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Muhammad Ansar, Muhammad
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Pengaruh Social Media Marketing, Electronic Word of Mouth, dan Brand Awareness terhadap Keputusan Pembelian Produk Dagadu Djokdja Melalui Minat Beli sebagai Variabel Intervening Ansar, Muhammad; Udayana, IBN; Maharani, Bernadetta Diansepti
Jurnal Ilmiah Global Education Vol. 5 No. 1 (2024): JURNAL ILMIAH GLOBAL EDUCATION, Volume 5 Nomor 1, Maret 2024
Publisher : LPPM Institut Pendidikan Nusantara Global

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55681/jige.v5i1.2137

Abstract

This research aims to analyze the influence of Social Media Marketing, Electronic Word of Mouth (E-WoM), and Brand Awareness on Purchase Decisions for Dagadu Djokdja products through Purchase Interest as an intervening variable. This type of research is quantitative research and the sampling technique uses purposive sampling with a sample of 160 respondents. Data collection was carried out through distributing questionnaires and processing them using the SPSS application. The results of this research indicate that Purchase Interest can mediate the influence of Social Media Marketing, E-WoM, and Brand Awareness on Purchase Decisions for Dagadu Djokdja products. Meanwhile, the results of the t-test (partial test) show that Social Media Marketing, Electronic Word of Mouth (E-WoM), and Brand Awareness each have a significant influence on Purchase Interest, and the Purchase Interest variable has a significant influence on Purchase Decisions.
Co-Authors Abdullah, M Ikbal Abdullah, Muhammad Ikbal Al Hijazi, Alif Fachrur Andi Bungawati, Andi Anggriani, Catherine Sofia Anugra, Novia Aqsha, Muhammad Arwan Arwan Azhami, Ahmad Bahrudin Bahrudin Bawias, Hizkia Hazael Bezaliel Carolina, Si Putu Kezya Darmiani DIAN LESTARI Dirawan, Gufran Darma Eka Siskawati Fajriyani, Fajriyani Fikry Karim Firdaus Hi Jahja Kunoli Firmiaty, Sri Fitriah, Reski Gunarsa, Arif Halwi, Muh. Darma Hartanti, Firli Adelia Haryati Haryati Hidayatul, Asrul Hikmah IBN Udayana, IBN Indriani Ismail Ismail Jainuddin Khairun Nisa Kiki, Kiki Sanjaya latasad, alfira rahmatia r. Latifah Sukmawati Yuniar Maharani, Bernadetta Diansepti Mahfud, Chairul Rusyd Majid, Asmarani Mallongi, Syahrir Masruddin Miswan Miswan Muhammad Idrus Muhammad Nur Muliati Muwahhidin, Muwahhidin Nasrullah Nasrullah Ni Made Suwitri PARWATI Nina Yusnita Yamin Nofita, Resti Novriansyah, Muhammad Nurdin, Jurana Pitriani, Pitriani Prastyawan, Dwi Puja, Avrilia Rafik, Muhamad Rahayu Indriasari Ridwan, Ridwan RUMIMPUNU, Mohammad Rio Saeed, Aqsa Saharuddin Sakia, Nur Salim, Andi Randi Samir, Yulia Gita Saputra, Akbar Sari, Anik Indah Sarmila, Sarmila Selmita Paranoan Siti Aisyah Suprianto, Rizky Fajar Takril Tanra, Andi Ainil Mufidah Tenripada, Tenripada Trimulfiana, Trimulfiana Ulla, Safiatul wahyuni wahyuni Winda Winda Wiwik Andriani Yulfani Yusuf, Rolland M Zaenal Arifin Zulhaerini, Adilah