Improving Minigold Purchasing Decisions As An Investment Option For Indonesians As A Promotion Effect Through Social Media And Wom Marketing

This study aims to describe: (1). Promotion uses social media to influence purchasing decisions (2). Promotion with social media so that it can influence the word of mouth market (3) Promotion of word of mouth market in influencing product purchases (4) Promotion using social media word of mouth market in influencing product purchases. The method uses Quantitave, data collection techniques with questionnaires, samples with purposive sampling with a total of 150. Conclusions: (1) Social media promotion has an effect on product purchases with t-count = 8,664 value 0.000 < 0.05, coefficient value = 0.792, (2) Social media promotion affects word of mouth with, t-count = 4.395 with value = 0.000 <0.05, coefficient value = r 0.395, (3). Word of mouth market has an influence on product purchases, with t-count = 4.821 with a value = 0.000 <0.05, coefficient = 0.440 (4). Social media promotion affects purchasing decisions, with a coefficient = 0.0906 value = 0.0217 <0.05.

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PERSPEKTIF HALAL DAN SOSIAL MEDIA PADA PEMBELIAN KOSMETIK

Jurnal Perspektif Bisnis ◽

10.23960/jpb.v3i1.13 ◽

2020 ◽

Vol 3 (1) ◽

pp. 45-55

Author(s):

Larassanti Eka Putri ◽

K. Bagus Wardianto ◽

Ghia Subagia

Keyword(s):

Social Media ◽

Sampling Technique ◽

Likert Scale ◽

Quantitative Approach ◽

Purchasing Decisions ◽

Purposive Sampling ◽

Female Consumers ◽

Simultaneous Testing

ABSTRAK Penelitian ini bertujuan untuk mengetahui pengaruh kesadaran logo halal dan iklan media sosial Instagram terhadap keputusan pembelian produk kosmetik. Jenis penelitian yang digunakan adalah explanatory research dengan pendekatan kuantitatif. Populasi dalam penelitian ini adalah konsumen wanita yang menggunakan kosmetik Wardah di Bandar Lampung, dengan sampel sebanyak 100 responden. Teknik pengambilan sampel menggunakan purposive sampling. Data dikumpulkan menggunakan kuisioner, dan dianalisis menggunakan analisis regresi linier berganda. Hasil penelitian ini menunjukkan bahwa kesadaran logo halal, dan iklan media sosial Instagram berpengaruh signifikan secara parsial maupun silmultan terhadap keputusan pembelian kosmetik. Kehalalan dapat menjadi branding yang semakin kuat, jika didukung dengan promosi melalui media sosial, yang mampu menjangkau segmentasi pasar yang lebih luas terhadap produk lokal. ABSTRACT This study aims to determine the effect of Awareness of the Halal Logo and Instagram Social Media Ads on Wardah Cosmetics Purchasing Decisions. This type of research used in this research is explanatory research with a quantitative approach. The population in this study is female consumers who use Wardah cosmetics in Bandar Lampung. The sampling technique uses purposive sampling with a sample of 100 respondents. The data was obtained from a questionnaire using a Likert scale. The results of this study explain that Awareness of the Halal Logo, and Instagram Social Media Ads significantly influence Wardah Cosmetics Purchasing Decisions. Simultaneous testing results showed that Halal Logo Awareness and Instagram Social Media Ads had a significant effect on Wardah Cosmetics Purchasing Decisions.

