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Journal articles on the topic 'Word-of-mouth advertising'

Author: Grafiati

Published: 4 June 2021

Last updated: 25 July 2025

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1

Rasouli, Mona, Shahrbanoo Gholipour Fereidooni, and Mehdi Rouholamini. "The Moderating Role of Gender in the Relationship Between Service Quality Dimensions, Word-of-Mouth Advertising, and Purchase Intention." International Journal of Innovation Management and Organizational Behavior 4, no. 4 (2024): 172–78. http://dx.doi.org/10.61838/kman.ijimob.4.4.20.

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Objective: The aim of this study is to assess the impact of electronic service quality dimensions on customer purchase intention, with the mediating role of electronic word-of-mouth advertising and the moderating role of gender. Methodology: This applied research is descriptive in nature, and the statistical population includes customers of Bank Melli branches in Tehran province who use the electronic services of the Bank Melli Bam system. Based on the cluster sampling method and according to the Morgan table, the sample size was estimated to be 384 individuals. Standard questionnaires were us

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Kuberasyani, Ida Ayu Ruby, and Ketut Rahyuda. "PERAN WORD OF MOUTH MEMEDIASI HUBUNGAN ANTARA IKLAN DAN HARGA TERHADAP MINAT BELI." E-Jurnal Manajemen Universitas Udayana 8, no. 7 (2019): 4589. http://dx.doi.org/10.24843/ejmunud.2019.v08.i07.p21.

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This study aims to find out how word of mouth mediates the relationship of advertising and prices with buying interest in Traveloka.com and knows how much influence Traveloka.com advertisements have on the interest in buying Traveloka.com. This research was conducted by distributing questionnaires to 100 respondents. The sample criteria in this study are domiciled in the city of Denpasar, respondents who have at least high school or equivalent education, respondents have never used traveloka.com. The types of data used in this study are qualitative data and quantitative data. The data analysis

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Fitri, Marliza, and Meyta Ayu Fitriana. "PENGARUH GAYA HIDUP,WORD OF MOUTH DAN IKLAN TERHADAP KEPUTUSAN PEMBELIAN PRODUK WARDAH DI STORE JS MART DI KETAHUN BENGKULU UTARA." Jurnal Entrepreneur dan Manajemen Sains (JEMS) 5, no. 1 (2024): 266–79. http://dx.doi.org/10.36085/jems.v5i1.5974.

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This study aims to determine the influence of lifestyle , word of mouth and advertising on the decision to purchase wardah products at the JS Mart store in Ketahun , North Bengkulu . The method used is quantitative method. Methods of data collection by questionnaire Sampling using the Simple Random Sampling method, with a total of 85 respondents.  This researcher uses multiple regression analysis. The results of research that has been done on the influence of lifestyle, word of mouth and advertising on purchasing decisions for wardah products at the JS Mart store in Ketahun, North Bengku

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Michael, Michael, and Yokie Radnan Kristiyono. "THE IMPACT OF BRAND IMAGE, ADVERTISING, QUALITY OF SERVICE ON REPURCHASE INTENTION, AND ELECTRONIC WORD OF MOUTH MEDIATED BY CUSTOMER EXPERIENCE AT SHOPEE ONLINE STORE." Media Riset Bisnis & Manajemen 22, no. 2 (2024): 107–22. http://dx.doi.org/10.25105/mrbm.v22i2.15484.

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There is the goal of this study, namely to determine the effect of Brand Image on Consumer Experience, Advertising on Consumer Experience, Service Quality on Consumer Experience, Consumer Experience on Repurchase Intention, Consumer Experience on Electronic Word of Mouth, as well as knowing the effect of Consumer Experience that mediates Brand Image on Repurchase Intention, Consumer Experience mediating Advertising on Repurchase Intention, Consumer Experience mediating Service Quality on Repurchase Intention, Consumer Experience mediating Brand Image on Electronic Word of Mouth, Consumer Exper

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Ku, Yi, Shan Li, and Yichen Zhao. "Is It Effective for Companies to Pretend to Care for the Environment? Research on the Impact of Corporate Environmental Claims on Word-of-mouth Recommendation." E3S Web of Conferences 409 (2023): 01013. http://dx.doi.org/10.1051/e3sconf/202340901013.

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In the era of Internet business, online word-of-mouth recommendation has become a key factor affecting consumers’ decision-making. Enterprises increase consumers’ willingness to recommend their brands by word of mouth in various ways. This paper mainly studies the influence of corporate environmental claims on consumers’ intention of word-of-mouth recommendation, and explores the roles of different advertising appeals in such process. Independent sample T-test, regression analysis, and cross-test analysis were assumed to study the differences of consumers’ word-of-mouth recommendation intentio

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Jecky, Jecky, and Rezi Erdiansyah. "Pengaruh Iklan Media Sosial Dan Word Of Mouth Terhadap Keputusan Pembelian." Prologia 5, no. 2 (2021): 307. http://dx.doi.org/10.24912/pr.v5i2.10199.

