Open AccessSocial Media Marketing Effect towards Purchase Decision at the Embroidery MSMEs in Tasikmalaya
Author(s) -
Nadia Ulfa Agustin Hilman,
Maya Ariyanti,
Astri Ghina
Publication year - 2021
Publication title -
international journal of science and management studies
Language(s) - English
Resource type - Journals
ISSN - 2581-5946
DOI - 10.51386/25815946/ijsms-v4i4p119
Subject(s) - personalization , interactivity , data collection , nonprobability sampling , word of mouth , social media , computer science , advertising , business , marketing , world wide web , statistics , sociology , mathematics , population , demography
This study aims to determine the effect of social media marketing with the independent variables of Interactivity, Informativeness, Word-of-mouth, Personalization, and Trendiness towards the purchase decision at the Embroidery in Tasikmalaya, specifically at Ar Riaz Collection store. Data collection for this present research was done by using a questionnaire with purposive sampling method to 100 respondents who were the consumers of Ar Riaz collection (one of the embroidery MSMEs in Tasikmalaya). Furthermore, the data analysis techniques used for this study were descriptive analysis and multiple linear regression analysis. The research findings indicated that Word-of-mouth, Trendiness partially established more positive and significant effect towards purchase decision rather than Interactivity and Personalization did. On the other hand, social media marketing, which consists of interactivity, informativeness, word-of-mouth, personalization, and trendiness, had been shown to simultaneously have a significant effect on purchase decisions at the Embroidery MSMEs in Tasikmalaya city.