PENGARUH SOCIAL MEDIA MARKETING TERHADAP KEPUTUSAN PEMBELIAN DIMEDIASI WORD OF MOUTH PADA WAIKI DIMSUM CABANG GUBENG SURABAYA

Abstract

This research aimed to find out the effect of social media marketing on the purchasing decision, social media marketing on the word of mouth, and word of mouth on the purchasing decision. Besides, it aimed to find out the indirect effect of social media marketing on the purchasing decision through word of mouth as the intervening variable. The research was quantitative. Furthermore, the population was consumers who had purchased at Waiki Dimsum Gubeng, Surabaya. As the population was unknown, i.e 100 respondents, it was calculated by Lemeshow. The data collection used simple random sampling, in which the sample was taken directly or randomly. Moreover, the data were primary, with questionnaires as the instrument in the data collection technique. Additionally, the data analysis technique used PLS (Partial Least Square) with SmartPLS 3.0. The result showed directly that social media marketing and word of mouth had a positive and significant effect on purchasing decisions. Likewise, social media marketing had a positive and significant effect on word of mouth. In addition, the result showed indirectly that word of mouth as the intervening variable was able to mediate social media marketing on purchasing decisions positively and significantly.