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This study aims to determine the effect of advertising on social media and word of mouth on purchasing decisions using a quantitative descriptive approach. Researchers took samples using google form with a total of 145 respondents who were distributed via social media. Data analysis was conducted by researchers using the program of statistical product and service solutions (SPSS) version 15. Based on the results of the research that has been obtained and has been explained by the author regarding advertising on social media and word of mouth on purchasing decisions. It is known that the coeffi

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7

Precourt, Geoffrey. "How Word of Mouth Works in Advertising." Journal of Advertising Research 55, no. 1 (2015): 2–3. http://dx.doi.org/10.2501/jar-55-1-002-003.

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8

Holder, Derek, and Robin Fairlie. "Word-of-mouth advertising — A new twist." Journal of Direct, Data and Digital Marketing Practice 8, no. 2 (2006): 99–100. http://dx.doi.org/10.1057/palgrave.dddmp.4340560.

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9

Esti Masita, Tri, Pramono Hari Adi, Wiwiek Rabiatul Adawiyah, and Faizal Wihuda. "The role of consumer hope, positive emotional advertising, and multi-context numbers in developing purchase intention and word of mouth of eco-efficient product." Ekonomski pregled 73, no. 3 (2022): 390–414. http://dx.doi.org/10.32910/ep.73.3.3.

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The research investigates the impact of customer hope, positive emotional advertising, and multi-context number (MCN) brand strategy on purchase intention and word of mouth in the context of an eco-efficient product. This study uses a quantitative survey on an energy-saving lamp. The results indicated that consumer hope positively affects word-of-mouth; positive emotional advertising and multi-context numbers have a positive effect on purchase intentions. However, consumer hope has no impact on the intentions of purchase. This result is arising due to the consumer‘s skepticism. Positive emotio

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Khorsandi, Hosna, Behzad Kazemi, Simin Zeynali, Mahsa Mohsenibeigzadeh, Pedram Zarei, and Shahin Mirshekari. "The Impact of Social Media Marketing on Digital Service Adoption in Educational Institutions." Tehnički glasnik 19, no. 3 (2025): 396–403. https://doi.org/10.31803/tg-20240331030139.

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Recently, educational institutions have turned to investing in new technologies to provide digital services to customers as a means of cost control, attracting new customers, and meeting customer expectations. The adoption of these new technologies has become crucial for these institutions as part of their strategy. Therefore, this research focuses on investigating the influence of social media marketing (SMM) on the intention to use digital services in educational institutions. The study also considers brand equity, trust, and word-of-mouth promotion as potential factors mediating this relati

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Gandasari, Imas, Mohamad Rizan, and Karuniana Dianta Arfiando Sebayang. "Exploring the Influence Between Electronic Word-Of-Mouth, Advertising, Social Media Convenience, And Benefits on The Choice of Civil Engineering Study Program." International Journal of Research and Review 11, no. 6 (2024): 379–86. http://dx.doi.org/10.52403/ijrr.202406045.

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This study aims to provide insight into the influence of electronic word of mouth, advertising, convenience and benefits of social media, on the decision to choose a civil engineering study program at Krisnadwipayana University. This study used a survey with survey participants from the civil Engineering study program of the Faculty of Engineering, Krisnadwipayana University specializing in civil engineering. The results show that electronic word of mouth, advertising, convenience and benefits of social media have a positive effect on students' decision to choose to study in the civil engineer

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Ullah, Najeeb, and Mustansar Hussain. "Impact of Unethical Advertising, Misleading Information or Deceptive Advertising on Customer Purchasing Intention with Mediating Effect of Word of Mouth: Case of Pakistan." International Journal Of Innovation And Economic Development 1, no. 4 (2015): 49–69. http://dx.doi.org/10.18775/ijied.1849-7551-7020.2015.14.2005.

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This paper aims to study the effect of Unethical advertising, misleading information or deception and stereotyping advertising impact on Customer purchase intention with mediating effect of word-of-mouth (WOM) in Pakistan. Based on variables, the authors tried to identify the effects of each variable to customer satisfaction. Data were collected through field research (questionnaire) among 600 Respondent who have their own different levels and fields like, Employee, students, and common people from twin city Islamabad & Rawalpindi. The results shows that unethical Advertising or misleading

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Tenima, Yeremia Christofel, Silcyljeova Moniharapon, and Debry C. A. Lintong. "Pengaruh Persepsi Harga Social Media Advertising dan Word of Mouth Terhadap Keputusan Pembelian Pada Rumah Makan Bakso Surabaya di Bahu." Jurnal EMBA : Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi 11, no. 3 (2023): 1367–78. http://dx.doi.org/10.35794/emba.v11i3.50947.

