Daya Tarik Testimonial di Sosial Media dan Citra Merek terhadap Keputusan Pembelian

Rostianto, Marsya Ma’ruvinna El-Mekka; Ramdan, Asep Muhamad; Mulia, Faizal

doi:10.31539/costing.v3i1.551

Cited by 3 publications

(4 citation statements)

References 0 publications

Supporting

Mentioning

Contrasting

Unclassified

Order By: Relevance

“…Testimonial membantu konsumen dalam membuat keputusan untuk menggunakan produk/jasa karena mendapatkan rekomendasi dari pihak ketiga dan akan lebih meyakinkan jika ada seorang pelanggan yang sudah menggunakan produk/jasa berbagi pengalamannya. Sementara itu,"Testimonial evidence or endorsement adalah gaya iklan yang memiliki sumber yang sangat dipercaya atau menyenangkan/mendukung ( Kotler dan Amstrong 2012) yang dikutip oleh (Rostianto, Ramdan, & Mulia, 2019)…”

Section: Tinjauan Pustaka Testimoniunclassified

See 1 more Smart Citation

Untitled

Batu

Audina

Azzahra

2020

JIMUPB

View full text Add to dashboard Cite

Screenplays Film is one of the production houses that produce a lot of films, one of which is Gundala. This study discusses how much influence the testimonials and cultural value creation have on the decision to purchase a gundala movie ticket on a gundalaofficial follower diagram. The reason the writer raised this title is because the gundala film successfully penetrated the 44th Toronto International Film Festival. The methodology used in this study is a descriptive and verification method with a quantitative approach. The purpose of this study was to determine the description and measure how much influence the testimonials and the creation of cultural values on the decision to purchase Gundala movie tickets.

show abstract

Section: Tinjauan Pustaka Testimoniunclassified

“…Umar Husein (2007) yang dikutip oleh (Rostianto et al, 2019) menyatakan bahwa yang termasuk dalam dimensi testimonial adalah sebagai berikut :…”

Section: Indikator Testimoniunclassified

Untitled

Batu

Audina

Azzahra

2020

JIMUPB

View full text Add to dashboard Cite

show abstract

“…This is used as an opportunity to run a business online. The rapid development of the internet makes it easier for users to shop online (Rostianto et al, 2019).…”

Section: Introductionmentioning

confidence: 99%

Analysis of Advertising Effectiveness Free Shipping and Consumer Trust to Increase Purchase Decisions

Alkatiri

Ramdan

2022

Almana

View full text Add to dashboard Cite

Purchase decisions are an important part of marketing, to support consumer purchase decisions it is necessary to have the effectiveness of advertising and consumer trust so that consumer purchase decisions do not become doubtful. This study aims to determine the effect of Advertising Effectiveness Free Shipping and Consumer Trust on purchase decisions. In this study, the emergence of problems in the purchasing decision variables on the time dimension of purchase is because those who use the Shopee online shopping application are not comparable to those who make purchases. This research method uses quantitative methods with an associative method approach. The sampling technique in this study used probability sampling, namely Simple Random Sampling, the samples taken in this study were 270 users of the Shopee online shopping application in Sukabumi City. The data analysis technique used in this research is multiple correlation coefficient, coefficient of determination test, simultaneous test (f test), multiple linear regression, and partial test (t-test). The results showed that there was a positive and significant influence of the Advertising Effectiveness of Free Shipping on the purchase decision variables and a positive and significant influence of the consumer trust variable on the purchase decision variables.

show abstract

“…With the development of social media, many researchers and scientists have revealed findings regarding the important role of social media in the world of marketing and consumer buying behavior in their research. But among the many studies that are still applicable and tend to reduce social media to only social networks (networks) such as Facebook, Instagram, and LinkedIn, even though social media is wider and not limited to such things, namely Rudyanto [4] research on the influence of social media networks with a utility gratification theory approach (Utility Gratification Theory), Rostianto, et al [5], which concludes that testimonials on social media affect consumer purchasing decisions, research Prakoso & Marlena [6], which states that Instagram social media influences the decision to visit tourists to Sidoarjo mud, and research Suwardi & Yusuf [7] which examines the online purchasing decisions of consumers of Kimber shoes, influenced by Instagram as much as 31.5%.…”

Section: Introductionmentioning

confidence: 99%

EFFECT OF SOCIAL MEDIA ON BUYING INTEREST AND CONSUMER BUYING DECISIONS: A Systematic Literature Review

Budiyanto¹,

Pamungkas²,

Praditya³

2022

JIIM

View full text Add to dashboard Cite

This study describes how the development of consumer behavior research on social media, the types of research and objects on buying interest and buying decisions on social media, and the determining factors that determine this. All of them are summarized through a systematic literature review of 73 journals that are used as references. In collecting journals, the researcher used the PICO approach to formulate research questions and the use of protocols in the process of inclusion and exclusion of research journals. It was found that the quantitative research approach still dominates research with that theme, the object of research on beauty and fashion, websites and e-commerce, food and beverages, and services, which are the most widely discussed themes in reference journals, while the determinant factors that determine consumer buying interest in the media are, among others, attention, interaction, and communication of members of social media, as well as ease of access. These factors also increase consumer buying interest on social media, while in purchasing decisions, informative factors, consumer social media usage behavior, and convenience are factors that influence consumer buying interest and purchasing decisions on media. social.Keywords: Systematic Literature Review, SocialMedia, Online Buying Interest, Online Purchase Decisions, Online Consumer Behavior

show abstract

Daya Tarik Testimonial di Sosial Media dan Citra Merek terhadap Keputusan Pembelian

Cited by 3 publications

References 0 publications

Untitled

Untitled

Analysis of Advertising Effectiveness Free Shipping and Consumer Trust to Increase Purchase Decisions

EFFECT OF SOCIAL MEDIA ON BUYING INTEREST AND CONSUMER BUYING DECISIONS: A Systematic Literature Review

Contact Info

Product

Resources

About