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

Authors

  • Ni Putu Widhia Rahayu Universitas Bandar Lampung
  • Ni Luh Putu Cipta Devi Cahyani UBL

DOI:

https://doi.org/10.24127/jm.v17i2.1438

Abstract

Pemasaran melalui media sosial dan electronic 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 sampel purposive sampling dan 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 dan electronic word of mouth (E-Wom) yang baik dapat meningkatkan keputusan pembelian konsumen untuk  produk perawatan kulit di Lampung Beauty Care.

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

Author Biography

Ni Putu Widhia Rahayu, Universitas Bandar Lampung

Fakultas Ekonomi dan Bisnis

Universitas Bandar Lampung

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Published

2023-12-08

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Vol. 17 No. 2 (2023): November

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