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Journal articles on the topic 'Word-of-Mouth Promotion'

Author: Grafiati

Published: 5 June 2025

Last updated: 1 August 2025

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1

Hong, Bi-Dan, and Yong-Mi Jin. "The Effect of Hair Shop Promotion on Purchasing Behavior and Oral Intention." Journal of the Korean Society of Cosmetology 29, no. 1 (2023): 60–66. http://dx.doi.org/10.52660/jksc.2023.29.1.60.

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Beauty art industry is a big market, Driven by Cut-Throat Competition and changing consumer preferences and social phenomenon, and suffer from a more rational and obvious new operating strategies are needed. Therefore, this study aims to present basic data necessary to find ways to more actively carry out promotion purchase behavior and word of mouth activities in hair shops due to social changes by verifying the effect of hair shop promotion on purchase behavior and word of mouth. As a result, women in their 20s had the highest educational background, unmarried, and vocational students, with

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2

Yulistyan, Andrio Hafidz, and Triyono Arief Wahyudi. "The effect of promotional mix on repurchase intention of lubricant customer trough attitude." Jurnal Manajemen Strategi dan Aplikasi Bisnis 7, no. 2 (2024): 291–300. http://dx.doi.org/10.36407/jmsab.v7i2.1317.

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Customer loyalty is essential in any industry, especially the oil industry. Customer loyalty is influenced by their attitude towards the product or service, which the promotional mix can influence. The promotional mix includes sales promotion, word of mouth, social media, and electronic word of mouth. This research aims to determine how the promotional mix dimensions affect customers' repurchase intention by influencing their attitude. The research sample consisted of 210 respondents who were customers who used oil in the Jabodetabek area—the results of the research hypothesis test support all

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Aditya, Rizal Bayu, Eko Handayanto, and Ardik Praharjo. "The Influence of Electronic Word of Mouth and Social Media Promotion on Consumers' Purchase Intention." Jamanika (Jurnal Manajemen Bisnis dan Kewirausahaan) 4, no. 01 (2024): 24–32. http://dx.doi.org/10.22219/jamanika.v4i01.32534.

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This study aims to know the effect of electronic word of mouth and social media promotion on consumer purchase intention. The sampling technique used was purposive sampling with a total sample of 108 Momo Accessories consumers. The analytical tool used in this study is multiple regression analysis. The results of this study conclude that electronic word of mouth and social media promotion have a significant effect on consumer purchase intention. Apart from that, electronic word of mouth and social media promotions simultaneously and significantly influence consumer purchase intention.

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Saifulloh, Muhammad, and Sugeng Raharjo. "Pengaruh Promosi Media Sosial,Word Of Mouth Dan Kualitas Layanan Terhadap Minat Beli Konsumen (Studi Kasus Pada Toko Raja Hp Tenggarong." Jurnal Ekonomi & Manajemen Indonesia 21, no. 1 (2021): 84–101. http://dx.doi.org/10.53640/jemi.v21i1.899.

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 Abstract: The purpose of this study was to determine the effect of promotion through social media, word of mouth and service quality on buying interest at Raja HP Tenggarong simultaneously and partially. The number of respondents is 100 respondents. The results of this study indicate that simultaneously all independent variables (Promotion through social media, Word of Mouth and Service Quality) in this study have a significant effect on the dependent variable (Purchase Interest) with a significance value of 0.000 <0.05 and F count > F table ( 50,528 > 2.70). Partially,

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Pangastuti, Titania Putri, Ari Pradhanawati, Ari Pradhanawati, and Ari Pradhanawati. "PENGARUH PROMOSI DAN ELECTRONIC WORD OF MOUTH PADA MARKETPLACE BUKALAPAK TERHADAP KEPUTUSAN PEMBELIAN (Studi Pada Pengguna Marketplace Bukalapak)." Jurnal Ilmu Administrasi Bisnis 10, no. 3 (2022): 1275–84. http://dx.doi.org/10.14710/jiab.2021.32113.

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Abstract: The consumptive lifestyle of today's society encourages many marketplaces to emerge. Bukalapak continues to improve service quality, but the intense competition makes Bukalapak's ranking and visits decrease every year, this indicates a decline in purchasing decisions at Bukalapak. The company's goal in improving service is to provide satisfaction and a good impression on consumers to make purchases, which are shown in several aspects such as promotion and electronic word of mouth. This study aims to determine: (1) the positive effect of promotion on the purchasing decisions at Bukala

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Zharifah Putri Masturah Hasibuan, Endang Sulistya Rini, and Beby Karina Fawzeea Sembiring. "ANALYSIS OF THE INFLUENCE OF MARKETING COMMUNICATIONS ON LOCAL SKIN CARE ANTI-AGING AWARENESS: CRYSTALLURE IN MEDAN CITY." International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) 3, no. 5 (2023): 1711–23. http://dx.doi.org/10.54443/ijebas.v3i5.1189.

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The most common facial skin problems experienced by Indonesian women are dull skin conditions and the appearance of wrinkles and fine lines which are signs of premature aging. This problem can be overcome by using anti-aging skin care. One of the local anti-aging skin care brands in Indonesia is Crystallure, which is produced by PT Paragon Technology and Innovation. It is important for companies to implement traditional and digital marketing strategies simultaneously in order to increase brand awareness. The marketing communications used by Crystallure to promote its brand are social media mar

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Mahardhika, Mustafidah, and Dyan Arintowati. "Keputusan Pembelian Ditinjau dari Promosi Menggunakan Media Sosial dan Word of Mouth Marketing." JURNAL NUSANTARA APLIKASI MANAJEMEN BISNIS 6, no. 2 (2021): 138–48. http://dx.doi.org/10.29407/nusamba.v6i2.16395.

