PENGARUH SOCIAL MEDIA MARKETING DAN E-WOM TERHADAP PURCHASE DECISION MELALUI PURCHASE INTENTION: STUDI PADA PRODUK MAKANAN SIAP SAJI

Penelitian ini berutujuan untuk menguji dan menganalisis pengaruh social media marketing terhadap purchase intention, pengaruh e-WoM terhadap purchase intention, pengaruh purchase intention terhadap purchase decision, pengaruh social media marketing terhadap purchase decision, pengaruh e-WoM terhadap purchase decision, pengaruh social media marketing terhadap purchase decision melalui purchase intention, pengaruh e-WoM terhadap purchase decision melalui purchase intention, pada produk makanan cepat saji Lokasaji. Metode pengumpulan data yang digunakan adalah metode survei dengan instrumen berupa kuesioner. Sampel penelitian yang dikumpulkan berjumlah 250 responden yang merupakan followers akun media sosial lokasaji berdomisili di Jabodetabek, berusia 17 tahun keatas dan pernah melakukan pembelian pada produk lokasaji selama 6 bulan terakhir. Software yang digunakan pada analisis data adalah SPSS dan SEM (Structural Equation Model) dari LISREL. Hasil dari uji hipotesis dari penelitian ini adalah seluruh hipotesis diterima. The purpose of this study is to determine the effect of social media marketing on purchase intention, the effect of e-WoM on purchase intention, the effect of purchase intention on purchase decisions, the effect of social media marketing on purchase decisions, the effect of e-WoM on purchasing decisions, the effect of social media marketing on purchasing decisions through purchase intention, the effect of e-WoM on purchasing decisions through purchase intention on Lokasaji ready to eat food products. The data collection method used is a survey method with an instrument in the form of a questionnaire. The research sample collected amounted to 250 respondents who are followers of Lokasaji's social media accounts domiciled in Jabodetabek, aged 17 years and over and have made purchases on Lokasaji products for the last 6 months. Software used in data analysis is SPSS and SEM (Structural Equation Model) from LISREL. The results of the hypothesis test show that all hypotheses are accepted