Pengaruh Social Media Marketing, Electronic Word of Mouth dan Lifestyle terhadap Keputusan Pembelian Jasa melalui Minat Beli pada Diyos Shoes Cleaning di Kota Medan

Abstract

Indonesia is in National economy recovery phase due to the Covid-19 pandemic. The industry of MSMEs is a leading sector in the National economic recovery process. However, the problem encountered by MSMEs is the low level of people's purchase decision due to lack of interest in the products and services offered by MSMEs. Meanwhile, purchase interest can occur if MSMEs carry out social media marketing and electronic word of mouth strategies that are very relevant to the current situation. On the other hand, life style is an important consideration for someone in making a purchase decision. The research aims to determine and analyze the effects of social media marketing, electronic word of mouth, and lifestyle on purchase decision with purchase interest as an intervening variable in Diyos Shoes Cleaning. This associative research uses quantitative data. The customers of Diyos Shoes Cleaning in Medan are used as the research population whose total number is unknown. The research samples are determined using the Hair formula namely 34 statements multiplied by 5 become 170 respondents. The sample criteria namely aged 17 years old and above, have social media and have used the services of God Shoes Cleaning. Data obtained are analyzed using Partial Least Square Structural Equation Modeling. The research results indicate that directly social media marketing has a positive and significant effect on purchase interest, electronic word of mouth has a positive and significant effect on purchase interest, lifestyle has a positive and significant effect on purchase interest, social media marketing has a positive and significant effect on purchase decision, electronic word of mouth has a positive and significant effect on purchase decision, lifestyle has a positive and significant effect on purchase decision, and purchase interest has a positive and significant effect on purchase decision. Indirectly, social media marketing has a positive and significant effect on purchase decision through purchase interest, electronic word of mouth has a positive and significant effect on purchase decision through purchase interest, as well as lifestyle has a positive and significant effect on purchase decision through purchase interest.