PENGARUH SOCIAL MEDIA MARKETING DAN E-WOM TERHADAP KEPUTUSAN PEMBELIAN PRODUK LAMPUNG BEAUTY CARE

Ni Putu Widhia Rahayu, Ni Luh Putu Cipta Devi Cahyani

Abstract


Pemasaran melalui media sosial danelectronic word-of-mouth(E-Wom) dapat menyebabkan penurunan tingkat kritisitas konsumen di Bandar Lampung dalam memilih produk perawatan kulit. Penelitian ini bertujuan untuk menguji dampak pemasaran media sosial dan E-Wom terhadap keputusan pembelian produk perawatan kulit di Lampung Beauty Care. Penelitian ini menggunakan teknik pengambilan sampelpurposive samplingdan mengumpulkan data melalui kuesioner dari 100 konsumen Lampung Beauty Care yang mengikuti instagram @lpg_beautycare. Hasil analisis menunjukkan bahwa pemasaran media sosial dan E-Wom berpengaruh positif dan signifikan terhadap keputusan pembelian produk di Lampung Beauty Care, baik secara parsial maupun simultan. Dengan demikian, dapat disimpulkan bahwa pemasaran yang dilakukan dengan media sosial danelectronic word of mouth(E-Wom) yang baik dapat meningkatkan keputusan pembelian konsumen untukproduk perawatan kulit di Lampung Beauty Care.

Kata kunci:social media marketing,electronic word of mouth,keputusan pembelian


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DOI: 10.24127/jm.v17i2.1438

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