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Usaha warung bakso merupakan salah satu satu usaha industri kecil yang bergerak di bidang pengolahan makanan cepat saji. Usaha warung bakso ini telah ada sejak lama dan berkembang di daerah pedesaan pada beberapa provinsi di Indonesia salah satunya yaitu di Manado.Kondisi persaingan pasar saat ini memang semakin ketat, Salah satu hal penting yang perlu dilakukan dan diperhatikan oleh setiap perusahaan adalah mempertahankan pelanggan yang telah ada, terus menggarap pelanggan-pelanggan potensial baru agar jangan sampai pelanggan meninggalkan perusahaan menjadi pelanggan perusahaan lain. Peneliti

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Yamamoto, Hikaru, and Naohiro Matsumura. "Marketing Ecosystem: The Dynamics of Twitter, TV Advertising, and Customer Acquisition." Proceedings of the International AAAI Conference on Web and Social Media 5, no. 3 (2021): 45–52. http://dx.doi.org/10.1609/icwsm.v5i3.14215.

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Social media, especially the micro-blogging network Twitter, have gained much popularity among users and have thus attracted attention from firms. Social media can serve as advertising media and platforms of online word-of-mouth, because they enable consumers to share their consumption experiences with others easily. When firms advertise their products and services, they usually do not rely on one single medium. Instead, they combine various media to promote their products and services. Recently, they have started to include social media. The aim of this paper is to capture the dynamic relatio

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Noer Faridatul Sholehah, Nur Farida, and Nur Aini Anisa. "Pengaruh Daya Tarik Iklan, Pemilihan Lokasi Dan Electronic Word Of Mouth (E-Wom) Terhadap Minat Beli Unit Apartemen Gunawangsa Tidar Surabaya." Wawasan : Jurnal Ilmu Manajemen, Ekonomi dan Kewirausahaan 1, no. 4 (2023): 303–17. http://dx.doi.org/10.58192/wawasan.v1i4.1299.

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The goal of this study is to ascertain the impact of advertising attraction location choice and electronic word of mouth (e-WOM) on interest in purchasing condominium units in Gunawangsa Tidar Surabaya. A quantitative approach is taken in this investigation. Source data were used, as well as questionnaires for data collecting. As can be observed from the results of the multiple linear regression analysis, the analytical findings of this study demonstrate that advertising attractiveness has a substantial impact on location choice and interest in purchasing an electronic word of mouth (e-WOM) un

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Prastika, Ike, Muhammad Firdaus, and Nely Supeni. "THE EFFECT OF ADVERTISING, PERSONAL SELLING AND WORD OF MOUTH ON PURCHASE DECISIONS AT UD SUMBER BANGUNAN SABRANG AMBULU JEMBER." JEMBAR - Journal Of Economics, Management, Business, and Accounting Research 1, no. 1 (2023): 45–54. http://dx.doi.org/10.31967/jembar.v1i1.952.

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Marketing is a very important part for companies to earn profits, achieve targeted sales turnover am, and provide the expected satisfaction effectively and efficiently. The purpose of this study is to determine the effect of advertising, personal selling and word of mouth on purchasing decisions. The method of analysis used in this study is the validity test, reliability test, classical assumption test, multiple linear regression analysis test, coefficient of determination (R2) and hypothesis testing using SPSS. The results of this study indicate that advertising, personal selling and word of

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Kairupan, Daniel Joel Immanuel, and Olivia Ayu Yovanda. "PENGARUH PUBLIC RELATION, ADVERTISING, DAN WORD OF MOUTH TERHADAP BRAND AWARENESS PRODUK UMKM: STUDI KASUS PADA TOKO X CAKE AND BAKERY." Jurnal Riset Manajemen dan Bisnis 16, no. 1 (2021): 1. http://dx.doi.org/10.21460/jrmb.2021.161.367.

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ABSTRAK Pemasaran merupakan sebuah aktivitas yang telah biasa terjadi dalam perusahaan untuk menciptakan, mengkomunikasikan, menyampaikan serta menawarkan produk atau jasa yang bernilai kepada konsumen. Untuk mendapatakan perhatian dari konsumen, perlu adanya strategi pemasaran dari perusahaan yang dapat menggambarkan tingkat kesadaran konsumen terhadap produk yang ditawarkan atau brand awareness. Brand awareness merupakan suatu sikap positif yang diberikan masyarakat kepada perusahaan. Brand awareness dipengaruhi oleh beberapa faktor, antara lain public relation, advertising, dan word of mout

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Keller, Ed, and Brad Fay. "The Role of Advertising in Word of Mouth." Journal of Advertising Research 49, no. 2 (2009): 154–58. http://dx.doi.org/10.2501/s0021849909090205.

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19

Zaelani, Pupi Indriati, and Imam Imaha Soleh. "Kegiatan Integrated Marketing Communication UMKM Se-Bandung Raya Dalam Program SinergitaS ABCGM." Buana Komunikasi (Jurnal Penelitian dan Studi Ilmu Komunikasi) 1, no. 1 (2020): 1. http://dx.doi.org/10.32897/buanakomunikasi.2020.1.1.532.

