Pengaruh Social Media Advertising Terhadap Word of Mouth Dan Dampaknya Pada Keputusan Pembelian (Survei Pada Konsumen Cafe Mochimaco Malang Yang Menggunakan Instagram)

Ario Prakoso • Zainul Arifin • Sunarti Sunarti
Journal article Jurnal Administrasi Bisnis S1 Universitas Brawijaya • December 2016

Download full text
(Bahasa Indonesia, 7 pages)

Abstract

This study aims to (1) identify and analyze the influence of social media advertising on word of mouth, (2) identify and analyze the influence of social media advertising on consumer purchasing decisions, (3) identify and analyze the information influence of word of mout on consumer purchasing decisions. This type of research is explanatory research with quantitative approach. Variables examined included social media advertising, word of mouth, and purchasing decisions. The population of this research is that consumers Cafe Mochimaco Malang who use the social networking site Instagram. The sample used in this study were 100 respondents to the questionnaire research instruments. Sampling technique used is purposive sampling with sample criteria that consumers browsing Cafe Mochimaco Malang. Analysis of the data used is descriptive analysis and path analysis (path analysis). The results of path analysis (path analysis) shows that (1) social media advertising (X) significantly influence word of mouth (Z) with a beta value of 0.356, (2) social media advertising (X) have a significant effect on purchase decisions (Y) with a beta value of 0.257, (3) word of mouth (Z) have a significant effect on purchase decisions (Y) with a beta value of 0.376.

Metrics

  • 180 views
  • 1139 downloads

Journal

Jurnal Administrasi Bisnis S1 Universitas Brawijaya

Jurnal Administrasi Bisnis S1 Universitas Brawijaya merupakan jurnal ilmiah yang memuat artikel b... see more