Pengaruh Persepsi Konsumen, Social Media Marketing, Dan Electronic Word Of Mouth Terhadap Minat Beli Pada Perusahaan Jasa PT. JNE Kraksaan
Keywords:
Consumer Perception, Social Media Marketing, Electronic Word Of Mouth, and Purchase Intention
Abstract
This research was conducted at PT JNE which is located in Kraksaan District, Probolinggo Regency, the aim is to find out whether there is an influence of consumer perceptions, social media marketing, and electronic word of mouth on buying interest in the service company PT JNE Kraksaan. A sample of 105 respondents in this study, selected through a nonprobability sample purposive sampling approach. This research data collection was carried out by distributing questionnaires to selected respondents. This study uses quantitative research associative approach, with data analysis using SPSS version 26 which consists of validity test, reliability test, classical assumption test, coefficient of determination, and hypothesis testing. The methodology in this study is multiple linear regression analysis techniques. The findings in the study indicate that there are variables of consumer perception, social media marketing, and electronic word of mouth that have a significant influence on the purchase intention of PT JNE Kraksaan.
References
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Razak, M. (2016). Perilaku Konsumen. Makassar: Alauddin University Press.
Sari, E. N., & Rinaldi. (2023). Pengaruh Social Media Marketing Dan Electronic Word Of Mouth Terhadap Minat Beli Pada Klinik Kecantikan Larissa Aesthetic Center Di Yogyakarta. Journal Competency Of Business, 7, 121–125. https://doi.org/https://doi.org/10.47200/jcob.v7i01.1939
Tanoto, J., Goh, T. S., & Margery, E. (2021). Pengaruh Persepsi Konsumen Dan Promosi Terhadap Minat Pembelian Produk PT. Sumber Lautan Rezeki Medan. Jurnal Bisnis Kolega, 7(https://ejournal.pmci.ac.id/index.php/jbk/issue/view/8), 7. Retrieved from https://ejournal.pmci.ac.id/index.php/jbk/article/view/59
Tifany, & Rustam, T. A. (2023). Pengaruh Persepsi dan Perilaku Konsumen terhadap Kepuasan Pelanggan di PT. Brani Lintas Samudera. SEIKO : Journal of Management & Business, 6, 218. https://doi.org/https://doi.org/10.37531/sejaman.v6i2.5166
Ardani, W. (2022). Komunikasi Word Of Mouth. In Komunikasi Pemasaran (Pertama, p. 148). Padang: PT. GLOBAL EKSEKUTIF TEKNOLOGI.
Ardhiansyah, A. N., & Marlena, N. (2021). Pengaruh Social Media Marketing dan e-wom terhadap minat beli produk geoffmax. AKUNTABEL: Jurnal Akuntansi Dan Bisnis, 18, 382. https://doi.org/https://doi.org/10.30872/jakt.v18i3.9704
Azizah, S. N., & Haryanto, T. (2021). Digital Marketing. Purwokerto: UM Purwokerto Press (APPTI Member).
Hanjaya, B. S., Budihardjo, B. S., & Hellyani, C. A. (2023). Pengaruh Social Media Marketing Terhadap Keputusan Pembelian Konsumen Pada Umkm. JRIME : JURNAL RISET MANAJEMEN DAN EKONOMI, 1, 95. https://doi.org/https://doi.org/10.54066/jrime-itb.v1i3.290
Harvianam, D. A. (2022). Pengaruh Social Media Marketing dan Electronic Word Of Mouth Terhadap Minat Pembelian Produk Energi Terbarukan. Sosains Jurnal Sosial Dan Sains, 2, 583. https://doi.org/https://doi.org/10.59188/jurnalsosains.v2i5.392
Hermanto, Hudzafidah, K., & Ma’rifa, M. (2024). Role of Talent Management and Culture in Performance at Perum Perhutani. WIGA Jurnal Penelitian Ekonomi, 14, 101. https://doi.org/https://doi.org/10.30741/wiga.v14i1.1096
Hermanto, Widayanto, M. T., & Devie, L. N. T. S. (2024). Mungkinkah Stres Kerja Memediasi Beban Kerja Dan Lingkungan Kerja Terhadap Kinerja Karyawan Pada Hotel “T” Di Kota Probolinggo. Relasi Jurnal Ekonomi, 20, 169. https://doi.org/https://doi.org/10.31967/relasi.v20i1.974
Hidayatullah, S., Alvianna, S., Estikowati, Rachmawati, I. K., Waris, A., Aristanto, E., & Patalo, R. G. (2023). Metodologi Penelitian Pariwisata (Cetakan 1). Ponorogo: Anggota IKAPI Jawa Timur.