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Penelitian ini bertujuan untuk mengetahui bagaimana kegiatan IMC yang dilakukan oleh UMKM se-Bandung Raya dalam Program Sinergitas ABCGM. Penelitian ini menggunakan pendekatan kualitatif dengan analisis deskriptif. Sampel yang diambil sebanyak 3 orang yang merupakan UMKM aktif dalam Program Sinergitas ABCGM. Penelitian ini menggunakan teknik pengumpulan data observasi, wawancara dan dokumentasi. Peneliti memfokuskan kegiatan IMC pada Advertising, Publicity dan Word of Mouth. Kegiatan Advertising, Publicity dan Word of Mouth yang di Lakukan UMKM se-Bandung Raya dalam Program Sinergitas ABCGM me

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Farchan, Muhammad Iqbal Abdi, Fatmawati Fatmawati, and Cicik Alfiniyah. "Analisis Kestabilan dan Kontrol Optimal Model Matematika Dinamika Pelanggan Berdasarkan Kebijakan Pemasaran." Contemporary Mathematics and Applications (ConMathA) 2, no. 1 (2020): 23. http://dx.doi.org/10.20473/conmatha.v2i1.19300.

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Customer dynamics include the exchange of information and ongoing transactions between customers and the organization. This process has an important role in the company to run its business, so that the number of customers increase. To achieve this, many things are done by the company. One of the strategies is product advertising by word of mouth. The purpose of this thesis is to analyze the stability of equilibrium point and to apply the optimal control word of mouth advertising on mathematics model of the customer dynamics based on marketing policy. Mathematics model of the customer dynamics

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Andrea, Anastasia Silvi, and Keni Keni. "Pengaruh Electronic Word of Mouth (eWOM), Celebrity Endorser, dan Online Advertising terhadap Brand Awareness." Jurnal Manajemen Bisnis dan Kewirausahaan 5, no. 5 (2021): 464. http://dx.doi.org/10.24912/jmbk.v5i5.13286.

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This research is conducted to show the influence of electronic word of mouth (EWOM), celebrity endorsers, and online advertising on brand awareness. This descriptive research involved quantitative data collecting use a questionnaire as a data collection method. The researcher used the convenience sampling method to take 151 respondents with valid data. The data analysis technique used Partial Least Square – Structured Equation Modelling (PLS-SEM) with the help of SmartPLS 3.3.2 software. This study concluded that 1) Electronic word of mouth has an insignificantly positive effect on brand aware

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Horbal, Natalia, and Dmytro Nitsenko. "Word – of – mouth marketing: features and prospects of application." Management and Entrepreneurship in Ukraine: the stages of formation and problems of development 2022, no. 1 (2022): 7–15. http://dx.doi.org/10.23939/smeu2022.01.007.

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Marketing of enterprises is becoming an increasingly important component of their effective activities, however, with the development of technology, traditional ways of promoting goods are gradually losing their effectiveness, because most people no longer trust advertising. The essence and significance of innovative and perspective word-of-mouth marketing are analyzed. It is a type of free advertising in which a person shares information about a product to another one orally or in writing. People tend to trust the word-of-mouth marketing much more than other sources of information, because: 1

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Plummer, Joseph T. "Editorial: Word of Mouth—A New Advertising Discipline?" Journal of Advertising Research 47, no. 4 (2007): 385–86. http://dx.doi.org/10.2501/s0021849907070390.

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Jones, Scott A., K. Damon Aiken, and David M. Boush. "Integrating Experience, Advertising, and Electronic Word of Mouth." Journal of Internet Commerce 8, no. 3-4 (2009): 246–67. http://dx.doi.org/10.1080/15332860903467664.

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Yudha, Arlincia Chandra, and Rezi Erdiansyah. "Pengaruh Daya Tarik Iklan, Harga, Word of Mouth (WoM) terhadap Minat Beli Produk Koi Café Palembang." Kiwari 1, no. 1 (2022): 193. http://dx.doi.org/10.24912/ki.v1i1.15755.

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This research was conducted to find out the influence of the attractiveness of advertising, price, Word of Mouth, on the interest in buying Koi Cafe products. The survey was conducted by sharing Google form links to all consumers who had visited and transacted at Koi Café. As many as 100 respondents from the sample. From the results of the study obtained that the coefficient of determination value showed results of 0.88 or 88.6% which means the variation in buying interest of Koi Cafe products can be explained by variations in independent variables (advertising attractiveness, price, word of m

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AGUSTIN, HARI PRASTYOWATI, FADAH ISTI, YULISETIARINI DIAH, and SULANTI K. TOBING DIANA. "THE ROLE OF ACADEMIC BRANDING REPUTATION IN MEDIATING THE EFFECTS OF MARKETING COMMUNICATION ON INTEREST IN CHOOSING PRIVATE UNIVERSITIES (PTS) IN EAST JAVA." Seybold Report V16, no. 10 (2021): 30–49. https://doi.org/10.5281/zenodo.6553405.

