Pengaruh Social Media Marketing dan Word of Mouth Terhadap Keputusan Pembelian Konsumen (Survei Pada Konsumen Vespa di Dealer Saluyu Vespario)

Abstract. The influence of social media marketing (SMM) and word of mouth (WOM) on consumer purchasing decisions for Vespa products at the Saluyu Vespario dealership in Bandung. Changing consumer behavior in the digital era requires companies to integrate effective digital marketing strategies, particularly through social media and the power of consumer recommendations. This study used a quantitative approach with a survey method, collecting data from Vespa consumer respondents through questionnaires. Social media marketing variables were analyzed based on five dimensions: online communities, interaction, content sharing, accessibility, and credibility. Meanwhile, word of mouth variables were analyzed using five dimensions: talkers, topics, tools, talking parts, and tracking. Purchase decisions were measured through five stages of the buying process according to consumer behavior theory. Abstrak. Pengaruh Social Media Marketing (SMM) dan Word of Mouth (WOM) terhadap keputusan pembelian konsumen pada produk Vespa di Dealer Saluyu Vespario, Bandung. Perubahan perilaku konsumen dalam era digital menuntut perusahaan untuk mengintegrasikan strategi pemasaran digital yang efektif, terutama melalui media sosial dan kekuatan rekomendasi konsumen. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei, di mana data dikumpulkan dari responden yang merupakan konsumen Vespa melalui penyebaran kuesioner. Variabel Social Media Marketing dianalisis berdasarkan lima dimensi: online communities, interaction, sharing of content, accessibility, dan credibility. Sementara variabel Word of Mouth dianalisis melalui lima dimensi: talkers, topics, tools, talking part, dan tracking. Keputusan pembelian diukur melalui lima tahap proses pembelian menurut teori perilaku konsumen.