PENGARUH SOCIAL MEDIA MARKETING DAN E-WOM TERHADAP KEPUTUSAN PEMBELIAN PRODUK IMPORT DI BENGKEL 507 POWER KOTAKEDIRI

This study aims: to describe purchasing decisions, social media marketing and E-WOM. to determine the effect of social media marketing on purchasing decisions; to determine the effect of social media marketing on E-WOM, to determine the effect of E-WOM on purchasing decisions, and to determine the dominant social media marketing and E-WOM on purchasing decisions. in this study the theory used is funnel theory. the location of this research was conducted at the workshop 507 power Kediri, the sample used in this study was 50 people with non-probability sampling techniques. The population in this study were all consumers in the 507 Power workshop in Kediri City. The data analysis technique used is Multiple Linear Regression. Data collection techniques using primary data. The data measurement technique in this study uses a Likert scale. The results showed that social media marketing has a positive and significant effect on purchasing decisions, social media marketing has a positive and significant effect on E-WOM, social media marketing is more dominant on purchasing decisions.