PENGARUH SOCIAL MEDIA MARKETING, ONLINE CUSTOMER REVIEW, BRAND TRUST TERHADAP KEPUTUSAN PEMBELIAN PADA PRODUK HANASUI

THE INFLUENCE OF SOCIAL MEDIA MARKETING, ONLINE CUSTOMER REVIEWS, BRAND TRUST ON PURCHASE DECISIONS FOR HANASUI PRODUCTS

Abstract

This study aims to examine the effect of Social Media Marketing, Online Customer Review, and Brand Trust on Purchase Decisions on Hanasui Products. The population in this study are Mataram city consumers who have used Hanasui products. The number of samples in this study amounted to 100 respondents with sampling techniques using non-probability sampling with the purposive sampling method. The data analysis used is Multiple Linear Regression to prove the research hypothesis. Data that has met the validity test, reliability test, and classical assumption test is then processed to obtain a regression equation. Data analysis techniques using the SPSS version 20 Program. Based on the results of data analysis, it is found that Social Media Marketing, Online Customer Review, and Brand Trust have a positive and significant effect on puschase decisions on Hanasui Product