International Journal of Educational Review, Law And Social Sciences (IJERLAS)
Vol. 4 No. 4 (2024): July

THE INFLUENCE OF SOCIAL MEDIA, BRANDING STRATEGY, AND E-SERVICE QUALITY MEDIA ON PURCHASE DECISIONS THROUGH DIGITAL LITERACY OF PANDESARI MSME PRODUCTS

Yusuf Purwanto (Universitas Negeri Malang)
Agung Winarno (Universitas Negeri Malang)
Wening Patmi Rahayu (Universitas Negeri Malang)

Article Info

Publish Date
30 Jul 2024

Abstract

Consumer purchasing decisions are critical for businesses, necessitating the implementation of effective strategies to attract attention and secure buyers for their products. Factors influencing these decisions include social media, branding strategies, and the quality of e-services, all of which must be optimally managed to achieve the best results. In this study, a quantitative research method was employed. Data analysis was conducted using Partial Least Square (PLS), a variance-based approach to Structural Equation Modeling (SEM). The bootstrapping analysis of all variables revealed P-values below 0.005, indicating that all hypotheses were accepted. Consequently, the analysis demonstrates that social media, branding strategy, and e-service quality significantly impact purchase decisions through digital literacy.

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Journal Info
International Journal of Educational Review, Law And Social Sciences (IJERLAS)
Website

Abbrev

IJERLAS

Publisher

CV. RADJA PUBLIKA

Subject

Religion Humanities Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Social Sciences Other

Description

This journal accepts articles on results of the research in fields of Education, Cross Culture, Law, Environmental Empowerment which are the latest issues from the results of activities or practical implementations that are problem solving, comprehensive, meaningful, latest and sustainable findings ...