Pengaruh Promosi Di Media Social Dan Word Of Mouth Terhadap Keputusan Pembelian Produk Skincare Ms Glow (Studi Kasus Pada Konsumen Produk Skincare Ms Glow Di Perawang)

Asmidar, Asmidar (2022) Pengaruh Promosi Di Media Social Dan Word Of Mouth Terhadap Keputusan Pembelian Produk Skincare Ms Glow (Studi Kasus Pada Konsumen Produk Skincare Ms Glow Di Perawang). Other thesis, Universitas Islam Riau.

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Abstract

The purpose of this study was to determine whether there is an effect of promotion on social media and word of mouth on the purchasing decision of MS Glow Skincare Products. The sample used in this study were consumers of MS Glow in Perawang as many as 100 respondents with a sampling technique using a simple random sampling technique. The method for data processing uses data collection scale techniques, multiple linear regression, coefficient of determination, partial t test, and simultaneous test f. The results of the tests that have been carried out are that social media has no significant effect on purchasing decisions, word of mouth has a positive and significant effect on purchasing decisions and social media and word of mouth has no significant effect on purchasing decisions.

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