Pengaruh Konten Media Sosial, Influencer, dan Word of Mouth terhadap Keputusan Pembelian Notebook di Toko CV. Surya Unggul Bersama, Harco Mas, Mangga Dua, Jakarta Barat
DOI:
https://doi.org/10.59059/maslahah.v4i3.3191Keywords:
Consumer Notebook, Marketing Influencers , Media Content, Purchase Decision, Word of MouthAbstract
This study aims to determine the influence of Social Media Content, Influencer, and Word of Mouth on Notebook Purchase Decisions (Study on Consumers of CV. Surya Unggul Bersama, Harco Mas Mangga Dua, West Jakarta). This research used a quantitative associative approach. The population in this study were all consumers who had made Notebook purchases at CV. Surya Unggul Bersama, whose exact number is unknown. The sample used in this study was 113 respondents, using Non-Probability Sampling method with Purposive Sampling technique and using the Lemeshow formula. In this study, data were analyzed using SPSS version 19 and Microsoft Excel. The results showed that partially Social Media Content has a positive and significant effect on Purchase Decisions, Influencer has a positive and significant effect on Purchase Decisions, and Word of Mouth has a positive and significant effect on Purchase Decisions. Simultaneously, Social Media Content, Influencer, and Word of Mouth have a positive and significant influence on Purchase Decisions with a contribution of 91.5% while the remaining 8.5% is influenced by other factors outside the study.
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