IMPROVING MINIGOLD PURCHASING DECISIONS AS AN INVESTMENT OPTION FOR INDONESIANS AS A PROMOTION EFFECT THROUGH SOCIAL MEDIA AND WOM MARKETING

SUWARTONO, SUWARTONO and PRASETYO, HENDRA DWI and LESTARI, SRI and KUSMAYATI, NINDYA KARTIKA and SURYA, BUYUNG PERDANA (2020) IMPROVING MINIGOLD PURCHASING DECISIONS AS AN INVESTMENT OPTION FOR INDONESIANS AS A PROMOTION EFFECT THROUGH SOCIAL MEDIA AND WOM MARKETING. IMPROVING MINIGOLD PURCHASING DECISIONS AS AN INVESTMENT OPTION FOR INDONESIANS AS A PROMOTION EFFECT THROUGH SOCIAL MEDIA AND WOM MARKETING, 10 (10). pp. 65-70. ISSN 2250-3153

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Official URL: http://www.ijsrp.org/research-paper-1020.php?rp=P1...

Abstract

Promoting with a promotional strategy through the web, particularly with social media, will increase sales wide and doesn't need high-ticket promoting prices. Customers also will find it easier to search out data concerning the merchandise they need to shop for. With this social media, an efficient promoting communication strategy are going to be fashioned, specifically the Word Of Mouth (WOM). WOM marketing includes a lot of competitive advantage in conveyance of title business data. This is often as a result of WOM marketing is of course supported social environmental opinions that are felt to be a lot of honest and there's no specific motive in conveyance of title data to alternative customers. Information analysis during this study used path analysis. Path analysis is employed to research the information obtained, as a result of from the model ready there's a relationship between variety of variables which will be calculable at the same time. The variable quantity in one existing relationship can become the variable quantity within the next relationship. Intervening variables are variables that have an effect on the link between the variable quantity and therefore the dependent variable. Sobel's results show the effect of social media marketing mediated by WOM marketing on purchasing decisions for Minigold as an investment option for people in Indonesia, during this case the number of indirect influence is 0.091 that is that the results of multiplying the constant of 0.396 x 0.299 = 0.091 with a significance price of 0.02 and therefore the price is smaller than 0.05. The results of the hypothesis state that social media marketing mediate by WOM marketing has an impression on buying selections for Minigold as associate investment choice for individuals in Indonesia.

Item Type:	Article
Uncontrolled Keywords:	Social media marketing, WOM marketing, Investment decisions
Subjects:	Manajemen
Depositing User:	Unnamed user with email Lib.stiemahardhika@gmail.com
Date Deposited:	18 Jun 2021 04:25
Last Modified:	18 Jun 2021 04:25
URI:	http://repository.mahardhika-library.id/id/eprint/2285

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