PERAN WORD OF MOUTH MEMEDIASI PENGARUH SOCIAL MEDIA MARKETING INSTAGRAM TERHADAP KEPUTUSAN PEMBELIAN KULINER
Abstract
This research aims to test and analyze how the influence of word of mouth mediates social media marketing on purchasing decisions. The population that will be used as research is 100 people. The sampling technique in this research was carried out using a purposive sampling method. The design used in this research is based on survey research hypothesis testing method data. The types of data in this research are qualitative and quantitative data. The collected data will be analyzed descriptively and processed using PLS version 4.0. The results of the analysis show that Social Media Marketing significantly strengthens the influence on Purchasing Decisions, Word of Mouth significantly strengthens the influence on Purchasing Decisions. And Word of Mouth significantly weakens the negative influence of Social Media Marketing on Purchasing Decisions.
Keywords:
Social Media Marketing Instagram, word of mouth, Keputusan Pembelian.
References
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Arif, M. A., & Hidayah, R. T. (2023). Pengaruh Electronic Word of Mouth Dan Social Media Marketing Terhadap Proses Keputusan Pembelian Konsumen E-Commerce Lazada. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 7(3), 1–15. https://doi.org/10.31955/mea.v7i3.3295
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Balaji, M. S., Behl, A., Jain, K., Baabdullah, A. M., Giannakis, M., Shankar, A., & Dwivedi, Y. K. (2023). Effectiveness of B2B social media marketing: The effect of message source and message content on social media engagement. Industrial Marketing Management, 113(April), 243–257. https://doi.org/10.1016/j.indmarman.2023.06.011
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Kadek Ery Satya Pranandha, N. M. W. K. (2022). PERAN WORD OF MOUTH MEMEDIASI PENGARUH KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN. E-Jurnal Manajemen, EJMUNUD, 11, 443–463. http://117.74.115.107/index.php/jemasi/article/view/537
Kompyang Gede Sathya Narayana, G. B. R. (2020). PERAN BRAND IMAGE MEMEDIASI SOCIAL MEDIA MARKETING TERHADAP KEPUTUSAN PEMBELIAN. E-Jurnal Manajemen, EJMUNUD, 9, 5.
Leung, X. Y., Bai, B., & Erdem, M. (2017). Hotel social media marketing: a study on message strategy and its effectiveness. Journal of Hospitality and Tourism Technology, 8(2), 239–255. https://doi.org/10.1108/JHTT-02-2017-0012
Marcella, I., Nursal, M. F., & Wulandari, D. S. (2023). Pengaruh Electronic Word of Mouth Dan Brand Ambassador Terhadap Keputusan Pembelian Melalui Minat Beli Skincare Somethinc Di Kota Bekasi. Jurnal Economina, 2(10), 2775–2790. https://doi.org/10.55681/economina.v2i10.903
Rahayu, C. P., & Witjaksono, B. (2023). Pengaruh Social Media Marketing Dan Electronic word of mouth Terhadap Purchase decision Melalui Brand Awareness Pada Produk Kopi Kenangan. Jurnal Bisnisman : Riset Bisnis Dan Manajemen, 5(2), 88–105. https://doi.org/10.52005/bisnisman.v5i2.163
Salamah, A., & Widodo, T. (2023). The Effect of E-wom on Purchase Intention Mediated by Information Usefulness and Information Adoption (A Study on Skintific Products). Quantitative Economics and Management …, 4(4). https://sainsmat.org/index.php/qems/article/view/1770
Zelia, Z., & Moch Sabur. (2023). Pengaruh Social Media Marketing Activities Terhadap Customer Loyalty. Jurnal Ekonomi Trisakti, 3(2), 3255–3268. https://doi.org/10.25105/jet.v3i2.17928
Almrafee, M. (2023). Impact of TikTok Social Media Marketing on Generation Z’s Choice of Fitness Centers in Jordan. Journal of Social Media Marketing, 1(2), 19–37. https://doi.org/10.33422/jsmm.v1i2.1035
AMIRULLAH. (2022). Perilaku Konsumen Dan Pengambilan Keputusan Pembelian. Akademika, 20(2), 169–175. https://doi.org/10.51881/jak.v20i2.9
