The Influence of Sales Promotion on Social Media, E-WOM, and Brand Awareness on Purchase Decisions for Jade Perfume in Sidoarjo.
Keywords:
Sales Promotion, E-Wom, Brand AwarenessAbstract
Jade Parfum is an MSME engaged in the perfume sector, founded by a young
entrepreneur who has a great interest in collecting and using various local
perfume brands. In the midst of today's fierce business competition, social
media has become an important tool for promoting products. This study aims
to examine the effect of sales promotion on social media, E-WOM (electronic
word of mouth), and brand awareness on purchasing decisions of Jade Parfum
customers in Sidoarjo. The research method used is a quantitative approach
with data collection through a questionnaire, which is then analyzed using
multiple linear regression. Hypothesis testing is done using the T test, F test,
and the coefficient of determination (R²). The analysis results show that all
indicators used are valid and reliable. The T test reveals that sales promotion,
E-WOM, and brand awareness have a significant influence on purchasing
decisions. The F test shows that the three variables simultaneously have a
significant influence on purchasing decisions for Jade Parfum in Sidoarjo. The
coefficient of determination (R²) indicates that the independent variable affects
the dependent variable by 77.9%, while the remaining 22.1% is influenced by
other variables outside this research model.
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