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<strong>ABSTRACT</strong> The purpose of the study was conducted to examine and analyze the effect of marketing communication consisting of advertising, sales promotion, personal selling, public relations, direct marketing and word of mouth variables on the interest in choosing a private university in  East Java by mediating Academic Branding Reputation. The research method uses Structural Equation Modeling (SEM) with testing using AMOS, a research sample of 186 people with a multi-stage random sampling method. The results of the study that marketing communication which includes advertisi

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Hendrajati, Danang, Pudji Muljono, and Furqon Syarief Hidayatullah. "The Role of Islamic Advertising Ethics and Word of Mouth in Building Brand Awareness of Indonesian Islamic Bank Customers." International Journal of Research and Review 11, no. 7 (2024): 515–25. http://dx.doi.org/10.52403/ijrr.20240755.

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The growth of sharia banking in Indonesia over the last four years continues to show a positive trend, in the 2023 report the Financial Services Authority stated that the market share growth of sharia banking in Indonesia was 10.9 percent of national banking. However, sharia banking has a problem where financial literacy in sharia banking in Indonesia is only 8.9 percent, while conventional banking is at 37.7 percent. The aim of this research is to find out the role of Islamic advertising ethics and word of mouth in building brand awareness. This research uses the SEM analysis method in proces

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Muhammad Finsa Gribaldi and Desy Prastyani. "Pengaruh Online Advertising, Social Media Marketing, dan Electronic Word Of Mouth Terhadap Keputusan Pembelian." Journal of Management and Social Sciences 3, no. 2 (2024): 29–52. http://dx.doi.org/10.55606/jimas.v3i2.1161.

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Promotional efforts must be carried out using social media as a marketing tool in line with increasingly sophisticated technological advances. With promotions using social media marketing, business people must be innovative and attractive in order to influence consumer purchasing decisions. Meanwhile, promotion by means of online advertising can help potential customers understand the things they provide and help customers make purchasing decisions. Therefore, consumers who use forums or online sites to look for reviews or comments about a product often use electronic word of mouth promotions.

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Ufi, Finy, Darwin Kefi, and Imelda Sayd. "The Influence of Digital Advertising and Word of Mouth on Tourist Visit Interest in Kupang Kelapa Lima Beach." Journal of Practical Management Studies 1, no. 2 (2023): 8–14. http://dx.doi.org/10.61106/jpms.v1i2.7.

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    This research is entitled "The Effect of Digital Advertising and Word of Mouth on Tourist Visit Interest at Kelapa Lima Beach Kupang". This study aims to determine whether digital advertising and word of mouth promoted by the Kupang City Tourism Office affect the interest of tourist visits to Kupang Kelapa Lima Beach. This research was conducted at Kelapa Lima Beach Kupang. The population in this study was visitors to Kelapa Lima Beach during the data collection period. The sample in this study was taken as many as 50 respondents. The sampling technique used in this

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Liu, Day Yang, Wen Chun Tsai, Pei Leen Liu, and Chung Yi Fang. "Determinants of sales revenue in innovation diffusion effects of Taiwan sports lottery during the FIFA World Cup 2018." International Journal of Research in Business and Social Science (2147- 4478) 10, no. 4 (2021): 43–58. http://dx.doi.org/10.20525/ijrbs.v10i4.1198.

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This article analyzes the factors affecting the sales revenue of sports lottery from the perspective of innovative diffusion theory by system dynamics analysis. With the quantification and simulation of system dynamics, the sales revenue of sports lottery is affected is found. With the daily sales amount during the FIFA World Cup 2018 as samples, six variables (reach frequency, adoption rate, betting among per person per day, advertisement expenditure, advertisement successful rate, and potential bettor increase rate) are used to find out the key factors. According to the simulation result of

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Yolanda, Agnisha, Raigis Putri Ramadhani, and Sendi Sendi. "Analisis Pengaruh Promosi dan Word of Mouth terhadap Minat Mahasiswa Menggunakan Produk Perbankan Syariah." RIGGS: Journal of Artificial Intelligence and Digital Business 4, no. 2 (2025): 1201–6. https://doi.org/10.31004/riggs.v4i2.630.

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This research explores how advertising and word-of-mouth affect students' interest in Islamic banking. Using a quantitative survey of 120 students and multiple linear regression analysis, the study found that both promotional efforts and word-of-mouth referrals positively and significantly impact student interest. However, word-of-mouth proved to be the more powerful influence. The findings emphasize the value of experiential marketing and peer influence in promoting Islamic banking services to students.

