Menganalisis Bagaimana Keputusan Pembelian Konsumen: Peran Dari Promosi Media Sosial, Ulasan Produk, Dan Kepercayaan Merek
DOI:
https://doi.org/10.37385/msej.v4i5.2991Keywords:
Promosi media sosial, Ulasan produk, Kepercayaan merek, Keputusan pembelianAbstract
Selama ini telah disadari bahwa penggunaan aplikasi online telah menjadi sarana dalam pengambilan keputusan konsumen. Promosi melalui media sosial telah menjadi sarana sebagai alat yang dapat menjangkau konsumen yang lebih luas. Untuk mencapai peningkatan penjualan, perusahaan perlu menerapkan promosi melalui media sosial dan membangun citra merek untuk mendapatkan kepercayaan agar konsumen tidak ragu dalam melakukan keputusan pembelian. Penelitian ini bertujuan untuk menguji pengaruh promosi media sosial, ulasan produk dan kepercayaan merek terhadap keputusan pembelian secara online. Penelitian ini menggunakan metode kuantitatif melalui survei dengan menyebarkan kuesioner kepada responden dengan menggunakan googleform untuk melihat pengaruh dari masing-masing variabel. Data dalam penelitian ini diperoleh dari responden yaitu mahasiswa di salah satu perguruan tinggi di kota Bandung dengan jumlah responden sebanyak 100 orang. Data yang diperoleh kemudian diolah dengan menggunakan metode regresi linier berganda dengan menggunakan SPSS for windows. Temuan dari penelitian ini menunjukkan bahwa promosi media sosial, ulasan produk dan kepercayaan merek berpengaruh positif terhadap keputusan pembelian secara online pada aplikasi shopee.
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