Articoli di riviste: "Word-of-mouth advertising"

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Fitri, Marliza, e 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, n. 1 (19 gennaio 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 Bengkulu. The correlation coefficient test can be assessed as R = 0.890 and (X2) and advertising (X3) contributes an influence of 0.792 or 79.2% to the purchase decision (Y) on wardah products at JS Mart Ketahun North Bengkulu. While the remaining 0.208 or 20.8% is influenced by other variables not included in this study. Keywords: Purchase Decision, Lifestyle, Word Of Mouth End Advertisting

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Kuberasyani, Ida Ayu Ruby, e Ketut Rahyuda. "PERAN WORD OF MOUTH MEMEDIASI HUBUNGAN ANTARA IKLAN DAN HARGA TERHADAP MINAT BELI". E-Jurnal Manajemen Universitas Udayana 8, n. 7 (10 marzo 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 technique used is descriptive statistical analysis, classic assumption test, inferential statistics, sobel test, and VAF test. Based on the results of the analysis, it was found that advertising had a positive effect on word of mouth, advertising had a positive effect on buying interest, prices had a positive effect on word of mouth, prices had a positive effect on buying interest, word of mouth had a positive effect on buying interest and word of mouth was able to mediate the relationship between advertising and prices for buying interest. Keywords: word of mouth, advertising, price, buying interest

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Ku, Yi, Shan Li e 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 intention in response to different environmental claims and the mediating effect of green trust in influencing the consumers. The results showed that: consumers are more willing to recommend a brand by word-of-mouth when facing substantive environmental claims than associative environmental claims, and in this process, green trust serves as a mediator between corporate environmental claims and consumers’word-of-mouth recommendation intention; environmental advertising by green value appeal can encourage more word-of-mouth recommendation intention than environmental advertising by fear appeal.

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Jecky, Jecky, e Rezi Erdiansyah. "Pengaruh Iklan Media Sosial Dan Word Of Mouth Terhadap Keputusan Pembelian". Prologia 5, n. 2 (29 settembre 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 coefficient of determination in the R Square table is 0.475, indicating that 47.5% of purchasing decisions are influenced by advertising on social media and the word of mouth. It is known that the correlation coefficient value of 0.60-0.799 means that advertising on social media and Word of Mouth has a strong relationship to purchasing decisions. then from the results obtained, the authors can provide several conclusions. The conclusion is that advertising on social media and word of mouth has a positive and significant effect on purchasing decisions.Penelitian ini bertujuan untuk mengetahui pengaruh Iklan Media Sosial dan word of mouth terhadap Keputusan Pembelian dengan menggunakan pendekatan deskriptif kuantitatif. Peneliti mengambil sampel dengan menggunakan google form dengan total 145 responden yang di sebarkan melalui media sosial. Analisis data yang dilakukan peneliti menggunakan program statistical product and service solutions (SPSS) versi 15. Berdasarkan hasil penelitian yang telah diperoleh dan telah dijelaskan oleh penulis mengenai Iklan Media Sosial dan word of mouth terhadap keputusan pembelian. Diketahui bahwa nilai koefisien determinasi pada tabel R Square sebesar 0.475 menunjukkan bahwa 47,5% keputusan pembelian dipengaruhi oleh Iklan Media Sosial dan Word of Mouth. Diketahui bahwa nilai koefiesien korelasi 0,60-0,799 artinya Iklan Media Sosial dan Word of Mouth mempunyai hubungan yang kuat terhadap keputusan pembelian. maka dari hasil yang didapat tersebut penulis dapat memberikan beberapa kesimpulan. Kesimpulannya adalah Iklan Media Sosial dan Word of mouth memiliki pengaruh positif dan signifikan terhadap keputusan pembelian.

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Precourt, Geoffrey. "How Word of Mouth Works in Advertising". Journal of Advertising Research 55, n. 1 (marzo 2015): 2–3. http://dx.doi.org/10.2501/jar-55-1-002-003.

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Holder, Derek, e Robin Fairlie. "Word-of-mouth advertising — A new twist". Journal of Direct, Data and Digital Marketing Practice 8, n. 2 (ottobre 2006): 99–100. http://dx.doi.org/10.1057/palgrave.dddmp.4340560.

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Ullah, Najeeb, e 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, n. 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 information and stereotyping advertising are negatively linked with customer buying behaviour or purchase intention, while word of mouth is also negatively associated with customer satisfaction. Limitations relate to the use of a non-probability sample and the restricted geographical area of the field research. There had a time constraint which could restrict many aspects of research for further elaboration.

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Esti Masita, Tri, Pramono Hari Adi, Wiwiek Rabiatul Adawiyah e 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, n. 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 emotional advertising also does not affect word of mouth. Meanwhile, the multi-context number does not affect word of mouth, which can explain the inability of consumers to explain the reasons for recommending brands to others. This study has implications for research in sustainability and the practice of developing new environmentally friendly products to encourage the increase of these product usages.

