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23 February 2024
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2 March 2024
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2 March 2024
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Abstract

Penelitian ini dilakukan untuk menganalisis pengaruh penggunaan media sosial dan EWOM terhadap kepercayaan pelanggan dan keputusan pembelian. Penelitian ini dilakukan dengan menggunakan teknik non-probability confidence sampling dan metode survei, penelitian ini melakukan survei kuesioner tertutup di Provinsi Daerah Istimewa Yogyakarta (DIY), dan memperoleh 200 tanggapan yang memenuhi kriteria kuesioner. Penelitian diuji menggunakan metode PLS-SEM (partial least squares-SEM) menggunakan aplikasi SmartPLS 3.0. Hasil temuan menunjukkan bahwa penggunaan media sosial mempengaruhi keputusan pembelian. Selain itu, media sosial dan EWOM berdampak positif terhadap kepercayaan pelanggan. Hasil penelitian ini dapat digunakan oleh pelaku bisnis untuk mempertimbangkan dampak media sosial, EWOM dan kepercayaan pelanggan ketika ingin meningkatkan kinerja usaha, sebagai acuan untuk mengembangkan dan memajukan usahanya, serta dapat menguraikan manfaat yang diperoleh.

Keywords

media sosial EWOM kepercayaan keputusan pembelian

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Copyright (c) 2023 Ilham Bagus Yudha Prasetya, Murwanto Sigit

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Prasetya, I. B. Y., & Sigit, M. (2024). Pengaruh Penggunaan Media Sosial dan EWOM terhadap Kepercayaan dan Keputusan Pembelian Pelanggan: Studi pada J.Co Donut & Coffee di Yogyakarta. Selekta Manajemen: Jurnal Mahasiswa Bisnis & Manajemen, 2(5), 207–219. Retrieved from https://journal.uii.ac.id/selma/article/view/33198
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