This study aims to examine how the electronic word of mouth (e-wom) affects the purchase intention with brand image as a mediation variable. The determination of the object is carried out by proposive sampling, which takes the sample of the students of the Syiah Kuala university. There are 96 main field trials that are feasible to be sampled. The technique of data collection is done by questionnaire. The questionnaire is used to collect the data and it is analyzed by spss. The result shows that e-wom has a positive effect on purchase intention of Xioami Smartphone by students, e-wom has a positive effect on brand image, and brand image has positive effect on purchase intention, and also the brand image partially mediates e-wom to purchase intention. This can be the basics analysis for both academic practical and persons. For academic, this contributes for the further research that this model can be develop for the new ones. The originality in this study lies in the object and timeline, and also at the analysis that uses the path method. This conclusions also make the practical persons know how to manage the variables some students are interested in Xiaomi smartphones with varied variations and this is a good value and can be maintained by the company. The limitation of this research is only in using the three variables, so this can be developed by other researchers to build the new models.
Today, Coronavirus is a pandemic that has spread worldwide and causes many problems, including socio economic problems in society. Therefore, e-marketing has an essential function in acquiring new customers, generating leads, and generating revenue for your business by reaching customers interested in your products and services. A digital platform such as web marketing is online marketing to prospective leads and high-value consumers. Thus, the present study examined the usage of e-marketing as a model for buying decisions moderated by perceived risk during the covid-19 pandemic in Aceh Province, Indonesia. This quantitative study involved 325 respondents and was collected through a survey by filling out the questionnaires. Also, e-marketing is measured by perceived usefulness, perceived ease of use as exogenous variables. Therefore, perceived risk is a mediating variable, and the consumer buying decision is an endogenous variable. The data were analyzed using Structural Equation Modelling – Analysis of Moments Structure (SEM-AMOS). The results showed that e-marketing (perceived usefulness and ease of use) positively and significantly affects consumer buying decisions. This study also applied the Sobel test and indicated that perceived risk mediates perceived usefulness and ease toward consumer buying decisions. In conclusion, this study has successfully examined the relationship between e-marketing via perceived usefulness and perceived ease of use. Also, it proves that perceived risk plays a mediating role (partial mediator) in the relationship of perceived usefulness and ease of use on consumer buying decisions. This tested model has become a formulation, especially in marketing science, where it turns out that during the covid-19 pandemic, the buying decision model in the marketplace is a function of the perceived usefulness and perceived ease of use of consumers towards the marketplace, as well as the perceived risk of the marketplace as a partial mediator. So that marketplace manufacturers can drive consumer buying decisions by consumers by creating a strengthening of perceived usefulness and perceived ease of use for consumers, thereby affecting consumers' perceived risk and impacting their buying decisions.
Salah satu tantagan bagi daerah tujuan wisata dalam revolusi industri 4.0 adalah keberadaan sistem informasi daerah tujuan wisata. Website menjadi salah satu media yang potensial untuk membangun citra positif daerah tujuan wisata di dunia maya. Hal ini harus diantisipasi pengelola daerah tujuan wisata akibat persaingan yang sangat tinggi. Nagari Harau merupakan daerah tujuan wisata alam unggulan di Kabupaten Lima Puluh Kota. Namun dalam dunia maya kawasan ini tidak terekspos secara maksimal. Keterbatasan kemampuan pihak pengelola dalam mempromosikan melalui website adalah kendala utama yang dihadapi. Untuk memenuhi kebutuhan kegiatan pemasaran secara online maka dilakukan kegiatan pengabdian pada masyarakat dengan metode action learning terhadap kelompok Sadar Wisata (pokdarwis). Hasil kegiatan menunjukan keberhasilan dengan indikasi berupa tingginya antusisme peserta. Parameter kesuksesan lainnya dapat dibuktikan dengan dengan aspek kognitif 95%, aspek afektif 95% serta aspek konatif 85%.
Pengelolaan objek wisata memerlukan perhatian khusus sehingga dapat mengakomodir kebutuhan semua pihak baik wisatawan, masyarakat di sekitar objek dan kekayaan hayati. Sikayan Balumuik merupakan objek wisata alam di Kota Padang yang belum memberi dampak ekonomis di bidang pariwisata. Perlu suatu usaha kreatif agar objek wisata tersebut dapat memberi dampak positif sehingga perekonomian masyarakat setempat tumbuh dan berkembang. Penelitian ini bertujuan untuk memberikan gambaran potensi pengembangan ekonomi kreatif di objek wisata Sikayan Balumuik sehingga dapat meningkatkan daya tarik objek wisata tersebut. Metode yang digunakan adalah deskriptif dengan pendekatan studi kasus. Tahapan yang dilakukan adalah menjelaskan potensi objek wisata kemudian menganalisanya berdasarkan aspek daya tarik sebuah objek wisata dan potensi sub sektor ekonomi kreatif. Melalui analisa tersebut dapat digambarkan aktor � aktor ekonomi kreatif yang berperan langsung dalam mewujudkan daya tarik tersebut. Hasil penelitian menggambarkan bahwa objek wisata Sikayan Balumuik memiliki potensi alam namun jika ditelaah melalui aspek daya tarik wisata yaitu attraction, activity, amenities, artwork dan ancillary maka objek ini belum memenuhi kriteria menarik untuk dikunjungi. Rekomendasi yang dapat diberikan adalah pembentukan komunitas masyarakat yang sesuai dengan bidangnya sehingga peranan aktif dari setiap aktor maksimal. Potensi objek wisata Sikayan Balumuik yang ditawarkan kepada wisatawan sebaiknya dalam bentuk paket yang terdiri dari paket family recreation, paket extreme adventure dan paket nature conservation yang menawarkan pengalaman berwisata sesuai dengan tema. Sub-sektor ekonomi kreatif yang prioritas ditingkatkan pada kawasan tersebut adalah kriya, kuliner, seni pertunjukan, arsitektur, musik dan fotographi. Pada kawasan tersebut perlu ditetapkan regulasi dan kesepakatan bersama antara semua aktor ekonomi kreatif yang terlibat dalam pengelolaan Objek Wisata Sikayan Balumuik.
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