The Influence Of Social Media Marketing And Online Customer Reviews On The Purchase Decisions Of Jiniso Products Among Generation Z In Kendari City

Dista Paradilla; Niar Astaginy; Muhamad Stiadi

doi:10.63922/ijevss.v5i04.6649

Dista Paradilla Faculty of Social and Economic Sciences, Universitas Sembilanbelas November Kolaka, Indonesia
Niar Astaginy Faculty of Social and Economic Sciences, Universitas Sembilanbelas November Kolaka, Indonesia
Muhamad Stiadi Faculty of Social and Economic Sciences, Universitas Sembilanbelas November Kolaka, Indonesia

DOI: https://doi.org/10.63922/ijevss.v5i04.6649

Keywords: Social Media Marketing, Online Customer Review, Purchase Decision, Generation Z, Jiniso.

Abstract

This study aims to analyze the influence of social media marketing and online customer review on the purchase decisions of Jiniso products among Generation Z in Kendari City. The research employed a quantitative approach using questionnaire data collected from 130 respondents who had purchased Jiniso products more than once. The respondents consisted of male and female consumers aged 17–28 years living in Kendari City. The data were analyzed using descriptive analysis and Structural Equation Modeling (SEM).
The results of the study indicate that social media marketing has a positive and significant effect on purchase decisions. Effective social media marketing strategies, including content creation, content sharing, connecting, and community building, were found to increase consumer interest and encourage purchasing decisions. In addition, online customer review also has a positive and significant effect on purchase decisions. Indicators such as perceived usefulness, source credibility, argument quality, valence, and volume of review were shown to strengthen consumer trust and confidence before making a purchase.
The R-Square value of 0.624 indicates that 62.4% of the variation in purchase decisions can be explained by social media marketing and online customer review, while the remaining 37.6% is influenced by other variables outside the scope of this study. The findings suggest that both social media marketing and online customer review play important roles in influencing the purchase decisions of Jiniso products among Generation Z in Kendari City.

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