The influence of social media marketing and reviews on purchase decisions for brand erigo

##plugins.themes.academic_pro.article.main##

Keni Kaniawati
Bulan Maharani Sudrajat

Abstract

Competition, more advanced technology, and shifting customer preferences. These entrepreneurs use a variety of sales strategies to advertise their goods, including social media marketing, among other promotional techniques. The purpose of this study is to determine how social media marketing for the Erigo brand affects consumers' decisions to buy, how reviews affect those decisions, and how social media marketing and reviews together affect those decisions. This research approach is quantitative. The results of the study showed that social media marketing and reviews jointly had a big impact on sales, with social media marketing having a strong impact on reviews and reviews having a considerable impact on purchases in part. The urgency of this research stems from its potential to offer actionable insights for businesses to capitalize on social media marketing and reviews in influencing consumers' purchasing decisions. By understanding the impact of these factors, businesses can develop more targeted and effective marketing strategies, enhance their brand reputation, and stay competitive in the digital marketplace.

##plugins.themes.academic_pro.article.details##

How to Cite
Kaniawati, K., & Sudrajat, B. M. (2023). The influence of social media marketing and reviews on purchase decisions for brand erigo. Enrichment : Journal of Management, 13(3), 1787-1794. https://doi.org/10.35335/enrichment.v13i3.1521

