The Influence of Social Media Marketing Activities, Electronic Word of Mouth and Product Quality on Uniqlo Consumer Purchaising Decisions

Abstract

This study aims to determine the influence of Social Media Marketing Activities, Electronic Word Of Mouth and Product Quality on Uniqlo Consumer Purchasing Decisions in the Special Region of Yogyakarta. Data was obtained using a quantitative approach using a survey method using a questionnaire distributed via Google Forms as a data collection instrument, with a total of 110 respondents. The population in this research is Uniqlo consumers in the Special Region of Yogyakarta, using primary data with a purposive sampling method. The criteria for respondents in this research are Uniqlo consumers in the Special Region of Yogyakarta who have purchased Unilo products. The data analysis technique used is multiple linear regression. The research results show that 1) Social Media Marketing Activities, Electronic Word Of Mouth and Product Quality together have a positive and significant effect on Purchasing Decisions, 2) Social Media Marketing Activities have a positive and significant effect on Purchasing Decisions, 3) Electronic Word Of Mouth positive and significant effect on purchasing decisions, 4) Product quality has a positive and significant effect on purchasing decisions.