Article Sidebar

Download
PDF
Statistic
Read Counter : 448 Download : 242

Main Article Content

Abstract

This study aims to determine: (1) The effect of promotional strategies through social media on purchasing decisions for Garskin products, (2) The effects of promotion strategies through social media on word of mouth marketing for Garskin products, (3) The influence of word of mouth marketing on product purchasing decisions for garskin, and (4) the effect of promotional strategies through social media mediated by word of mouth marketing on purchasing decisions for garskin products. The research design is a survey research. The sampling technique in this study used purposive sampling with a total sample of 145. Data analysis techniques were used to answer the research hypothesis were regression tests, path analysis (path analysis), and sobel tests. The results of this study indicate that: (1) There is a positive influence of promotional strategies through social media on purchasing decisions for Garskin products. This is evidenced by the t count of 8.664 with a significant value of 0.000 which is less than 0.05, and the regression coefficient has a positive value of 0.792, (2) There is a positive influence of promotional strategies through social media on word of mouth marketing for Garskin products. This is evidenced by the t count of 4.395 with a significant value of 0.000 which is less than 0.05, and the regression coefficient has a positive value of 0.395, (3) There is a positive influence of word of mouth marketing on purchasing decisions for Garskin products. This is evidenced by the t count of 4.821 with a significance value of 0.000 less than 0.05, and the regression coefficient has a positive value of 0.440 (4) There is an influence of promotion strategies through social media on purchasing decisions mediated by word of mouth marketing on Garskin products. This is evidenced by the mediation coefficient of 0.0906 which is positive and has a significance of 0.0217, less than 0.05.

Keywords

Promotion Social media Word of mouth marketing Purchase decisions

Article Details

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

By exercising the Licensed Rights, You accept and agree to be bound by the terms and conditions of this Creative Commons Attribution-NonCommercial 4.0 International Public License.

How to Cite
Kamar, K., Hendrayani, E., Utomo, S. B., Furbani, W., & Ratnawati, R. (2023). Influence of Promotional Strategies Through Social Media on The Purchase Decision of The Garskin Dimediate Word of Marketing. Kontigensi : Jurnal Ilmiah Manajemen, 11(2), 740-748. https://doi.org/10.56457/jimk.v11i2.461

