Oktaviani, Angelia (2022) The Role of Social Media Marketing and Online Customer Review Towards Customer Purchase Decision (Study of Mie Gacoan Instagram Followers). Skripsi thesis, Universitas Jenderal Soedirman.

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Abstract

This research is performed to analyze the role of social media marketing and customer online review towards customer purchase decision. The respondents of this study as many 185 people who followed Mie Gacoan Instagram Account and domiciled in Purwokerto City. This research has quantitative method by survey online with a questionnaire as an instrument of data collection and using Structural Equation Model to analyze the data. Based on the result of this research , it has come to the conclusion: 1) Entertainment, Trendiness and Customization has a positive effect towards Customer Purchase Decision, 2) Brand Awareness has a positive effect towards Customer Purchase Decision, 3) Customer Online Review has a positive effect towards Customer Purchase Decision, 4) Brand Awareness mediates the effect of Social Media Marketing towards Customer Purchase Decision. The managerial implication from the conlusion in this research are: 1) Mie Gacoan is expected to provide more interesting entertainment, 2) Mie Gacoan is expected to provide an information and up to date trend, 3) Mie Gacoan is expected to increasing awareness of a brand in way such as collaborates with foodvlogger, 4) Mie Gacoan is expected to listen and responding more about criticism and suggestions to evaluate the quality to make it even better. The limitation of this research are: 1) In filling out the questionnaire, many respondents did not fill out open-ended questions so it was difficult to identify the characteristics of the respondents, 2) Some of the respondents who filled out the questionnaire came from cities outside Purwokerto.

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