Social Media, Word of Mouth, and Consumer Purchase Decisions During COVID-19 At Viva City Cafe

Authors

  • Muhamad Fulaisum Firdaus Universitas Al-Khairiyah
  • Mahfudoh Mahfudoh Universitas Al-Khairiyah
  • Inayatuddiniyah inayatuddiniyah Universitas Al-Khairiyah

DOI:

https://doi.org/10.32493/eaj.v6i2.y2023.p141-148

Keywords:

Social Media, Word of Mouth, Consumer Purchase Decision

Abstract

This study aims to determine the effect of social media and word of mouth on consumer purchasing decisions during the Covid-19 pandemic at Viva City Cafe. The method used is distributing questionnaires to all customers who have purchased products that cannot be counted. The results showed that there was no significant influence between social media on consumer purchasing decisions, there was a significant influence between word of mouth on consumer purchasing decisions, and there was a significant influence difference between social media and word of mouth on consumer purchasing decisions. This research is relatively new and has yet to be carried out by many previous researchers.

References

Abdurrahman, N. H. (2015). Manajemen Strategi Pemasaran. Bandung: Pustaka Setia.

Bambang D Prasetyo Dkk. (2018). Komunikasi Pemasaran Terpadu. Jakarta: UBPress.

Brogan, C. (2010). Sosial Media:Tactics and Tips to Develop Your Business Online. Jakarta: John Wiley & Sons.

Dan, Z. (2010). The Social Media Marketing Book. USA: Oreilly Media.

Joesyiana, K. (2018). Pengaruh Word Of Mouth Terhadap Keputusan Pembelian Konsumen Pada Media Online Shop Shopee di Pekan Baru. f Mouth Terhadap Keputusan Pembelian Konsumen Pada Media Online Shop Shopee di Pekan Baru, Vol.4. No.1.

Latief, R. (2018). Word Of Mouth Communication Penjualan Produk. Surabaya: Media Sahabat Cendekia.

Maholtra, N. K. (2010). Riset Pemasaran. Jakarta: PT.Indeks.

Nasrullah, R. (2012). Komunikasi Antarbudaya(Di Era Budaya Siber). Jakarta: Prenada Media Group.

Pamungkas, B. A. (2016). Pengaruh Promosi di Media Sosial dan Word of Mouth Terhadap Keputusan Pembelian . Pengaruh Promosi di Media Sosial dan Word of Mouth Terhadap Keputusan Pembelian , Vo10.No.2.

Paramitha, C. R. (2011). Analisis Faktor Pengaruh Promosi Berbasis Sosial Media Terhadap Keputusan Pembelian Pelanggan dalam Bidang Kuliner. Diponegoro: Universitas Diponegoro.

Pradana, H. R. (2015). Elctronic Word Of Mouth (E-WOM),Kepuasan Konsumen dan Pengaruh Langsung dan Tak Langsung Terhadap Minat Beli Konsumen. nic Word Of Mouth (E-WOM),Kepuasan Konsumen dan Pengaruh Langsung dan Tak Langsung Terhadap Minat Beli Konsumen, Vo.10 No.1.

Schiffman, L. d. (2008). Perilaku Konsumen. Jakarta: PT.Indeks.

Solikha, E. A. (2019). Pengaruh Media Sosial Terhadap Minat Berkunjung Followers. Pengaruh Media Sosial Terhadap Minat Berkunjung Followers, Vol.1 No.1.

Solomon, T. L. (2017). Sosial Media Marketing. California: Sage Publication,Inc.

Sugito, D. W. (2019). Analisis Pengaruh Harga,Strategi Promosi Melalui Media Sosial dan Viral Marketing Terhadap Keputusan Pembelian Produk Sakola Secara Daring di Daerah Istimewa Yogyakarta. s Pengaruh Harga,Strategi Promosi Melalui Media Sosial dan Viral Marketing Terhadap Keputusan Pembelian Produk Sakola Secara Daring di Daerah Istimewa Yogyakarta.

Sugiyono. (2015). Metode Penelitian Bisnis. Bandung: Alfabeta.

Sumardy. (2011). The Power Of Word Of Mouth Marketing. Jakarta: Gramedia Pustaka Utama.

Tatik, S. (2013). Perilaku KOnsumen Di Era Internet Edisi Pertama. Yogyakarta: Graha Ilmu

Published

2023-05-31

Issue

Vol. 6 No. 2 (2023): EAJ (Economics and Accounting Journal)

Section

Articles

License

Authors who publish with this journal agree to the following terms:

  1. Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
  2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
  3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).

 

<a rel="license" href="http://creativecommons.org/licenses/by-sa/4.0/"><img alt="Creative Commons License" style="border-width:0" src="https://i.creativecommons.org/l/by-sa/4.0/88x31.png" /></a><br />This work is licensed under a <a rel="license" href="http://creativecommons.org/licenses/by-sa/4.0/">Creative Commons Attribution-ShareAlike 4.0 International License</a>.