melalui kegiatan penyuluhan dan pelatihan yang berkaitan dengan cara memaksimalkan pelayanan kepada konsumen, serta cara melakukan promosi yang dapat menarik minat pembeli. Melalui kegiatan ini, pengabdi berhasil meningkatkan tingkat kepuasan pelanggan, exposure toko, dan angka penjualan mitra secara signifikan dalam waktu tiga (3) minggu. Pemilik bisnis dan karyawan La Sano Life harus senantiasa mengunggah konten informatif dan promosi secara berkala untuk memastikan adanya interaksi dengan konsumen, serta memperoleh kesempatan untuk meningkatkan angka penjualan. Mitra juga harus selalu mengingat bahwa pelayanan merupakan faktor utama untuk meningkatkan kepuasan pelanggan, sehingga sikap pelayanan dalam melakukan interaksi dan transaksi dengan konsumen maupun pelanggan merupakan hal yang krusial.
This study aims to determine the effect between perceived risk, self-efficacy, enjoyment, trust, perceived usefulness, and perceived ease of use on behavioral intention to use mobile wallets in Batam City<em>. </em>Therefore, the researcher use judgemental sampling in order to give the questionnaire to users who have made transactions using Go-Pay, OVO, Dana, Shopee, and Link Aja in Batam City, by using a google form<em> </em>that was distributed to 375 respondents. The results of these respondents will be processed using smartPLS version 3.0 software. The results of this study indicate trust and self-efficacy, do not at all affect behavioral intention to use mobile wallets in Batam City. In addition, trust is also unable to mediate the effect between enjoyment and behavioral intention to use mobile wallets in Batam City.
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