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Pengaruh Kualitas Informasi dan Social Media Marketing terhadap Keputusan Pembelian

Year: 2024

Type: article

Abstract: The purpose of this research is to examine the impact of information quality and social media marketing on purchasing decisions for Erigo brand products on Instagram. This study employs a quantitative method using regression analysis. The sampling technique applied is purposive sampling, with a total of 80 respondents collected through online questionnaire distribution via WhatsApp to Erigo brand product consumers on Instagram. The data were analyzed using IBM SPSS version 25 through several tests, including validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, and determination coefficient tests. The results of this research indicate that information quality and social media marketing have a significant and positive effect, both partially and simultaneously, on purchasing decisions for Erigo products

Source: Jurnal EMT KITA

DOI: 10.35870/emt.v8i4.3301

Authors: Elizabeth, Yunidyawati Azlina, Agus Nurofik, I Wayan Gede Antok Setiawan Jodi, Yanti Setianti

Institutions: Universitas Budi Luhur, Universitas Bina Sarana Informatika, Sekolah Tinggi Ilmu Administrasi Adabiah, Universitas Mahasaraswati Denpasar, Padjadjaran University

Language: English

Topic: Consumer Behavior and Marketing Influence

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: diamond

OpenAlex ID: W4404438293

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