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All Journal Community Engagement and Emergence Journal (CEEJ) Jurnal Penelitian dan Pengkajian Ilmiah Journal of Management
Kurniadi, Wandi
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Humanities Computer Science & IT Economics, Econometrics & Finance Education Environmental Science Health Professions Public Health

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Journal : Journal of Management

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The Influence of Social Media Marketing on Purchasing Decisions Kurniadi, Wandi
Journal of Management Vol. 3 No. 1 (2024): January - June
Publisher : Yayasan Pendidikan Belajar Berdikari

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Abstract

Tokopedia was one of the earliest e-commerce mobile platforms in Southeast Asia, including Indonesia. With e-commerce rivalry, social media marketing on the Instagram platform is being utilized to attract new customers. As a result, this study was done to investigate the impact of social media marketing via electronic word of mouth on Tokopedia purchase choices using the Instagram platform. This study employs quantitative and descriptive research methodologies, with a sample size of 95 respondents. Non-probability sampling was employed, using the route analysis approach. Data was processed using SPSS version 25. The findings of this study indicate that social media marketing (X) has a large and influential impact on purchase choices
Co-Authors Cucu Hodijah Deden Sutisna Fauziah, Wiwit Maria, Santi Mariana F, R.Adjeng Mariana Rachmawati Suharno Pawirosumarto Yuaningsih, Lilis