The Role Of Social Media Marketing And Electronic Word Of Mouth(E-Wom) In The Purchase Decision Of Axioo Laptops In Palembang

Abstract

marketing and electronic word of mouth (E - WoM) important factors that can influence purchasing decisions, particularly for technology products such as Axioo laptops. This study aims to analyze the influence of social media marketing a nd E - WoM on the purchase decision of Axioo laptops in Palembang City. The study employed a quantitative approach using a survey method involving 120 respondents selected via purposive sampling. Data were collected through a questionnaire and analyzed using multiple linear regression with IBM SPSS Statistics 26. The results show that social media marketing has a positive and significant effect on purchasing decisions, with a t - value of 7.189 and a significance level of 0.000, while E - WoM also has a positive and significant effect, with a t - value of 4.615 and a significance level of 0.000. Simultaneously, social media marketing and E - WoM have a significant effect on purchasing decisions, with an F - calculated value of 60.215 and a significance level of 0.000. T hese findings indicate that social media marketing strategies and positive online reviews can increase consumer confidence in purchasing Axioo laptops. Therefore, the company needs to optimize its digital marketing activities and encourage the creation of positive E - WoM to enhance consumer purchasing decisions. Keywords : Social Media Marketing, Electronic Word of Mouth (E - WoM), Purchas