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Gandasari, Imas, Mohamad Rizan e 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, n. 6 (13 giugno 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 engineering department. The findings will contribute to the development of effective educational strategies in Indonesia. Keywords: Decision making, electronic word of mouth, advertising, convenience, and benefits of social media

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Tenima, Yeremia Christofel, Silcyljeova Moniharapon e 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, n. 3 (8 settembre 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. Penelitian ini bertujuan untuk mengetahui pengaruh persepsi harga, media social advertising dan word of mouth secara simultan ataupun parsial terhadap Keputusan Pembelian. Metode analisis yang digunakan adalah regresi linier berganda. Hasil uji hipotesis ditemukan bahwa baik secara simultan atapun parsial persepsi harga, media social advertising dan word of mouth berpengaruh signifikan terhadap keputusan pembelian konsumen. Untuk Rumah Makan Bakso Surabaya di Bahu agar mempertahankan harga, memaksimalkan penggunaan social media advertising untuk mempromosikan dan word of mouth sehingga dapat lebih menarik konsumen dalam membuat keputusan pembelian. Kata Kunci: Persepsi Harga, Media Social Advertising, Word of Mouth, Keputusan Pembelian

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Yamamoto, Hikaru, e 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, n. 3 (3 agosto 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 relationships among TV advertising, tweets, offline word-of-mouth, and customer acquisition. We call these dynamics the “marketing ecosystem” and attempt to investigate this model. To achieve this goal, this paper employs a structural equation approach, which allows developing a more complete and accurate picture of the inter-relationships among constructs. We incorporate both the direct effects and the indirect effects of traditional marketing actions such as TV advertising, which in turn increase tweets and new customer acquisition. The results of our analysis show that TV advertising increases buzz on social media and offline word-of-mouth. The results also show that TV advertising, offline-word-of-mouth, and tweets have a strong impact on customer acquisition.

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Keller, Ed, e Brad Fay. "The Role of Advertising in Word of Mouth". Journal of Advertising Research 49, n. 2 (giugno 2009): 154–58. http://dx.doi.org/10.2501/s0021849909090205.

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Prastika, Ike, Muhammad Firdaus e 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, n. 1 (31 ottobre 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 mouth affect simultaneously to the purchase decision. And partially advertising has no significant effect on purchasing decisions, personal selling in partial has no significant effect on purchasing decisions, and word of mouth has a significant effect on purchasing decisions.

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Kairupan, Daniel Joel Immanuel, e 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, n. 1 (9 luglio 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 mouth. Perusahaan perlu memperhatikan faktor-faktor yang mempengaruhi brand awareness sehingga awareness yang dihasilkan tinggi. Penelitian ini bertujuan untuk mengetahui sekaligus menjelaskan pengaruh public relation, advertising, dan word of mouth terhadap brand awareness di Toko X Cake and Bakery. Penulis memilih perusahaan ini dikarenakan perusahaan tersebut saat ini memiliki permasalahan pada penguatan brand awareness. Jumlah sampel yang digunakan adalah sebanyak 160 responden yang terdiri dari pelanggan Toko X maupun yang bukan pelanggan. Pengumpulan data dilakukan dengan cara menyebarkan kuesioner secara online. Teknik analisis yang digunakan yaitu analisis regresi linear berganda. Metode pengujian hipotesis menggunakan alat bantu program SPSS v26.0. Setiap variabel yang diuji telah valid dan reliabel, serta telah layak secara model menurut uji asumsi klasik. Hasil penelitian menunjukkan bahwa variabel public relation, advertising, dan word of mouth berpengaruh positif dan signifikan terhadap brand awareness.Kata kunci: public relation, advertising, word of mouth, brand awareness ABSTRACT Marketing is an activity that is common in companies to create, communicate, deliver and offer products or services of value to consumers. To get the attention of consumers, it is necessary to have a marketing strategy from the company that can describe the level of consumer awareness of the products offered or brand awareness. Brand awareness is a positive attitude given by the community to the company. Brand awareness is influenced by several factors, including public relations, advertising, and word of mouth. Companies need to pay attention to the factors that affect brand awareness so that the awareness generated is high. This study aims to determine as well as explain the influence of public relations, advertising, and word of mouth on brand awareness at X Cake and Bakery Stores. The author chose this company because the company currently has problems in strengthening brand awareness. The number of samples used were 160 respondents consisting of customers of Store X and non-customers. Data was collected by distributing online questionnaires. The analysis technique used is multiple linear regression analysis. The hypothesis testing method uses the SPSS v26.0 program tool. Each variable tested was valid and reliable, and was modelly feasible according to the classical assumption test. The results showed that the variables of public relations, advertising, and word of mouth had a positive and significant effect on brand awareness.Kata kunci: public relation, advertising, word of mouth, brand awareness

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Plummer, Joseph T. "Editorial: Word of Mouth—A New Advertising Discipline?" Journal of Advertising Research 47, n. 4 (dicembre 2007): 385–86. http://dx.doi.org/10.2501/s0021849907070390.

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Jones, Scott A., K. Damon Aiken e David M. Boush. "Integrating Experience, Advertising, and Electronic Word of Mouth". Journal of Internet Commerce 8, n. 3-4 (23 dicembre 2009): 246–67. http://dx.doi.org/10.1080/15332860903467664.

