Image of PENGARUH SOCIAL MEDIA MARKETING DAN ONLINE CUSTOMER REVIEW TERHADAP KEPUTUSAN PEMBELIAN DENGAN MINAT BELI SEBAGAI VARIABEL INTERVENING (Studi Kasus pada Konsumen Produk Herbal SR12 di Kabupaten Boyolali)

SKRIPSI MBS

PENGARUH SOCIAL MEDIA MARKETING DAN ONLINE CUSTOMER REVIEW TERHADAP KEPUTUSAN PEMBELIAN DENGAN MINAT BELI SEBAGAI VARIABEL INTERVENING (Studi Kasus pada Konsumen Produk Herbal SR12 di Kabupaten Boyolali)

ABSTRACT The purpose of this study was to determine the effect of social media marketing and online customer reviews on purchasing decisions through purchase intention as an intervening variable for consumers of herbal products SR12. This research uses quantitative research methods. The population in this study were all consumers of SR12 herbal products in Boyolali District. The sampling technique used was nonprobability sampling and the type of sampling was purposive sampling with a sample of 100 respondents. There are three variables used in this study, namely the dependent variable (Y), independent variable (X), and mediating variable (Z). The dependent variable in this study is the purchase decision. There are two independent variables in this study, namely social media marketing and online customer reviews. Meanwhile, the mediating variable in this study is buying interest. The analytical method used in this study is multiple linear regression analysis, path analysis and Sobel test, while data processing uses the IBM SPSS 25 program. Based on the results of this study, it shows that social media marketing and online customer reviews have a significant effect on purchase intention. social media marketing and online customer reviews also have a significant effect on purchasing decisions. Furthermore, in this study it was shown that buying interest has a significant effect on purchasing decisions. The results also show that purchase intention is able to mediate the influence of social media marketing and online customer reviews on purchasing decisions. Keywords : social media marketing, online customer reviews, purchase intention and purchase decision

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Informasi Detail
Judul Seri
-
No. Panggil
2x6.3 AJE p 23
Penerbit
SUKOHARJO : Manajemen Bisnis Syariah_UIN RM Said.,
Deskripsi Fisik
21 cm, 145 halaman
Bahasa
Indonesia
ISBN/ISSN
-
Klasifikasi
2x6.3
Tipe Isi
-
Tipe Media
-
Tipe Pembawa
-
Edisi
-
Subjek
Manajemen Bisnis Syariah
Info Detail Spesifik
-
Pernyataan Tanggungjawab
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