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All Journal Innovative: Journal Of Social Science Research
Bilqis, Mutiara Zahra
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Humanities Computer Science & IT Law, Crime, Criminology & Criminal Justice Public Health Other

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Pengaruh Media Sosial Word Of Mouth Terhadap Keputusan Pembelian Konsumen Online Fast Fashion Zed, Etty Zuliawati; Bilqis, Mutiara Zahra; Purnama, Mega lenita; Wulandari, Ririn; Aladawiyah, Robiah
Innovative: Journal Of Social Science Research Vol. 5 No. 1 (2025): Innovative: Journal Of Social Science Research
Publisher : Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/innovative.v5i1.17557

Abstract

This study sets out to examine the influence of social media and word of mouth (WOM) on purchasing decisions for fashion products among young consumers. In the digital era, social media has become the main platform for interacting and sharing information about products, which can influence consumer behavior. Based on a literature review, this study identified various factors that influence purchase decisions, such as influencer marketing, electronic word of mouth (eWOM) and brand awareness. The results say social media and WOM have a significant effect on purchasing decisions. Effective communication through social media is proven to increase consumer motivation to buy products. This study concludes that marketing strategies using social media and WOM can increase the attractiveness of fashion products in a competitive market. The findings provide important guidance for marketers in designing more effective campaigns to increase sales through the power of social media.
Co-Authors Aladawiyah, Robiah Purnama, Mega lenita Ririn Wulandari Zed, Etty Zuliawati