PENGARUH SOCIAL MEDIA MARKETING TERHADAP KEPUTUSAN PEMBELIAN DIMEDIASI WORD OF MOUTH PADA LEKTANG GALLERY MALANG

Abstract

This research aimed to examine the effect of social media marketing on the customers’ purchasing decisions of Lektang Gallery Malang, with word of mouth as a mediating variable. The research was quantitative. Moreover, the population was all customers who had ever purchased at Lektang Gallery Malang. The data collection technique used simple random sampling with the Lemeshow formula. In line with that, there were 100 customers as the sample. Furthermore, the instrument in the data collection technique was a questionnaire. The data analysis technique used Partial Least Square (PLS) with SmartPLS application 3.0. The result showed that social media marketing had a positive and significant effect on the customers’ purchasing decisions of Lektang Gallery Malang. Likewise, social media marketing had a positive and significant effect on the word of mouth of Lektang Gallery Malang. Additionally, word of mouth had a positive and significant effect on the customers’ purchasing decisions of Lektang Gallery Malang. Similarly, social media marketing had a positive and significant effect on the customers’ purchasing decisions mediated by word of mouth of Lektang Gallery Malang.