The influence of perceived quality and viral marketing on the decision to purchase Momoyo Ice Cream according to the Islamic business perspective

##plugins.themes.bootstrap3.article.sidebar##

PDF
Published: Jun 29, 2024
Keywords:
Perceived Quality, Purchasing Decisions, Viral Marketing
Issue
Vol. 13 No. 2 (2024): June: Auditing, Finance, IT Plan, IT Governance, Risk
Section
all areas of economics
Statistics Article
Article View : 325 Times

##plugins.themes.bootstrap3.article.main##

Nurhayati Nurhayati
UIN Raden Intan Lampung, Indonesia
M.Rizky Fadillah
UIN Raden Intan Lampung, Indonesia
Mia Selvina
UIN Raden Intan Lampung, Indonesia
Sania Nuraziza
UIN Raden Intan Lampung, Indonesia

Abstract

This research aims to analyze the influence of perceived quality and viral marketing on purchasing decisions for Momoyo ice cream. The main problem in this research is that Momoyo is still unable to compete with other ice cream brands, especially brands that have previously been established in the market. The ice cream industry has experienced rapid development in the last few decades. The demand for ice cream continues to increase, especially in summer and in areas with hot climates. Consumers are not only looking for ice cream as a refreshing snack, but also as a product that provides experience and joy. This research uses an exploratory research method with a quantitative approach using the Lemeshow formula approach, with a fixed sample of 97 respondentswhich was distributed via Google Form which was tested using IBM SPSS Statistics 26.The research results show that the perceived quality variable (X1) has a positive and significant effect on purchasing decisions (Y). Meanwhile, for the second hypothesis (X2), viral marketing does not have a positive and significant effect on purchasing decisions (Y). In conclusion, perceived quality and viral marketing simultaneously influence purchasing decisions.

##plugins.themes.bootstrap3.article.details##

How to Cite
Nurhayati, N., Fadillah, M., Selvina, M., & Nuraziza, S. (2024). The influence of perceived quality and viral marketing on the decision to purchase Momoyo Ice Cream according to the Islamic business perspective. Indonesia Auditing Research Journal, 13(2), 53–62. Retrieved from https://journals.iarn.or.id/index.php/ARJ/article/view/276
References
Andrenata, Alfany, Retno Endah Supeni, and Jekti Rahayu. 2022. “Pengaruh Perceived Value, Brand Awareness, Perceived Quality Terhadap Keputusan Pembelian Smartphone Xiaomi Pada Mahasiswa Universitas Muhammadiyah Jember.” Publik: Jurnal Manajemen Sumber Daya Manusia, Administrasi Dan Pelayanan Publik 9(4):813–24. doi: 10.37606/publik.v9i4.441.
As’ad, Muhammad Syafiq. 2020. “ANALISIS PENGARUH VIRAL MARKETING, DAN BRAND AWARENESS TERHADAP PROSES KEPUTUSAN PEMBELIAN KONSUMEN (Studi Kasus Pada Ngikan Tebet).”
BARRIGUSTI, NICHE. 2020. “PENGARUH PERCEIVED QUALITY DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR HONDA BEAT PADA PT. CAPELLA DINAMIK NUSANTARA BANGKINANG DITINJAU DARI PERSPEKTIF EKONOMI ISLAM.”
Choi, Eun Jung, and Soo Hyun Kim. 2013. “The Study of the Impact of Perceived Quality and Value of Social Enterprises on Customer Satisfaction and Re-Purchase Intention.” International Journal of Smart Home 7(1):239–52.
Citrasumidi, Regina Raina Rania, and Lamhot Henry Pasaribu. 2023. “Analysis of the Influence of Social Media Marketing and E-WOM on Purchase Decisions Mediated by Brand Awareness and Trust at ‘X’ Ice Cream Outlets.” International Journal of Social Service and Research 3(12):3137–56. doi: 10.46799/ijssr.v3i12.614.
Diawati, Prety, Resia Ratna Putri, Hesti Sugesti, Lukmanul Hakim, and Rafi Farizki. 2021. “Pengaruh Brand Ambassador Dan Viral Marketing Terhadap Proses Keputusan Pembelian Pada Konsumen Marketplace.” JPPI (Jurnal Penelitian Pendidikan Indonesia) 7(4):560. doi: 10.29210/020211245.
Edelenbos, Jurian, Ingmar van Meerkerk, and Todd Schenk. 2018. “The Evolution of Community Self-Organization in Interaction With Government Institutions: Cross-Case Insights From Three Countries.” American Review of Public Administration 48(1):52–66. doi: 10.1177/0275074016651142.
Hendrayati, H., and P. Pamungkas. 2020. “Viral Marketing and E-Word of Mouth Communication in Social Media Marketing.” 117(Gcbme 2018):41–48. doi: 10.2991/aebmr.k.200131.010.
Kotler dan Amstrong, 2012:314. 2022. “Wardah Pada Pengguna Aplikasi Tiktok Pada Era Pandemi Covid 19.” Jubis 3(1):1–13.
Manaroinsong, Mery. 2018. “THE USE OF INSTAGRAM AS MOBILE LEARNING TO SUPPORT ENGLISH COGNITIVE LEARNING PROCESS.”
Muslimin, Mukhlis, Raznilawati Zainuddin, and Ahmad Seng. 2023. “Peningkatan Performa Wisata Benteng Tolucco Untuk Menarik Minat Pengunjung.” 6(1):1–6.
Prasetia Wawan. 2021. “Pengaruh Brand Awareness , Brand Association , Perceived Quality Dan Brand Loyalty.”
Putri, Tria Anggina, Marwan Marwan, and Rose Rahmidani. 2019. “Pengaruh Brand Image Dan Perceived Quality Terhadap Keputusan Pembelian Produk Kosmetik La Tulipe Di Kota Padang.” Jurnal Ecogen 1(4):734. doi: 10.24036/jmpe.v1i4.5651.
Shen, Jiayao. 2022. Analyzing the Trend of Modern Ice Cream Industry: The Case of Chicecream. Atlantis Press International BV.
Suarniki, Ni Nyoman, Penta Lestarini Budiati, and Rizki Amalia Afriana. 2022. “Pengaruh Brand Awareness Dan Perceived Quality Terhadap Keputusan Pembelian Konsumen (Studi Pada Pengguna Smartphone IPhone Di PT Teletama Artha Mandiri).” Dinamika Ekonomi: Jurnal Ekonomi Dan Bisnis 15(2):278–87.
Syaputra, DwiYuda. 2021. “KONSEP STRATEGI PEMASARAN MARKETPLACESEBAGAI PENERAPAN MARKETING4.0.” Jurnal Indonesia Sosial Teknologi 2(6):939–52.
Tanuwijaya, Jessica, and Rachman Mulyandi. 2021. “Pengaruh Viral Marketing Dan Turbo Marketing Terhadap Keputusan Pembelian Skincare Somethinc.” Jurnal Sosial Sains 1(5):368–73. doi: 10.36418/sosains.v1i5.81.
Widayanti, Erina Tri Anggia. 2021. “PENGARUH VIRAL MARKETING TERHADAP KEPUTUSAN PEMBELIAN (Studi Kasus Pada Mahasiswa Fakultas Ekonomi Dan Bisnis Uir Yang Pernah Melakukan Pembelian Online Melalui Media Sosial Instagram).”
Yaldi, Destri, and Yoan Mareta. 2022. “Pemanfaatan Konten Digital Dalam Upaya Peningkatan Promosi Pariwisata Di Era 5.0 Society.” Journal of Community Engagement 2(6):335–39.

Copyright and Licensing
Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.