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The purpose of this research is to determine the effect of promotion using social media and word of mouth marketing on purchasing decisions for beauty clinic services. This research is belonging to quantitative research with data collection techniques using interviews, documentation, and questionnaires. For data analysis using multiple linear regression analysis. The results showed that at this time, promotions using social media and word of mouth marketing influence purchasing decisions still, either partially or simultaneously. From these results, social media is still effectively used

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8

Wursan, Wursan, Lucky Radi Rinandiyana, and Tine Badriatin. "Social media promotion effect on product purchase decisions through word of mouth marketing." Linguistics and Culture Review 5, S1 (2021): 821–31. http://dx.doi.org/10.21744/lingcure.v5ns1.1466.

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This study aims to describe: (1). Promotion uses social media to influence purchasing decisions (2). Promotion with social media so that it can influence the word of mouth market (3) Promotion of word of mouth market in influencing product purchases (4) Promotion using social media word of mouth market in influencing product purchases. The method uses Quantitave, data collection techniques with questionnaires, samples with purposive sampling with a total of 150. Conclusions: (1) Social media promotion has an effect on product purchases with t-count = 8,664 value 0.000 < 0.05, coefficient va

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Reza Setya Pratama, Agung Kresnamurti Rivai P, and Andi Muhammad Sadat. "Pengaruh E-Promotion, E-Service Quality terhadap Repurchase Intention melalui E-Word of Mouth: Studi pada Aplikasi Coffee Shop di DKI Jakarta." Jurnal Bisnis, Manajemen, dan Keuangan 4, no. 1 (2023): 61–74. http://dx.doi.org/10.21009/jbmk.0401.05.

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ABSTRACT This study aims to determine the effect of e-promotion on repurchase intention, the effect of e-service quality on repurchase intention, e-word of mouth on repurchase intention, e-promotion on e-word of mouth, e-service quality on e-word of mouth. mouth, e-promotion of repurchase intention through e-word of mouth, e-service quality of repurchase intention through e-word of mouth, to Kopi Kenangan consumers in DKI Jakarta. The data collection method used is a survey method using a questionnaire instrument. The research sample collected was 255 respondents who are Kopi Kenangan co

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Ratnasari, Anne, Yusuf Hamdan, and Aan Julia. "Word Of Mouth Communication as Online Business Promotion." MIMBAR : Jurnal Sosial dan Pembangunan 35, no. 1 (2019): 211–20. http://dx.doi.org/10.29313/mimbar.v35i1.4410.

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Word of mouth communication can be used to promote products or services. This article is the result of research on “word of mouth” conducted by the Online Business School (SBO) to promote online business. The purpose of this study is to analyze the types and elements of word of mouth communication. This research uses case studies method. Data collection techniques are conducted in the form of observation, interviews, and literature. The research results find the organic and amplified word of mouth used by SBO. Alumni introduced SBO workshops to various parties and SBO actively uploads workshop

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Annisa, Audi Rizky, Yulia Hamdaini Putri, and Hera Febria Mavilinda. "The Impact of Sales Promotion and Electronic Word-of-Mouth on Originote Products via the TikTok Shop Application on Purchasing Decisions in Palembang City." Reviu Akuntansi, Manajemen, dan Bisnis 4, no. 2 (2024): 251–64. https://doi.org/10.35912/rambis.v4i2.4212.

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Purpose: This study examines the impact of sales promotions and electronic word of mouth (e-WOM) about The Originate items in the TikTok Shop application on purchasing decisions in Palembang. This study aims to elucidate the significance of promotional methods and electronic word-of-mouth in enhancing customer purchasing decisions for companies.Methodology: This research used quantitative methods with data collection techniques through questionnaires involving 100 respondents. The data obtained were analyzed using multiple linear regression analysis to test the influence of each independent va

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Saniyya, Rona, and Suci Utami Wikaningtyas. "Pengaruh E-Promotion dan E-Word Of Mouth terhadap Keputusan Pembelian melalui Kepuasan Pelanggan sebagai Variabel Intervening pada Pembelian Skincare Facetology Generasi Z." Bisman (Bisnis dan Manajemen): The Journal of Business and Management 7, no. 3 (2025): 690–704. https://doi.org/10.36815/bisman.v7i3.3636.

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Penelitian ini memiliki tujuan untuk mengkaji dan menelaah: 1) Pengaruh e-promotion terhadap kepuasan pelanggan; 2) Pengaruh e-promotion terhadap keputusan pembelian; 3) Pengaruh e-word of mouth terhadap kepuasan pelanggan; 4) Pengaruh e-word of mouth terhadap keputusan pembelian; 5) Pengaruh kepuasan pelanggan terhadap keputusan pembelian. Populasi dalam penelitian ini adalah seluruh pelanggan skincare Facetology; 6) Pengaruh e-promotion terhadap keputusan pembelian melalui kepuasan pelanggan sebagai variabel intervening; 7) Pengaruh e-word of mouth terhadap keputusan pembelian melalui kepuas

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Setiawati, Eka, and Islamuddin Islamuddin. "PENGARUH STRATEGI PROMOSI DAN WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN STUDI KASUS PADA BAJU PRELOVED SECOND WOMEN DI KOTA BENGKULU." Jurnal Entrepreneur dan Manajemen Sains (JEMS) 5, no. 1 (2024): 357–64. http://dx.doi.org/10.36085/jems.v5i1.6161.

