Pengaruh Kualitas Informasi dan Social Media Marketing terhadap Keputusan Pembelian

Authors

  • Elizabeth Universitas Budi Luhur image/svg+xml
  • Yunidyawati Azlina Universitas Bina Sarana Informatika image/svg+xml
  • Agus Nurofik Sekolah Tinggi Ilmu Administrasi Adabiah
  • I Wayan Gede Antok Setiawan Jodi Universitas Mahasaraswati Denpasar image/svg+xml
  • Yanti Setianti Padjadjaran University image/svg+xml

DOI:

https://doi.org/10.35870/emt.v8i4.3301

Keywords:

Information Quality, Social Media, Erigo, Purchasing Decisions

Abstract

The purpose of this research is to examine the impact of information quality and social media marketing on purchasing decisions for Erigo brand products on Instagram. This study employs a quantitative method using regression analysis. The sampling technique applied is purposive sampling, with a total of 80 respondents collected through online questionnaire distribution via WhatsApp to Erigo brand product consumers on Instagram. The data were analyzed using IBM SPSS version 25 through several tests, including validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, and determination coefficient tests. The results of this research indicate that information quality and social media marketing have a significant and positive effect, both partially and simultaneously, on purchasing decisions for Erigo products

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Author Biographies

  • Elizabeth, Universitas Budi Luhur

    Program Studi Manajemen Pemasaran, Fakultas Ekonomi dan Bisnis Manajemen, Universitas Budi Luhur, Kota Jakarta Selatan, Daerah Khusus Ibukota Jakarta, Indonesia

  • Yunidyawati Azlina, Universitas Bina Sarana Informatika

    Program Studi Administrasi Perkantoran, Fakultas Administrasi Perkantoran, Universitas Bina Sarana Informatika, Kota Jakarta Pusat, Daerah Khusus Ibukota Jakarta, Indonesia

  • Agus Nurofik, Sekolah Tinggi Ilmu Administrasi Adabiah,

    Sekolah Tinggi Ilmu Administrasi Adabiah, Kota Padang, Provinsi Sumatera Barat, Indonesia

  • I Wayan Gede Antok Setiawan Jodi, Universitas Mahasaraswati Denpasar

    Universitas Mahasaraswati Denpasar, Kota Denpasar, Provinsi Bali, Indonesia

  • Yanti Setianti, Padjadjaran University

    Fakultas Ilmu Komunikasi, Universitas Padjadjaran, Kabupaten Sumedang, Provinsi Jawa Barat, Indonesia

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Published

2024-10-31

Issue

Vol. 8 No. 4 (2024): OCTOBER 2024

Section

Articles

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Copyright (c) 2024 Elizabeth, Yunidyawati Azlina, Agus Nurofik, I Wayan Gede Antok Setiawan Jodi, Yanti Setianti

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How to Cite

Elizabeth, Azlina, Y., Nurofik, A., Jodi, I. W. G. A. S., & Setianti, Y. (2024). Pengaruh Kualitas Informasi dan Social Media Marketing terhadap Keputusan Pembelian. Jurnal EMT KITA, 8(4), 1656-1664. https://doi.org/10.35870/emt.v8i4.3301

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