Aang Muhamad Fahri, 224010352 and Dr. H. Popo Suryana, SE.,MSi, Pembimbing (2026) PENGARUH SOCIAL MEDIA MARKETING DAN ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN SERTA IMPLIKASINYA TERHADAP BRAND TRUST SCREAMOUS (Survei Pada Konsumen Screamous di Kota Bandung). Skripsi(S1) thesis, Universitas Pasundan Bandung.
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Abstract
ABSTRACK This study aims to determine the influence of social media marketing and electronic word of mouth on purchasing decisions and their implications for Screamous brand trust simultaneously and partially. This research method uses descriptive and verification methods with a sample of 100 respondents. The research instrument testing uses SmartPLS 4.0 through outer model and inner model analysis. The data analysis methods used are validity test, reliability test, r-square, f-square, goodness of fit (GOF) and hypothesis testing. The results show that social media marketing has a positive and significant effect on purchasing decisions with a path coefficient of 0.467, while social media marketing has a positive but insignificant effect on brand trust with a path coefficient of 0.155. Furthermore, electronic word of mouth has a positive and significant effect on purchasing decisions with a path coefficient of 0.509, then electronic word of mouth has a positive but insignificant effect on brand trust with a path coefficient of 0.363. Purchasing decisions have a positive and significant effect on brand trust with a path coefficient of 0.367. Furthermore, social media marketing and electronic word of mouth have a positive and significant effect on brand trust through purchasing decisions as intervening variables, with indirect coefficients of 0.171 and 0.187, respectively. Keywords: Social Media Marketing, Electronic Word of Mouth, Purchasing Decisions, Brand Trust
| Item Type: | Thesis (Skripsi(S1)) |
|---|---|
| Subjects: | S1-Skripsi |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen 2022 |
| Depositing User: | Mr FEB-Parid - |
| Date Deposited: | 21 Sep 2026 04:21 |
| Last Modified: | 21 Sep 2026 04:21 |
| URI: | https://repository.unpas.ac.id/id/eprint/84806 |
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