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This study aims to determine what factors influence purchasing decisions, which include: (1) The influence of promotional strategies on purchasing decisions on preloved second women's clothes in Bengkulu City, (2), the influence of Word of Mouth on purchasing decisions on preloved second clothes. Bengkulu City Women. The sample of this study was the Bengkulu City Preloved Second Women's employees, totaling 50 employees by taking all employee populations. Data collection used a questionnaire while data analysis was carried out using multiple regression analysis. The results of the study found t

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Effendy, Mochtar Luthfi, Maheni Ika Sari, and Haris Hermawan. "Pengaruh Strategi Promosi Melalui Media Sosial, Kualitas Pelayanan, dan Word of Mouth Terhadap Loyalitas Pelanggan pada Warung Kopi Cak Kebo." e-Journal Ekonomi Bisnis dan Akuntansi 8, no. 2 (2021): 107. http://dx.doi.org/10.19184/ejeba.v8i2.24805.

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The formulation of the problem in this study is how the Promotion Strategy through Social Media, Service Quality, and Word Of Mouth affect Customer Loyalty. The research objective was to determine and analyze Promotion Strategies through Social Media, Service Quality, and Word Of Mouth partially influence Customer Loyalty. The theory used in this research is marketing management theory, Promotion Strategy through Social Media, Service Quality, Word Of Mouth, and Customer Loyalty. The research was conducted on customers of Cak Kebo Jember Coffee Shop. This type of descriptive quantitative resea

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Jihan Apriliyani and Winna Sarikusumaningtyas. "Pengaruh Promosi Media Sosial Instagram dan Word Of Mouth terhadap Keputusan Pembelian Konsumen Memilih Wedding Organizer Wiwit Wedding." Jurnal Inovasi Manajemen, Kewirausahaan, Bisnis dan Digital 1, no. 4 (2024): 20–39. http://dx.doi.org/10.61132/jimakebidi.v1i4.341.

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This research was conducted to test the influence of instagram social media promotions and word of mouth on purchasing decisions to choose the Wiwit Wedding wedding organizer. The data collection technique used 60 samples by distributing questionnaires and the data analysis technique was quantitative. The results of this research show that Instagram Social Media Promotion and Word of Mouth have a positive and significant effect on Consumer Purchasing Decisions when choosing Wiwit Wedding Wedding Organizers, both partially and simultaneously. The amount of 77.5% of social media promotion variab

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Novira Indah, Nur Erika, Finna Fourqoniah, and M. Fikry Aransyah. "Pengaruh Promosi di Media Sosial dan Electronic Word of Mouth Terhadap Keputusan Berkunjung pada Mahakam Lampion Garden Kota Samarinda." Jurnal Ranah Publik Indonesia Kontemporer (Rapik) 1, no. 2 (2021): 57–64. http://dx.doi.org/10.47134/rapik.v1i2.11.

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This researcher aims to determine whether promotions on social media and electronic word of mouth have a significant effect on the decision to visit the Mahakam Lampion Garden in Samarinda city. The independent variable used in this study is the promotion of social media (X1) and electronic word of mouth (X2), and the dependent variable in this study is the visit decision (Y). This research is a descriptive study with a quantitative approach. The sampling technique used was purposive sampling using the slovin formula and obtained 100 respondents using multiple linear regression analysis techni

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Syifa Ayu Salsabilla, Ilham Gemiharto, and Samson CMS. "Evaluasi Efektivitas Media Sosial dan Word Of Mouth Dalam Promosi Wisata Bukit Sanghyang Dora Di Kabupaten Majalengka." Linimasa : Jurnal Ilmu Komunikasi 8, no. 1 (2025): 21–40. https://doi.org/10.23969/linimasa.v8i1.20934.

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This study aims to determine the utilization of promotional media, especially social media and word of mouth (WOM) carried out by the manager of Bukit Sanghyang Dora tourism. The subjects of this research were the manager of Sanghyang Dora hill tour and five visitors to Sanghyang Dora hill tour. The object of this research is the utilization of promotional media, especially social media and word of mouth (WOM) in the promotion of Bukit Sanghyang Dora tourism. The method used in this research uses a qualitative method with a case study approach. Data collection is done by interview, observation

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Nicolas, Nicolas, Widiartanto Widiartanto, and Hari Susanta Nugraha. "Social Media and Word of Mouth Effects on Buying Decision Process on Kopi Janji Jiwa in East Jakarta." Binus Business Review 14, no. 2 (2023): 185–97. http://dx.doi.org/10.21512/bbr.v14i2.9023.

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The research aimed to analyze consumer behavior in particular, consumer buying decision from Kopi Janji Jiwa. The research focused on the buying decision process from consumers, including the influence of Instagram promotion and word of mouth on buying decisions, which is mediated by purchase intention and brand awareness from Kopi Janji Jiwa in East Jakarta. The research applied a quantitative method. The survey was conducted through questionnaires on Kopi Janji Jiwa customers with several criteria in AEON Mall Jakarta Garden City and Transera Waterpark at East Jakarta. There were several cri

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Aprianti, Vika, and Lukman Lukman. "Mengukur Determinan Minat Beli Konsumen Produk Fashion Lokal pada Marketplace Indonesia." Jurnal Maps (Manajemen Perbankan Syariah) 7, no. 1 (2023): 1–7. http://dx.doi.org/10.32627/maps.v7i1.716.

