Pengaruh Social Media Marketing dan E-WOM Terhadap Purchase Decision Pada Pengguna Produk Skincare MS Glow
The Influence of Social Media Marketing and E-WOM on Purchase Decisions for MS Glow Skincare Product Users
MS Glow merupakan salah satu brand Skincare lokal yang ada di Indonesia, didirikan di kota Malang pada tahun 2013. MS GLOW berhasil menjadi top brand Skincare terlaris di Indonesia. Namun, peningkatan penjualan MS GLOW tidak bertahan lama. Tujuan dari penelitian ini adalah untuk membahas dan menganalisis pengaruh Social Media Marketing dan E-WOM terhadap Purchase Decision pada pengguna produk skincare MS GLOW. Penelitian ini bersifat kuantitatif dan menggunakan software SPSS dengan mengambil sampel sebanyak 200 responden dengan menggunakan pendekatan non-probability sampling dengan purposive sampling melalui google form.
Kata Kunci : Social Media Marketing, E-WOM, Purchase Decision, MS GLOW
MS Glow is a local skincare brand in Indonesia, established in Malang in 2013. MS GLOW has successfully become the best-selling skincare brand in Indonesia. However, the increase in MS GLOW's sales did not last long. The aim of this research is to discuss and analyze the influence of e-Social Media Marketing and E-WOM on Purchase Decision among users of MS GLOW skincare products. This research is quantitative and utilizes SPSS software, sampling 200 respondents through a non-probability sampling approach with purposive sampling in google form. The findings of this research indicate that Social Media Marketing has a significant influence on Purchase Decision, and E-WOM also has a significant influence on Purchase Decision.
Keyword: Social Media Marketing, E-WOM, Purchase Decision, MS GLOW