Musytari : Jurnal Manajemen, Akuntansi, dan Ekonomi

Vol. 24 No. 8 (2025): Musytari: Neraca Manajemen, Akuntasi, dan Ekonomi
Articles

PENGARUH SOCIAL MEDIA MARKETING DAN ONLINECUSTOMER REVIEW TERHADAP KEPUTUSAN PEMBELIANPADA UMKM DINALLSHOP CAKE AND HANDBOUQUETTASIKMALAYA

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  • Cindi Nurainan Putri,
  • Budhi Wahyu Fitriadi, SE., MP,
  • Gian Riksa Wibawa, M.M
Cindi Nurainan Putri
Universitas Perjuangan Tasikmalaya

Published 2025-08-20

Keywords

  • Social Media Marketing, Online Customer Review, Purchase Decision
Copyright Notice

How to Cite

PENGARUH SOCIAL MEDIA MARKETING DAN ONLINECUSTOMER REVIEW TERHADAP KEPUTUSAN PEMBELIANPADA UMKM DINALLSHOP CAKE AND HANDBOUQUETTASIKMALAYA. (2025). Musytari : Jurnal Manajemen, Akuntansi, Dan Ekonomi, 24(8), 81-90. https://doi.org/10.2324/rxs59t94

Abstract

This study aims to determine the effect of Social Media Marketing and Online Customer Reviews on Purchase Decisions at UMKM DinAllshop Cake and HandBouquet Tasikmalaya. The research method used is a quantitative type with a descriptive approach. The sampling technique was conducted using non-probability sampling with a purposive sampling method, and the number of samples used was 100 respondents. The data used consists of primary data obtained through questionnaires and secondary data obtained from literature studies and other relevant sources. The analysis tool used is multiple linear regression with the assistance of SPSS version 25. The results of the study indicate that Social Media Marketing and Online Customer Reviews simultaneously have a positive and significant effect on Purchase Decisions. Social Media Marketing partially has a positive and significant effect on Purchase Decisions. Online Customer Reviews partially have a positive and significant effect on Purchase Decisions

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References

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