Social Media Marketing, Brand Trust, And Electronic Word Of Mouth Effect On Impulsive Buying In Azarine Products

Baiq Aprilian Eka Putri, Lalu Muhammad Furkan, Rusminah Rusminah

Abstract


This study aims to determine the effect of "SOCIAL MEDIA

MARKETING, BRAND TRUST, AND ELECTRONIC WORD OF MOUTH EFFECT ON IMPULSIVE BUYING IN AZARINE PRODUCTS". This type of research is quantitative research with a casual associative approach. The population in this study are consumers who have made impulse purchases on the Tiktok Shop application. The number of samples taken was 100 people. The sampling technique used in this study was purposive sampling. Data were collected through online surveys and analyzed using multiple linear regression analysis through the SPSS Version 25 program. The results of this study indicate that social media marketing, brand trust, and electronic word of mouth have a positive and significant influence on impulsive 

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