ARINDA PUTRI HASIBUAN, NPM 2101100023 (2025) ANALYSIS OF THE EFFETIVENESS OF SOCIAL MEDIA MARKETING AND WORD OF MOUTH ON CONSUMER PURCHASE DECISIONS ON FASHION PRODUCTS IN RANTAUPRAPAT. Tugas_Akhir(Artikel) Faculty of Economics and Business International Conference. pp. 182-192.
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Abstract
This study aims to examine the influence of social media and word of mouth on consumer purchasing decisions for fashion products in Rantauprapat. Background Problems: Changes in consumer behavior driven by the rise of social media and word of mouth highlight the need to investigate the factors influencing purchasing decisions for fashion products in Rantauprapat. Novelty: This study offers novelty by simultaneously analyzing the influence of social media and word of mouth on consumer purchasing decisions in the specific local context of Rantauprapat, which has rarely been explored in previous research, especially in the fashion industry. Research Methods: Data collection techniques using observation and questionnaire methods. Sample selection was carried out using purposive sampling. The population of this study were all consumers who had purchased fashion products in Rantauprapat with a sample of 100 respondents. Data analysis used in this study were descriptive statistics, classical assumption tests, testing with multiple linear regression and hypothesis testing. The analysis method used the SPSS version 26 application. Finding/Results: Based on the results of the study, it showed that social media and word of mouth had a positive and significant influence on purchasing decisions. The variables of social media and word of mouth had an effect of 47.5% on the purchasing decision variable while the remaining 52.5% was influenced by other variables not examined in this study. Conclusion: The results of this study imply that fashion business owners in Rantauprapat should optimize their use of social media platforms and actively encourage positive word of mouth to enhance consumer purchasing decisions and improve sales performance. Keywords: Purchase Decision, Social Media, Word Of Mouth
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | Purchase Decision, Social Media, Word Of Mouth |
| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HM Sociology |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Unnamed user with email repository@ulb.ac.id |
| Date Deposited: | 25 Nov 2025 03:59 |
| Last Modified: | 25 Nov 2025 03:59 |
| URI: | http://repository.ulb.ac.id/id/eprint/1996 |
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