Pengaruh Social Media dan Word of Mouth Terhadap Keputusan Pembelian Parfum MJ di Kota Medan

Abstract

Penelitian ini bertujuan untuk mengetahui Pengaruh Social media dan Word of mouth terhadap keputusan pembelian produk parfum MJ di Daerah Starban Kelurahan Polonia, Kota Medan. Melihat banyaknya sosial media yang berkembang di zaman modern ini, akun Social media dan strategi komunikasi Word of mouth dapat menjadikan peluang alat promosi yang interaktif demi memasarkan produk penjualan. Penelitian ini menggunakan jenis penelitian asosiatif. Populasi pada penelitian ini adalah konsumen yang melakukan pembelian produk parfum MJ di Daerah Starban, Kelurahan Polonia, Kota Medan. Dalam penelitian ini menggunakan metode Non- Probability Sampling dengan jenis teknik Purposive Sampling dengan jumlah sampel sebanyak 80. Hasil dari penelitian ini menunjukkan bahwa: (1) Social media berpengaruh positif dan signifikan terhadap keputusan pembelian parfum MJ di daerah starban kelurahan polonia, kota medan. (2) Word of mouth berpengaruh positif dan signifikan terhadap keputusan pembelian parfum MJ di daerah starban kelurahan polonia, kota medan. (3) Social media dan Word of mouth secara simultan berpengaruh positif dan signifikan terhadap keputusan pembelian parfum MJ di daerah starban kelurahan polonia, kota medan. This study aims to determine the influence of social media and word of mouth on the decision to purchase MJ perfume products in the Starban area, Polonia Village, Medan City. Seeing the many social media that are developing in modern times, accounts social media and communication strategies word of mouth can make opportunities for interactive promotional tools for marketing sales products. This research uses associative research. The population in this study were consumers who made purchases of MJ perfume products in the Starban area, Polonia Village, Medan City. In this study using themethod Non Probability Sampling with the type oftechnique purposive sampling with a total sample size of 80. The results of this study indicate that: (1) Social media has a positive and significant effect on the decision to purchase perfume MJin the starban area of Polonia Village, Medan city. (2) Word of mouth has a positive and significant effect on the decision to buy MJ perfume in the starban area of Polonia Village, Medan city. (3) Social media and word of mouth simultaneously have a positive and significant effect on the decision to purchase MJ perfume in the starban area of Polonia Village, Medan city.