Indonesian Journal of Multidisciplinary Science
Vol. 4 No. 3 (2024): Indonesian Journal of Multidisciplinary Science

The influence of social media marketing and word of mouth on purchasing decisions for skincare products at Alfamidi

Andryanus, Andryanus (Unknown)
Bahri, Ronny Samsul (Unknown)

Article Info

Publish Date
27 Dec 2024

Abstract

This study aims to analyze the influence of social media marketing strategies and Word of Mouth (WoM) on the purchase of skincare products at Alfamidi Retail. The study was conducted in Tangerang City, Banten, from September to November 2024, using a quantitative method. Data were obtained through questionnaires and literature studies, and analyzed using descriptive statistical techniques, validity and reliability tests, and multiple regression analysis. The conclusion of the study shows that Media Social Marketing has good criteria with an average score of 3.40. Purchase decisions showed good results, with multiple regression testing showing that Social Media Marketing and WoM had a significant influence on purchase decisions, with a total contribution of 78%.

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Journal Info
Indonesian Journal of Multidisciplinary Science
Website

Abbrev

ijoms

Publisher

CV. International Journal Labs

Subject

Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Public Health Social Sciences

Description

Indonesian Journal of Multidisciplinary Science (IJOMS) is a scientific journal in the form of research and can be accessed openly. This journal has e-ISSN 2808-6724 and p-ISSN 2808-5957. This journal is published monthly by International Journal Labs. The development of the company made the ...