Influence of Promotional Strategies Through Social Media on The Purchase Decision of The Garskin Dimediate Word of Marketing

Kontigensi : Jurnal Ilmiah Manajemen Pub Date : 2023-12-12 DOI:10.56457/jimk.v11i2.461

Karnawi Kamar, Eka Hendrayani, Sulistyo Budi Utomo, Widiastuti Furbani, Ratnawati Ratnawati

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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.

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社交媒体促销策略对 Garskin Dimediate Word of Marketing 购买决策的影响

本研究旨在确定：（1）通过社交媒体实施的促销策略对 Garskin 产品购买决策的影响；（2）通过社交媒体实施的促销策略对 Garskin 产品口碑营销的影响；（3）口碑营销对 Garskin 产品购买决策的影响；（4）通过社交媒体实施的促销策略以口碑营销为中介对 Garskin 产品购买决策的影响。研究设计为调查研究。本研究的抽样技术采用目的性抽样，样本总数为 145 个。为回答研究假设，使用了回归检验、路径分析（路径分析）和索贝尔检验等数据分析技术。研究结果表明(1) 社交媒体促销策略对 Garskin 产品购买决策有积极影响。这体现在 t 值为 8.664，显著值为 0.000，小于 0.05，回归系数为 0.792。这体现在 t 值为 4.395，显著值为 0.000，小于 0.05，回归系数为 0.395。(3) 口碑营销对 Garskin 产品购买决策有正向影响，t 值为 4.821，显著性值为 0.000，小于 0.05，回归系数为 0.440；(4) 以口碑营销为中介的社交媒体促销策略对 Garskin 产品购买决策有影响，t 值为 4.821，显著性值为 0.000，小于 0.05，回归系数为 0.440。其中介系数为 0.0906，呈正值，显著性为 0.0217，小于 0.05。

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Kontigensi : Jurnal Ilmiah Manajemen

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