Jurnal Ilmiah Edunomika (JIE)
Vol. 10 No. 1 (2026): EDUNOMIKA

PENGARUH SOCIAL MEDIA MARKETING, DIGITAL PERIKLANAN, DAN ONLINE CUSTOMER REVIEW TERHADAP KEPUTUSAN PENGGUNA LAYANAN MAXIM

Nopi Fitri (Institut Informatika dan Bisnis Darmajaya)
Lukmanul Hakim (Institut Informatika dan Bisnis Darmajaya)

Article Info

Publish Date
02 Jun 2026

Abstract

This study aimed to analyze the effect of social media marketing, digital advertising, and online customer reviews on user decisions of Maxim ride-hailing services. Digital transformation in marketing has encouraged companies to optimize technology-based promotional strategies to influence consumer decisions. The research used a quantitative approach with a survey method. Data were collected through questionnaires distributed to Maxim users in Bandar Lampung. SmartPLS was applied. The results showed that partially social media marketing, digital advertising, and online customer reviews had significant effects on user decisions. Simultaneously, the three independent variables significantly affected user decisions. Keywords: Social Media Marketing; Digital Advertising; Online customer review; User Decision; Maxim

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Journal Info
Jurnal Ilmiah Edunomika (JIE)
Website

Abbrev

jie

Publisher

STIE AAS Surakarta

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education

Description

Jurnal Ilmiah EDUNOMIKA dengan ISSN 2598-1153, diterbitkan 2 (dua) kali setahun (Pebruari dan Agustus) oleh LPPM STIE AAS Surakarta bekerjasama dengan Pusat Kajian Pendidikan dan Ekonomi (PUSKAPE), Yayasan Keluarga Muslim Al Azarul Ulum Sukoharjo. Terbit pertama pada bulan Pebruari 2017. Redaksi ...