Abstract
Business competition that is getting stonger makes SME (Small Medium Enterprise) must be able to compete. Batik is one of SME that has influence in economic growth. The enterpreneurs have to compete with competitiors. This study aims to examine the influence of media sosial, electronic word of mouth, and brand image on purchase decision through purchase intention at Poeniko Batik Pekalongan store. The population in this study is consumers of Poeniko Batik Pekalongan. The number of samples used in this study were 100 people using the incidental sampling method. The data collection method uses documentation and questionnaires. The results showed that the electronic word of mouth, brand image and purchase variables had a positive and significant effect on purchasing decisions. While social media variables do not have a positive and significant effect on purchasing decisions. The results of the path analysis test indicate that purchase intention can mediate the influence of social media, electronic word of mouth, and brand image on purchasing decisions.
Highlights
Market competition that occurred in recent years requires multinational companies to spread to the global market
Information about Poeniko Batik products on social media can trigger consumer purchase intention which has an impact on purchasing decisions
Electronic word of mouth has a positive and significant effect on purchasing decisions. This means that the more positive electronic word of mouth created in Poeniko Batik social media accounts will improve consumer purchasing decisions
Summary
Market competition that occurred in recent years requires multinational companies to spread to the global market. Indonesia has various aspects in developing the economy. Small and Medium Industries (SME) have a very important role and contribute greatly to the economic growth sector. The fashion sector is one of the factors of small and medium industries that play a role in economic growth. A company if wants to grow, the company must understand consumer buying behavior (Sumarwan, 2014). Consumer behavior includes decision making process and consumer activities in evaluating, obtaining the use or obtaining goods and services (Suryani, 2008)
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