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This study aims to determine the effect of Electronic Promotion and Electronic Word Of Mouth on Buying Intention in Toko Drefaiv followers on the Lazada application. The method used in this research is descriptive with a quantitative research approach. The selection of the sample in this study was carried out using a random sampling technique with a total of 94 respondents. Based on the recap of the research interval, it shows that Electronic Promotion, Electronic Word Of Mouth and Purchase Intention are in the Good category. The results of the multiple correlation correlation between Electron

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Jumarni, Nur, Siti Komariah, and Emilda Emilda. "Promotional Influence Strategy through Social Media and Word of Mouth on Consumer Purchase Decisions in Pindang Sederhana Restaurant Palembang." International Journal of Marketing & Human Resource Research 4, no. 3 (2023): 121–26. http://dx.doi.org/10.47747/ijmhrr.v4i3.1345.

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This study aims to determine the effect of promotion strategies through social media and word of mouth on consumer purchasing decisions at Pindang Sederhana Restaurant. The technique of collecting data was questionnaires. The technique is employed as an accidental sampling technique, which is a sampling technique based on coincidentally met by the author that can be presented as a sample. The results prove that the promotion strategy has a higher or significant effect than word of mouth on consumer purchasing decisions at the Palembang simple restaurant. The results of the study using the Corr

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Budiman, Angga, and Rezi Erdiansyah. "Pengaruh Word of Mouth dan Sales Promotion terhadap Keputusan Pembelian (Survei terhadap Produk CV. Anugrah Kencana Makmur)." Prologia 6, no. 1 (2022): 193. http://dx.doi.org/10.24912/pr.v6i1.10389.

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Rapidly developing technology creates innovation in the business field. The only tool that can connect a company with its customers is communication, both verbally and nonverbally. Marketing communication is a marketing activity that seeks to spread information, influence or persuade, and remind the target market for its products to be willing to accept, buy and be loyal to their products. There are many forms of marketing communication that companies use, one form of marketing communication that we often see is word of mouth and Sales Promotion. According to WOMMA (Word Of Mouth Marketing Ass

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Wangsa, I. Nyoman Wara, Gede Bayu Rahanatha, Ni Nyoman Kerti Yasa, and I. Made Dana. "The Effect of Sales Promotion on Electronic Word of Mouth and Purchase Decision (Study on Bukalapak Users in Denpasar City)." European Journal of Business and Management Research 7, no. 2 (2022): 176–82. http://dx.doi.org/10.24018/ejbmr.2022.7.2.1353.

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Rapid technological advances cause changes in people's behavior, one of these changes causes a new trend, namely changes in people's behavior from offline to online. Bukalapak utilizes digital services through applications to respond to changes in people's behavior. Bukalapak must carry out the right strategy so that consumers feel interested and make purchasing decisions at Bukalapak. This study aims to explain the effect of sales promotion on electronic word of mouth and purchase decision. This research was conducted in Denpasar City with the number of samples taken as many as 143 respondent

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Pratama, Putu Dio Artha, and Ni Wayan Sri Suprapti. "Customer Satisfaction Role in Mediating the Influence of Service Quality and Promotional Appeal on Electronic Word of Mouth." International Journal of Social Science and Business 7, no. 4 (2023): 1012–21. http://dx.doi.org/10.23887/ijssb.v7i4.67341.

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The rapid development of technology has a role in the relationship between business owners and customers. This is shown by the many messages in the form of reviews or recommendations submitted by customers via the internet or also called Electronic Word of Mouth (E-WOM). This study aims to analyze the role of customer satisfaction in mediating the effect of service quality and promotional attractiveness on electronic word of mouth. The population in this study consists of GoFood service users on the GoJek application in Bali represented by three regencies and one city, and the exact number can

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Fuatqi, Faruq Ahmad, and Puspita Candra Pertiwi. "Pengaruh Word Of Mouth Dan Atribut Produk Terhadap Keputusan Nasabah Bank Muamalat Kcp Ponorogo Menggunakan Kartu Shar-E Debit Reguler GPN." JAPP: JURNAL AKUNTANSI, PERPAJAKAN DAN PORTOFOLIO 3, no. 1 (2023): 51–63. http://dx.doi.org/10.24269/japp.v3i1.6822.

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In modern times there are still companies that use traditional promotion concepts, one of which is Bank Muamalat KCP Ponorogo which still prioritizes promotion through word of mouth / word of mouth communication, even though in the modern era like today promotions through social media such as Instagram, web, pamphlets and so on that are in great demand and widely used by other companies. In addition, the product attributes on the GPN Regular Shar-E Debit card are still not in accordance with the product attribute theory where there are often problems when used and the card often has errors. Ho

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Kurnia Widi Setianingsih and Tri Septin Muji Rahayu. "PENGARUH ELECTRONIC WORD OF MOUTH, KUALITAS PELAYANAN, DAN PROMOSI TERHADAP KEPUTUSAN BERKUNJUNG KE OWABONG DI PURBALINGGA." JEMBA: Jurnal Ekonomi Pembangunan, Manajemen & Bisnis, Akuntansi 3, no. 1 (2023): 48–60. http://dx.doi.org/10.52300/jemba.v3i1.7898.

