Purchasing Decisions Effect of Social Media Marketing, Electronic Word of Mouth (eWOM), Purchase Intention

Buyung Romadhoni · Akhmad Akhmad · Naldah Naldah · Niluh Putu Evvy Rossanty

17 citations0/0 files storedJournal of Accounting and Finance Management

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Consumer Behavior and Marketing Influence Digital Marketing and Social Media SMEs Development and Digital Marketing

Abstract

This research aims to examine the effect of social media marketing and e- word of mouth on purchasing decisions; social media marketing and e-word of mouth influence purchase intention; social media marketing and e-word of mouth influence purchasing decisions by mediating purchase intention. This study uses a quantitative descriptive research approach using data obtained from a sample of the study population and analyzed according to statistical methods. The population in this study uses an infinite population, where the infinite population in this study is taken from consumers who have purchased Zoya's hijab products. The sampling technique used was accidental sampling with a total sample of 70 respondents. The analysis technique used is path analysis technique. by collecting data through research instruments, by distributing questionnaires to consumers. The results of the study found that based on the results of the study found that social media marketing and e-word of mouth had a positive effect on purchasing decisions; social media marketing and e-word of mouth have a positive effect on purchase intention; social media marketinghas a positive effect on purchasing decisions through mediation of purchase intention; e-word of mouth has a positive effect on purchasing decisions through purchase intention. social media marketinghas a positive effect on purchasing decisions through mediation of purchase intention; e-word of mouth has a positive effect on purchasing decisions through purchase intention. social media marketing has a positive effect on purchasing decisions through mediation of purchase intention; e-word of mouth has a positive effect on purchasing decisions through purchase intention.

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2017The Impact of Social Media Influencers on Purchase Intention and the Mediation Effect of Customer Attitude 2018Marketing 3.0: From Products to Customers to the Human Spirit 2020Influencer Endorsements: How Advertising Disclosure and Source Credibility Affect Consumer Purchase Intention on Social Media 1994Marketing Management: An Asian Perspective 2017Social eWOM: does it affect the brand attitude and purchase intention of brands?2018How convenient is it? Delivering online shopping convenience to enhance customer satisfaction and encourage e-WOM 2015Social interaction-based consumer decision-making model in social commerce: The role of word of mouth and observational learning 2017Customers’ purchase decision-making process in social commerce: A social learning perspective

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