PENGARUH SOCIAL MEDIA MARKETING DAN ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PRODUK SKINCARE LARISSA DI MOJOKERTO

This study aims to: (1) Determine the effect of social media marketing on consumer buying decision. (2) Determine the effect of electronic word of mouth on consumer buying decision. (3) Determine the effect of social media marketing and electronic word of mouth on consumer buying decision. The technique used in this study was a questionnaire with total sample of 120 respondents from the Larissa Clinic consumer. The analytical tool used in this study is multiple regression analysis. The results of this study conclude that: (1) Social media marketing has a significant effect on consumer buying decision. (2) Electronic word of mouth has a significant effect on consumer buying decision. (3) Social media marketing and electronic word of mouth have a simultan and significant effect on consumer buying decision.