Papers by Dewi Kurniawati
JRB-Jurnal Riset Bisnis
Smartphones are one of the technologies that cannot be separated from the lives of consumers, suc... more Smartphones are one of the technologies that cannot be separated from the lives of consumers, such as those in Indonesia. The purpose of this study was to see the effect of word of mouth and product attributes on purchasing decisions through the brand image of Vivo smartphones. This research category is analytical descriptive using Path Analysis as an analytical technique. Respondents in this study were students of the Faculty of Economics and Business, Pancasila University, Special Regular Class Class 2018-2020 with a total of 66 students. From the estimation results, it is found that consumer buying decisions on smartphones are influenced by word of mouth and product attributes received by consumers through the smartphone brand image. Based on the results obtained, brand image is directly influenced by word of mouth, product attributes, and purchasing decisions. Meanwhile, indirectly, word of mouth does not affect purchasing decisions through the Vivo smartphone brand image, becau...
The Influence of Television Advertising Creativity to Online Purchase Decisions on Shopee Applica... more The Influence of Television Advertising Creativity to Online Purchase Decisions on Shopee Applications (Study at SMK Broadcasting Bina Creative (BBC) Medan Students) Name : Ida Budi Ningsih Nim : 140907051 Study Program : Business Administration Science Faculty : of Social Science and Political Science Advisor : Dra. Dewi Kurniawati, M.Si, Ph.D This study aims to find out how the influence of advertising creativity on television to the decline of online purchase on Shopee application (Study on SMK Broadcastng Bina Creative (BBC) Medan). This research uses quantitative method with correlational approach. The population in this study were all students of SMK Broadcasting Bina Creative (BBC) Medan who registered as students in the school as many as 164 students. Samples were taken using Arikunto's opinion as many as 33 students. With sampling technique used proportional stratified sampling and purposive sampling. Data collection was done by spreading questionnaires to the responden...
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Papers by Dewi Kurniawati