Imbayani, I. G. A., & Endiana, I. D. M. (2020). Pengaruh Promosi Below The Line, Store Atmosphere Dan Ewom Terhadap Keputusan Pembelian Impulsif. In Manajemen Pemasaran Konsep, Pengembangan Dan Aplikasi (Cetakan 1, p. 24). Banjar Tegalgundul: CV. Noah Aletheia.
Imbayani, I. G. A., & Gama, A. W. S. (2020). Pengaruh E-Wom, Brand Image Dan Product Knowledge Terhadap Purchase Intention. In Manajemen Pemasaran Konsep, Pengembangan Dan Aplikasi (Cetakan 1, p. 26). Banjar Tegalgundul: CV. Noah Aletheia.
Isselyn, A., Puspitasari, & Nirawati, L. (2022). Pengaruh Persepsi dan Preferensi Konsumen terhadap Minat Beli Kopi Kenangan di Suncity Mall Sidoarjo. Jurnal Mirai Management, 7, 118. https://doi.org/https://doi.org/10.37531/mirai.v7i3.2754
Muhammad, R. W., Rochaeti, E., & Setiawan, E. (2021). Pengaruh Sosial Media Marketing Dan Electronic Word Of Mouth Terhadap Minat Beli Pada Produk Sepatu Converse Pada Mahasiswa FEB Universitas Prof Dr Hamka. Jurnal Ilmiah Manajemen Kesatuan, 9, 244. https://doi.org/https://doi.org/10.37641/jimkes.v9i2.451
Nabillaprilia, D. S., Hidayati, R. S., & Hermanto. (2023). Pengaruh Digital Marketing Dan Content Marketing Terhadap Purchase Intention Melalui Brand Image Pada Pt Pos Indonesia (Persero) Kota Probolinggo. JUMAD Journal Management, Accounting, and Digital Business, 1, 353. https://doi.org/https://doi.org/10.51747/jumad.v1i3.1422
Rahmansyah, A. I., Balqis, N. S., Rahajeng, Y., Elmas, M. S. H., & Masluha, S. (2022). The Effect of Non Perfoming Financing and Financing to Deposit Ratio On Return On Assets. Assets : Jurnal Ilmiah Ilmu Akuntansi, Keuangan Dan Pajak, 6(2), 100–107. https://doi.org/10.30741/assets.v6i2.849
Rahmansyah, A. I., Wardayati, S. M., & Miqdad, M. (2021). Audit Committee, Board, and Audit Report Lag. Wiga : Jurnal Penelitian Ilmu Ekonomi, 11(1), 19–30. https://doi.org/10.30741/wiga.v11i1.577
Razak, M. (2016). Perilaku Konsumen. Makassar: Alauddin University Press.
Sari, E. N., & Rinaldi. (2023). Pengaruh Social Media Marketing Dan Electronic Word Of Mouth Terhadap Minat Beli Pada Klinik Kecantikan Larissa Aesthetic Center Di Yogyakarta. Journal Competency Of Business, 7, 121–125. https://doi.org/https://doi.org/10.47200/jcob.v7i01.1939
Tanoto, J., Goh, T. S., & Margery, E. (2021). Pengaruh Persepsi Konsumen Dan Promosi Terhadap Minat Pembelian Produk PT. Sumber Lautan Rezeki Medan. Jurnal Bisnis Kolega, 7(https://ejournal.pmci.ac.id/index.php/jbk/issue/view/8), 7. Retrieved from https://ejournal.pmci.ac.id/index.php/jbk/article/view/59
Tifany, & Rustam, T. A. (2023). Pengaruh Persepsi dan Perilaku Konsumen terhadap Kepuasan Pelanggan di PT. Brani Lintas Samudera. SEIKO : Journal of Management & Business, 6, 218. https://doi.org/https://doi.org/10.37531/sejaman.v6i2.5166
Published
2025-01-09
How to Cite
Sah, I., Hermanto, H., & Andrianata, M. (2025). Pengaruh Persepsi Konsumen, Social Media Marketing, Dan Electronic Word Of Mouth Terhadap Minat Beli Pada Perusahaan Jasa PT. JNE Kraksaan. JUMAD : Journal Management, Accounting, & Digital Business, 2(4), 561-570. https://doi.org/10.51747/jumad.v2i4.2057
Section
Articles