References

Al Mutanafisa, T., & Retnaningsih. (2021). The Effect of Sales Promotion and Knowledge on Impulsive Buying of Online Platform Consumers. Journal of Consumer Sciences, 6(1), 77–91. https://doi.org/10.29244/jcs.6.1.77-91
Arif., M. (2021). Pengaruh Social Media Marketing, Electronic Word Of Mouth (EWOM) Dan lifestyle Terhadap Keputusan Pembelian Online. SiNTESa Seminar Nasional Teknologi Edukasi Sosial Dan Humaniora, 1(1), 111–122.
Basit, A., Lum, A., Sethu, S., Yee, W., Sethumadhavan, S., & Rajamanoharan, I. D. (2021). The influence of Social Media Marketingon Consumer Buying Decision through Brand Image in the Fashion Apparel Brands Baby boomers and travel intentions View project The Impacts of Ownership Structure on Firm Performance View project The influence of Socia. International Journal of Contemporary Architecture, 8(2). https://www.researchgate.net/publication/353377510
Budi Harto, Abdul Rozak, & Arief Yanto Rukmana. (2021). Strategi Marketing Belah Doeren Melalui Digital Marketing Terhadap Keputusan Pembelian Dimediasi Brand Image. ATRABIS: Jurnal Administrasi Bisnis (e-Journal), 7(1), 67–74. https://doi.org/10.38204/atrabis.v7i1.546
Cheung, M. L., Pires, G. D., & Rosenberger, P. J. (2020). Exploring synergetic effects of social-media communication and distribution strategy on consumerbased brand equity. Asian Journal of Business Research, 10(1), 126–149. https://doi.org/10.14707/ajbr.200078
Dewi, N. M. P., Imbayani, G. A., & Ribek, P. K. (2021). Pengaruh Social Media Marketing Terhadap Keputusan Pembelian Yang Dimediasi E-Word of Mouth Pada Givanda Store Denpasar. Jurnal Emas, Vol. 2 No(ISSN : 2774-3020), 1–15.
Fred Selne. (2011). Article information :An Examination of the Effect of Product Performance on Brand Reputation, Satisfaction and Loyalty. Emeraldinsight.
Huda, I. U., Karsudjono, A. J., & Darmawan, R. (2021). Pengaruh Content Marketing Dan Lifestyle Terhadap Keputusan Pembelian Pada Usaha Kecil Menengah Di Media Sosial. Al-KALAM JURNAL KOMUNIKASI, BISNIS DAN MANAJEMEN, 8(1), 32. https://doi.org/10.31602/al-kalam.v8i1.4156
J. Setiadi, N. (2003). Perilaku Konsumen Konsep dan Implikasi untuk Strategi dan Penelitian Pemasaran. Kencana.
Jessy Rucci, M. (2022). Pengaruh social media marketing , garga dan kepercayaan merek terhadap keputusan pembelian ( Studi Kasus pada TSB . Encore ). Jurnal Mahasiswa Institut Teknologi Dan Bisnis Kalbis, 8(4), 4337–4351. http://ojs.kalbis.ac.id/index.php/kalbisiana/article/view/1673
Kambali, I., & Masitoh, S. (2021). Pengaruh Sosial Media Marketing Terhadap Keputusan Pembelian Jasa Pengiriman Barang di Kantor Pos Pati 59100. Jurnal Bisnis Dan Pemasaran, 11(1), 10–10.
Kristiawan, T. A., & Keni, K. (2020). Pengaruh packaging, social media marketing dan electronic word of mouth terhadap keputusan pembelian busana brand lokal. DeReMa (Development of Research Management), 15(2), 244–256.
Kurniasari, M. dan A. B. (2018). PENGARUH SOCIAL MEDIA MARKETING, BRAND AWARENESS TERHADAP KEPUTUSAN PEMBELIAN DENGAN MINAT BELI SEBAGAI VARIABEL INTERVENING PADA J.CO DONUTS & COFFEE SEMARANG. DIPONEGORO JOURNAL OF SOCIAL AND POLITIC, 7(3), 1–7. http://dx.doi.org/10.1186/s13662-017-1121-6%0Ahttps://doi.org/10.1007/s41980-018-0101-2%0Ahttps://doi.org/10.1016/j.cnsns.2018.04.019%0Ahttps://doi.org/10.1016/j.cam.2017.10.014%0Ahttp://dx.doi.org/10.1016/j.apm.2011.07.041%0Ahttp://arxiv.org/abs/1502.020
Laluyan, G. I., Wibowo, I., & Setiorini, A. (2019). IMPLEMENTASI DIGITAL MARKETING TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN JD.id Jakarta. Jurnal Manajemen Bisnis Krisnadwipayana, 7(3). https://doi.org/10.35137/jmbk.v7i3.349
M. Arif Wicaksono. (2017). Pengaruh media sosial. Jom Fisip, 4(2), 1–13.
Ngadimen, A. N., & Widyastuti, E. (2021). Pengaruh social media marketing, online customer review, dan religiusitas terhadap keputusan pembelian konsumen shopee di masa pandemi Covid-19 dengan minat beli sebagai variabel intervening. Journal of Management and Digital Business, 1(2), 122–134. https://doi.org/10.53088/jmdb.v1i2.134
Nugroho, R. A. (2021). PENGARUH PERAN KEBAHAGIAAN KONSUMEN TERHADAP LOYALITAS MERK ERIGO. Universitas Islam Indonesia.
Prof. Dr. Sugiyono. (2019). STATISTIKA untuk PENELITIAN (3rd ed.). Alfabeta.
Putra, E. (2020). PENGARUH PROMOSI MELALUI SOSIAL MEDIA DAN REVIEW PRODUK PADA MARKETPLACE SHOPEE TERHADAP KEPUTUSAN PEMBELIAN ( Studi pada Mahasiswa STIE Pasaman ). Jurnal Apresiasi Ekonomi, 8(3), 467–474. https://doi.org/10.31846/jae.v8i3.298
Sarah, K. S., Hurriyati, R., & Hendrayati, H. (2021). Analisis Social Media Marketing Melalui Instagram Terhadap Keputusan Pembelian Pada Produk Clothing Linkswear. Jurnal Manajemen, 12(3), 397. https://doi.org/10.32832/jm-uika.v12i3.4877
Slamet, S., Prasetyo, B. P. W., & Azmala, I. (2022). The Impact of Electronic Word of Mouth and Brand Image on Online Purchase Decisions Moderated by Price Discount. European Journal of Business and Management Research, 7(2), 139–148. https://doi.org/10.24018/ejbmr.2022.7.2.1340
Supardin, L., Tamansiswa, U. S., Behavior, C., & Bisnis, D. (2022). The Role of Brand Image as a Mediation of The Effect of Advertising and Sales Promotion on Customer Purchase Decision. Journal of Economics and Sustainable Development, August. https://doi.org/10.7176/jesd/13-8-09
Sutiyati, S., Welsa, H., & Lukitaningsih, A. (2020). Pengaruh Social Media dan Brand Image Terhadap Purchase Decision Melalui Buying Interest. Jurnal Ecodemica: Jurnal Ekonomi, Manajemen, Dan Bisnis, 4(2), 264–274. https://doi.org/10.31294/jeco.v4i2.8223
Upadana, M. wahyu K., & Pramudana, K. A. S. (2020). Brand Awareness Memediasi Pengaruh Social Media Marketing Terhadap Keputusan Pembelian. E-Jurnal Manajemen Universitas Udayana, 9(5), 1921. https://doi.org/10.24843/ejmunud.2020.v09.i05.p14
Wibowo, T., & Yudi. (2021). Studi Penetrasi Aplikasi Media Sosial Tik-Tok Sebagai Media Pemasaran Digital : Studi Kasus Kota Batam. Conference on Business, Social Sciences and Technology, 1(1), 662–669. https://journal.uib.ac.id/index.php/conescintech