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Sulistiyani
Department Of Management, Universitas 17 Agustus 1945 Semarang
Religion Arts Humanities Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Social Sciences Transportation Other

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Journal : Jurnal Mantik

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The Influence of Social Media on Purchasing Decision Through Electronic Word of Mouth As a Variable of Mediation: The Influence of Social Media on Purchasing Decision Through Electronic Word of Mouth As a Variable of Mediation Sulistiyani Sulistiyani; Frans Sudirjo
Jurnal Mantik Vol. 4 No. 1 (2020): May: Manajemen, Teknologi Informatika dan Komunikasi (Mantik)
Publisher : Institute of Computer Science (IOCS)

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Abstract

The research objective is to examine the effect of social media on purchasing decisions with electronic word of mouth (e-WOM) as mediation. The sample used in this study is 140 customers in Joglo Agung Resto and Gallery Semarang City. The sampling technique used a probability sampling method with an accidental sampling technique. The research approach with quantitative methods with path analysis, using analysis tools namely SEM (Structural Equation Model) with the help of Amos version 20.0. The findings obtained in this study are that social media has a positive and significant effect on e-WOM customers in Joglo Agung Resto and Gallery Semarang City. Social media has a positive and significant influence on customer purchasing decisions at Joglo Agung Resto and Gallery in Semarang. E-WOM has a positive and significant influence on customer purchasing decisions at Joglo Agung Resto and Gallery in Semarang. E-WOM mediates partially the effect of social media on customer purchasing decisions at Joglo Agung Resto and Gallery Semarang City.
Co-Authors Amar Sani Boediman, Surya Fadjar Eka Rosita Widya Sariningtyas Fitriyanto Frans Sudirjo Gita Sugiyarti Ika Dianawati Karsiati Kurnia Budi Dermawan Nugroho Djati Satmoko Nurchayati Prasetyono Hendriarto Ratnawati Dwi Putranti Honorata Roh Prihati Shinta Solikhandari Sri Suprapti