Arif, M. A., & Hidayah, R. T. (2023). Pengaruh Electronic Word of Mouth Dan Social Media Marketing Terhadap Proses Keputusan Pembelian Konsumen E-Commerce Lazada. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 7(3), 1–15. https://doi.org/10.31955/mea.v7i3.3295
Arif, M. E. (2019). the Influence of Electronic Word of Mouth (Ewom), Brand Image, and Price on Re-Purchase Intention of Airline Customers. Jurnal Aplikasi Manajemen, 17(2), 345–356. https://doi.org/10.21776/ub.jam.2019.017.02.18
Arifin, R., & Rahmat Syah, T. Y. (2023). How E-Wom Influence Purchase Intention Mediated by Trust and Brand Awareness: Case on Generation X in Indonesia. Jurnal Aplikasi Bisnis Dan Manajemen, 9(2), 411–421. https://doi.org/10.17358/jabm.9.2.411
Azhar, M., Husain, R., Hamid, S., & Rahman, M. N. (2023). Effect of social media marketing on online travel purchase behavior post-COVID-19: mediating role of brand trust and brand loyalty. Future Business Journal, 9(1). https://doi.org/10.1186/s43093-023-00192-6
Balaji, M. S., Behl, A., Jain, K., Baabdullah, A. M., Giannakis, M., Shankar, A., & Dwivedi, Y. K. (2023). Effectiveness of B2B social media marketing: The effect of message source and message content on social media engagement. Industrial Marketing Management, 113(April), 243–257. https://doi.org/10.1016/j.indmarman.2023.06.011
Dewi Untari, D. E. F. (2018). Strategi Pemasaran Melalui Media Sosial Instagram (Studi Deskriptif Pada Akun @Subur_Batik) Dewi. Jurnal Sekretaris Dan Manajemen WIDYA CIPTA, 2, 271–278.
Ena, M. Y., Nyoko, A. E. L., & Ndoen, W. M. (2020). Pengaruh Persepsi Harga, Kualitas Pelayanan, Lokasi Dan Word of Mouth Terhadap Keputusan Pembelian Di Chezz Cafenet. Journal of Management : Small and Medium Enterprises (SMEs), 10(3), 299–310. https://doi.org/10.35508/jom.v10i3.1998
Kadek Ery Satya Pranandha, N. M. W. K. (2022). PERAN WORD OF MOUTH MEMEDIASI PENGARUH KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN. E-Jurnal Manajemen, EJMUNUD, 11, 443–463. http://117.74.115.107/index.php/jemasi/article/view/537
Kompyang Gede Sathya Narayana, G. B. R. (2020). PERAN BRAND IMAGE MEMEDIASI SOCIAL MEDIA MARKETING TERHADAP KEPUTUSAN PEMBELIAN. E-Jurnal Manajemen, EJMUNUD, 9, 5.
Leung, X. Y., Bai, B., & Erdem, M. (2017). Hotel social media marketing: a study on message strategy and its effectiveness. Journal of Hospitality and Tourism Technology, 8(2), 239–255. https://doi.org/10.1108/JHTT-02-2017-0012
Marcella, I., Nursal, M. F., & Wulandari, D. S. (2023). Pengaruh Electronic Word of Mouth Dan Brand Ambassador Terhadap Keputusan Pembelian Melalui Minat Beli Skincare Somethinc Di Kota Bekasi. Jurnal Economina, 2(10), 2775–2790. https://doi.org/10.55681/economina.v2i10.903
Rahayu, C. P., & Witjaksono, B. (2023). Pengaruh Social Media Marketing Dan Electronic word of mouth Terhadap Purchase decision Melalui Brand Awareness Pada Produk Kopi Kenangan. Jurnal Bisnisman : Riset Bisnis Dan Manajemen, 5(2), 88–105. https://doi.org/10.52005/bisnisman.v5i2.163
Salamah, A., & Widodo, T. (2023). The Effect of E-wom on Purchase Intention Mediated by Information Usefulness and Information Adoption (A Study on Skintific Products). Quantitative Economics and Management …, 4(4). https://sainsmat.org/index.php/qems/article/view/1770
Zelia, Z., & Moch Sabur. (2023). Pengaruh Social Media Marketing Activities Terhadap Customer Loyalty. Jurnal Ekonomi Trisakti, 3(2), 3255–3268. https://doi.org/10.25105/jet.v3i2.17928
Published
2024-01-03
How to Cite
Ningsih, A., & Hurnis, D. (2024). PERAN WORD OF MOUTH MEMEDIASI PENGARUH SOCIAL MEDIA MARKETING INSTAGRAM TERHADAP KEPUTUSAN PEMBELIAN KULINER. Jesya (Jurnal Ekonomi Dan Ekonomi Syariah), 7(1), 923-932. https://doi.org/https://doi.org/10.36778/jesya.v7i1.1515
Section
Articles
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
