PENGARUH SOCIAL MEDIA MARKETING DAN ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA IKAN LAUT SEGAR DI UD. BAROKAH JAYA

Purchase decision is the process of making a decision by consumers to buy or not to buy a product in order to fulfill their wants and needs. There are several factors that influence consumer purchase decisions, including social media marketing and electronic word of mouth. The purpose of this study is to determine the effect of social media marketing and electronic word of mouth on consumer purchase decisions at UD. Barokah Jaya, a trading business engaged in selling fresh marine fish in Probolinggo. Data were obtained by distributing questionnaires to 130 consumers of UD. Barokah Jaya who served as respondents, and were analyzed using SPSS 20 software. The sampling method used in this study was accidental sampling. This research employed a quantitative approach. The data in this study used primary data obtained directly from respondents’ answers. The data analysis technique used was multiple linear regression with hypothesis testing through the t-test. The results of this study reveal that social media marketing (X1) and electronic word of mouth (X2) have a positive and significant effect on the purchase decision of fresh marine fish at UD. Barokah Jaya. Social Media Marketing was found to be the most dominant variable influencing consumer purchase decisions of fresh marine fish at UD. Barokah Jaya.