Article Per Year (5 Year)
p-Index From 2019 - 2024
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This Author published in this journals
All Journal Journal of Information System, Applied, Management, Accounting and Research
Theresia Effendi
Universitas Bandar Lampung
Computer Science & IT Decision Sciences, Operations Research & Management

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Pengaruh Sosial Media Marketing Dan E-Wom Terhadap Minat Beli Produk The Originote Di Bandar Lampung Theresia Effendi; Defrizal Defrizal
Journal of Information System, Applied, Management, Accounting and Research Vol 8 No 1 (2024): JISAMAR (February 2024)
Publisher : Sekolah Tinggi Manajemen Informatika dan Komputer Jayakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52362/jisamar.v8i1.1417

Abstract

The objective of this study is to investigate how social media marketing and e-WOM impact the purchase intention of The Originote products in Bandar Lampung. This research adopts a quantitative approach, utilizing a non-probability sampling method with a sample size of 100 respondents. Data collection is carried out through the distribution of questionnaires. The study incorporates validity testing, multiple linear regression, reliability testing, coefficient of determination, and subsequently performs T-test and F-test. The results reveal that the Social Media Marketing variable (X1) affects the purchase intention variable (Y) of The Originote products in Bandar Lampung, whereas the e-WOM variable (X2) does not significantly influence the purchase intention (Y) of The Originote products in Bandar Lampung. The combined impact of social media marketing (X1) and e-WOM (X2) simultaneously has a significant positive effect on the purchase intention (Y) of The Originote products in Bandar Lampung.
Co-Authors Defrizal DEFRIZAL