Pengaruh Social Media Marketing dan Electronic Word of Mouth (E-WOM) terhadap Keputusan Pembelian Produk Fashion di Marketplace Shopee (studi kasus pada Mahasiswa Institut STIAMI angkatan 2019)
DOI:
https://doi.org/10.31334/jambis.v3i5.3493Keywords:
Social Media Marketing, Electronic Word of Mouth, Purchase DecisionAbstract
In this research, the phenomenon being addressed is the prevalent issue of many Online Marketplaces, especially Shopee sellers, providing inaccurate product descriptions. Consequently, this leads to numerous dissatisfied consumers who leave negative reviews. Therefore, this study explores the relationship between Social Media Marketing and Electronic Word of Mouth (E-Wom) concerning Purchase Decisions. These factors play a crucial role in both Seller and Buyer Behaviors and Perceptions. The aim of this research is to analyze the extent of Social Media Marketing’s influence on Purchase Decisions, the impact of Electronic Word of Mouth (E-Wom), and the combined influence of Social Media Marketing and Electronic Word of Mouth (E-Wom) on the Purchase Decisions of Fashion Products on Shopee. The research Methodology employed is Quantitative. The results of the study indicate that Social Media Marketing has a positive influence of 94.2% on Purchase Decisions, Electronic Word of Mouth (E-Wom) has a positive impact of 50.6% on Purchase Decisions, and when combined, Social Media Marketing and Electronic Word of Mouth (E-Wom) have a combined influence of 96.5% on Purchase Decisions. This is supported by Coefficient Values showing a positive direction and Significance Values < 0.05.References
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