This study aims to analyze the effect of Social Media Marketing Activity on Brand Equity, Equity e-WOM, e-WOM Purchase Intention, and Intention used purposive sampling with 215 valid questionnaires. Respondents were selected based determined criteria; respondents who know social media Jiwa Jiwa's Instagram have purchased Janji either online or directly outlets. Partial Least Square was chosen a...

positive word-of-mouth (p-wom) has a strong influence on purchase decision of new customer. today, firms try creating loyal customer with positive wom and use from this competitive factor in increasing their market share. this research showed that website usability (wu) has a positive effect on customer satisfaction (cs), and also this element have a positive effect on customer loyalty (cl). cs...

The use of social media has become a popular online activity. One the most platforms is Instagram. Therefore, companies, institutions, and other tourism stakeholders mostly choose Instagram as promotion medium. Promotion through one form marketing activity (SMMA). SMMA consists several aspects, such entertainment, customization, interaction, electronic word mouth (e-WoM), trendy. This study aim...

ABSTRACT ‘Word of mouth’ (WOM) as a communication tool has evolved quite significantly over the last few decades. Originally, word-of-mouth was limited to local coverage, i.e. it restricted only closest people in circle sender message. Technological developments past 30 years, particularly computer and mobile technologies, have brought about significant changes this form communication. The info...

Pemasaran adalah komponen penting dari setiap bisnis yang berhubungan langsung dengan konsumen. Pentingnya manajemen pemasaran perusahaan untuk meningkatkan keputusan pembelian optimal guna mencapai tujuan bisnis. Untuk memaksimalkan pembelian, pelaku harus mempertimbangkan pentingnya kepercayaan konsumen dan electronic word of mouth (e-WOM). Penelitian ini bertujuan mengetahui bagaimana variab...

This study has the main objective of knowing how influence E-WOM (electronic word mouth) and appeal decision to visit Rest Area Heritage KM 260B. uses a quantitative research type with SPSS version 22 method. The population used in this is all visitors sample 101 respondents, consisting 16 questions obtained by distributing questionnaires visitors. offline (paper) online (google form). results ...