SKRIPSI MBS

Pengaruh Social Media Marketing, Word of Mouth, dan Online Customer Rating Terhadap Keputusan Pembelian Produk Somethinc Di Kota Surakarta

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ABSTRACT

This study aims to determine the influence of social media marketing, word of
mouth, online customer rating on the purchase decision of Somethinc’s product in
Surakarta City. The method used in this study is quantitative method. The
population in this study is customer of Somethinc’s product in Surakarta city. The
sampling technique in this study uses a non-probability sampling method with
purposive sampling techniques. And a sample of 130 respondent. In collecting data,
this study uses a questionnaire that are distributed online in the form of google
forms. Data analysis techniques in this study are using instrument test (validity test
and reliability tests), classical assumption test (normality test, multicollinearity
test, and heteroscedasticity test), multiple linear regression analysis, model
accuracy test (F test and determination coefficient test), and hypothesis test (T tets),
with the help of SPSS software 23 version. Based on the results of this study, it
shows that simultaneously social media marketing, word of mouth, and online
customer ratings affect the purchase decision of Somethinc products in Surakarta
City. And partially social media marketing and word of mouth have a significant
positive influence on the purchase decision of Somethinc products in Surakarta
City, while online customer rating does not have a significant influence on the
purchase decision of Somethinc products in Surakarta City. Based on the results of
analysis, online customer rating has a very small influence on purchasing decisions
so it is not considered a significant effect, this is because the results of filling out
questionnaires Most respondents choose nertral on the influence of online customer
ratings.
Keywords: Social Media Marketing, Word of Mouth, Online Customer Rating,
Purchasing Decision

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Ketersediaan

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Informasi Detail

Judul Seri

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No. Panggil

2X6.3 LAK p 23

Penerbit

SUKOHARJO : Manajemen Bisnis Syariah_UIN RM Said., 2023

Deskripsi Fisik

21 cm, 110 halaman

Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2X6.3

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

Manajemen Bisnis Syariah

Info Detail Spesifik

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Pernyataan Tanggungjawab

Lakshmi Nisita

Versi lain/terkait

Lampiran Berkas

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