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All Journal JOURNAL OF BUSINESS AND ECONOMICS RESEARCH (JBE)
Sitanggang, Natashya Ketrine
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Peran Pemasaran Media Sosial Terhadap Keputusan Pembelian Melalui Kepercayaan Sitanggang, Natashya Ketrine; Tjiptodjojo, Kartika Imasari
Journal of Business and Economics Research (JBE) Vol 6 No 1 (2025): February 2025
Publisher : Forum Kerjasama Pendidikan Tinggi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47065/jbe.v6i1.6380

Abstract

With the development of the times, smoking habits for many people have changed. Many people use e-cigarettes, one of which is an e-cigarette with the Foom brand. Many consumers use e-cigarettes for the reason of reducing smoking habits. The existence of e-cigarettes also affects the desire to buy from many people, where most people purchase e-cigarettes because they get much information from social media. A total of 110 respondents were taken as samples with the criteria of being over 18 years old, active users of e-cigarettes, and active social media users. Data testing was carried out through path tests and the results found that social media marketing and trust influenced purchasing decisions by 49.4%. However, trust does not influence purchasing decisions, and also trust does not mediate between social media marketing and purchasing decisions.
Co-Authors Kartika Imasari Tjiptodjojo