The Effect of E-WOM, Brand Trust, and Brand Ambassador on Purchase Decisions at Tokopedia Online Shopping Site

Nurhasanah,; Mahliza, Febrina; Nugroho, Lucky; Putra, Yananto Mihadi

doi:10.1088/1757-899x/1071/1/012017

Cited by 32 publications

(45 citation statements)

References 4 publications

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“…"A brand ambassador is a person who supports a brand from various famous public figures, apart from popular society can also be supported by ordinary people" (Nurhasanah, et. al., 2020).…”

Section: Brand Ambassadormentioning

confidence: 99%

Pengaruh Brand Ambassador, Brand Image dan Brand Awareness terhadap Purchase Decision

Hariyanto

Wijaya

2022

JMK

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Duta merek adalah alat yang digunakan oleh perusahaan untuk menyalurkan informasi dan mengomunikasikan tentang produk. Citra merek adalah sebuah gambaran atau proyeksi konsumen tentang merek. Kesadaran merek adalah seberapa paham atau pengetahuan tentang suatu produk. Keputusan pembelian adalah tindakan untuk memilih dan mengambil keputusan untuk membeli suatu merek. Penelitian ini bertujuan untuk mempelajari pengaruh dari duta merek, citra merek dan kesadaran merek terhadap keputusan pembelian Under Armour di Jakarta. Populasi dalam penelitian ini adalah para pembeli produk Under Armour. Teknik pemilihan sampel yang akan digunakan pada penelitian ini adalah non-probability sampling. Data yang telah diperoleh dengan menggunakan kuesioner melalui googleform. Hasil dalam penelitian ini menunjukkan bahwa duta merek dan kesadaran merek memiliki pengaruh positif dan signifikan terhadap keputusan pembelian sedangkan citra merek memiliki pengaruh positif tetapi tidak signifikan terhadap keputusan pembelian. Brand ambassadors are tools used by companies to channel information and communicate about products. Brand image is a picture or projection of consumers about the brand. Brand awareness is how much you understand or know about a product. Purchasing decisions are actions to choose and make decisions to buy a brand. This study aims to study the influence of brand ambassadors, brand image and brand awareness on Under Armor purchasing decisions in Jakarta. The population in this study are the buyers of Under Armor products. The sampling technique used in this research is non-probability sampling. The data has been obtained by using a questionnaire via googleform. The results in this study indicate that brand ambassadors and brand awareness have a positive and significant influence on purchasing decisions while brand image has a positive but not significant effect on purchasing decisions.

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“…"A brand ambassador is a person who supports a brand from various famous public figures, apart from popular society can also be supported by ordinary people" (Nurhasanah, et. al., 2020).…”

Section: Brand Ambassadormentioning

confidence: 99%

Pengaruh Brand Ambassador, Brand Image dan Brand Awareness terhadap Purchase Decision

Hariyanto

Wijaya

2022

JMK

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“…Internet mendukung popularitas perdagangan elektronik, di mana membeli dan menjual produk secara online. Internet digunakan sebagai media jual beli secara online menggunakan smartphone atau laptop pribadi (Nurhasanah, Mahliza, Nugroho, & Putra, 2021). Kemajuan dramatis media sosial menunjukkan potensi besar yang membantu membagi informasi yang dapat membantu konsumen membuat keputusan belanja yang lebih baik.…”

Section: Pendahuluanunclassified

“…Keinginan atau niat dipengaruhi oleh banyak faktor termasuk informasi. Informasi yang dibutuhkan konsumen diperoleh melalui percakapan dari mulut ke mulut (e-WOM) (Nurhasanah et al, 2021). Electronic Word of Mouth (e-WOM) adalah bentuk komunikasi interpersonal nonkomersial peer-to-peer di internet, di mana satu orang dapat berbagi hal-hal positif (atau negatif) tentang suatu produk atau layanan dengan orang lain.…”

