Pengaruh Promosi Media Sosial Dan Word of Mouth Terhadap Keputusan Pembelian Konsumen Florist Di Kota Bangkinang

Abstract

This research was conducted with the aim of examining the Influence of Social Media Promotion and Word Of Mouth on Florist Consumer Purchase Decisions in Bangkinang City and the variables that influence Florist Consumer Purchase Decisions in Bangkinang City. The population in this study are consumers who make purchasing decisions on Florists in Bangkinang City. non-probability sampling technique, namely purposive sampling. Purposive sampling is a sampling technique with certain considerations. The sample that is set in this research is based on the calculation results, it is known that the number of samples is 96 respondents. Hypothesis testing using multiple linear regression analysis with the help of SPSS 23.00 for windows. The results showed that simultaneously and partially Social Media Promotion and Word Of Mouth. Influence on Florist Consumer Purchase Decisions in Bangkinang City.

The Effect of Information Quality on Purchase Decisions Through Brand Awareness

“…Information quality has a positive and significant effect on purchasing decisions, a pvalue of 0.000 ≤ 0.05; therefore, the H 1 hypothesis is supported; buying skincare products has its risks, sometimes one consumer with another has a different effect, and not all skincare products have positive effects, sometimes they even cause damage to the face; therefore it is only natural that consumers are always looking for accurate and complete information from various sources, if consumers are sure and steady with the information they have obtained, they will not hesitate consumers will make purchases, the research results that have been found are in line with the findings from (Frimayasa, 2022;Wijaya et al, 2022) b. The Effect of Information Quality on Brand Awareness Information quality has a positive and significant effect on brand awareness of purchases, a p-value of 0.000 ≤ 0.05; therefore, the H 2 hypothesis is supported; when viewed from the definition of information quality, information quality is defined as an act of understanding and receiving all forms of information which are considered essential to encourage, with information technology, especially social media, information is not difficult to obtain, especially with trending topics regarding skincare, especially MS glow, besides that the brand is already popular, there are many positive reviews about the product, therefore, with reviews positive and precise information, it is not surprising that consumer awareness of a good brand can easily be created, the results of this study confirm the results of the survey (Azizah et al, 2021;Purwanto, 2021) c. The Effect of Brand Awareness on Purchasing Decisions Brand awareness has a positive and significant effect on purchasing decisions; the pvalue of 0.000≤ 0.05; therefore, the H 3 hypothesis is accepted; Ms. Glow is a skincare product that has a good brand, and the brand's elasticity is supported by a marketing strategy qualified online (Riyadi, 2023) therefore the brand goes viral very quickly, with lots of information and incessant online marketing strategies, opening insights into various details so that brand awareness is created in the minds of consumers, for good results, especially skincare, consumers will choose brands that they have studied and believe in; therefore the results of this study are in line with research (Kumontoy et al, 2023;Rahayu & Handayani, 2023) d. The Effect of Information Quality on Purchase Decision Mediated Brand awareness Brand awareness has a positive and significant effect on purchasing decisions, a pvalue of 0.082 ≥0.05, therefore, the H 4 hypothesis is rejected. The existence of social media makes it easier for consumers to access all kinds of information, but with so much information it is not then making consumers aware of a brand, because there is much invalid information thereby reducing consumer confidence in obtaining information, primarily if this information is obtained from social media, therefore consumers need to get information from valid sources, for example, beauticians or dermatologists who can convey information clearly and reliably, therefore this study is not in line with the results studied by (Kumontoy et al, 2023;Manoy et al, 2022)…”

Halal Awareness, Brand Image, and Viral Marketing: Three Key Factors Influencing Purchasing Decisions for Halal Skin Care and Cosmetics Products in Pontianak

“…These results align with prior research conducted by (Rahayu, 2023), indicating that the halal label does not play a significant role in influencing purchase decisions. This suggests that, in the studied context, consumers may not consider the halal certification as a primary factor when making decisions about skincare and cosmetic product purchases.…”