Pengaruh Social Media Marketing dan Electronic Word of Mouth terhadap Keputusan Pembelian Produk Fashion pada Pengguna Tokopedia di Jakarta Timur

The Influence of Social Media Marketing and Electronic Word of Mouth on Fashion Product Purchase Decisions on Tokopedia Users in East Jakarta

Abstract

Information technology has changed consumer behavior in making online purchases. This research aims to analyze the partial and simultaneous effects of Social Media Marketing and Electronic Word of Mouth (E-WOM) on fashion product purchasing decisions among Tokopedia users in East Jakarta. This research used a quantitative approach by distributing questionnaires to 100 respondents using a non-probability sampling technique. Data analysis included validity testing, reliability testing, classical assumption tests, t-test, F-test, coefficient of determination, and regression coefficients using IBM SPSS Statistics. The results showed that Social Media Marketing had a positive and significant partial effect on purchasing decisions, with a t-value of 9.826 and a significance value of 0.000. E-WOM also had a positive and significant effect, with a t-value of 4.586 and a significance value of 0.000. Simultaneously, Social Media Marketing and E-WOM had a significant effect on purchasing decisions, with an F-value of 143.800 and a significance value of 0.000. The Adjusted R Square value of 0.743 indicates that the two variables explain 74.3% of the variation in purchasing decisions. The implication of this research highlights the importance of optimizing digital marketing and managing E-WOM for fashion industry players.