The Effect of Social Media Marketing, Price, and Lifestyle on Purchasing Decision at Wizzmie
Pengaruh Social Media Marketing, Harga, dan Gaya Hidup terhadap Keputusan Pembelian pada Wizzmie
DOI:
https://doi.org/10.21070/ups.6386Keywords:
Social Media Marketing, Price, Lifestyle, Purchasing DecisionAbstract
This research aims to determine the influence of social media marketing, price, and lifestyle on purchasing decisions for Wizzmie. The study employs a quantitative method using purposive sampling technique through a non probability sampling approach with a total of 96 respondents. The data analysis technique uses Partial Least Squares (PLS) with the SmartPLS program version 4.0, The research results show that social media marketing has the highest and most significant possitive effect on purchasing decesions. The T-count is1,998 and the significant value is 0,046. The price variable has the lowest positive effect and remains significant on purchasing decesions. The T-count is 3,727 and the significant values is 0,000. And the lifestyle variable has a positive and significant effect on purchasing decesions. The T-count is 3,396 and the significant value is 0,001.
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