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Zaelani, Pupi Indriati, e Imam Imaha Soleh. "Kegiatan Integrated Marketing Communication UMKM Se-Bandung Raya Dalam Program SinergitaS ABCGM". Buana Komunikasi (Jurnal Penelitian dan Studi Ilmu Komunikasi) 1, n. 1 (10 dicembre 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 menggunakan strategi digital Marketing melalui media sosial utama yaitu instagram. Strategi digital Marketing dengan Advertising, Publicity dan Word of Mouth yang di Lakukan UMKM se-Bandung Raya dalam Program Sinergitas ABCGM belum tertata dengan rapih karena manajemen yang tidak dilakukan secara maksimal.

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Farchan, Muhammad Iqbal Abdi, Fatmawati Fatmawati e Cicik Alfiniyah. "Analisis Kestabilan dan Kontrol Optimal Model Matematika Dinamika Pelanggan Berdasarkan Kebijakan Pemasaran". Contemporary Mathematics and Applications (ConMathA) 2, n. 1 (20 maggio 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 based on marketing policy without control has two equilibrium points, namely non – endemic equilibrium (E0) and endemic equilibrium (E1). Local stability of equilibrium and the existence of endemic equilibrium depends on basic reproduction number (R0). The non – endemic equilibrium tend to asymptotically stable if R0 < 1. The problem of optimal control is solved by Pontryagin’s Maximum Principle. The simulation results show that the total number of referral and regular customer populations that are given control in the form of word of mouth advertising efforts at the end of the observation are 312 and 18470 with the control effort costs occurred in 1798364.63. While the total number of referral and regular customer populations that are not given control in the form of word of mouth advertising efforts at the end observation are 241 and 17260. Based on these results show that word of mouth advertising efforts have an effect to increase the number of referral and regular customer in accordance with the aim of providing optimal control.

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Andrea, Anastasia Silvi, e Keni Keni. "Pengaruh Electronic Word of Mouth (eWOM), Celebrity Endorser, dan Online Advertising terhadap Brand Awareness". Jurnal Manajemen Bisnis dan Kewirausahaan 5, n. 5 (29 settembre 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 awareness, 2) Celebrity endorser has a significantly positive effect on brand awareness, 3) Online advertising has a significant positive effect on brand awareness. Penelitian ini dilakukan untuk menunjukkan pengaruh electronic word of mouth (EWOM), celebrity endorser, dan online advertising terhadap brand awareness. Penelitian deskriptif ini melibatkan pengumpulan data kuantitatif dengan menggunakan kuesioner secara cross-sectional sebagai metode pengumpulan data. Peneliti menggunakan metode convenience sampling untuk mengambil 151 responden dengan data yang valid. Teknik analisis data menggunakan Partial Least Square – Structured Equation Modelling (PLS-SEM) dengan bantuan software SmartPLS 3.3.2. Singkatnya, penelitian ini memperoleh kesimpulan bahwa 1) Electronic word of mouth berpengaruh positif tidak signifikan terhadap brand awareness, 2) Celebrity endorser berpengaruh positif signifikan terhadap brand awareness, 3) Online advertising berpengaruh positif signifikan terhadap brand awareness.

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Horbal, Natalia, e 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, n. 1 (1 giugno 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) a person advising a product / service is familiar or close to a customer; 2) he/she has no personal benefit; 3) the information is not advertising; 4) a positive opinion about the product is transmitted only if a consumer is personally satisfied with its quality. The provided data showed the popularity of the word-of-mouth marketing in the modern world. Its subjects (loyal consumers, opinion leaders, brand advocates, brand prosecutors, influencers and brand ambassadors) and strategies (experience sharing, news providing and benefit emphasizing) are highlighted. The main stages of the word-of-mouth marketing implementation are formulated, and several successful examples of its implementation are considered. The key tactics of the word-of-mouth marketing are presented, as well as its advantages and disadvantages are summarized, which can increase the effectiveness of such an ambiguous type of marketing. In general, the word-of-mouth marketing is needed not only to increase sales, customer base or revenue, but also to encourage companies to innovate.

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Yudha, Arlincia Chandra, e Rezi Erdiansyah. "Pengaruh Daya Tarik Iklan, Harga, Word of Mouth (WoM) terhadap Minat Beli Produk Koi Café Palembang". Kiwari 1, n. 1 (1 marzo 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 mouth) and the remaining 0.114 or 11.4% is another influence outside the research conducted. this can conclude that the attractiveness of advertising, price, word of mouth, affects the buying interest of Koi Café products.Peneliti melakukan penelitian ini untuk mengetahui apakah daya tarik iklan, harga, Word of Mouth, memiliki pengaruh terhadap minat beli produk Koi Cafe. Survey dilakukan dengan membagikan link Google form kepada seluruh konsumen yang pernah mengunjungi dan bertransaksi di Koi Café sebanyak 100 responden dari sampel yang digunakan peneliti. Dari hasil penelitian yang diperoleh bahwa nilai Koefisien Determinasi menunjukkan hasil sebesar 0,88 atau 88,6% yang berarti variasi minat beli produk Koi Cafe bisa dijelaskan oleh variasi variabel independent (daya tarik iklan, harga, word of mouth) dan sisanya sebesar 0,114 atau 11,4% merupakan pengaruh lain di luar penelitian yang dilakukan. Dengan ini peneliti dapat menyimpulkan bahwa daya tarik iklan, harga, word of mouth, memiliki pengaruh terhadap minat beli produk Koi Café.

