Pengaruh Social Media Marketing, Influencer Marketing dan Word Of Mouth (WOM) Terhadap Minat Beli pada UMKM Sprouts Farms

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Published: Jun 12, 2024

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Fika Nurul Hidayati
Politeknik STIA LAN Jakarta
Budi Priyono
Politeknik STIA LAN Jakarta

Abstract

Penelitian ini mengkaji pengaruh social media marketing, influencer marketing, dan word of mouth terhadap minat beli konsumen pada UMKM Sprouts Farms. Menggunakan metode kuantitatif dengan 128 responden, hasil penelitian menunjukkan bahwa social media marketing dan influencer marketing tidak memiliki pengaruh signifikan terhadap minat beli, dengan kontribusi masing-masing sebesar 42,6% dan 33,8%. Namun, word of mouth memiliki pengaruh signifikan sebesar 62,4%. Secara keseluruhan, ketiga variabel tersebut bersama-sama memberikan pengaruh sebesar 62,9% terhadap minat beli, sementara 37,1% dipengaruhi oleh variabel lain yang tidak dianalisis dalam penelitian ini.
Kata Kunci: social media marketing; influencer marketing; word of mouth; minat beli.

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How to Cite
Nurul Hidayati, F., & Priyono, B. . (2024). Pengaruh Social Media Marketing, Influencer Marketing dan Word Of Mouth (WOM) Terhadap Minat Beli pada UMKM Sprouts Farms. Journal of Business Administration Economics & Entrepreneurship, 6(1), 35–42. Retrieved from https://jurnal.stialan.ac.id/index.php/jbest/article/view/775
Issue
Vol. 6, No.1 (2024): April
Section
Articles
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