Journal of Social Science and Education Research
Vol. 1 No. 4 (2024): Journal of Social Science and Education Research (In Press)

The Effect of Social Media Marketing Activities on Purchase Decisions Mediated by Perceived Quality

Amrullah, M.Faris (Unknown)
Riyoko, Sisno (Unknown)
Widiastuti, Anna (Unknown)

Article Info

Publish Date
05 Aug 2024

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.

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Journal Info
Journal of Social Science and Education Research
Website

Abbrev

jitir

Publisher

Raudhah Publisher

Subject

Education Languange, Linguistic, Communication & Media Mathematics Other

Description

Journal of Social Science and Education Research is an international open-access journal dedicated to science, social, and advancement of technology and culture. The emphasis is on science principles, management, technologies, and social ...