Pengaruh Social Media Marketing dan Electronic Word of Mouth terhadap Keputusan Pembelian pada Konsumen Minuman HAUS di Kecamatan Jagakarsa, Jakarta Selatan

Abstract

This study aims to examine the effects of Social Media Marketing and Electronic Word of Mouth (e-WOM) on purchasing decisions among HAUS beverage consumers in Jagakarsa District, South Jakarta. A quantitative research approach was employed, with data collected through observation, questionnaires, and documentation. Since the population size was unknown, the sample size was determined using Hair's guideline, resulting in 100 respondents selected through purposive sampling. Data were analyzed using multiple linear regression with the assistance of SPSS version 25. The analytical procedures included instrument validity and reliability tests, classical assumption tests, hypothesis testing, and coefficient of determination analysis. The findings indicate that Social Media Marketing and Electronic Word of Mouth have positive and statistically significant effects on purchasing decisions, both individually and simultaneously. The coefficient of determination (R²) of 0.169 indicates that the two independent variables explain 16.9% of the variation in purchasing decisions, while the remaining 83.1% is not explained by the proposed model. These findings suggest that effective social media marketing strategies and positive electronic word of mouth contribute to consumer purchasing decisions. The study provides practical insights for HAUS in optimizing its digital marketing strategies and managing online consumer reviews.