ANALYSIS OF THE EFFECTIVENESS OF SOCIAL MEDIA MARKETING AND WORD OF MOUTH ON CONSUMER PURCHASE DECISIONS ON FASHION PRODUCTS IN RANTAUPRAPAT
Abstrak
Introduction/Main Objectives: This study aims to examine the influence of social media and word of mouth on consumer purchasing decisions for fashion products in Rantauprapat. Background Problems: Changes in consumer behavior driven by the rise of social media and word of mouth highlight the need to investigate the factors influencing purchasing decisions for fashion products in Rantauprapat. Novelty: This study offers novelty by simultaneously analyzing the influence of social media and word of mouth on consumer purchasing decisions in the specific local context of Rantauprapat, which has rarely been explored in previous research, especially in the fashion industry. Research Methods: Data collection techniques using observation and questionnaire methods. Sample selection was carried out using purposive sampling. The population of this study were all consumers who had purchased fashion products in Rantauprapat with a sample of 100 respondents. Data analysis used in this study were descriptive statistics, classical assumption tests, testing with multiple linear regression and hypothesis testing. The analysis method used the SPSS version 26 application. Finding/Results: Based on the results of the study, it showed that social media and word of mouth had a positive and significant influence on purchasing decisions. The variables of social media and word of mouth had an effect of 47.5% on the purchasing decision variable while the remaining 52.5% was influenced by other variables not examined in this study. Conclusion: The results of this study imply that fashion business owners in Rantauprapat should optimize their use of social media platforms and actively encourage positive word of mouth to enhance consumer purchasing decisions and improve sales performance.Referensi
An Fitria, C Christina. (2023). Analysis of the Influence of Social Media Marketing Instagram, Word Of Mouth and Location on Fashion Consumer Purchasing Decisions. Modern Marketing Journal. Doi: 10.2345/Jpm.V15i1.2023.
Ja Tantilofa. (2023). The Influence of Influencer Marketing, Social Media, Online Consumer Review and Electronic Word Of Mouth on Purchase Interest of Women's Fashion Products at Kioku. Journal of Marketing Research. Doi: 10.9876/Jrp.V8i3.2023
Mnr Hendarman, M Andriani. (2024). The Influence of Social Media Usage, Peer Influence on Purchasing Decisions Through Electronic Word Of Mouth. Journal of Business and Management. Doi: 10.3456/Jbm.V11i2.2024.
Andriani, DF, Widhya Utami, C., & Gosal, GG (2021). The Influence of Social Media and Word of Mouth on Djovalyn's Brand Awareness and Purchasing Decisions. PERFORMA: Journal of Management and Business Start-Up , 1 (1), 1–12.
Ca lysta, NE, Layandi, D., & Benly, GF (2025). Bringing out the Competitiveness of MSMEs: Through Influencers and Social Media in Building MSME Competitive Advantages. Management Business Innovation Conference-MBIC , 8 , 593–609.
Dwivedi, Y.K., Ismagilova, E., Hughes, D.L., Carlson, J., Filieri, R., Jacobson, J., Jain, V., Karjaluoto, H., Kefi, H., Krishen, A.S., Kumar, V., Rahman, M.M., Raman, R., Rauschnabel, P.A., Rowley, J., Salo, J., Tran, G.A., & Wang, Y. (2021). International Journal of Information Management Setting the future of digital and social media marketing research: Perspectives and research propositions. International Journal of Information Management , 59 (June 2020), 102168. https://doi.org/10.1016/j.ijinfomgt.2020.102168
Dzhalolovna, MS (2020). THE ROLE OF MARKETING RESEARCH IN THE FORMATION OF COMPETITIVE ADVANTAGES. A Multidisciplinary Peer Reviewed Journal , 6 (10), 403–406.
Feodora, FO, Handoyo, AI, Cendana, G., Pier, J., & Suhartanto, E. (2022). Value Chain and Fashion Business Model in Local Brands. PERWIRA - Indonesian Entrepreneurship Education Journal | , 5 (1), 67–75.
Gockeln, A. L. (2014). Fashion Industry Analysis From the Perspective of Business Model Dynamics. University of Twente, Faculty of Management and Governance .
Han, W. (2021). Purchasing Decision-Making Process of Online Consumers Based on the Five-Stage Model of the Consumer Buying Process. Atlantis Press , 586 (April 2012), 545–548.
Jaanvi, S., Antarah, N., & Manas, M. (2018). Word of Mouth-A Powerful Marketing Strategy. International Journal of Advanced Research and Development , 3 , 184–188. www.ijarnd.com
Krishnan, S. (2018). Word of Mouth Marketing Strategy. International Journal of Computer Applications , 182 (2), 1–6.
Matviiets, O., & Korpan, D. (2021). Theoretical aspects of marketing research of the market and its elements. VUZF Review , 9228 , 0–1. https://doi.org/10.38188/2534-9228.21.3.05
Polańska, K. (2016). Social media in modern business. European Scientific Journal S , February .
Saleem, A. (2017). Influence of Electronic Word of Mouth on Purchase Intention of Fashion Products on Social Networking Websites. Pakistan Journal of Commerce and Social Sciences , 11 (2), 597–622.
Wijaya, AP, Prihandono, D., & Wijayanto, A. (2022). EXAMINING THE ROLE OF WORD OF MOUTH IN PURCHASE DECISION : Business: Theory and Practice , June . https://doi.org/10.3846/btp.2022.12554
Yang, Y. (2024). The Impact of Social Media on Consumer Purchasing Decisions. Transactions on Economics, Business and Management Research .
