The Effect of Social Media Marketing and Electronic Word of Mouth on the Instagram Platform on Purchase Decisions at Tokopedia

Abstract

The purpose of this study was to determine the effect of social media marketing and electronic word of mouth on purchasing decisions at Tokopedia, either partially or simultaneously at Tokopedia. This study uses the associative method with a quantitative approach. Sampling of 96 people. Techniques and tools of data collection is a questionnaire or questionnaire. Descriptive data analysis technique was used to describe the description of respondents' responses and data distribution, while inferential statistical analysis was used to test hypotheses. The data processing is assisted by Microsoft Excel and SPSS software version 25. Based on the correlation test of social media marketing (X1), and electronic word of mouth (X2) with purchasing decisions (Y) have a strong relationship. Social Media Marketing and Electronic Word of Mouth can project Purchase Decisions with a positive influence, this can be seen from the equation Y = 4,513+0,421X1 1+0,447X21 + e which means that the higher the application of social media marketing and electronic word of mouth, the higher or higher the purchase decision. Social media marketing and electronic word of mouth have a contribution of 61,10% while the remaining 38.90% is influenced by other variables classified in epsilon, namely other factors that influence purchasing decisions but are not examined in this study