Pengaruh Penggunaan Sosial Media dan E-Wom terhadap Keputusan Pembelian di Mediasi Kepercayaan (Studi pada Smartphone Xiaomi Daerah Istimewa Yogyakarta)

Sofyan Ilham Arohman, Muinah Fadhilah, Nonik Kusuma Ningrum

Abstract


The rapid development of the business world today causes companies to face intense competition. This research is classified as a type of quantitative research method, using a purposive technique. The results of the study are as follows. The use of social media has a positive effect on purchasing decisions for Xiaomi Smartphones with a p value of 0.031 < 0.05 1.65. E-wom has a positive effect on purchasing decisions for Xiaomi Smartphones with a p value of 0.033 < 0.05. The use of social media has a positive effect on trust with a p value of 0.015 <0.05. EWOM has a positive effect on trust with a p value of 0.030 <0.05. Trust has a positive and significant impact on purchasing decisions with a p value of 0.010 <0.05. Social media has a positive effect on purchasing decisions mediated by trust with a p value of 0.047 < 0.05. EWOM has no positive effect on purchasing decisions mediated by a p value of 0.096 > 0.05.


Keywords


EWOM, Purchase Decision, Social Media, Trust.

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DOI: http://dx.doi.org/10.33087/jmas.v8i1.791

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