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Influence of Promotion Through Social Media Instagram, Brand Awareness, Brand Equity, Brand Loyalty to Purchasing Decisions

SSRN Electronic Journal ◽

10.2139/ssrn.3511865 ◽

2019 ◽

Author(s):

Osly Usman ◽

Ravita Navari

Keyword(s):

Social Media ◽

Brand Equity ◽

Brand Loyalty ◽

Brand Awareness ◽

Purchasing Decisions

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Pengaruh Ephemeral Content dan E-WOM terhadap Purchase Intention Millenial Customers pada UMKM Industri Kuliner di Surabaya

Jurnal Keuangan dan Bisnis ◽

10.32524/jkb.v19i2.296 ◽

2021 ◽

Vol 19 (2) ◽

Author(s):

Santho Vlennery Mettan ◽

Aldo Hardi Sancoko

Keyword(s):

Social Media ◽

Purchase Intention ◽

Word Of Mouth ◽

The Other ◽

The Internet ◽

Purchasing Decisions ◽

Left Behind ◽

Digital Era ◽

Other Hand ◽

Social Media Platforms

Indonesian’s Millennials are estimated to reach 70% of the productive population in 2020-2030 (BPS 2018), who cannot be separated from the internet and social media (Harahap 2017). Due to this fact, (Hsu 2018) and (Benini 2018) claim that millennials are afraid of being left behind by ephemeral content which will disappear within 24 hours so that many social media platforms are equipped with these temporary content features and companies are using temporary content strategies to reach more consumers. SMEs on the other hand have low knowledge of ephemeral content, even though 84% of millennials buy products due to the influence of social media, where ephemeral content lies within (Boen 2016). In the other hand, word-of-mouth has a significant impact on customer purchasing decisions until now. Along with the change to the digital era, word-of-mouth is being accelerated with the help of the internet, it called e-WOM, where many businesses use social media or other online platforms to promote business. The results showed that the two variables of ephemeral content and word-of-mouth with the help of the internet had a significant effect on customer purchase intentions, especially the millennial customer for SMEs in Surabaya City. In the future, by implementing ephemeral content in SMEs media social will increases their customer’s e-WOM.

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THE EFFECT OF SOCIAL MEDIA MARKETING AND BRAND AWARNESS ON PURCHASE DECISIONS WITH VIRAL MARKETING AS INTERVENING VARIABLES ON JANJI JIWA COFFEE CONSUMERS AMONG STUDENTS USING SOCIAL MEDIA AREA JABODETA

AFEBI Management and Business Review ◽

10.47312/ambr.v5i1.303 ◽

2020 ◽

Vol 5 (1) ◽

pp. 54

Author(s):

Muhammad Nurfauzi Awaludin ◽

Sigit Sukmono

Keyword(s):

Social Media ◽

Viral Marketing ◽

Social Media Marketing ◽

Brand Awareness ◽

Purchase Decisions ◽

Purchasing Decisions ◽

Online Questionnaire ◽

Convenience Sampling ◽

Spss Software ◽

Intervening Variables

The purpose of this study was to analyze the influence of social media marketing and brand awareness on purchasing decisions with viral marketing as an intervening variable in Janji Jiwa coffee consumers among students who use social media in Jabodeta. convenience sampling with samples used as many as 214 respondents to fill out an online questionnaire with certain criteria. This research uses two independent variables, namely social media marketing and brand awareness, the dependent variable is the purchase decision and as an intervening variable (mediation), namely viral marketing. The method used in this study uses path analysis which is the development of multiple linear regression andprocessed using SPSS software. From the research results, it is known that social media marketing has an effect on purchasing decisions both directly and indirectly through viral marketin mediation, and brand awareness influences purchasing decisions both directly and indirectly through viral marketing mediation. Of the two, the direct influence on purchasing decisions is greater than the indirect effect through viral marketing mediation.

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The impact of credibility of influencers recommendations on social media on consumers behavior towards brands

Informatologia ◽

10.32914/i.54.3-4.5 ◽

2021 ◽

Vol 54 (3-4) ◽

pp. 181-196

Author(s):

Piotr Kwiatek ◽

Radoslav Baltezarević ◽

Stavros Papakonstantinidis

Keyword(s):