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Ufi, Finy, Darwin Kefi e 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, n. 2 (23 settembre 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 study is axial sampling. Data collection techniques using Observation, Interviews, Questionnaires and documentation. The population in this study was visitors to Kupang Lima Coconut Beach. The data analysis technique uses multiple linear regression analysis techniques. The results of this study show that Digital Advertising Variables and Word of Mouth simultaneously have a positive and significant effect on Kujungan Interest in Kelapa Lima Beach Kupang.

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Campbell, Arthur. "Word-of-Mouth Communication and Percolation in Social Networks". American Economic Review 103, n. 6 (1 ottobre 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 individuals with the most friends. (JEL L12, L14)

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Bhutto, Sanam, Hina Marvi e Raj Kumar. "Advertisement and Word of Mouth Influence on Purchase Behavior". Global Digital & Print Media Review V, n. I (30 marzo 2022): 144–53. http://dx.doi.org/10.31703/gdpmr.2022(v-i).14.

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Abstract (sommario):

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' purchase behavior.

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Liu, Day Yang, Wen Chun Tsai, Pei Leen Liu e 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, n. 4 (14 giugno 2021): 43–58. http://dx.doi.org/10.20525/ijrbs.v10i4.1198.

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Abstract (sommario):

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 this study, it indicates that all the variables exert a positive influence on the sales revenue. The magnitude of influence on sales, from large to small, they are betting among per person per day, reach frequency and adoption rate in word-to-mouth, potential bettors increase rate, advertisement expenditure and advertisement successful rate in the advertisement effects. During the FIFA World Cup 2018, advertising effects initiated the diffusion of sports lottery. Compared to the advertising effects, word-to-mouth effects were bigger. In the same situation and with the same resources, Taiwan Sports Lottery, the operator could change the betting among per person per day and change the word-to-mouth advertising with priority. When major matches take place in the future, Taiwan Sports Lottery is suggested to judge if it maintains an optimistic attitude for future growth, it shall begin to promote advertising effects. When more people learn more about the sports lottery, with the diffusion of word-to-mouth advertising, the effects will be most significant.

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Feng, Jie, e Purushottam Papatla. "Advertising: Stimulant or Suppressant of Online Word of Mouth?" Journal of Interactive Marketing 25, n. 2 (maggio 2011): 75–84. http://dx.doi.org/10.1016/j.intmar.2010.11.002.

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27

Naya aqilah, Chafly, Dwi putra Buana sakti e 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, n. 3 (1 settembre 2023): 10–15. http://dx.doi.org/10.29303/jrp.v2i3.3274.

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Abstract (sommario):

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 menggunakan analisis regresi linier berganda melalui program SPSS versi 25. Hasil penelitian ini menunjukkan bahwa country of origin dan social media advertising memiliki pengaruh positif dan signifikan terhadap purchase intention, sedangkan electronic word of mouth tidak memiliki pengaruh terhadap purchase intention. ABSTRACT This study aims to determine the effects of country of origin, electronic word of mouth, and social media advertising on purchase intention in wardah cosmetic products. The type of research used was descriptive quantitative with causal associative nature. The population in this study were consumers who were interested in purchasing wardah cosmetic products. The number of samples taken was 100 people. The sampling technique used in this research was purposive sampling technique. The data were collected through an online survey and analyzed using multiple linear regression analysis through the SPSS version 25 program. The results showed that country of origin and social media advertising have a positive and significant influence on purchase intention, while electronic word of mouth has no influence on purchase intention.

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Hanisa, Silvia, Resti Hardini e 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, n. 2 (12 febbraio 2024): 461–70. http://dx.doi.org/10.46799/jss.v5i2.791.

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Abstract (sommario):

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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HOGAN, JOHN E., KATHERINE N. LEMON e BARAK LIBAI. "Quantifying the Ripple: Word-of-Mouth and Advertising Effectiveness". Journal of Advertising Research 44, n. 3 (settembre 2004): 271–80. http://dx.doi.org/10.1017/s0021849904040243.

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30

Widayat, Nursakinah e 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, n. 2 (29 settembre 2022): 170–94. http://dx.doi.org/10.21070/jbmp.v8i2.1601.

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Abstract (sommario):

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, which has been a validity and reliability test. The collected data were analyzed by Covariance Based Structural Equation Modeling (CB-SEM) employee the AMOS software. Data processing succeeded in constructing a model that met the Goodness of Fit requirements (RMSEA= 0.082 GFI=0.929 TLI=0.935, CFI=0.961, and Hoelter0.05=117). The developed model shows that Advertising and Electronic Word of Mouth (e-WOM) significantly affect purchasing decisions for fashion products. Furthermore, brand Awareness can substantially mediate the influence of advertising and electronic word of mouth on fashion product purchasing decisions

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Maria, Siti, Tommy Pusriadi, Yundi Permadi Hakim e 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, n. 2 (30 agosto 2019): 107. http://dx.doi.org/10.25124/jmi.v19i2.2234.

