PENGARUH ELECTRONIC WORD OF MOUTH DAN ONLINE ADVERTISING TERHADAP KEPUTUSAN PEMBELIAN DENGAN MEDIA SOSIAL MARKETING SEBAGAI VARIABEL MEDIASI (STUDI PADA PELANGGAN APLIKASI SPOTIFY DI KOTA MALANG)

The internet has developed significantly in recent years, with advancements in technology enabling access to the internet anytime and anywhere. Along with the growth of the internet, Spotify has utilized electronic Word-of-Mouth (e-WOM) and online advertising to influence purchasing decisions. The purpose of this study is to analyze the impact of e-WOM and online advertising on purchasing decisions, mediated by social media marketing on the Spotify application. The population in this study consists of active social media users and Spotify Premium users in Malang City. The sample includes 200 respondents, selected using a purposive sampling technique. Data collection was conducted through questionnaires distributed via Google Forms, using a Likert scale. The analytical tool used to test the hypotheses is Partial Least Squares (PLS), while validity and reliability tests were conducted using the SmartPLS software. The study results indicate that e-WOM has a significant and positive influence on purchasing decisions and social media marketing. Online advertising also has a significant and positive influence on purchasing decisions and social media marketing. Additionally, social media marketing significantly impacts purchasing decisions and acts as a positive and significant mediator in the relationship between e-WOM and purchasing decisions, as well as between online advertising and purchasing decisions.