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All Journal Journal of Social Science and Education Research
Amrullah, M.Faris
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Education Languange, Linguistic, Communication & Media Mathematics Other

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The Effect of Social Media Marketing Activities on Purchase Decisions Mediated by Perceived Quality Amrullah, M.Faris; Riyoko, Sisno; Widiastuti, Anna
Journal of Social Science and Education Research Vol. 1 No. 4 (2024): Journal of Social Science and Education Research (In Press)
Publisher : Raudhah Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59613/skjrhw27

Abstract

This study aims to analyze the influence of Social Media Marketing Activities (SMMA) on consumer purchase decisions, focusing on the role of Perceived Quality as a mediating variable. In the context of Pempek Yuk Paka culinary UKM in Banyumanis, Jepara. The results of the study showed that SMMA had no positive and insignificant effect on purchase decisions. In addition, quality perception is proven to function as a mediator that strengthens the relationship between SMMA and purchasing decisions.
Co-Authors Anna Widiastuti Sisno Riyoko