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Campbell, Arthur. "Word-of-Mouth Communication and Percolation in Social Networks." American Economic Review 103, no. 6 (2013): 2466–98. http://dx.doi.org/10.1257/aer.103.6.2466.

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This paper develops a model of demand, pricing and advertising in the presence of social learning via word-of-mouth communication between friends. In the model consumers must receive information about a monopolist's product in order to consider purchasing it. The presence of word-of-mouth is not sufficient for demand to be more elastic and prices to be lower compared to an informed population. I derive the comparative static results of connectivity, mean-preserving spread of friendships, and clustering of friends on prices. The optimal targets for advertising are not, generically, the individu

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Bhutto, Sanam, Hina Marvi, and Raj Kumar. "Advertisement and Word of Mouth Influence on Purchase Behavior." Global Digital & Print Media Review V, no. I (2022): 144–53. http://dx.doi.org/10.31703/gdpmr.2022(v-i).14.

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This study contributes to our understanding of purchase behavior in Pakistani society. This study focuses on whether advertising and word-of-mouth affect people's shopping decisions or whether they don't give it much thought at all. The study explores customer involvement in the fashion clothing industry. For many buyers, fashion clothes are a significant and meaningful item.Customers either want to be devoted and tie themselves to a brand they have used in the past, or they don't want to do that. Results confirm that word-of-mouth and advertising both have a significant impact on customers' p

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Naya aqilah, Chafly, Dwi putra Buana sakti, and Akhmad Saufi. "Vol 2 No.3 Sept PENGARUH COUNTRY OF ORIGIN, ELECTRONIC WORD OF MOUTH DAN SOCIAL MEDIA ADVERTISING TERHADAP PURCHASE INTENTION PADA PRODUK KOSMETIK WARDAH." Jurnal Riset Pemasaran 2, no. 3 (2023): 10–15. http://dx.doi.org/10.29303/jrp.v2i3.3274.

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ABSTRAK Penelitian ini bertujuan untuk mengetahui pengaruh country of origin, electronic word of mouth, dan social media advertising terhadap purchase intention pada produk kosmetik wardah. Jenis penelitian yang dilakukan adalah deskriptif kuantitatif yang bersifat asosiatif kausal. Populasi dalam penelitian ini adalah konsumen yang berminat melakukan pembelian produk kosmetik wardah. Jumlah sampel yang diambil sebanyak 100 orang. Teknik pengambilan sampel yang digunakan dalam penelitian ini adalah teknik purposive sampling. Data dikumpulkan melalui survei online dan dianalisis menggunak

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Hanisa, Silvia, Resti Hardini, and Kumba Digdowiseiso. "The Effect of Store Atmosphere, Advertising and Word of Mouth on Customer Repurchase Interest at KFC in Margonda Depok." Journal of Social Science 5, no. 2 (2024): 461–70. http://dx.doi.org/10.46799/jss.v5i2.791.

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This study aims to analyze the influence of store atmosphere, advertising and word of mouth variables on the interest in repurchasing customers at KFC in Depok Margonda. This study uses primary data obtained from the distribution of questionnaires as many as 100 KFC customers in Margonda Depok with multiple linear regression methods that are processed using SPSS version 24.0 software. The results of this study indicate that between store atmosphere, advertising and word of mouth have a positive and significant effect on the interest in repurchasing customers at KFC in Depok Margonda.

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Lee, Ki Soung. "The impact of a restaurant’s brand hearsay on trust and loyalty of its customers." Table and Food Coordinate Society of Korea 20, no. 2 (2025): 1–17. https://doi.org/10.26433/tfck.2025.20.2.1.

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The present study aimed to investigate the sources of brand information of the restaurants operated by food service companies that have influenced the restaurants’ customers and the effects of such brand information on the customers. To this end, we empirically analyzed the effects of brand hearsay advertising, media promotion, and word-of-mouth on the trust and loyalty of the consumers., and how brand hearsay affects loyalty through trust. The survey was conducted from December 15th to Dec 25th, 2024, with a total of 343 samples., Empirical analysis was done using SPSS 23.0 program, and the f

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Feng, Jie, and Purushottam Papatla. "Advertising: Stimulant or Suppressant of Online Word of Mouth?" Journal of Interactive Marketing 25, no. 2 (2011): 75–84. http://dx.doi.org/10.1016/j.intmar.2010.11.002.

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Sukma, Andhi, and Viona Duta Iswara. "The Influence of Digital Marketing and Brand Awareness on Purchase Decisions for Local Micro Small and Medium Enterprises Fashion Brands in Post-New Normal Bandung City." ABDIMAS: Jurnal Pengabdian Masyarakat 6, no. 1 (2023): 3290–300. https://doi.org/10.35568/j0crt096.

