Pengaruh Social Media Marketing Terhadap Purchase Decision Dengan Social Influence Dan Word Of Mouth Sebagai Variabel Mediasi Pada Toko Lovable Hijab

Zalsa Nur Laila; Mohamad Rifqy Roosdhani

doi:10.29407/e.v12i1.25104

Authors

Zalsa Nur Laila Universitas Islam Nahdlatul Ulama Jepara
Mohamad Rifqy Roosdhani Universitas Islam Nahdlatul Ulama Jepara

DOI:

https://doi.org/10.29407/e.v12i1.25104

Keywords:

purchase decision, social influence, social media marketing, word of mouth

Abstract

Consumer purchasing decisions are often influenced by various factors, including the influence of the social environment. Social Influence is a term used to describe how a person's perceptions and behavior are influenced by pressure from those around them. In a marketing context, Social Influence can take the form of recommendations from friends, family, as well as the influence of social media and influencers. The purpose of this study was the influence of Social Influence on Purchase Decision at Lovable Hijab Shop. This study used purposive sampling technique as the technique used which obtained questionnaire data as many as 126 respondents. Primary data was obtained through a questionnaire. The analysis stage includes testing the outer model, inner model, mediation, and hypothesis testing. The results showed that Social Media Marketing has a significant impact on Purchase Decision, while Social Media Marketing has a significant effect on Social Influence, while Social Media Marketing has an effect on Word Of Mouth, on Social Influence has a significant impact on Purchase Decision, and on Word Of Mouth has a significant effect on Purchase Decision.

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