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The purpose of this study is to analyze the variables of electronic word of mouth, quality of service, and promotion of visiting decisions to Owabong visitors in Purbalingga Regency. The sample in the study was tourists who had made a visit to Owabong. Sampling in this study used a purposive sampling approach. Based on the criteria, the sample number of 120 respondents was obtained. The results explained that the variables of electronic word of mouth, quality of service, and promotion simultaneously have a significant effect on visiting decisions. The electronic word of mouth partially had a p

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Sinaga, Bona Aripin, and Sulistiono Sulistiono. "Pengaruh Electronic Word Of Mouth Dan Promosi Media Sosial Terhadap Minat Beli Pada Produk Fashion Eiger." Jurnal Ilmiah Manajemen Kesatuan 8, no. 2 (2020): 79–94. http://dx.doi.org/10.37641/jimkes.v8i2.329.

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Eiger as a fashion brand and outdoor equipment often promotes social media through advertisements on social media, but the advertisement is sometimes not well targeted, so it is seen by many people who do not like to do outdoor activities, which makes the promotion by Eiger ineffective. This study aims to 1). Knowing the effect of eWOM on buying interest in Eiger fashion products in Bogor, 2). Knowing the effect of promoting social media on buying interest in Eiger fashion products in Bogor, and 3). To determine the effect of electronic word of mouth and social media promotion on buying intere

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Wiguna, Pande, and Ni Wayan Wijayanti. "PENGARUH WORD OF MOUTH (WOM), VISUAL MERCHANDISING DAN CREATIVE PROMOTION TERHADAP IMPULSE BUYING MINYAK KUTUSKUTUS DI DENPASAR." Jurnal Ilmiah Manajemen dan Bisnis 4, no. 1 (2019): 48. http://dx.doi.org/10.38043/jimb.v4i1.2158.

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Pengaruh Word of Mount (WOM), Visual Marchandising dan Creative Promotion Terhadap Impulse Buying Minyak Kutus-Kutus di Denpasar. Penelitian ini bertujuan untuk mengetahui pengaruh word of mouth, visual merchandising, dan creative promotion secara parsial dan simultan terhadap impulse buying. Penelitian ini dilakukan pada konsumen minyak kutus-kutus di Kota Denpasar. Jenis data yang digunakan dalam penelitian ini adalah data kuantitatif. Untuk memperoleh data dalam penelitian ini dilakukan dengan menyebarkan kuisioner. Jumlah indikator penelitian sebanyak 17 item. Sehingga jumlah sampel dalam

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Sudarso, Andriasan, Lenny Menara Sari Saragih, Victor Victor, and Sabrina Azura Nasution. "Pengaruh Strategi Promosi Melalui Media Sosial, Kualitas Pelayanan dan Word Of Mouth Terhadap Keputusan Pembelian HP OPPO di Kota Medan." Jurnal Teknik Industri Terintegrasi 7, no. 3 (2024): 1696–704. http://dx.doi.org/10.31004/jutin.v7i3.31175.

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This study aims to determine the influence of promotional strategies through social media service quality and word of mouth on the decision to buy oppo cellphones in medan city. This research uses quantitative descriptive research methods. Data analysis techniques use classical assumption tests, multiple linear regression analysis, f tests, t tests and coefficients of determination. The population used was taken from OPPO HP users in the city of Medan, while the sample used was taken from the formula of Hairs et al, namely the sample size specified was 21 x 5, which is 105, then the sample use

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Julianti, Dini Anindya, and Ahmad Junaidi. "Pengaruh Word Of Mouth Terhadap Keputusan Pembelian Baso Aci Akang Citra Raya Tangerang." Prologia 4, no. 1 (2020): 75. http://dx.doi.org/10.24912/pr.v4i1.6437.

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In a business competition that is more competitive. Of course a company must have a promotion which is effective for the company. And then, for an effective promotion you need to consider a product. So, one of the effective marketing is a promotion which is called "Word of Mouth". This effective promotion (Word of Mouth) is very important for increasing the purchase of a product or service from a company. Therefore the study of the titled "The Effect of Word of Mouth on the Purchasing Decision of Baso Aci Akang Citra Raya Tangerang" has the formulation of problems does the communication of Wor

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Wisnalmawati, Wisnalmawati, Wahyu Handayani, and Olinda da Conceicao. "Fasilitas Aplikasi Pendidikan dan Suasana Akademik Dapat Menciptakan Kepuasan dan Dampaknya Terhadap Word of Mouth Mahasiswa." e-Journal Ekonomi Bisnis dan Akuntansi 8, no. 1 (2021): 102. http://dx.doi.org/10.19184/ejeba.v8i1.22047.

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The importance of building word of mouth as an efficient promotion in universities. The purpose of this study is the Educational application facilities and academic atmosphere influence word of mouth promotion, satisfaction as a mediating variable. The research approach used quantitative. The population of this study were all Master of Management students, the sample was a portion of Master of Management students, the sampling technique used purposive sampling with respondents from four universities in Indonesia. The analysis technique used is the Structural Equational Model (SEM) with the PLS

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Lu, Xi. "Research on the Promotion of the Effect of Tourism Network Word-of-mouth Communication." SHS Web of Conferences 179 (2023): 03030. http://dx.doi.org/10.1051/shsconf/202317903030.

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With the rapid development of tourism and the Internet, the mode of "tourism" + "Internet" has attracted wide attention, among which the importance of tourism network word-of-mouth in the development of tourism enterprises has been increasingly recognized, which also prompts the academic circle to study this. Based on this, on the basis of previous online word-of-mouth literature, this paper explores the connotation and characteristics of online word-of-mouth in tourism, and puts forward strategies to improve online word-of-mouth in tourism, so as to promote the sustainable development of tour

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Hanaysha, Jalal Rajeh. "Impact of Price Promotion, Corporate Social Responsibility, and Social Media Marketing on Word of Mouth." Business Perspectives and Research 9, no. 3 (2021): 446–61. http://dx.doi.org/10.1177/2278533721989839.

