Pengaruh Social Media Marketing, Online Consumer Review dan Harga terhadap Keputusan Pembelian Produk Somethinc (Studi pada Mahasiswa di Kota Medan)

Abstract

As the times progressed, the internet grew rapidly and became one of the sources of information accessible whenever and wherever, resulting in the flow of consumers in fulfilling lifestyles changing their shopping styles from traditional to conventional. One of the local brands in Indonesia that use social media actively is Somethinc. Somethinc also utilizes various digital platforms to interact with consumers. This study aims to understand the influence of social media marketing, online consumer reviews, and prices on the decision to purchase somethinc products on students in the city of Medan. A form of research used in this study is quantitative research with an associative approach. The sampling was done through purposive sampling techniques and used 100 respondents as samples. The primary data used in this study were obtained by distributing questionnaires, while secondary data were obtained through library studies. The data analysis methods used by analysis are validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, and hypothesis tests. The results of the study showed that the Social Media Marketing variable had a significant effect on purchasing decisions. Furthermore, it is known that online consumer review variables have an effect on purchase decisions, and price variables have a significant effect on purchase decisions. The determination coefficient test shows that Social Media Marketing (X1), Online Consumer Review (X2), Price (X3) against Purchase Decision (Y) which is close enough if R value is close to 1 then the better the model will be. The above determination coefficient values show that Social Media Marketing (X1), Online Consumer Review (X2), Price (X3) can explain the Decision of Purchase (Y) variable of 38.2% while the remaining 61.8% is influenced by other variables not described in this study.