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devin arisena
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Economics, Econometrics & Finance

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Pengaruh social media marketing dan electronic word of mouth terhadap keputusan pembelian produk house of smith dengan brand image sebagai variabel intervening devin arisena; Mulyati, Yofina
New Economy Vol. 1 No. 2 (2025)
Publisher : CV. Akira Java Bulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63935/p1exkp06

Abstract

This research examines the influence of social media marketing and electronic word of mouth (E- WOM) on the purchasing decisions of House of Smith Padang products, with brand image as an intervening variable. Using a quantitative approach, data were collected through questionnaires distributed to 120 respondents who have experience purchasing House of Smith products. The analysis was conducted using Partial Least Squares (PLS) to assess the direct and indirect relationships between the variables. The research results show that social media marketing has a positive and significant effect on purchasing decisions, and Electronic Word of Mouth has a positive and significant effect on purchasing decisions. Social media marketing and Electronic Word of Mouth have a positive and significant impact on brand image. brand image has a positive but not significant effect on purchase decisions. Brand image does not have a mediating effect between Social Media Marketing and Electronic Word of Mouth on Purchase Decisions.  
Pengaruh Social Media Marketing Dan Electronic Word Of Mouth Terhadap Keputusan Pembelian Produk House Of Smith Dengan Brand Image Sebagai Variabel Intervening Devin Arisena; Mulyati, Yofina
New Economy Vol. 2 No. 1 (2026)
Publisher : CV. Akira Java Bulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63935/az5jks02

Abstract

Penelitian ini mengkaji pengaruh social media marketing dan electronic word of mouth (E-WOM) terhadap keputusan pembelian produk House of Smith Padang, dengan brand image sebagai variabel intervening.. Menggunakan pendekatan kuantitatif, data dikumpulkan melalui kuesioner yang disebarkan kepada 120 responden yang memiliki pengalaman membeli produk House of Smith. Analisis dilakukan dengan menggunakan Partial Least Squares (PLS) untuk menilai hubungan langsung dan tidak langsung antara variabel. Hasil penelitian menunjukkan bahwa social media marketing berpengaruh positif dan signifikan terhadap keputusan pembelian, Electronic Word of Mouth memiliki pengaruh pasitif dan signifikan terhadap keputusan pembelian. social media marketing dan Electronic Word of Mouth berpengaruh positif dan signifikan terhadap brand image. brand image memiliki pengaruh positif dan tidak signifikan terhadap keputusan Pembelian. Brand image tidak memiliki Efek mediasi antara Social Media Marketing dan Electronic Word of Mouth terhadap Keptusan Pembelian.
Co-Authors Mulyati, Yofina