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This study aims to analyze and identify internet advertising and electronic word of mouth on purchasing decisions on the GoTo e-commerce site for consumers who use courier services. This research is expected to be a reference from other parties, and can also be used as literature for further research by providing a form of information related to the variables of Internet Advertising and Electronic Word Of Mouth in purchasing decisions on the GoTo online shop site. The sample in this study is consumers who use courier services. The sample is 100 people. This type of research is an explanatory r

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Widayat, Nursakinah, and Rahmad Widjaya. "The Relationship Modelling of Advertising, Electronic Word of Mouth and Brand Awareness on Fashion Product Purchasing Decision." JBMP (Jurnal Bisnis, Manajemen dan Perbankan) 8, no. 2 (2022): 170–94. http://dx.doi.org/10.21070/jbmp.v8i2.1601.

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The consumer behavior of fashion products in online shops is becoming an exciting topic to be re-investigated, because the dynamics and volatility in time-dependent the fashion industry. This study examines the structural relationship model of the influence of advertising variables, Electronic Word of Mouth, and brand awareness on Fashion Product Purchase Decisions with a quantitative approach through a survey of consumers of fashion products in Indonesia. A selection of 250 people was selected by purposive non-probability sampling. Data were collected using a self-administered questionnaire,

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Maria, Siti, Tommy Pusriadi, Yundi Permadi Hakim, and Dio Caisar Darma. "THE EFFECT OF SOCIAL MEDIA MARKETING, WORD OF MOUTH, AND EFFECTIVENESS OF ADVERTISING ON BRAND AWARENESS AND INTENTION TO BUY." Jurnal Manajemen Indonesia 19, no. 2 (2019): 107. http://dx.doi.org/10.25124/jmi.v19i2.2234.

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The purpose of this research is to analyze the direct effect of social media marketing, word of mouth, and the effectiveness of advertising on brand awareness and its impact on intention to buy, either directly or indirectly. The data source of 50 respondents, obtained from the customers who use transportation services in Samarinda. Models using path analysis programs and data are processed through SPSS version 23. Result from this research based on sub-stucture model 1 reveal that social media marketing and the effectiveness of advertising directly has a significant positive effect on brand a

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HOGAN, JOHN E., KATHERINE N. LEMON, and BARAK LIBAI. "Quantifying the Ripple: Word-of-Mouth and Advertising Effectiveness." Journal of Advertising Research 44, no. 3 (2004): 271–80. http://dx.doi.org/10.1017/s0021849904040243.

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Purnama, Caecillia, and Fenita Cindy Aurellia. "Impact of Social Media Ads and Word of Mouth on Patient Treatment Decisions." Proceeding of International Conference on Digital, Social, and Science 1, no. 01 (2024): 62–70. https://doi.org/10.62201/icodss.v1i01.124.

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The beauty industry in Indonesia has experienced significant growth due to the increasing interest in innovative beauty treatments and products. Clinics such as Amabelle Aesthetic Clinic Batununggal Branch play an important role in fulfilling this demand by offering modern treatments and high-quality skincare products. However, there are challenges in reaching and retaining customers in the midst of strong competition. This study aims to determine the effect of social media advertising and word of mouth on patient decisions to choose treatments at the Amabelle Aesthetic Clinic Batununggal Bran

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Cho, Taesoo, Taeyoung Cho, Guosong Zhao, and Hao Zhang. "The Impact of South Korea Golf Resort Social Network Services Advertising and Online Word of Mouth on Consumer Brand Value." Sustainability 12, no. 11 (2020): 4339. http://dx.doi.org/10.3390/su12114339.

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Today, social network services (SNS) advertising is frequently utilized by enterprises to communicate with consumers as it provides the best marketing effect using low-cost media. Since the value of SNS is increasing, managers need to look for more effective methods of utilizing the existing SNS channels. This study aims to provide suggestions for attracting customers and gaining an advantage amid the stiff competition among similar golf courses. To achieve the goal of this study, a questionnaire-based survey was conducted at six golf resorts in South Korea where SNS advertising has been used

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Manurung, Ganda, Darwin Lie, Marisi Butarbutar, and Ady Inrawan. "PENGARUH EKUITAS MEREK DAN WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE OPPO (SURVEI PADA MAHASISWA STIE SULTAN AGUNG SEMESTER VI TAHUN AKADEMIK 2016/2017)." Maker: Jurnal Manajemen 4, no. 2 (2019): 30–39. http://dx.doi.org/10.37403/maker.v4i2.96.

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The result of this research: 1. Brand equity, word of mouth and purchasing decisions already high. 2. The results of the regression analysis is Ŷ = 8,177 + 0,724X1 + 0,255X2, means this research have positive between of the brand equity and word of mouth on consumer purchasing decisions. 3. The results of correlation analysis obtained by r = 0,813 , it mean there is a high correlation and positive between the brand equity and word of mouth, to consumer purchasing. Purchasing decisions are influenced by the brand equity and word of mouth of 66.2%. 4. The hypothesis of research H0 is rejected an

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Dewi, Liliana, and Tirza Natalia Saputro. "PEMBERDAYAAN MARKETING COMMUNICATION PADA PERUSAHAAN GEMILANG LIMA JAYA." Media Mahardhika 17, no. 2 (2019): 221. http://dx.doi.org/10.29062/mahardika.v17i2.79.