References

  1. Anggia, T. R., Kawet, L., & Ogi, I. (2019). Analisis Pengaruh Strategi Promosi, Harga, Dan Kepuasan Terhadap Loyalitas Konsumen Surat Kabar Manado Post. Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 3(2), 1041–1050.
  2. Cashmere. (2014). Basics of Banking Revised Edition. Jakarta: PT. Raya Grafindo Persada. Marusya, P.d. (2016). The Effect of Capital Structure on Profitability in Manufacturing Companies Listed on the Indonesia Stock Exchange (IDX) for the 2008-2015 period. Periodic Scientific Journal of Efficiency, Volume 16(03) :484-492.
  3. Creswell, J. W. (2012). Planning, conducting, evaluating, quantitative and qualitative research (Fourth Edition). Educational Research.
  4. Creswell, J. W. (2014). Research Design: Qualitative, Quantitative and Mixed Methods App roaches (4th ed.). Thousand Oaks. SAGE.
  5. Dwita, V., & Megawati, M. (2021). the Mediating Effect of Emotional Attachment Between Social Media Interactivity and Word of Mouth. Jurnal Manajemen Industri Dan Logistik, 5(2), 141–153.
  6. Handoko, B. (2017). Pengaruh Promosi, Harga Dan Kualitas Pelayanan Terhadap Kepuasan Konsumen Pada Titipan Kilat JNE Medan. Jurnal Ilmiah Manajemen Dan Bisnis, 18(1), 61–72. https://doi.org/10.30596/jimb.v18i1.1098
  7. Harry. (2017). Study of Accounting Research and Review of Various Latest Research Results in the Field of Accounting and Finance. Jakarta: PT Grasindo.
  8. Hendrawan, A. (2019). Pengaruh marketing digital terhadap kinerja penjualan produk umkm asti gauri di kecamatan bantarsari cilacap. Jurnal Administrasi Dan Kesekretarisan, 4, 50–61.
  9. Hermuningsih, S. (t.yr.). The Influence of Profitability, Growth Opportunity, Capital Structure on Firm Value in Public Companies in Indonesia.
  10. Indonesia, IA (2012). Financial Accounting Standards . Jakarta: Selemba Empat.
  11. Julita. 2014. The Effect of Profitability and Sales Growth Rate on Capital Structure at PT. Nusantara Plantation III (Persero) Medan.
  12. Katrin, K., & Vanel, Z. (2020). Strategi Pemasaran Komunikasi Digital Marketing Platform (Cashbac) Untuk Meningkatkan Daya Beli Konsumen. SOURCE : Jurnal Ilmu Komunikasi, 6, 1–14. https://doi.org/10.35308/source.v6i1.1753%0A
  13. Mufiroh Ifayatul. (2019). Pengaruh Brand Image dan Kuaitas Produk Terhadap Pengambilan Keputusan Pembelian Smartphone Samsung di Kota Malang [Universitas Negeri Islam Maulana Malik]. http://etheses.uin-malang.ac.id/15551/1/17510207.pdf
  14. Muhammad Fakhru Risky, A. Y. (2021). PENGARUH PROMOSI DAN HARGA TERHADAP MINAT BELI PERUMAHAN OBAMA PT. NAILAH ADI KURNIA SEI MENCIRIM MEDAN. JURNAL MANAJEMEN & BISNIS, 14(02), 44.
  15. Niersh, JA (2014). Firm Size and Profitability : A Study of Listed Manufacturing Firms in Sri Lanka . International Journal Of Business and Management, vol 9(4) : 57-64
  16. Pradiani, T. (2017). Pengaruh Sistem Pemasaran Digital Marketing terhadap Peningkatan Volume Penjualan Hasil Industri Rumahan. Jurnal Ilmiah Bisnis Dan Ekonomi Asia, 11, 46–53.
  17. Puspitarini, D. S., & Nuraeni, R. (2019). PEMANFAATAN MEDIA SOSIAL SEBAGAI MEDIA PROMOSI ( Studi Deskriptif pada Happy Go Lucky House ). 3.
  18. Riyanto, B. (2013). Enterprise Learning Fundamentals . Yogyakarta: BPEF.
  19. Ruspandi, H.d. (2014). Factors Affecting the Profitability of Finance Companies in Indonesia. Journal of Management Insights, 2 (1) ;.
  20. Santoso, A., & Susilowati, T. (2020). Firm Size Moderates the Effect of Capital Structure on Firm Value. Adbis: Journal of Administration and Business, 13(2), 156-167.
  21. Sartono. (2010). Financial Management . Jakarta: BPFE.
  22. Sugiyono. (2013). Educational Research Methods Qualitative Approach and R&D. Bandung: Alphabet.
  23. Sugiyono. (2015). Metode Penelitian dan pengembangan. Alfabeta.
  24. Sugiyono. (2017). Metode Penelitian Kuantitatif, kualitatif dan R&D. Alfabeta.
  25. Sulaksono, J. (2020). Peranan Digital Marketing Bagi Usaha Mikro, Kecil, Dan Menengah (Umkm) Desa Tales Kabupaten Kediri. Generation Journal, 4, 41–47. https://doi.org/10.29407/gj.v4i1.13906%0A
  26. Sundjaja, IB (2010). Financial Management 2 Edition 6. Cross Media Litterata.
  27. Triyono. (2022). AIDA Model as a Marketing Strategy to Influence Consumer Buying Interest in the Digital Age . Budapest International Research and Critics Institute-Journal (BIRCI-Journal), 4(4).
  28. Utami, SE, 2009, F Factors Affecting the Capital Structure of Manufacturing Companies, PHENOMENA, Vol. 7, No. 1, p. 39-47.
  29. Wibowo, S. F. & M. P. Karimah. (2018). Pengaruh iklan televisi dan harga terhadap keputusan pembelian sabun lux (survei pada pengunjung mega bekasi hypermall). Jurnal Riset Manajemen Sains Indonesia, 3.
  30. Zano, B. R., & Santoso, T. (2019). Analisis Pengaruh Kualitas Produk, Harga dan Iklan Terhadap Keputusan Pembelian Sepeda Motor Yamaha. Agora, 7(1), 48–60. http://lib.unnes.ac.id/22068/1/7311411059-s.pdf.

DB Error: Unknown column 'Array' in 'where clause'