Social Media ◽

Public Opinion ◽

Virtual Environment ◽

Word Of Mouth ◽

Consumer Attitudes ◽

Time Frame ◽

Target Market ◽

Online Environment ◽

Purchasing Decisions ◽

The Impact

Companies are becoming increasingly aware of the importance and opportunities provided by social media in order to communicate faster and more efficiently with their consumers. In order to convey the message about the value of their brands to their target market, organizations hire influential people who are considered to be the creators of public opinion in a virtual environment. Nowadays, social media are crowded with micro and macro influencers, or at least those who present themselves as such. Their main job is to represent and recommend brands to other users (their followers) and thus influence consumer attitudes about brands and possibly strengthen their purchasing decisions. Very often, influencers on social media are hired by companies to promote their brands for a fee. In order to have more control over their communication activities, companies provide them, in advance, with the content they want to be conveyed to consumers, but also the time frame when the message should be launched. In this way, organizations try to reduce the risk of turning electronic word-of-mouth (EWOM) communication into a negative one. In order for consumers to trust the recommendations of influencers on social media, these people need to have significant expertise in a certain area, charisma and respect from other users, so that their credibility affects the value of content and recommendations they place in the online environment. The aim of this paper is to present the attitudes of respondents who use social media websites about the impact of the credibility of influencers' recommendations on social media, and their opinion on whether and in what way their credibility influences consumer attitudes towards brands.

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KEPUTUSAN PEMBELIAN KONSUMEN DITINJAU DARI BRAND IMAGE, LIFE STYLE DAN MEDIA SOSIAL PADA VESPA METIC DI SURAKARTA

JURNAL ILMIAH EDUNOMIKA ◽

10.29040/jie.v5i1.1953 ◽

2021 ◽

Vol 5 (1) ◽

pp. 96

Author(s):

Enggar Arifina ◽

Sudarwati Sudarwati ◽

Ratna Damayanti

Keyword(s):

Social Media ◽

Life Style ◽

Brand Image ◽

Positive Impact ◽

Purchasing Decisions ◽

Descriptive Research ◽

Quantitative Descriptive

The consumer's decision to buy a product starts from the awareness of fulfilling their needs, so in this study it is carried out because of the influence of the influence of brand image, lifestyle and social media on purchasing decisions at Vespa Metic in Surakarta, Vespa Metic users in Surakarta are the population in this study. Quantitative descriptive research, the sample obtained a number of 100 Vespa users, data obtained through questionnaires that have been distributed. Obtained from the analysis of the discussion, brand image, lifestyle and social media have a simultaneous and significant positive impact on purchasing decisions for Vespa Metic in Surakarta. Keywords: brand image, lifestyle and social media, purchasing decisions.

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PENGARUH PENGGUNAAN MEDIA SOSIAL, WORD OF MOUTH MARKETING DAN TRUST TERHADAP KEPUTUSAN PEMBELIAN PADA DISTRO MUTIMUV STORE SAMARINDA

Jurnal Administrasi Bisnis Fisipol Unmul ◽

10.54144/jadbis.v9i2.5528 ◽

2021 ◽

Vol 9 (2) ◽

pp. 161

Author(s):

Fitri Yani

Keyword(s):

Social Media ◽

Quantitative Method ◽

Word Of Mouth ◽

Sampling Technique ◽

Analysis Tool ◽

Purchasing Decisions ◽

Statistical Software ◽

Independent Variables ◽

Use Of Social Media ◽

Dominant Influence

In this study, there are four variables, namely Social Media (X1), Word Of Mouth Marketing (X2), Trust (X3) and Purchasing Decision (Y) variables at Mutimuv Store Samarinda Distro. The purpose of this study was to determine and test the effect of the use of social media, word of mouth marketing and trust on purchasing decisions at the Mutimuv Store Samarinda distribution, either partially or simultaneously. The analysis tool used is multiple linear regression with the help of statistical software SPSS version 25.0. The sampling technique in this study is an accidental sampling technique based on who was found when the author conducted the research and the sample used was 75 consumers at the Mutimuv Store Samarinda Distro. This research is a survey research, in which the information collected from respondents using a questionnaire. The method used in this research is quantitative method. The results showed that Social Media, Word of Mouth Marketing and Trust together had a significant influence on purchasing decisions at Mutimuv Samarinda Distro. These results mean that variations in purchasing decisions are jointly influenced by Social Media, Word of Mouth Marketing and Trust. Partially, individual Word of Mouth Marketing has no significant effect on purchasing decisions at Mutimuv Samarinda Distro. Of the three independent variables that have a dominant influence on purchasing decisions are social media variables.

