Analisis Pengaruh Electronic Word of Mouth (E-WOM) dan Social Media Marketing Terhadap Keputusan Pembelian Paket Oleh-Oleh Khas Betawi Mpok Nini

Mahyanadewy, Emma (2025) Analisis Pengaruh Electronic Word of Mouth (E-WOM) dan Social Media Marketing Terhadap Keputusan Pembelian Paket Oleh-Oleh Khas Betawi Mpok Nini. Sarjana (S1) thesis, STIE Tri Bhakti.

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Abstract

This study aims to analyze the influence of Electronic Word of Mouth (E-WOM) and Social Media Marketing on the level of awareness and consumer purchasing decisions for Mpok Nini's Betawi souvenir package products, while exploring the role of these two factors in building consumer trust amidst tight market competition. The research used is a descriptive survey and explanatory survey because this study highlights the relationship between Electronic Word of Mouth (E-WOM) variables, and Social Media Marketing, as (independent variables) with purchasing decision variables as influenced variables (dependent) by testing previously formulated hypotheses. The sampling technique in this study uses purposive sampling. The study was conducted to analyze the influence of E-WOM and social media marketing on purchasing decisions for Mpok Nini's Betawi souvenir packages more systematically and measurably. These variables will also help in designing questionnaires and relevant data analysis. Therefore, the results of this study conclude that Electronic Word of Mouth (E-WOM) and Social Media Marketing partially or simultaneously have a positive and significant influence on purchasing decisions for Mpok Nini's Betawi souvenir packages. Individually, positive reviews and recommendations from E-WOM are effective in building consumer confidence and purchase intent, while consumer interaction with Mpok Nini's social media has been shown to significantly influence purchase intent. Collectively, the synergy of these two factors is highly effective in attracting customers, increasing brand awareness, fostering trust, and ultimately driving purchasing decisions.

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