PENGARUH SOCIAL MEDIA MARKETING TERHADAP KEPUTUSAN PEMBELIAN PADA NINETYNINE FASHION HIJAB PONOROGO

This study aims to analyze the effect of social media marketing on purchasing decisions at Ninetynine Fashion Hijab Ponorogo by focusing on three main variables, namely trendiness, interaction, and electronic word of mouth (e-WOM). Social media is currently one of the most effective marketing strategies in building consumer perceptions and driving purchasing decisions, especially in the hijab fashion industry which relies heavily on digital trends and interactions. The research method used is quantitative with data collection techniques in the form of questionnaires as primary data. Respondents in this study amounted to 160 consumers who had made purchases at Ninetynine Fashion Hijab Ponorogo. Primary data is processed based on the results of filling out a questionnaire that has been circulated to customers who make purchases at the Ninetynine Fahion Hijab Ponorogo store. The results showed that the three variables, namely, trendiness, interaction, and electronic word of mouth had a partially significant effect on purchasing decisions. This proves that marketing strategies through social media that follow trends, encourage active interaction, and strengthen e-WOM directly influence consumers in making purchasing decisions.