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The purpose of this article was to test the effects of social media marketing, corporate social responsibility, and price promotion on word of mouth in the fast-food industry. Only a few scholars tested the mutual effect of the selected factors on word of mouth for global fast-food brands, mainly in the Asian region. The data were gathered from several fast-food restaurants’ visitors at different spots in east coast Malaysia through a survey tool. All of the filled questionnaires were analyzed using partial least square method. The analysis revealed that corporate social responsibility and soc

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Handayani, Ni Putu Lely, I. Gusti Ngurah Joko Adinegara, Yeyen Komalasari, and Christimulia Purnama Trimurti. "The Influence Of Promotion And Word Of Mouth On The Decision To Choose An International Kaniva Job Training Institution Through Brand Image As A Mediation Variable." Es Economics and Entrepreneurship 3, no. 01 (2024): 117–27. http://dx.doi.org/10.58812/esee.v3i01.309.

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This study aims to understand how promotion and word of mouth affect consumer perceptions of Kaniva International's brand image, as well as how these perceptions influence consumer decisions in choosing this training institution. The study used a quantitative approach with an associative research design and involved 72 respondents as samples. Data collection techniques include questionnaires, interviews, observations, and literature studies. Data analysis was conducted using Partial Least Square (PLS), a variant-based structural equation model. The results showed that promotion and word of mou

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Tesoro, Grace, Carlo Emil Manabo, Antonino Jose Bayson, Lexanne Leine Montoya, and Nicole Morales. "From Screen to Shelves: Millennials' Patronage Decision Towards Skincare Products in Carmona, Cavite." Psychology and Education: A Multidisciplinary Journal 30, no. 1 (2025): 102–11. https://doi.org/10.5281/zenodo.14585728.

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This study was conducted with an aim to determine the most used Korean skincare product brand of millennials; the influence level of product placement in Korean drama in terms of prominence, modality and celebrity endorsement; the influence level of word-of-mouth promotion in terms of traditional and electronic word of mouth; and their level of patronage decision. Likewise, the relationship between the said variables were also assessed. The study utilized quota, purposive, and snowball sampling techniques in gathering information through a modified research questionnaire from the 210 participa

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Setiawan, Akbar Maulana, and Euis Soliha. "Gaya Hidup Hedonisme, Promosi Penjualan dan Word Of Mouth terhadap Keputusan Pembelian Produk Nevada di Matahari Plaza Simpang Lima Semarang." Journal of Management and Bussines (JOMB) 6, no. 1 (2024): 137–46. http://dx.doi.org/10.31539/jomb.v6i1.8494.

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This research aims to explore the influence of a hedonistic lifestyle, sales promotions, and word of mouth on purchasing decisions, with a focus on purchasing Nevada products at Matahari Plaza Simpang Lima Semarang. The research method applied is survey research using a questionnaire distributed to respondents who are consumers of Nevada products. Data analysis was carried out using regression techniques to measure the extent to which independent variables influence purchasing decisions. The research results show that a hedonistic lifestyle, sales promotions, and word of mouth have a positive

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Aziz, Abdul, Syahrial Shaddiq, Lalu Supardin, Jhonni Ardan Mardan, Irsyadi Zain, and Faira Medina Dzikra. "THE EFFECT OF WORD OF MOUTH AND SALES PROMOTION ON PURCHASE DECISIONS AT FRAN COFFEE PEKANBARU." Utility : Journal of Economics Managemant and Accounting 1, no. 1 (2023): 1–14. http://dx.doi.org/10.56107/utility.v1i1.6.

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This study examines the effect of word of mouth and sales promotion on purchase decisions at Fran Coffee Pekanbaru. The number of respondents in this study was 100 respondents. Sampling was done by purposive sampling technique. This study uses multiple linear regression analysis techniques with SPSS 26 as an analytical tool. The results of multiple linear regression tests show that: (1) word of mouth partially has a significant effect on purchasing decisions at Fran Coffee Pekanbaru. (2) sales promotion partially has a significant effect on purchasing decisions at Fran Coffee Pekanbaru. (3) wo

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Setiawati, Widya, Kosasih Kosasih, and Ina Ratnasari. "THE INFLUENCE OF WORD OF MOUTH (WOM) AND PROMOTION ON INTEREST IN WATCHING INDONESIAN FILM AT CINEMA IN KARAWANG CITY." Journal for Management Student (JFMS) 2, no. 2 (2022): 6–12. http://dx.doi.org/10.35706/jfms.v2i2.6379.

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The research was conducted using descriptive and verification methods, namely collecting, presenting, analyzing, and testing hypotheses, as well as making conclusions and suggestions. A sample of 221 respondents from a population of 88062 viewers and processed using SPSS25. The results of this study are in the agreed criteria and are good in all variables. The correlation coefficient between the independent and independent variables has a strong and direct correlation level because the value is positive and has a significant correlation. Word of Mouth contributes less to Interests than Promoti

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Ovalia, Ovalia, and Melani Dwi Rahmawati. "The Roles of Prices, Promotions, Service Quality in Enhancing Consumers’ Purchase Decision Making on Shopeefood with e-WOM as Intervening Variable." Prosiding Seminar Nasional Forum Manajemen Indonesia - e-ISSN 3026-4499 2 (August 30, 2024): 302–22. http://dx.doi.org/10.47747/snfmi.v2i1.2032.