Section: Electronic Word Of Mouth (E-wom) Dan Niat Membeliunclassified

Pengaruh Elektronic Word of Mouth Dan Citra Merek Terhadap Niat Beli

Darmawan

Yasa

Wahyuni

et al. 2022

j.imb

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Tujuan dari penelitian ini adalah untuk berkontribusi pada literatur pemasaran tentang dampak dari mulut ke mulut elektronik (e-WOM) pada niat beli konsumen online dalam konteks layanan makanan Grab food. Studi ini juga meneliti efek mediasi citra merek pada hubungan ini. Menggunakan pendekatan penelitian deskriptif, penelitian ini menggunakan data kuantitatif untuk menilai bagaimana niat beli dipengaruhi oleh e-WOM dan citra merek. Populasi penelitian ini adalah seluruh mahasiswa aktif yang terdaftar pada tahun 2021 di Kota Denpasar. Pengambilan sampel menggunakan rumus Slovin diperoleh 96 responden. Kuesioner dikelola sendiri dan didistribusikan secara online untuk mengumpulkan data. Teknik analisis menggunakan partial least squares (PLS) untuk menganalisis data yang dikumpulkan. Temuan penelitian menunjukkan bahwa E-WOM memiliki dampak yang signifikan terhadap niat pembelian online. Citra merek berpengaruh signifikan terhadap niat beli, dan citra merek juga bertindak sebagai mediator antara hubungan antara e-WOM dan niat beli konsumen. Keterbatasan penelitian, dimana kesimpulan mungkin tidak dapat digeneralisasikan karena temuan tidak mewakili semua aplikasi transaksi online. Dalam studi masa depan, sampel dan objek penelitian yang lebih besar dan lebih inklusif akan membantu mengatasi keterbatasan ini. Setelah diskusi rinci terkait temuan yang diperoleh, penelitian ini menyajikan beberapa implikasi manajerial. Secara praktis, penelitian ini memiliki implikasi yang akan membantu pemasar untuk memahami kekuatan e-WOM sebagai alat pemasaran yang penting, dan untuk menggunakan sumber daya citra merek secara lebih strategis untuk menarik pelanggan baru. Untuk meningkatkan aktivitas e-WOM sebagai media berbagi ulasan terkait produk/layanan dan sebagai alat pemasaran untuk meningkatkan minat beli, hal-hal yang dapat diimplementasikan oleh Grab Food adalah memperkuat keterlibatan konsumen untuk terlibat dalam percakapan positif, berbagi pengalaman dan menjadi sumber informasi yang kredibel bagi pelanggan yang ada dan potensial. Untuk meningkatkan citra merek, hal-hal yang dapat dilakukan oleh Grab Food adalah menguatkan popularitas, opini positif, karakter manfaat yang kuat.

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“…Nevertheless according to Nurhasanah et al (2021), customer satisfaction also influences the loyalty of customers. Moreover regarding Yu & Dean (2001) studied the contribution of emotional satisfaction to consumer loyalty.…”

Section: Customers' Satisfaction In Islamic Microfinancementioning

confidence: 99%

Assessing The Adaptability of Islamic Microfinance Loans to The Needs of Small Enterprises in Indonesia

Afoukane

Utami

Nugroho

2021

JIESS

Self Cite

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Islamic microfinance aims to offer alternative financial products and services to the Muslim population through developing innovative microfinance services and products based on Islamic finance principles. Two main Islamic financing methods are used in Islamic microfinance: financings based on profit and loss sharing principle and financings using mark-up. The Muslim population represents more than 23% of the world population. A large part of this population is living with income below the poverty line. According to the Islamic Development Bank (2008), more than 500 million poor (with income below USD 1.25 per day) live in the five largest Muslim-majority countries (Indonesia, Bangladesh, Pakistan, Nigeria, and Egypt). Despite the enormous potential market for Islamic microfinance, Islamic Microfinance Institutions serve only 1.28 million clients, representing only 1% of the total outreach of microfinance. One possible explanation for this low outreach is that the products offered by Islamic microfinance institutions may not be well adapted to the needs of the customers. Therefore, this research aims to examine customers’ satisfaction with Islamic loans. Moreover, the study aimed to identify the loan’s selection criteria, and the areas of improvement, from the customers' perspective. This study focused on small businesses since micro-entrepreneurs have specific needs related to their businesses that differ from the other customers’ needs. The study was conducted in the context of Bank Syariah Mandiri, one of the largest Indonesian Islamic commercial banks. The study proceeded in two steps. The first step was to investigate the relevant literature on Islamic microfinance and customers’ satisfaction in the Islamic microfinance sector. The second step was collecting primary data among the customers of the micro Banking Division of Bank Syariah Mandiri. The literature review on Islamic microfinance revealed a lack of understanding of customers’ attitudes, perceptions, and preferences. Therefore, this study aimed to provide a modest contribution to the field. The survey questionnaire was used to collect primary data, and a random sampling method was used to select the participants for the survey. One hundred questionnaires were distributed to the customers who owned a micro business and had an outstanding loan balance with Bank Syariah Mandiri at the time of the survey. Descriptive and inferential statistics were used to analyze the data. The Statistical Package for Social Science (SPSS) Version 22.0 was used to generate the statistical analysis. The response rate was 100% since questionnaires were distributed to the respondents at their house or business location. The study revealed that most respondents were satisfied with the credit and its features (loan size, cost, collateral requirements, time to process the application, and application form). The credit served their business and helped them improve their sales and incomes. In addition, the study showed that the essential criteria in selecting a credit were the cost, Syariah compliance, and the process easiness. An essential finding of this study was that the religious character of the Islamic Microfinance Institution was not of great importance when selecting a microfinance institution; however, it becomes a significant concern when selecting a credit. This finding suggests the importance of enhancing Syariah compliant product innovation to increase customers’ satisfaction

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The Effect of E-WOM, Brand Trust, and Brand Ambassador on Purchase Decisions at Tokopedia Online Shopping Site

Cited by 32 publications

References 4 publications

Pengaruh Brand Ambassador, Brand Image dan Brand Awareness terhadap Purchase Decision

Pengaruh Brand Ambassador, Brand Image dan Brand Awareness terhadap Purchase Decision

Pengaruh Elektronic Word of Mouth Dan Citra Merek Terhadap Niat Beli

Assessing The Adaptability of Islamic Microfinance Loans to The Needs of Small Enterprises in Indonesia

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