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All Journal Jurnal Entrepreneur dan Entrepreneurship At-tijaroh: Jurnal Ilmu Manajemen dan Bisnis Islam Jurnal Manajemen dan Inovasi (MANOVA) Golden Ratio of Marketing and Applied Psychology of Business Journal of Accounting and Finance Management (JAFM) JER Journal of Advanced Studies in Management
Komariyatin, Nurul
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Social Sciences Other

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Journal : Journal of Advanced Studies in Management

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HOW SOCIAL MEDIA MARKETING ACTIVITIES AFFECT PURCHASE INTENTIONS AND DECISIONS Pradisti, Larisa; Roosdhani, Mohamad Rifqy; Komariyatin, Nurul; Huda, Nurul
JOURNAL OF ADVANCED STUDIES IN MANAGEMENT Vol. 1 No. 2 (2024): November 2024
Publisher : Magister Manajemen of Universitas Islam Nahdlatul Ulama Jepara

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Abstract

This study aims to analyze the influence of Social Media Marketing Activities (SMMA) on Purchase Decision (PD) through Purchase Intention (PI) at Sweet Mango Hijab store. The research method used is quantitative, with data collection through online surveys and direct interviews with 112 respondents who are familiar with the brand. The analysis results show that SMMA has a positive and significant impact on both Purchase Intention and Purchase Decision. These findings emphasize the importance of social media marketing strategies in influencing consumer behavior in the hijab market. The implications of this research suggest that companies should prioritize social media marketing activities to enhance consumer engagement and brand loyalty. Recommendations for Sweet Mango include investing in creative and interactive content, as well as regularly evaluating the performance of their social media marketing efforts. This study provides valuable insights into the relationship between social media marketing, purchase intention, and purchase decision in the hijab fashion industry.
Co-Authors Ali Ali Asaroh, Laily Khomsyata Intan Kusuma Dewi Kurnia, Tri Megawati - Mohamad Rifqy Roosdhani Nurul Huda Permata, Annisaa Intan Pradisti, Larisa Roosdhani, Mohammad Rifqy Samsul Arifin Syuhud, Fikrotus Tsalisah, Ibnatus wulandari, Ananda eri