The effect of social media and word of mouth on buying interest and brand image in creative economic business
Bibliographic record
Abstract
This study aims to examine and analyze the influence of social media and Word of mouth on Buying Interest through Brand Image in Creative Economy Business in city of Medan, Indonesia. The population in this study is consumers who visit and buy products at the Creative Economy Business in the city. The number of samples used in this study were 384 respondents with the Cochran formula. The analysis technique used is the Partial Least Squares method, namely, to test the measurement model and structural model. The results show that social media has no significant effect on Buying Interest, Word Of Mouth has a significant effect on Buying Interest, Social Media has no significant effect on Brand Image, Word Of Mouth has a significant effect on Brand Image and Brand Image has a significant effect on Buying Interest. Social Media has no significant effect on Buying Interest through Brand Image as an intervening variable, Word of Mouth has a significant effect on Buying Interest through Brand Image as an intervening variable on Creative Economy Business in Medan City.
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How this classification was reachedexpand
Full frame machine prediction
Teacher imitationNot calibrated prevalence, not ground truth. Human validation pending. The Gemma side is a direct model label for every work in the frame, read from the title-only record. The Codex side is a classifier learned from the 10,348 direct Codex labels and calibrated to design-weighted sample rates; fields without enough sample support carry no Codex call. Candidate is the union of the two sides; consensus is their intersection. These outputs are machine_predicted_unvalidated and are not human labels.
Distilled classifier scores by category (both heads)
| Category | Codex | Gemma |
|---|---|---|
| Metaresearch | 0.001 | 0.005 |
| Meta-epidemiology (narrow) | 0.000 | 0.000 |
| Meta-epidemiology (broad) | 0.000 | 0.001 |
| Bibliometrics | 0.001 | 0.001 |
| Science and technology studies | 0.000 | 0.001 |
| Scholarly communication | 0.001 | 0.001 |
| Open science | 0.000 | 0.001 |
| Research integrity | 0.000 | 0.001 |
| Insufficient payload (model declined to judge) | 0.005 | 0.000 |
Machine scores (provisional)
The two teacher heads of the student model, read on this work. A score orders the frame for review; it never asserts a category, and the validation status ships verbatim with every row.
Baseline scores from an immature model (maturity gate not passed, 7 training rounds). Scores rank; they never assert a category.
score_only:v0-immature-baseline · verbatim from the scoring run: score_only means the number may rank works, and no category label ships from itClassification
machine, unvalidatedMachine predicted; a candidate call from one source (direct Gemma or distilled Codex), not a consensus.
How this classification was reached, model by model and score by score, is at the end of the page under "How this classification was reached".