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All Journal Conference In Business, Accounting And Management (Cbam) 2012 KALBISIANA Jurnal Sains, Bisnis dan Teknologi STREAMING Business Journal
Siti Nurjanah
Institut Teknologi dan Bisnis Kalbis
Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences

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Journal : STREAMING Business Journal

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Pengaruh Social Media Marketing, Product Knowledge terhadap Keputusan Pembelian Ramen melalui Minat Sebagai Variabel Intervening Adelin Audya Shifa; Siti Nurjanah
STREAMING Vol. 1 No. 2 (2022): STREAMING Business Journal
Publisher : Research and Community Service UNIVERSITAS KALBIS

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Abstract

This study aims to determine the effect of social media marketing and product knowledge on purchase decisions of mika ramen kari with purchase intention as an intervening variable. There are four variables in this study, namely social media marketing, product knowledge, purchase decisions and purchase intention. This study uses quantitative methods using purposive sampling technique which is part of non-probability sampling. The questionnaire was distributed using google form with a sample of 180 respondents who were people who knew and had consumed mika ramen kari. The tests used in this research are validity test, reliability test, classical assumption test, hypothesis test and path analysis test. The results showed that the variables of social media marketing and product knowledge had an effect on purchasing decisions and buying interest. But the buying interest variable as an intervening variable does not mediate between the independent variable and the dependent variable.
Co-Authors Adelin Audya Shifa Evi Aurellia Babay Ignatius Ario Sumbogo Intan Ananda Rianty Jeus Sitha Riadi Putra Kevin Valeryan Mario Zyco Halomoan Mita Ananda Fairuz