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Abstract (sommario):

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 awareness. From sub-structure 2, the effectiveness of advertising and brand awareness directly has a significant positive effect on intention to buy. Finally, social media marketing and effectiveness of advertising indirectly has a significant positive effect on intention to buy through brand awareness. Keywords— Advertising, Brand Awareness, Intention to Buy, Social Media Marketing, Word of Mouth. AbstrakTujuan dari penelitian ini adalah untuk menganalisis efek langsung social media makerting, word of mouth, dan efektivitas iklan pada brand awareness dan dampaknya terhadap intention to buy, baik secara langsung maupun tidak langsung. Sumber data berasal dari 50 pelanggan layanan transportasi di wilayah Kota Samarinda. Penelitian menggunakan model analisis jalur dan data diproses melalui SPSS versi 23. Penelitian ini menyatakan model sub-struktur 1, diketahui social media marketing dan efektivitas iklan secara langsung berpengaruh positif dan signifikan terhadap brand awareness. Dari sub-struktur 2, efektivitas iklan dan brand awareness secara langsung berpengaruh positif dan signifikan terhadap intention to buy. Terakhir, social media marketing dan efektivitas iklan secara tidak langsung berpengaruh positif dan signifikan terhadap intention to buy melalui brand awareness pelanggan. Kata kunci— Brand Awareness, Efektivitas Iklan, Minat Beli, Pemasaran Sosial Media, Word of Mouth.

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Cho, Taesoo, Taeyoung Cho, Guosong Zhao e Hao Zhang. "The Impact of South Korea Golf Resort Social Network Services Advertising and Online Word of Mouth on Consumer Brand Value". Sustainability 12, n. 11 (26 maggio 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 to enhance consumer experiences. The study found that SNS advertising and online word of mouth regarding golf resorts have a positive effect on emotive, social, and price values. Moreover, SNS advertising for golf resorts had a positive effect on the quality function value, while online word of mouth had no effect.

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Manurung, Ganda, Darwin Lie, Marisi Butarbutar e 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, n. 2 (2 agosto 2019): 30–39. http://dx.doi.org/10.37403/maker.v4i2.96.

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Abstract (sommario):

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 and Ha is accepted, it means that the brand equity and word of mouth positive and significant effect of the purchase on the Oppo smartphone either simultaneously or partial. As for the suggestion of this research is to increase brand equity, the need for sophisticated feature innovations in accordance with the wishes of consumers selfie features with the quality front camera which is very nice as well as the resolution of the camera that is large enough for the sake of who were the selfie. To preserve the word of mouth on the Oppo smartphone, then spread information or promotion through advertising in prime time hours, preferably with a more interesting advertising concept that users increasingly Oppo smartphone products. Whereas, to maintain the increasing konsumenn purchasing decisions, by making innovations in presenting a unique design and specification put forward in order to get the attention of consumers. Keywords: Product Quality, Price, and Consumer Satisfaction.

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Dewi, Liliana, e Tirza Natalia Saputro. "PEMBERDAYAAN MARKETING COMMUNICATION PADA PERUSAHAAN GEMILANG LIMA JAYA". Media Mahardhika 17, n. 2 (15 gennaio 2019): 221. http://dx.doi.org/10.29062/mahardika.v17i2.79.

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Abstract (sommario):

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 communication applied in support of brand awareness GLJ is still not effective (2) factor marketing communication that supports brand awareness is advertising. (2) Advertising and personal selling GLJ yet effective, the need for evaluation in improvingInstagram such as posting the supporting images and increase the intensity of advertising. Personal selling by increasing design stand, do partnership, and doexhibition surveys. (3) Word of mouth and sales promotion has been running quite effectively. Still, Word of mouth needs evaluation by expanding markets outside the community. Sales Promotion is in compliance with the target market GLJ, yet still needs to be improved by offeringpromotional goods such as stamp and voucher.

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Briliana, Vita, e Nurti Widayati. "The Effect of Emotional Branding on Word-Of-Mouth: Evidence from Indonesia". GATR Global Journal of Business Social Sciences Review 6, n. 4 (7 dicembre 2018): 140–46. http://dx.doi.org/10.35609/gjbssr.2018.6.4(5).

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Abstract (sommario):

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 positive inﬂuence on word-of-mouth advertising. Novelty - Brand love strongly influences brand trust, followed by brand loyalty and word-of-mouth. Type of Paper - Empirical. Keywords: Brand Love; Brand Loyalty; Brand Trust; Word-of-mouth. JEL Classification: M30, M31, M39.

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Iqbal, Saira, e 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, n. 1 (15 aprile 2019): 39. http://dx.doi.org/10.5296/ijim.v4i1.14607.

