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All Journal International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS)
Salvi Yolenta Daely
Universitas Potensi Utama
Economics, Econometrics & Finance

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ANALYSIS OF SOCIAL MEDIA MARKETING, INFLUENCER MARKETING AND WORD OF MOUTH ON PURCHASING DECISIONS AT WAJIR SEAFOOD Salvi Yolenta Daely; Ari Prabowo
International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) Vol. 6 No. 6 (2026): December - ON PROGRESS
Publisher : CV. Radja Publika

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Abstract

This study aims to determine the influence of social media marketing, influencer marketing, and word-of-mouth on purchasing decisions at Wajir Seafood. A quantitative research method was employed. Data sources included both primary and secondary data. The study population consisted of consumers visiting Wajir Seafood, and the sample size was determined using the Lemeshow formula, resulting in a total of 100 respondents. Partial test results indicate that social media marketing has a positive and significant effect on purchasing decisions, with a t-count of 15.542 exceeding the t-table value of 1.984. Similarly, influencer marketing has a positive and significant effect on purchasing decisions, with a t-count of 18.099 exceeding the t-table value of 1.984. The word-of-mouth variable also shows a positive and significant effect on purchasing decisions, with a t-count of 13.486 exceeding the t-table value of 1.984. Simultaneously, it can be concluded that the variables of social media marketing (X1), influencer marketing (X2), and word-of-mouth (X3) collectively exert a positive and significant influence on purchasing decisions at Wajir Seafood.
Co-Authors Ari Prabowo