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Gemilang Lima Jaya (GLJ) has done such a word of mouth promotion, personal selling, sales promotion, and advertising. But in fact, GLJ generates sales is low due to lack of brand awareness on a sandal with a brand of NIMS. The purpose of this study was to evaluate communication marketing that can support GLJ’s brand awareness. This type of research is a qualitative method with semi structured interviews with GLJ’s consumers, CEO of GLJ, lecturers who supervise the project and experts, and documentation in collecting data.  The results showed that (1) the overall that marketing communicat

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Briliana, Vita, and Nurti Widayati. "The Effect of Emotional Branding on Word-Of-Mouth: Evidence from Indonesia." GATR Global Journal of Business Social Sciences Review 6, no. 4 (2018): 140–46. http://dx.doi.org/10.35609/gjbssr.2018.6.4(5).

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Objective - The purpose of this paper is to explore how brand love affects consumers' brand trust, brand loyalty and word-of-mouth promotion towards an online public transport app in Jakarta, Indonesia. GO-JEK is a cost-effective, transport-based application that is used by passengers in Indonesia. Methodology/Technique - This research uses a purposive sampling technique to select 380 GO-JEK users. Partial least square version 3.0 analysis was used to analyze the data collected through the questionnaires. Findings - The study reveals that brand love, brand trust and brand loyalty have a positi

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Iqbal, Saira, and Danish Ahmed Siddiqui. "The Impact of Deceptive Advertising on Customer Loyalty: A case of Telecommunication Industry in Karachi, Pakistan." International Journal of Industrial Marketing 4, no. 1 (2019): 39. http://dx.doi.org/10.5296/ijim.v4i1.14607.

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This study examined the impact of Deceptive Advertising on Customer Loyalty in the telecommunication industry of Karachi, Pakistan. This research was quantitative in nature. The sample size was 250; questionnaires were distributed electronically and manually. Exploratory Factor Analysis (EFA) was used to analyze the data with the help of SPSS. Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM) using AMOS, conducted to ensure the model and testing the hypothesis. The outcome of the present study verifies that word of mouth has a strong significant influence on customer lo

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Febrina, Lis, and Nurwahidin. "The Influence of Advertising, Trust, and Word of Mouth on the Investment Decision of Government Sukuk." Formosa Journal of Sustainable Research 3, no. 4 (2024): 673–90. http://dx.doi.org/10.55927/fjsr.v3i4.8829.

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This study analyzes the effects of advertising, trust, and word of mouth on the investment decisions of Government Sukuk. The population in this study are Government Sukuk investors. Based on the Hair formula, 115 respondents made up the sample. The sample research approach combines a purposive sampling strategy with a non-probability sampling technique. A questionnaire research instrument is used in a survey as part of the data collection process. techniques for partial least squares data processing. This research demonstrates that advertising has a positive and significant effect on investme

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Yew, Lim Kim, MengXi Yang, Tan Owee Kowang, and Rosmini Omar. "The Moderating Effect of Corporate Social Responsibility on the Factors Influencing Customer-Based Brand Equity in Chinese Retail Banking Sector." International Journal of Membrane Science and Technology 10, no. 3 (2023): 1639–54. http://dx.doi.org/10.15379/ijmst.v10i3.1764.

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Brand influencing factors including customer experience, brand innovativeness, word of mouth, and advertising, are studied in the previous research. However, there is a dearth of exploratory endeavors in the study of the relationships between customer experience, brand innovativeness, word of mouth, advertising, corporate social responsibility, and customer-based brand equity in the context of retail banking sector in developing nations. Therefore, the present study aims to examine the roles of customer experience, brand innovativeness, word of mouth, and advertising in customer-based brand eq

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Putra, Dhiemas Arya, and Sukaris Sukaris. "The Effect of Word of Mouth, Advertising Using Selebgram, and Paid Promote on Purchase Decisions at Ayam Geprek Mang Soetta Gresik." INNOVATION RESEARCH JOURNAL 3, no. 2 (2022): 116. http://dx.doi.org/10.30587/innovation.v3i2.4502.

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This study aims to determine the effect of Word of Mouth (WOM), advertising using Selebgram, dan Paid Promote to purchasing decision at Ayam Geprek Mang Soetta Gresik. Effective marketing is one of the keys to the success of a business. For this reason, this study was conducted to determine several variables related to marketing and purchasing decisions. This type of research is quantitative research. Using a questionnaire method with incidental sampling techniques and with a sample of 100 consumers of AGMS Gresik. Testing using the SPSS method. The results show that word of mouth (WOM), adver

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