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Abstract (sommario):

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 loyalty. Hence customer satisfaction and customer trust are causing word of mouth in a positive and significant way. So it shows that there is a positive and strongly significant influence of customer satisfaction and trust on customer loyalty with the mediation of word of mouth. On the other hand, deceptive ads are causing word of mouth in a negative way. Hence it is concluded that deceptive ads have a negative influence on customer loyalty with the mediation of word of mouth. This study suggested that in order to increase customer loyalty and build a long-term relationship with the customer’s telecom companies should focus on accurate information and rendering the level of competitive services to their customers.

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Febrina, Lis, e Nurwahidin. "The Influence of Advertising, Trust, and Word of Mouth on the Investment Decision of Government Sukuk". Formosa Journal of Sustainable Research 3, n. 4 (24 aprile 2024): 673–90. http://dx.doi.org/10.55927/fjsr.v3i4.8829.

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Abstract (sommario):

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 investment decisions, trust has a positive and significant effect on investment decisions, and word of mouth has a positive and significant effect on investment decisions

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Yew, Lim Kim, MengXi Yang, Tan Owee Kowang e 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, n. 3 (29 agosto 2023): 1639–54. http://dx.doi.org/10.15379/ijmst.v10i3.1764.

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Abstract (sommario):

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 equity, and evaluate the moderating effect of corporate social responsibility on the relationships in the Chinese retail banking context. The objectives of the study are to explore the factors affecting customer-based brand equity and assess the moderating effect of corporate social responsibility on the relationships between brand influencing factors and customer-based brand equity. A quantitative survey research method was adopted to achieve the research objectives. A total of 389 samples were employed in the data analysis of the present study. The empirical results show that corporate social responsibility displays significant moderating effect on the influences of brand innovativeness, word of mouth, and advertising on customer-based brand equity. Nevertheless, empirical results showed that the moderating effect of corporate social responsibility on the relationship between customer experience and customer-based brand equity is insignificant. With the R2 value of 79 percent that exhibits satisfactory explanatory power obtained in the model, this study has valuable theoretical and practical implications. Theoretically, the present study develops a theoretical model that incorporates corporate social responsibility as a moderator on the effects of factors influencing customer-based brand equity. Practically, the study acknowledges the important roles of corporate social responsibility in building customer-based brand equity and corporate sustainability.

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Putra, Dhiemas Arya, e 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, n. 2 (27 settembre 2022): 116. http://dx.doi.org/10.30587/innovation.v3i2.4502.

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Abstract (sommario):

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), advertising using Selebgram, and paid promotion have a positive influence on purchasing decisions at Ayam Geprek Mang Soetta Gresik.

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Pringgondani, Pringgondani. "Analisis Pengaruh Efektivitas Iklan, Word Of Mouth, Citra Merek Terhadap Keputusan Pembelian Mrprabspomade". Jurnal Ilmiah Universitas Batanghari Jambi 22, n. 3 (31 ottobre 2022): 2035. http://dx.doi.org/10.33087/jiubj.v22i3.2483.

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Abstract (sommario):

The from physical to digital forms requires companies to develop their marketing. The purpose of this research is to know how the influence of advertising effectiveness, word of mouth, and brand image to the purchasing decision Mrprabspomade. The sampling in this study was convenience sampling and the sample that can be used in this research is 100 datas (round figures using Slovin (99,9). And the methods for the data analysis is regression, which are simple regression and multiple regression. The results of this study are positive influence on the effectiveness of advertising purchasing decisions. With the t value of 9.698 or more than t table 1.9845. Word of mouth has positive influence on purchasing decisions, with the t value of 9.192 or more than t table 1.9845. Brand image has positive influence on purchasing decisions, with the t value of 8.842 or more than t table 1.9845. Simultaneous with the test, all the independent variables (effectiveness of advertising, word of mouth and brand image) significant influence on purchasing decisions, the calculated F value of 54.923 over the F table at 2.70 and with a significant level of 0.000 <0.05, it can be concluded that the H04 is rejected and Ha4 accepted.

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Dinh, Tam Duc, e Khuong Ngoc Mai. "Guerrilla marketing’s effects on Gen Y’s word-of-mouth intention – a mediation of credibility". Asia Pacific Journal of Marketing and Logistics 28, n. 1 (31 dicembre 2015): 4–22. http://dx.doi.org/10.1108/apjml-06-2015-0102.

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Abstract (sommario):

Purpose – The purpose of this paper is to integrate guerrilla marketing characteristics into advertising model through which the perceived effects of guerrilla marketing on Gen Y are identified, and to examine such effects on word of mouth (WOM) activity with the mediation of message credibility. Design/methodology/approach – The study obtains its exploratory purpose through quantitative method by asking Gen Y participants about their perceptions of 20 guerrilla advertisements in the questionnaires. Those advertisements and the advertising scales are selectively chosen from previous literature so that the results truthfully reflect the effects of guerrilla marketing under consumer perspective. Findings – The results show that, creativity, as a combination of novelty and relevance, has the strongest direct and indirect effect on WOM intention. Similarly, surprise factor, the claimed root philosophy of guerrilla marketing, is confirmed when it also impacts directly and indirectly consumer behaviour. Message credibility plays a meaningful mediation role, and through this, message clarity manifests its indirect influence on WOM. Originality/value – The study supports the belief that guerrilla marketing is suitable for any business because of its effectiveness and efficiency. More significantly, the awareness of Gen Y consumers of the advertisements, with or without knowing that these ads belong to guerrilla advertising, strengthens the expectation that guerrilla marketing in general and guerrilla advertising in particular are recommended choices when they reflect what common marketing and advertising should be.

