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All Journal Horizon: Indonesian Journal of Multidisciplinary
Laia, Faeriatulo
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Agriculture, Biological Sciences & Forestry Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Languange, Linguistic, Communication & Media Social Sciences Other

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Pengaruh Social Media Marketing dan Online Customer Review Terhadap Keputusan Pembelian pada Aplikasi Shopeefood di UMKM Mie Pangsit Hanyin Laia, Faeriatulo; Buulolo, Barasi Hati; Halawa, Sarniman; Pasaribu, Gres Igel; Sinurat, Riomas; Parapat, Andreas Jorghy
HORIZON: Indonesian Journal of Multidisciplinary Vol. 4 No. 5 (2026): HORIZON: Indonesian Journal of Multidisciplinary (In-Press)
Publisher : Lembaga Intelektual Muda (LIM) Maluku

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54373/hijm.v4i5.7676

Abstract

This study aims to analyze the relationship between social media marketing, online customer reviews, and purchasing decisions for the *Mie Pangsit HANYIN* MSME (micro, small, and medium enterprise) on the ShopeeFood application. A quantitative approach with an associative design was employed. Primary data were collected via a Google Forms-based questionnaire using a purposive sampling technique. Out of 92 total responses, 55 met the study's criteria. Data analysis included descriptive statistics, validity and reliability testing, classical assumption testing, multiple linear regression, t-tests, F-tests, the coefficient of determination, and a sensitivity analysis using HC3 robust standard errors. The results indicate that both social media marketing (t = 5.073; p < 0.001) and online customer reviews (t = 6.176; p < 0.001) have a positive and statistically significant relationship with purchasing decisions. When considered simultaneously, both variables also show a significant relationship (F = 238.00; p < 0.001). An R² value of 0.902 suggests that the model explains 90.2% of the variation in purchasing decisions within the sample. However, the residuals do not meet the assumption of normality; therefore, the findings should be interpreted with caution. Furthermore, the associative design and the sampling technique employed limit the generalizability of the findings and do not establish a causal relationship
Co-Authors Buulolo, Barasi Hati Halawa, Sarniman Parapat, Andreas Jorghy Pasaribu, Gres Igel sinurat, riomas