Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal Studi Ilmu Manajemen dan Organisasi
Engkun Kurnadi
Universitas Majalengka, Jawa Barat, Indonesia
Economics, Econometrics & Finance

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
Influence of Social Media, Influencers, and Word of Mouth on Purchasing Decisions: Bakso Panjul Majalengka Eli Achmad Mahiri; Engkun Kurnadi; Nia Rosdiana
Studi Ilmu Manajemen dan Organisasi Vol 7 No 2 (2026): Juli
Publisher : Penerbit Goodwood

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/simo.v7i2.6442

Abstract

Purpose: This study examined the effects of social media marketing, influencers, and word of mouth on the purchasing decisions of Bakso Panjul consumers in Majalengka Regency.Research Methodology: A quantitative survey with descriptive and verification approaches was conducted. Using non-probability accidental sampling and the RAE formula, 100 consumers were selected. Data were analyzed using multiple linear regression with SPSS version 21.Results: The model explained 73.6% of the variance in purchase decisions (R² = 0.736, p < 0.001). Social media marketing, influencers, and word of mouth all had positive and significant effects, with word of mouth showing the strongest influence (? = 0.505), followed by influencer marketing (? = 0.245) and social media marketing (? = 0.227).Conclusion: Social media marketing, influencers, and word of mouth significantly and positively influence consumers' purchasing decisions.Limitations: The study focused only on Bakso Panjul consumers in Majalengka Regency, limiting the generalizability of the findings to other businesses and regions.Contribution: This study contributes to marketing management by confirming the importance of social media marketing, influencers, and word of mouth in shaping consumer purchasing decisions.
Co-Authors Eli Achmad Mahiri Nia Rosdiana