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This study aims to investigates the roles of price, promotion and service quality in enhancing customers’ online purchasing decision making at Shopee Foodwith electronic word of mouth as an intervening variable. The research method used is an associative descriptive quantitative method. The sampling technique adopted in this research is probability sampling with purposive sampling technique. The number of samples in this study was 100 respondents who purchased online food at Shopee Food. The data analysis technique uses PLS (partial Least Squares). The results of this research show that price

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Ovalia, Ovalia, and Melani Dwi Rahmawati. "The Roles of Prices, Promotions, Service Quality in Enhancing Consumers’ Purchase Decision Making on Shopeefood with e-WOM as Intervening Variable." Proceedings of Forum Manajemen Indonesia's International Conferences, no. 1 (August 30, 2024): 302–22. https://doi.org/10.47747/fmiic.v1i1.2185.

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This study aims to investigates the roles of price, promotion and service quality in enhancing customers’ online purchasing decision making at Shopee Foodwith electronic word of mouth as an intervening variable. The research method used is an associative descriptive quantitative method. The sampling technique adopted in this research is probability sampling with purposive sampling technique. The number of samples in this study was 100 respondents who purchased online food at Shopee Food. The data analysis technique uses PLS (partial Least Squares). The results of this research show that price

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Rizki Mahbub, Moehammad, Endang Sulistya Rini, and Yeni Absah. "Effect of Social Media Promotion and Word of Mouth on Purchasing Decisions Through Purchase Intention as an Intervening Variable at Coffee Shop Minum Kopi Medan." International Journal of Research and Review 10, no. 6 (2023): 376–81. http://dx.doi.org/10.52403/ijrr.20230646.

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The purpose of this research is to analyze effect of social media promotion and word of mouth on purchasing decisions through purchase intention as an intervening variable at Coffee Shop Minum Kopi Medan. This type of research uses associative research with a quantitative approach. This study selects a population of all consumers. The type of population to be studied is an infinite population, because researchers do not know the exact number of Coffee Shop Minum Kopi Medan visitors drinking coffee every day. Sample in this study are 125 people who are consumers who had visited Coffee Shop Minu

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Jan, Radlyah Hasan, Fitria Ayu Lestari Niu, and Putri Oktavia Mokoginta. "Strategi Pemasaran: Implementasi Promosi Word of Mouth Terhadap Minat Nasabah Memilih Produk Bank." J-MAS (Jurnal Manajemen dan Sains) 8, no. 1 (2023): 310. http://dx.doi.org/10.33087/jmas.v8i1.990.

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The existence of competition in the banking industry in marketing products and forming customer interest in choosing banking products is a major challenge. The various marketing strategies that are common and often implemented by banks include promotional media such as pamphlets, brochures, advertisements, mass media, social media, and so on. Other promotional media are considered very effective, namely, communication media commonly called Word of Mouth (WoM) communication. The Prisma Dana Bank Kotamobagu Branch seems to lack promotion of its products. However, many people are interested in us

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Freksi MP, Noval, and Tezar Arianto. "PENGARUH ELECTRONIC WORD OF MOUTH, PROMOSI PRODUK DAN MEREK TERHADAP KEPUTUSAN PEMBELIAN PRODUK PADA APLIKASI SHOPEE." JURNAL MANAJEMEN MODAL INSANI DAN BISNIS (JMMIB) 4, no. 1 (2023): 13–23. http://dx.doi.org/10.61567/jmmib.v4i1.152.

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This study expects to decide the impact of Electronic Word of Mouth, Promotion, and Brands on Purchase Decisions for Shopee Customers in Bengkulu City. This exploration was directed on Shopee clients in Bengkulu City. The populace utilized in this study were Shopee clients in Bengkulu City. The quantity of tests utilized was 105 respondents. The information that has been gathered is handled utilizing the Classical Assumption Test Technique, Multiple Linear Regression Analysis Technique, Coefficient of Determination Analysis (R2), and Partial Test (t-test), Simultaneous Test (f-test). The conse

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Handayani, Debby. "Promosi, Electronic Word of Mouth dan Persepsi Keamanan terhadap Minat Beli melalui Kepercayaan Konsumen sebagai Variabel Intervening." Journal of Business and Economics (JBE) UPI YPTK 7, no. 3 (2022): 365–77. http://dx.doi.org/10.35134/jbeupiyptk.v7i3.187.

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This research aims to analyze the effect of promotion, electronic word of mouth, and perceived security to purchase intention with consumer trust as an intervening variable. This research is quantitative. The data collection method used a questionnaire with a sample of 100 shopee consumers in Padang. The analytical method used is Structural Equation Modeling (SEM) analysis based on Partial Least Square (PLS) with SmartPLS software version 3.3.3. The results showed that Promotion has a positive and significant effect on consumer trust. Electronic word of mouth has a positive and significant eff

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Fabanyo, Rohani, Sulfi Abdul Haji, and Ibnu Sina Hi. Yusuf. "PENGARUH KUALITAS DAN HARGA PRODUK TERHADAP KEPUTUSAN PEMBELIAN YANG DIMEDIASI OLEH WORD OF MOUTH (STUDI KASUS RUMAH TENUN PUTA DINO TIDORE)." Jurnal Manajemen Sinergi 11, no. 2 (2023): 26–48. http://dx.doi.org/10.33387/jms.v11i2.7327.

