Analysis Of the Influence of Social Media Marketing, Electronic Word of Mouth and Brand Awareness on Purchasing Decisions for The Crsl Brand

Abstract

This study aims to determine and analyze the effect of Social Media Marketing, Electronic Word of Mouth and Brand Awareness. This research is survey research, with data collection tools in the form of questionnaires. The population in this study were students who knew CRSL products in Yogyakarta. The data used is primary data obtained from the answers of 100 respondents using purposive sampling method. The data analysis technique used is multiple linear regression. The results of the study concluded that: 1) Together, Social Media Marketing, Electronic Word of Mouth, and Brand Awareness have a significant influence on Purchasing Decisions, 2) Social Media Marketing has a significant positive effect on Purchasing Decisions, 3) Electronic Word of Mouth has a significant positive effect on purchasing decisions, 4) Brand Awareness has a significant positive effect on purchasing decisions.