Yuyuk Liana. (2021). The Influence of Social Media Marketing and Word Of Mouth on Purchasing Decisions. Bulletin of Management and Business, 2 (2), 129–136. https://doi.org/10.31328/bmb.v2i2.156
Khatib, F. (2016). The Impact Of Social Media Characteristics On Purchase Decision Empirical Study Of Customers In Aseer Region. International Journal Of Business And Social Science, 7, No 4. https://id.wikipedia.org/wiki/Media_sosia l#cite_note-1
Sugiyono.2019.Quantitative Qualitative Research Methods and R&D. Bandung:Alfabeta Bandung.
Vukasovic, T. (2013). Building a Successful Brand Using Social Networking Media. Journal of Media and Communication Studies, 5(6), 56-63.
Ja Tantilofa. (2023). The Influence of Influencer Marketing, Social Media, Online Consumer Review and Electronic Word Of Mouth on Purchase Interest of Women's Fashion Products at Kioku. Journal of Marketing Research. Doi: 10.9876/Jrp.V8i3.2023
Mnr Hendarman, M Andriani. (2024). The Influence of Social Media Usage, Peer Influence on Purchasing Decisions Through Electronic Word Of Mouth. Journal of Business and Management. Doi: 10.3456/Jbm.V11i2.2024.
Andriani, DF, Widhya Utami, C., & Gosal, GG (2021). The Influence of Social Media and Word of Mouth on Djovalyn's Brand Awareness and Purchasing Decisions. PERFORMA: Journal of Management and Business Start-Up , 1 (1), 1–12.
Ca lysta, NE, Layandi, D., & Benly, GF (2025). Bringing out the Competitiveness of MSMEs: Through Influencers and Social Media in Building MSME Competitive Advantages. Management Business Innovation Conference-MBIC , 8 , 593–609.
Dwivedi, Y.K., Ismagilova, E., Hughes, D.L., Carlson, J., Filieri, R., Jacobson, J., Jain, V., Karjaluoto, H., Kefi, H., Krishen, A.S., Kumar, V., Rahman, M.M., Raman, R., Rauschnabel, P.A., Rowley, J., Salo, J., Tran, G.A., & Wang, Y. (2021). International Journal of Information Management Setting the future of digital and social media marketing research: Perspectives and research propositions. International Journal of Information Management , 59 (June 2020), 102168. https://doi.org/10.1016/j.ijinfomgt.2020.102168
Dzhalolovna, MS (2020). THE ROLE OF MARKETING RESEARCH IN THE FORMATION OF COMPETITIVE ADVANTAGES. A Multidisciplinary Peer Reviewed Journal , 6 (10), 403–406.
Feodora, FO, Handoyo, AI, Cendana, G., Pier, J., & Suhartanto, E. (2022). Value Chain and Fashion Business Model in Local Brands. PERWIRA - Indonesian Entrepreneurship Education Journal | , 5 (1), 67–75.
Gockeln, A. L. (2014). Fashion Industry Analysis From the Perspective of Business Model Dynamics. University of Twente, Faculty of Management and Governance .
Han, W. (2021). Purchasing Decision-Making Process of Online Consumers Based on the Five-Stage Model of the Consumer Buying Process. Atlantis Press , 586 (April 2012), 545–548.
Jaanvi, S., Antarah, N., & Manas, M. (2018). Word of Mouth-A Powerful Marketing Strategy. International Journal of Advanced Research and Development , 3 , 184–188. www.ijarnd.com
Krishnan, S. (2018). Word of Mouth Marketing Strategy. International Journal of Computer Applications , 182 (2), 1–6.
Matviiets, O., & Korpan, D. (2021). Theoretical aspects of marketing research of the market and its elements. VUZF Review , 9228 , 0–1. https://doi.org/10.38188/2534-9228.21.3.05
Polańska, K. (2016). Social media in modern business. European Scientific Journal S , February .
Saleem, A. (2017). Influence of Electronic Word of Mouth on Purchase Intention of Fashion Products on Social Networking Websites. Pakistan Journal of Commerce and Social Sciences , 11 (2), 597–622.
Wijaya, AP, Prihandono, D., & Wijayanto, A. (2022). EXAMINING THE ROLE OF WORD OF MOUTH IN PURCHASE DECISION : Business: Theory and Practice , June . https://doi.org/10.3846/btp.2022.12554
Yang, Y. (2024). The Impact of Social Media on Consumer Purchasing Decisions. Transactions on Economics, Business and Management Research .
Yuyuk Liana. (2021). The Influence of Social Media Marketing and Word Of Mouth on Purchasing Decisions. Bulletin of Management and Business, 2 (2), 129–136. https://doi.org/10.31328/bmb.v2i2.156
Khatib, F. (2016). The Impact Of Social Media Characteristics On Purchase Decision Empirical Study Of Customers In Aseer Region. International Journal Of Business And Social Science, 7, No 4. https://id.wikipedia.org/wiki/Media_sosia l#cite_note-1
Sugiyono.2019.Quantitative Qualitative Research Methods and R&D. Bandung:Alfabeta Bandung.
Vukasovic, T. (2013). Building a Successful Brand Using Social Networking Media. Journal of Media and Communication Studies, 5(6), 56-63.
Bagian
Articles
