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All Journal Jurnal Ekonomi Manajemen Abdimas Galuh : Jurnal Pengabdian Kepada Masyarakat BERDAYA: Jurnal Pendidikan dan Pengabdian Kepada Masyarakat
Wonua, Almansyah Rundu
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Agriculture, Biological Sciences & Forestry Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Law, Crime, Criminology & Criminal Justice Nursing Public Health Social Sciences

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Journal : Jurnal Ekonomi Manajemen

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THE EFFECT OF SOCIAL MEDIA MARKETING AND ONLINE CUSTOMER REVIEW ON PURCHASE DECISIONS IN STUDENTS Nasaruddin, Nasaruddin Nasaruddin; Wonua, Almansyah Rundu; Ismanto, Ismanto Ismanto
Jurnal Ekonomi Manajemen Vol 9, No 1 (2023): Mei 2023
Publisher : Program Studi Manajemen Fakultas Ekonomi Universitas Siliwangi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37058/jem.v9i1.6712

Abstract

This study aims to determine the effect of Social Media Marketing and Online Customer Review on the purchase decision of Scarlett Whitening among students at the University of Nineteen November Kolaka. This research uses a quantitative approach. Collecting data in this study using observation, documentation, and questionnaires. The population of this study were students of Sembilanbelas november Kolaka University. While the sample of this study amounted to 150 people according to the results of the hair formula. Testing research instruments using validity and reliability tests with SPSS 25.0. The data analysis technique used in this study is the measurement model test (outer model) and the structural model test (inner model) with Smart PLS 4.0. Based on the results of the research, it is known that there is a positive and significant influence between the Social Media Marketing variable on the purchase decision of Scarlett Whitening in Kolaka Nineteen November University Students. Meanwhile, the Online Customer Review variable on the purchase decision of Scarlett Whitening for students at the Sembilanbelas november Kolaka University has a positive and significant effect.
Co-Authors Anggraini, Yuyun Basrawi, Basrawi Bay, Agus Zul Faisal Herisetiawan Jafar Fitri Kumalasari, Fitri Irsan Rahman Ismanto Ismanto Ismanto, Ismanto Ismanto Jusafri Mardiana Mardiana Mayasari, Riezka Eka Nasaruddin, Nasaruddin Nasaruddin Nekstriani, Nekstriani Niar Astaginy Nur Hidayani Alimuddin Sakti, La Ode Awal sari, Patma Syahrir, Sasmita Nabila Syamsul Rijal