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Hamiseno, Alriga Rakareyhan, e Sugeng Purwanto. "Analisis faktor yang mempengaruhi keputusan pembelian pada Bro D Towing Service Surabaya". Fair Value: Jurnal Ilmiah Akuntansi dan Keuangan 5, n. 2 (25 settembre 2022): 1061–67. http://dx.doi.org/10.32670/fairvalue.v5i2.2103.

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Abstract (sommario):

Electronic word of mouth and advertising effectiveness are variables that can influence consumer purchasing decisions. This study aims to examine the concept of electronic word of mouth and the effectiveness of advertising on purchasing decisions at Bro D Towing Service which experienced a decline in sales in the last four months in 2021. The research method used was quantitative methods. The population in this study are consumers who have used the services of Bro D Towing Service Surabaya who have seen Bro D Towing Service Surabaya advertisements on social media, while the sample in this study was taken from a population of 65 respondents. with data analysis techniques using structural equation modeling and Partial Least Square (PLS) as analysis tools. The results of this study are known Electronic Word Of Mouth and the effectiveness of advertising have an effect on purchasing decisions. This means that the reviews on Google Business on Bro D Towing Service Surabaya influence consumers to make purchasing decisions and if an advertisement can be reached and accepted by all consumers, the advertisements that have been carried out by Bro D Towing Service Surabaya are effective and these consumers will always make decisions. to make a purchase.

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Shilla, Moses, Blandina Kisawike e Theobard Kipilimba. "The Influence of Online Advertising on Student Preferences towards Smartphone Brands: A Case of the Students at University of Iringa". IIARD International Journal of Economics and Business Management 9, n. 8 (9 febbraio 2024): 82–99. http://dx.doi.org/10.56201/ijebm.v9.no8.2023.pg82.99.

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Abstract (sommario):

The purpose of the study was to assess the influence of online advertising on student preferences towards smartphone brands. Specifically, the study intended to examine the influence of social media influencer endorsements, advertisement credibility and electronic word of mouth for the students of University of Iringa. The research employed a quantitative research approach. Cross- sectional design was used to gather data and descriptive design used to analyze and summarize the results to answer the research problem. The targeted population was 5262 students from University of Iringa where a sample size of 98 was drawn out of it. Simple random sampling technique was used to select respondents who are the students of University of Iringa. Data analysis was conducted using descriptive statistics via SPSS version 20 software. The findings highlighted the significant influence of electronic word of mouth and online advertising credibility on student preferences for smartphone brands. However, social media influencer endorsements exhibited a moderate influence. Students displayed a preference for credible and transparent advertising content, valuing their purchasing experiences and relying on peer feedback through electronic word of mouth. Nevertheless, the study also revealed a level of skepticism and limited impact of social media influencer endorsements on student preferences for smartphone brands. This detailed understanding underscores the importance for firms to craft genuine and transparent influencer partnerships, and leveraging credible advertising practices to resonate with student discerning preferences in the competitive smartphone market. While price is one of the significant factors influencing consumer preferences, the study also recommends that manufacturers should prioritize innovation, efficient supply chains, and sustainability for competitive

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Pitaloka, Filia Aurel, e Zon Vanel. "Integrated Marketing Communications Lignum Coffee Dalam Upaya Meningkatkan Penjualan". Jurnal Pustaka Komunikasi 6, n. 2 (30 settembre 2023): 218–31. http://dx.doi.org/10.32509/pustakom.v6i2.2636.

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Abstract (sommario):

The presence of the COVID-19 pandemic has created negative impact in all existing business lines. The micro small and medium enterprises sector has been the sector that has been hit the hardest by the pandemic. This has an impact on the income of small bussinessess which shrink so that they cannot afford operational costs and bankrupt. In line with current conditions, Lignum Coffee has also experienced a decline in sales turnover amid the pandemic. Based on this background, this study aims to find out and describe how Lignum Coffee’s integrated marketing communication strategy is in an effort to increase sales. This research uses eight marketing communication with mix models, namely advertising, sales promotion, events and experiences, public relations, direct marketing, interactive marketing, word of mouth, and personal selling. This research was conducted through a qualitative method with a descriptive research type. Data Collection techniques were carried out by observation, guided interviews, and documentation. The result show that Lignum Coffee can implement six marketing communication mixes: advertising, sales promotion, event and experiences, public relations, direct marketing, and word of mouth. The most effective use of advertising is through social media, sales promotion, public relations, and word of mouth to increase sales turnover.

