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The Influence Of Social Media Marketing On Willingness To Buy And Purchase Decisions Of Herbal Beverage Products In Jamuslimah

Regita Febrianti, Hesty Nurul Utami

Abstract


After going through a condition that makes every human being understand that health is an important part of life, it is the main concern of the Indonesian people in using herbal formulations that are trusted for generations as a way to cure various diseases. Of course, this opens up great opportunities for the herbal industry in Indonesia. One of the companies that makes herbs as their business is Jamuslimah. However, in the journey ahead, sales are still fluctuating and promotion on Instagram is still on organic advertising. So that the right strategy is carried out, namely Social Media Marketing. This study has a sample size of 188 obtained from the distribution of questionnaires to consumers. The data analysis uses the PLS-SEM method using the SmartPLS 3.0 program. This study proves that two derivative variables of Social Media Marketing, namely relationships with consumers and communities, have a positive and significant effect on the willingness to buy, and the willingness to buy are proven to have a positive and significant influence on purchasing decisions. Strategies that can be carried out to encourage purchasing decisions for herbal beverage products by strengthening relationships with consumers, optimizing communities, and maintaining consistency of product quality.

Keywords


social media marketing; herbal drinks; willingness to buy; purchase decision

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DOI: 10.33751/jhss.v9i3.13150

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