PENGARUH SOCIAL MEDIA MARKETING, INFLUENCER, BRAND AWARENESS, WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN KATERING PUASIN JEMBER

Nugroho  Wismo Subroto; Ahmad  Sauqi; Nely  Supeni

doi:10.31967/prodimanajemen.v4i1.915

Nugroho Wismo Subroto Institut Teknologi dan Sains Mandala
Ahmad Sauqi Institut Teknologi dan Sains Mandala
Nely Supeni Institut Teknologi dan Sains Mandala

DOI: https://doi.org/10.31967/prodimanajemen.v4i1.915

Keywords: Social Media Marketing; Influencers; Brand Awareness; Word Of Mouth; Purchase Decision

Abstract

This study examines and analyzes the partial and simultaneous influence of social media marketing, influencers, brand awareness, and word of mouth on purchasing decisions for Jember Satisfying Catering. The population of this study is consumers who have purchased Jember Satisfying Catering products. The sampling technique used in this study was non-probability sampling in the form of accidental sampling. This study used the Explanatory Research method. The samples were then analyzed using multiple linear regression analysis with the help of the SPSS application. Social media marketing partially influences the purchasing decision of Puasin Jember Catering. Influencers have no partial effect on purchasing decisions for Catering Satisfaction Jember. Brand awareness has no partial effect on purchasing decisions for Jember Satisfying Catering. Word of mouth has no partial effect on purchasing decisions of Satisfy Jember Catering. Social media marketing, influencers, brand awareness, and word of mouth simultaneously influence purchasing decisions of Satisfaction Jember Catering.