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Putrajaya, Nicolas, Widiartanto Widiartanto e Hari Susanta Nugraha. "Advertising and Wom Effect Towards Consumer Buying Decision Process on Janji Jiwa Coffee in JAKARTA". Business Economic, Communication, and Social Sciences Journal (BECOSS) 5, n. 1 (31 gennaio 2023): 35–46. http://dx.doi.org/10.21512/becossjournal.v5i1.8776.

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Abstract (sommario):

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 analysis using Smart - PLS application. The results finding reveal that between Instagram promotion (Advertising) and word of mouth, Purchase Intention and Brand Awareness, and Buying decision, each of these variables has an effect on each other. But there are no influence between word of mouth on purchase intention. In Addition, Purchase intention and brand awareness are proven to mediate and strengthen the relationship between Instagram promotion and word of mouth towards buying decision.

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Soehardi. "Effect of Advertising, Direct Marketing, Word of Mouth and Personal Selling on Consumer Purchasing Decisions". Jurnal Manajemen 26, n. 1 (28 febbraio 2022): 82–98. http://dx.doi.org/10.24912/jm.v26i1.839.

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The purpose of this study is to analyze the effect of advertising, direct marketing, word of mouth and personal selling on consumer purchasing decisions for passenger ship tickets in Tanjung Pasir. The population in this study are all tourists who use sea transportation services from Tanjung Pasir beach to Untung Island. The sample used is purposive sampling with 155 respondents distributed questionnaires and 82 respondents returned. Quantitative research methods are used in this study with analysis of construct validity and reliability, discriminant validity, outer loading, collinearity statistics, path coefficients, R square and model fit. The results obtained that there is a significant effect of advertising on consumer purchasing decisions, direct marketing on consumer purchasing decisions, word of mouth on consumer purchasing decisions and personal selling on consumer purchasing decisions.

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Lovett, Mitchell J., Renana Peres e Linli Xu. "Can your advertising really buy earned impressions? The effect of brand advertising on word of mouth". Quantitative Marketing and Economics 17, n. 3 (6 aprile 2019): 215–55. http://dx.doi.org/10.1007/s11129-019-09211-9.

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Abstract Paid media expenditures could potentially increase earned media exposures such as social media posts and other word-of-mouth (WOM). However, academic research on the effect of advertising on WOM is scarce and shows mixed results. We examine the relationship between monthly Internet and TV advertising expenditures and WOM for 538 U.S. national brands across 16 categories over 6.5 years. We find that the average implied advertising elasticity on total WOM is small: 0.019 for TV, and 0.014 for Internet. On the online WOM (measured volume of brand chatter on blogs, user-forums, and Twitter), we find average monthly effects of 0.008 for TV and 0.01 for Internet advertising. Even the categories that have the strongest implied elasticities are only as large as 0.05. Despite this small average effect, we do find that advertising in certain events may produce more desirable amounts of WOM. Specifically, using a synthetic control approach, we find that being a Super Bowl advertiser causes a moderate increase in total WOM that lasts 1 month. The effect on online WOM is larger, but lasts for only 3 days. We discuss the implications of these findings for managing advertising and WOM.

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Nicolas, Nicolas, Hari Susanta Nugraha e 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, n. 10 (4 ottobre 2023): 5567–82. http://dx.doi.org/10.36418/syntax-literate.v8i9.12619.

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Abstract (sommario):

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 analysis using Smart - PLS application. The results finding reveal that between Instagram promotion (Advertising) and word of mouth, Purchase Intention and Brand Awareness, and Buying decision, each of these variables has an effect on each other. But there are no influence between word of mouth on purchase intention. In Addition, Purchase intention and brand awareness are proven to mediate and strengthen the relationship between Instagram promotion and word of mouth towards buying decision. Also, Brand Awareness is proven to mediate and strenghten the relationship between word of mouth towards purchase intention

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بوجنانة, فؤاد, e الشيخ الداوي. "Measuring the Effect of Marketing Communication Strategy on Generating Positive Word of Mouth among the Client of the Telecommunications Sector Companies in Algeria Using Partial Least Squares Structural Equation Modelling (PLS- SEM)". Finance and Business Economies Review 5, n. 4 (31 dicembre 2021): 240–65. http://dx.doi.org/10.58205/fber.v5i1.721.

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this study aimed to measure and analyse the effect of marketing communication strategy tools (advertising, personal communication, public relations, sales promotion, direct marketing) on generating positive word of mouth, among client of telecommunications sector companies in Algeria. we collected data from 400 clients in Mila province, using structured questionnaire, Data were analysed using partial least squares structural equation modelling (PLS- SEM), using the smart PLS 3.2.8 software, the study results show that al tools of marketing communication strategy have had a positive significant effect on generating positive word of mouth, except personal communication tool.

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El Ouardighi, Fouad, Gustav Feichtinger, Dieter Grass, Richard Hartl e Peter M. Kort. "Autonomous and advertising-dependent ‘word of mouth’ under costly dynamic pricing". European Journal of Operational Research 251, n. 3 (giugno 2016): 860–72. http://dx.doi.org/10.1016/j.ejor.2015.11.035.

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