Pengaruh Media Sosial Terhadap Keputusan Pembelian Melalui Motivasi Konsumen Pada Produk Fast Fashion

Indriyani, Ratih; Suri, Atita

doi:10.9744/pemasaran.14.1.25-34

Cited by 29 publications

(23 citation statements)

References 9 publications

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“…This is reinforced by the theory of Gunelius, (2013) where social media marketing is a platform for public relations and communication through social media using communities that are much more likely to be marketed than traditional advertising channels. The results of this study support previous research conducted by Indriyani & Suri, (2020); Suharsono & Sari, (2019) and Fredik & Dewi, (2018) and Astuti & Putri, (2018) show that social media has a positive and significant effect on purchasing decisions.…”

Section: Discussionsupporting

confidence: 91%

“…Judged from the phenomenon of the online sales data of the Firmi's Scarf during the period of October 2020 -January 2021, it shows a significant increase, except in December 2020, it experiences a decrease in online sales. During October, November and January, sales increase where the online method is used during Covid- 19. This shows that many users today use social media.…”

Section: Introductionmentioning

confidence: 99%

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The Influence of Lifestyle, Product Innovation and Instagram toward Online Purchase Decisions (Case Study of Firmi Scarf Store)

Fitria¹

2021

jefms

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The research in the journal aims to analyse the influence of lifestyle, product innovation and Instagram social media on Firmi’s Scarf online shop purchasing decisions. This study uses quantitative methods. The population in this study were Firmi’s Scarf buyers with a total sample of 85 consumers. The method of sampling is done by using the Census method. The hypothesis test proposed in this study was carried out using regression analysis test equipment and partial hypothesis using SPSS 24. The results of the analysis showed that lifestyle influenced purchasing decisions significantly and positively, product innovation had a significant and positive effect on purchasing decisions, and social media Instagram has a significant and positive effect on purchasing decisions.

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Section: Discussionsupporting

confidence: 91%

Section: Introductionmentioning

confidence: 99%

The Influence of Lifestyle, Product Innovation and Instagram toward Online Purchase Decisions (Case Study of Firmi Scarf Store)

Fitria¹

2021

jefms

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“…(hootsuite dan wearesocial., 2021). Menurut survey Brand and Marketing Institute (BMI) yang dikutip dari (Indriyani & Suri, 2020) menjelaskan bahwa mayoritas konsumen memutuskan membeli dengan pertimbangan media sosial, selain itu data memperlihatkan bahwa 80% pembeli di Indonesia terbujuk oleh media sosial ketika memilih produk mana yang hendak dibeli. Platform media sosial dapat dijadikan sebagai media untuk menyebar luaskan informasi berbagai produk, terutama promosi produk lip cream.…”

Section: Gambar 1 E-commerce Report 2022 Kategori Produk Kecantikanunclassified

Pengaruh Teman Sebaya Dan Media Sosial Terhadap Keputusan Pembelian pada Produk Lip Cream

Ashari

Sudarwanto

2022

J Sin Man

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Pada proses pengambilan keputusan akan ada berbagai faktor pendorong konsumen dalam pembelian, faktor teman sebaya dan media sosial menjadi bagian dari pendorong keputusan pembelian. Penelitian bertujuan untuk menjabarkan pengaruh teman sebaya dan media sosial terhadap keputusan pembelian pada produk lip cream. Populasi penelitian ini adalah masyarakat tulungagung pengguna produk lip cream. Adapun sampel berjumlah 100 responden, dimana sampel diambil dengan metode purposive sampling. Data penelitian diperoleh dengan menyebarkan kuesioner melalui Google form, yang kemudian data diolah dengan program SPSS, untuk menganalisis uji regresi. Hasil penelitian pada uji parsial didapatkan ada pengaruh positif variabel teman sebaya dan media sosial terhadap keputusan pembelian. Variabel teman sebaya dan media sosial secara simultan mempengaruhi keputusan pembelian dimana kedua variabel independen mampu mempengaruhi variabel keputusan pembelian dengan persentase 46,1% dan 53,9% dipengaruhi oleh faktor lain selainr variabel penelitian.

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“…Hasil penelitian ini sejalan dengan penelitian yang dilakukan oleh Indriyani (2020) di mana hasil penelitian menunjukan bahwa media sosial berpengaruh signifikan positif terhadap keputusan pembelian konsumen [18]. Pun sejalan dengan penelitian yang dilakukan oleh Wilujeng dan Hadi (2018) yang menyimpulkan bahwa secara parsial promosi melalui media sosial facebook berpengaruh terhadap keputusan pembelian pada Rumah Durian Malang (RDM) [19].…”

Section: A Pengaruh Variabel Media Sosial (X1) Terhadap Variabel Keputusan Pembelian (Y)unclassified

Keputusan Pembelian Ditinjau dari Promosi Menggunakan Media Sosial dan Word of Mouth Marketing

Mahardhika

Arintowati

2021

NUSAMBA

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The purpose of this research is to determine the effect of promotion using social media and word of mouth marketing on purchasing decisions for beauty clinic services. This research is belonging to quantitative research with data collection techniques using interviews, documentation, and questionnaires. For data analysis using multiple linear regression analysis. The results showed that at this time, promotions using social media and word of mouth marketing influence purchasing decisions still, either partially or simultaneously. From these results, social media is still effectively used as a tool on promoting products. Word of mouth marketing also has an effective influence in affecting purchasing decisions. Where consumers still trust the recommendations of their close environment on products buying decision. Kata Kunci: social media, word of mouth marketing, buying decision

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Pengaruh Media Sosial Terhadap Keputusan Pembelian Melalui Motivasi Konsumen Pada Produk Fast Fashion

Cited by 29 publications

References 9 publications

The Influence of Lifestyle, Product Innovation and Instagram toward Online Purchase Decisions (Case Study of Firmi Scarf Store)

The Influence of Lifestyle, Product Innovation and Instagram toward Online Purchase Decisions (Case Study of Firmi Scarf Store)

Pengaruh Teman Sebaya Dan Media Sosial Terhadap Keputusan Pembelian pada Produk Lip Cream

Keputusan Pembelian Ditinjau dari Promosi Menggunakan Media Sosial dan Word of Mouth Marketing

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