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All Journal JURNAL DINAMIKA MANAJEMEN DAN BISNIS
Alyssa Anindya Putri
Faculty of Economics, State University of Jakarta
Decision Sciences, Operations Research & Management

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The Impact of Social Media Marketing and E-Wom on Purchase Decisions Through Purchase Intention: Study on Ready-to-Eat Food Alyssa Anindya Putri; Mohamad Rizan; Ika Febrilia
JURNAL DINAMIKA MANAJEMEN DAN BISNIS Vol 5 No 2 (2022): Jurnal Dinamika Manajemen dan Bisnis
Publisher : LPPM Universitas Negeri Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21009/JDMB.05.2.1

Abstract

The focus of this research is to determine the influence of social media marketing on purchase intention, the influence of e-WoM on purchase intention, the influence of purchase intention on purchase decisions, the influence of social media marketing on purchasing decisions, the influence of e-WoM on purchase decisions, and the influence of social media marketing and e-WoM on purchasing decisions through a purchase intention. A questionnaire was used as the data collection instrument in a survey approach. The research sample included 250 people who follow Lokasaji on social media, live in Jabodetabek, are 17 and above, and have purchased Lokasaji products in the last six months. SPSS and LISREL's SEM (Structural Equation Model) were used for data analysis. The results of the hypothesis test show that all hypotheses are accepted.
Co-Authors Ika Febrilia Mohamad Rizan