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- 저자 : Budhi HARYANTO (검색결과 2 건)
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Budhi Haryanto,Santi Budiman People&Global Business Association 2016 Global Business and Finance Review Vol.21 No.2
In this study, the objective is focused to explain the relationship between the three independent variables (price fairness, green brand quality and green risk) and Words of Mouth (WOM), which is mediated by the satisfaction and trust. Sample is taken as many as 200 visitors at the Mall in Surakarta - Indonesia, who had the intention to buy liquid edge display (LED) screen TV. Of all the questionnaires returned, there are 12 questionnaires that cannot be used. By using Generalized Structured Component Analysis, the results indicate that the satisfaction and trust is significantly influenced by the price fairness, green brand quality and green risk. Also found that WOM is significantly influenced by the trust. Furthermore it is found also that WOM is not influenced by the price fairness and green brand quality and it is found too that WOM is not influenced by satisfaction.
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Agung UTAMA,Hunik Sri Runing SAWITRI,Budhi HARYANTO,Lilik WAHYUDI 한국유통과학회 2024 유통과학연구 Vol.22 No.2
Purpose: The primary objective of this study is to investigate the impact of website quality on impulse buying of the online retailer, which is mediated by positive emotion and moderated by personalized advertising. Research design, data and methodology: The present study used a survey methodology conducted on many user's smartphones. The sample in this study included 409 college students in Indonesia. Purposive sampling was used as the sampling technique. Data was collected by distributing questionnaires to many respondents through the Google Documents online survey. Results: The findings derived from the application of structural equation modelling for data analysis show that 1). Website quality affects impulse buying and positive emotion, and 2). The impact of website quality on impulse buying was mediated by positive emotion and moderated by personalized advertising. Conclusions: The findings presented in this study has significant theoretical implications that contribute to the existing concept on the relationship between website quality, positive emotion, personalized advertising and impulse buying. The findings of the research possess managerial implications. It can be used can as a reference in determining website quality and the appropriate personalized advertising that increases online impulse buying at online retailer In Indonesia.
KCI
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