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ABSTRACTObjective: This study aims to determine the influence of product quality and price on purchasing decisions mediated by word of mouth in the case of the Puta Dino Tidore weaving house.Methodology: The population in this study were all visitors to the Puta Dino Tidore weaving house. The number of samples in this research is the number of indicators/items x 7, namely 15 x 7 = 105 respondentsFinding: The partial hypothesis and simultaneous hypothesis are accepted, because the alpha value is smaller than 5%, except for the first hypothesis there is no significant effect.Conclusion: The resu

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Mawardi, Moh Cholid, Sudarmiatin Sudarmiatin, and Agus Hermawan. "The Effect of Electronic Word Of Mouth, Product Quality, Promotion and Price on Interest in Buying MSME Products in Malang After The Covid 19 Pandemic." Jurnal Pamator : Jurnal Ilmiah Universitas Trunojoyo 16, no. 2 (2023): 222–30. http://dx.doi.org/10.21107/pamator.v16i2.19860.

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The research aims to find out and analyze how the electronic word of mouth, the quality of products, prices and promotion of the interest in the prebujaya outfit buy products. The sample used in this study is 105 respondents who once made a purchase at a poor prebujaya outfit. The method of data analysis used in the study is a quantitative data analysis that USES linear regression analysis. The data testing used was the simultaneous hypothesis (f) and the testing of a partial hypothesis (t) from simultaneous tests showing that the electronic word of mouth, product quality, promotion, and price

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Sari, Feny Rahma, and Ikhtiara Kaideni Isharina. "Pengaruh Sales Promotion dan Word of Mouth Terhadap Purchase Decision Dengan Brand Image Sebagai Variabel Mediasi." Jurnal Manajemen Pemasaran dan Perilaku Konsumen 3, no. 1 (2024): 47–55. http://dx.doi.org/10.21776/jmppk.2024.03.1.05.

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This study aims to determine the effect of sales promotion and word of mouth on purchase decisions with brand image as a mediating variable in air purifier products in East Java. This type of research is explanatory research. The study used a sample of 120 respondents by distributing questionnaires via Google form. The sampling technique used in this study is judgement sampling based on the characteristics of the respondents, namely respondents who have air purifier products from March 2020 to August 2022, respondents are currently in Malang City and Surabaya, and the respondent is at least 17

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Roy, Rajat, and Vik Naidoo. "The impact of regulatory focus and word of mouth valence on search and experience attribute evaluation." European Journal of Marketing 51, no. 7/8 (2017): 1353–73. http://dx.doi.org/10.1108/ejm-06-2016-0367.

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Purpose This paper aims to investigate the direct and interactive effects of regulatory focus (promotion versus prevention), attribute type (search versus experience) and word of mouth valence (positive versus negative) on consumption decision for a service and a product. Design/methodology/approach Three empirical studies (two laboratories and a field experiment) using “university” and “mobile phone” as the research setting were used to test the key hypotheses. Findings Promotion (prevention)-focused subjects preferred experience (search) attributes over their counterparts while making consum

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Nicolas, Nicolas, Hari Susanta Nugraha, and Andi Wijayanto. "Social Media And Word Of Mouth Effects On Buying Decision Process On Janji Jiwa Coffee In East Jakarta." Syntax Literate ; Jurnal Ilmiah Indonesia 8, no. 10 (2023): 5567–82. http://dx.doi.org/10.36418/syntax-literate.v8i9.12619.

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This research aimed to analyze Consumer behavior of Janji Jiwa coffee which focuses on the buying decision process from consumers, which includes the influence of Instagram promotion and word of mouth on buying decisions, which mediated by purchase intention and brand awareness from Kopi Janji Jiwa in East Jakarta. This Research survey was conducted through Questionnaire on 100 Janji Jiwa customers who have bought the Janji Jiwa coffee at least 4 times in Janji Jiwa outlets in AEON mall Jakarta Garden City and Transera Waterpark at East Jakarta. All the responses are processed with path analys

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Miraza, Mhd Fadli, Endang Sulistya Rini, and Fadli . "Halal Awareness, Social Media Promotion, and Reference Group (Word of Mouth) on Purchase Decision through Purchase Intention as Intervening Variable (Case Studies on MSME in Super Swalayan, Taman Setiabudi Indah, Medan)." International Journal of Research and Review 8, no. 6 (2021): 347–54. http://dx.doi.org/10.52403/ijrr.20210644.

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The existence of MSME cannot be eliminated or avoided from today's society because it is very useful in terms of distributing people's income and also able to absorb labor on a large scale considering the large population of Indonesia so that it can reduce the unemployment rate. The purpose of this study is to analyze the effect of halal awareness, social media promotion, and reference group (word of mouth) on purchase decision through purchase intention as intervening variable in MSME in Super Swalayan, Taman Setiabudi Indah, Medan. The population of this research is consumers who shops at Su

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PRAKASH, SHAKTI. "Viral Marketing: Word of Mouth To Word of Mouse Marketing Communication." Research Fronts 8 (June 7, 2018): 98. https://doi.org/10.5281/zenodo.14657854.

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<strong>Abstract</strong> Viral marketing is a technique of reaching customers through social media and other platforms on the internet. It is like traditional word-of-mouth communication but assisted by the internet. The use of internet makes it fast and if used properly may bring great profit with little or no expenses as most of the channels used in viral marketing are free and therefore good for those organizations which have very limited budgets for promotion. The reason for the great success of viral marketing is the change in customer buying behavior these days. Presently customers usua

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