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All Journal IJEBD (International Journal Of Entrepreneurship And Business Development) Owner : Riset dan Jurnal Akuntansi Equilibrium: Jurnal Ekonomi-Manajemen-Akuntansi Jurnal Pengabdian Dharma Laksana Jurnal Pendidikan dan Kewirausahaan Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences Jurnal Ekonomi dan Bisnis Digital (MINISTAL) International Journal of Humanities Education and Social Sciences Journal of International Conference Proceedings
Dwi Bhakti Iriantini
Faculty Of Economics And Business, Universitas Wijaya Kusuma Surabaya Jawa Timur, Indonesia
Religion Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Social Sciences Other

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The Effect of Promotion Strategy through Social Media on Purchase Decisions Mediated By Word Of Mouth Marketing Dwi Bhakti Iriantini; Soemaryono Soemaryono; Wiwik Herawati
Budapest International Research and Critics Institute (BIRCI-Journal): Humanities and Social Sciences Vol 4, No 3 (2021): Budapest International Research and Critics Institute August
Publisher : Budapest International Research and Critics University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33258/birci.v4i3.2599

Abstract

This study aims to determine: (1) The effect of promotional strategies through social media on purchasing decisions (2) The effect of promotional strategies through social media on word of mouth marketing (3) The influence of word of mouth marketing on the decision to purchase (4)the effect of promotional strategies through social media mediated by word of mouth marketing on the purchasing decisions of Make Over cosmetics in the city of Surabaya. This research design is a survey research. The population in this study were consumers of Make Over cosmetic products in the city of Surabaya. The sampling technique in this study used purposive sampling with a total sample of 200. The data collection technique used a questionnaire that had been tested for validity and reliability. Data analysis techniques used to answer the research hypothesis are regression test, path analysis (path analysis), and Sobel test. The results of the study have a positive and significant influence.
Co-Authors Giyana Giyana Giyana Giyana Kholidiah Kholidiah Redy Eko H.S Reni Oktavia Saputri Rudi Pratono Soemaryono Soemaryono Soemaryono Soemaryono Teguh Setiawan Wibowo Teguh Setiawan Wibowo Wahyudiono Wahyudiono Wiwik Herawati Yuda Prawira Yuka Nabilah