Pengaruh Social Media Marketing, Electronic Word of Mouth (E-Wom) dan Harga Terhadap Keputusan Pembelian pada Underprice Skincare Medan

Abstract

Underprice Skincare is a business that operates in the field of selling affordable and quality skin care products located in the Medan area, North Sumatra. Over the last 6 months, the number of Underprice Skincare consumers has fluctuated and has not reached the predetermined target. This research aims to determine the influence of Social Media Marketing, Electronic Word of Mouth, and Price on Purchasing Decisions at Underprice Skincare Medan. This research is associative research and the type of data used is quantitative data. The population in this study were visitors who made purchases at the Underprice Skincare Medan store. The number of samples in this research was 105 people. The data analysis technique uses multiple linear regression. The research results show that simultaneously Social Media Marketing, Electronic Word of Mouth, and Price have a positive and significant effect on purchasing decisions at Underprice Skincare Medan. Partial research results: Social Media Marketing has a positive and significant effect on purchasing decisions at Underprice Skincare Medan. Electronic Word of Mouth has a positive and significant effect on purchasing decisions at Underprice Skincare Medan. Price has a positive and significant effect on purchasing decisions at Underprice Skincare Medan.