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THE DEVELOPMENT OF A CONCEPTUAL FRAMEWORK FOR MOBILE SOCIAL COMMERCE AND PURCHASING DECISIONS: A SYSTEMATIC LITERATURE REVIEW FROM 2010 – 2020

Social and Management Research Journal ◽

10.24191/smrj.v18i2.14904 ◽

2021 ◽

Vol 18 (2) ◽

pp. 115-132

Author(s):

Shirley Law Kheen ◽

◽

Mohd Nazri Mohd Noor ◽

Keyword(s):

Social Media ◽

Online Community ◽

Risk Tolerance ◽

Consumer Involvement ◽

User Engagement ◽

Social Commerce ◽

Purchasing Decisions ◽

Positive Attitudes ◽

Technology Advancement ◽

New Business

This paper aims to develop a framework for mobile social commerce purchase decisions based on the existing literature. Social media and mobile technology advancement has shifted the way contemporary selling is conducted online. This new business model has revolutionised the relationship between consumers and businesses. Mobile social commerce integrates the features of social media, which enables the interactions between users during their mobile shopping experience. Users’ creativities provide innovative solutions in user generated content (UGC) that not only solves their own problems, but also provides possible improvements to products and services. Even so, the authenticity of UGC and the possibility of fabrication remains a challenge that needs to be resolved. Previous studies have shown that user engagement in UGC has a significant effect on enhancing the efficiency of social interaction between businesses and consumers. The corresponding purchasing decisions depend on the degree of consumer involvement in UGC. Based on a review of the literature from 2010 – 2020, the positive attitudes towards online community knowledge sharing will positively influence consumers’ purchasing decisions. A favourable review about the products or services that generate strong positive attitudes is more likely to be considered by consumers. Thus, their purchasing decisions are determined by their commitment to an attitude. The risk perception of consumers differs from various dimensions and capacities. The risk tolerance of each purchasing goal will have an effect on their purchasing decisions. The framework proposed in this study can be further tested in the context of Malaysian consumers.

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PENGARUH PERSEPSI GENERASI LANGGAS TENTANG KUALITAS DAN INOVASI BATIK TERHADAP KEPUTUSAN PEMBELIAN DI ERA DIGITAL

Journal of Business & Applied Management ◽

10.30813/jbam.v11i1.1071 ◽

2018 ◽

Vol 11 (1) ◽

Author(s):

Tisia Priskila

Keyword(s):

Social Media ◽

Product Quality ◽

Product Innovation ◽

Partial Least Square ◽

Least Square ◽

Social Media Marketing ◽

Analysis Method ◽

Purchasing Decisions ◽

Moderator Variable ◽

Domestic Products

Indonesia is experiencing serious problems in the era of globalization. Since the era of free trade, many imported products have flooded the national marketplace. Lack of domestic products‟ competition on its own country make business actors in Indonesia must understand about purchasing decision of millennial generations that will become the next generations of the nation. Their purchasing decision depends on the product quality perception and they want products that suit with their style. Millennial generations outreach through social media marketing is believed to be necessary to influence their purchasing decisions. The research objectives are to know the effect of the perception of modern Batik product quality and product innovation on purchasing decisions with social media marketing as a moderator variable. The analysis method used is Partial Least Square (PLS) with sample of 100 respondents. The research results show that the millennial generations‟ purchasing decisions are affected by their perception of product quality and innovation. The perception of product quality and purchasing decisions are weakened by social media marketing. The perception of product innovation and purchasing decisions are not affected by social media marketing as moderator variable. Keywords: perception, quality, innovation, marketing, purchasing decision

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