Browsing by Author "Cicayati"
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- ItemTHE INFLUENCE OF PRODUCT QUALITY, PRICE AND ELECTRONIC WORD OF MOUTH ON PURCHASE INTENTION ON SCHOOL UNIFORMS AT THE RAFLY JAYA SHOP BANDUNG DURING THE PANDEMIC COVID-19(Solid State Technology Volume: 63 Issue: 4, 2020) Bestari, Dinda Kayani Putri; Rosyada, Resi Fresilia Amrina; Cicayati; Widjayanti, Shendy; Candra, Dani AdhiThe purpose of this research is to find the right marketing strategy so that the Jaya Rafly shop can develop and compete with other uniform shops in Bandung. Rafly Jaya is a company engaged in the retail industry for school uniforms and office uniforms in the city of Bandung. Sales of school uniforms have decreased during the Covid-19 pandemic. The authors examine product quality, price, electronic word of mouth on the interest in buying school uniforms at the Rafly Jaya store in Bandung during the Covid-19 pandemic. The sample in this study were 100 female and male respondents who live in the city of Bandung by distributing questionnaires online. Data analysis using Partial Least Square (PLS). The results of this study are that price has a significant effect on purchase intention (4,256), Product Quality has a significant effect on purchase intention (4,404), and Electronic Word of Mouth has a significant effect on purchase intention based on the results of the calculation of VAF 1 (20.75%). ) and VAF 2 (53.02%) this means that partial mediation in this research model can be interpreted that EWOM has a partial or incomplete mediation role in the two predictor variables, namely the formation of perceptions of price product quality.
- ItemTHE INFLUENCE OF PRODUCT QUALITY, PRICE AND ELECTRONIC WORD OF MOUTH ON PURCHASE INTENTION ON SCHOOL UNIFORMS AT THE RAFLY JAYA SHOP BANDUNG DURING THE PANDEMIC COVID-19(Solid State Technology, 2020) Bestari, Dinda Kayani Putri; Rosyada, Resi Fresilia Amrina; Cicayati; Widjayanti, Shendy; Candra, Dani AdhiThe purpose of this research is to find the right marketing strategy so that the Jaya Rafly shop can develop and compete with other uniform shops in Bandung. Rafly Jaya is a company engaged in the retail industry for school uniforms and office uniforms in the city of Bandung. Sales of school uniforms have decreased during the Covid-19 pandemic. The authors examine product quality, price, electronic word of mouth on the interest in buying school uniforms at the Rafly Jaya store in Bandung during the Covid-19 pandemic. The sample in this study were 100 female and male respondents who live in the city of Bandung by distributing questionnaires online. Data analysis using Partial Least Square (PLS). The results of this study are that price has a significant effect on purchase intention (4,256), Product Quality has a significant effect on purchase intention (4,404), and Electronic Word of Mouth has a significant effect on purchase intention based on the results of the calculation of VAF 1 (20.75%). ) and VAF 2 (53.02%) this means that partial mediation in this research model can be interpreted that EWOM has a partial or incomplete mediation role in the two predictor variables, namely the formation of perceptions of price product quality.