文章基本信息

标题：Strategi Promosi melalui Media Sosial dan Electronic Word of Mouth untuk Komunikasi Konsumen
本地全文：下载
作者：Erik Syawal Alghifari ; Ratih Hurriyati ; Puspo Dewi Dirgantari 等
期刊名称：JKBM (Jurnal Konsep Bisnis dan Manajemen)
印刷版ISSN：2407-2648
电子版ISSN：2407-263X
出版年度：2022
卷号：8
期号：2
页码：114-127
DOI：10.31289/jkbm.v8i2.6267
语种：Indonesian
出版社：Universitas Medan Area
摘要：This study discusses issues related to purchasing decisions. The research focused on the social networking community on social media facebook with a sampling technique using non-probability sampling. The method used in this research is Partial Least Squares Structural Equation Modeling (PLS-SEM) analysis with Smart-PLS version 3.3.5 software support. The results of the study conclude that promotional strategies through social media have a positive influence on purchasing decisions. Promotional strategies through social media have a positive influence on electronic word of mouth. Electronic word of mouth has a positive influence on purchasing decisions. Electronic word of mouth mediates the effect of promotional strategies through social media on purchasing decisions. The practical implication of this research is that companies in the organic agricultural sector, especially organic rice products, are recommended to carry out promotional strategies through social media because this strategy is one of the most effective and appropriate tools in marketing, so that electronic word-of-mouth marketing will be formed, which ultimately has an impact on purchasing decisions.
关键词：Promotion Strategy;Social Media;Electronic Word Of Mouth;Purchase Decision