The Effect of Social Media Marketing Activities on Purchase Decisions Mediated by Perceived Quality

Authors

  • M.Faris Amrullah Master of Management, Nahdatul Ulama Islamic University, Indonesia Author
  • Sisno Riyoko Master of Management, Nahdatul Ulama Islamic University, Indonesia Author
  • Anna Widiastuti Master of Management, Nahdatul Ulama Islamic University, Indonesia Author

DOI:

https://doi.org/10.59613/skjrhw27

Keywords:

Social Media Marketing Activities, Purchase Decisions, Perceived

Abstract

This study aims to analyze the influence of Social Media Marketing Activities (SMMA) on consumer purchase decisions, focusing on the role of Perceived Quality as a mediating variable. In the context of Pempek Yuk Paka culinary UKM in Banyumanis, Jepara. The results of the study showed that SMMA had no positive and insignificant effect on purchase decisions. In addition, quality perception is proven to function as a mediator that strengthens the relationship between SMMA and purchasing decisions.

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Published

2024-08-05

Issue

Vol. 1 No. 4 (2024): Journal of Social Science and Education Research (In Press)

Section

Articles

License

Copyright (c) 2024 M.Faris Amrullah, Sisno Riyoko, Anna Widiastuti (Author)

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.