Pengaruh Social Media Marketing, Electronic Word of Mouth Dan Harga Terhadap Minat Beli Fashion Thrifting di Keina Store Mataram

Authors

  • Salsabila Oktaviani Universitas Mataram
  • Didy Ika Supryadi Universitas Mataram
  • Abdurrahman Universitas Mataram

Keywords:

Social Media Marketing, Electronic Word of Mouth, Harga, Minat Beli, Fashion Thrifting

Abstract

Penelitian ini untuk mengidentifikasi dan menjelaskan iklan sosial media, e-word of mouth, dan harga mempengaruhi keinginan pembeli untuk membeli barang fashion di toko thrifting Keina di Mataram. Meningkatnya tren fashion thrifting di masyarakat, yang dipengaruhi oleh kesadaran akan keberlanjutan dan gaya hidup hemat, mendorong penelitian ini. Penelitian jenis ini adalah kuantitatif dan menggunakan survei. Data dikumpulkan melalui distribusi kuesioner kepada seratus responden yang memenuhi kriteria untuk mengetahui dan tertarik dengan produk fashion thrifting yang dijual di toko Keina. Sampling purposive digunakan, dan data diuji dengan digunakan untuk melakukan analisis regresi berganda linier. Analisis ini menunjukkan bahwa iklan di media sosial, kata-kata elektronik, dan harga berdampak positif dan signifikan terhadap minat beli konsumen. Sebagai hasil dari koefisien determinasi (R2) yang 0,715, signifikansi 0,000 adalah 0,05.

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Published

2025-11-30

How to Cite

Oktaviani, S. ., Ika Supryadi, D., & Abdurrahman. (2025). Pengaruh Social Media Marketing, Electronic Word of Mouth Dan Harga Terhadap Minat Beli Fashion Thrifting di Keina Store Mataram. JMM UNRAM - MASTER OF MANAGEMENT JOURNAL, 14(4), 129–138. Retrieved from https://jmm.unram.ac.id/index.php/jurnal/article/view/836

Issue

Vol. 14 No. 4 (2025): JMM Nopember 2025

Section

Articles

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