Open AccessPENGARUH PROMOSI MEDIA SOSIAL DAN WORD OF MOUTH (WOM) TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN (STUDI DI TOKO BUKU LA TANSA GONTOR)
Author(s) -
Mufti Afif,
Ahmad Suminto,
Aulia Fathan Mubin
Publication year - 2021
Publication title -
journal of islamic economics
Language(s) - English
Resource type - Journals
eISSN - 2807-7377
pISSN - 2807-7091
DOI - 10.21154/joie.v1i2.3206
Subject(s) - purchasing , advertising , word of mouth , social media , promotion (chess) , product (mathematics) , psychology , humanities , art , business , mathematics , marketing , computer science , political science , world wide web , politics , law , geometry
The purpose of this study was to determine the effect of social media promotion (online) and Word of Mouth (WOM) on consumer purchasing decisions at La Tansa Gontor Bookstore. This research is a quantitative research with data sources obtained from primary data in the form of the results of respondents' answers to La Tansa Gontor Bookstore consumers, and secondary data in the form of written information from the web and social media. Questionnaire data was collected using random sampling technique, with an infinite number of populations. The sample used is 300 respondents. The results showed: 1) Social media promotion (online) had a positive and significant effect on consumer purchasing decisions at La Tansa Gontor Bookstore, this was because the social media admin of La Tansa Gontor Bookstore provided good and interesting and responsive information so that it could influence consumers. to make consumer purchasing decisions. 2) Word of Mouth (WOM) has a positive and significant effect on purchasing decisions because consumers are satisfied with the service and product quality offered.Tujuan dalam penelitian ini untuk mengetahui pengaruh promosi media sosial (online) dan Word of Mouth (WOM) terhadap keputusan pembelian konsumen Toko Buku La Tansa Gontor. Penelitian ini merupakan penelitian kuantutatif dengan sumber data diperoleh dari data primer berupa hasil jawaban responden konsumen Toko Buku La Tansa Gontor, dan data sekunder yang berupa informasi tertulis dari web dan media sosial. Pengumpulan data angket dilakukan dengan teknik random sampling, jumlah populasi yang tak terhingga. Sampel yang digunakan 300 responden. Hasil penelitian menunjukkan: 1)Promosi media sosial (online) berpengaruh positif dan signifikan terhadap keputusan pembelian konsumen Toko Buku La Tansa Gontor, hal ini disebabkan karena admin media sosial Toko Buku La Tansa Gontor memberikan informasi yang baik dan menarik serta responsif sehingga dapat mempengaruhi konsumen untuk melakukan keputusan pembelian konsumen. 2)Word of Mouth (WOM) berpengaruh positif dan signifikan terhadap keputusan pembelian karena konsumen mnyatakan puas dengan pelayanan dan kualitas produk yang ditawarkan.