PENGARUH WORD OF MOUTH, BRAND AWARENESS DAN SOCIAL MEDIA TERHADAP KEPUTUSAN PEMBELIAN PELANGGAN TOKO MEBEL JEMPOL MANGKUNEGARAN

This study examines the influence of Word of Mouth, Brand Awareness, and Social
Media on customer purchasing decisions at CV. Jempol, a furniture company in
Solo that has been operating since the 1970s. The Indonesian furniture industry
continues to grow and has great potential in the global market. Toko Jempol is
known for its quality furniture products such as spring beds, cupboards, tables,
chairs, and sofas. Through a quantitative approach, the results of the study show
that Brand Awareness has the most significant influence on purchasing decisions,
with a coefficient of 0.393 and a p-value of 0.000, followed by Word of Mouth with
a coefficient of 0.170 and a p-value of 0.014. However, Social Media does not show
a significant influence on purchasing decisions with a coefficient of 0.099 and a p
value of 0.519. These findings underline the importance of Brand Awareness and
Word of Mouth in marketing strategies, while Social Media requires strategic
adjustments to increase its influence on consumer purchasing decisions.
Keywords: Brand Awareness, Word of Mouth, Social Media