Browsing by Author "Islamiati, Tania Noer"

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    THE INFLUENCE OF SOCIAL MEDIA ADVERTISING AND ELECTRONIC WORD OF MOUTH (E-WOM) TOWARDS BUYING INTEREST OF MILLENNIAL MUSLIM FASHION IN BANDUNG
    (Solid State Technology, 2020) Wijaya, Ni Putu Nurwita Pratami; Raharjo, Oky Firmansyah; Wiryawan, Alfya Fauzia; Islamiati, Tania Noer; Fauzy, Rifky Mochammad
    Technological advances that occur in the current era have made social media develop rapidly and then not only as a communication platform but can be used as electronic advertising, particularly for the advancement of the Muslim fashion sector in Bandung. The researchers prove that Social Media Advertising and Electronic word of mouth (E-WOM) have a positive influence on Muslim fashion buying interest in the millennial generation of Bandung citizen. The reseachers used a purposive sampling method by giving electronic questionnaires to 110 millennials of Bandung citizen as the respondents to prove the results of this reseach. This research shows that Social Media Advertising and Electronic word of mouth (E-WOM) have a significant level of buying interest in Muslim fashion in the millennial generation of Bandung City. This research investigates the activities on the Social Media Advertising platform and the influence of the Electronic word of mouth (E-WOM) for Muslim fashion in the millennial generation in Bandung. This research announces owners of Muslim fashion advertised through a platform or social media to continue to use social media advertising and electronic word of mouth (E-WOM) because they have been shown to have a major influence on consumer buying interest in this era. This reseach contributes to providing positive rating and and impact for business owners, especially in the Muslim fashion sector, in order to increase income by utilizing advertisements on social media.
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    THE INFLUENCE OF SOCIAL MEDIA ADVERTISING AND ELECTRONIC WORD OF MOUTH (E-WOM) TOWARDS BUYING INTEREST OF MILLENNIAL MUSLIM FASHION IN BANDUNG
    (Solid State Technology Volume: 63 Issue: 4, 2020) Wijaya, Ni Putu Nurwita Pratami; Raharjo, Oky Firmansyah; Wiryawan, Alfya Fauzia; Islamiati, Tania Noer; Fauzy, Rifky Mochammad
    Technological advances that occur in the current era have made social media develop rapidly and then not only as a communication platform but can be used as electronic advertising, particularly for the advancement of the Muslim fashion sector in Bandung. The researchers prove that Social Media Advertising and Electronic word of mouth (E-WOM) have a positive influence on Muslim fashion buying interest in the millennial generation of Bandung citizen. The reseachers used a purposive sampling method by giving electronic questionnaires to 110 millennials of Bandung citizen as the respondents to prove the results of this reseach. This research shows that Social Media Advertising and Electronic word of mouth (E-WOM) have a significant level of buying interest in Muslim fashion in the millennial generation of Bandung City. This research investigates the activities on the Social Media Advertising platform and the influence of the Electronic word of mouth (E-WOM) for Muslim fashion in the millennial generation in Bandung. This research announces owners of Muslim fashion advertised through a platform or social media to continue to use social media advertising and electronic word of mouth (E-WOM) because they have been shown to have a major influence on consumer buying interest in this era. This reseach contributes to providing positive rating and and impact for business owners, especially in the Muslim fashion sector, in order to increase income by utilizing advertisements on social media.