Article Per Year (5 Year)
p-Index From 2020 - 2025
0.23
P-Index
This Author published in this journals
All Journal Indonesian Journal of Innovation Studies
Sakdiyah , Ni’matus
Unknown Affiliation
Computer Science & IT Education Engineering Law, Crime, Criminology & Criminal Justice

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
Social Media's Impact on Global Purchasing Decisions via Key Insights: Dampak Media Sosial terhadap Keputusan Pembelian Global melalui Wawasan Utama Sakdiyah , Ni’matus; Fitriyah, Hadiah
Indonesian Journal of Innovation Studies Vol. 25 No. 1 (2024): January
Publisher : Universitas Muhammadiyah Sidoarjo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21070/ijins.v25i1.1092

Abstract

This study examines the influence of social media on purchase decisions, focusing on entertainment, trendiness, and electronic word of mouth (E-WOM), with follower count as an intervening variable. Conducted on followers of the "SECACA.ID" social media account, the research utilized a quantitative approach with 100 respondents. Results indicate that entertainment significantly affects purchase decisions independently, while trendiness influences both directly and indirectly. E-WOM requires follower count as an intervening variable to impact purchase decisions. The findings suggest businesses focus on enhancing content quality and attractiveness on social media to influence consumer behavior positively, considering follower count as well. Further research with larger samples and broader contexts is recommended to validate and extend these findings. Highlight: Entertainment Directly Affects Purchases Follower Count Moderates E-WOM Impact Enhance Content Quality for Better Influence Keywords: Social media, Purchase decisions, Follower count, Entertainment, E-WOM
Co-Authors Hadiah Fitriyah