Electronic Theses and Dissertation

Abstrak penelitian ini menganalisis pengaruh electronic word of mouth, perceived risk, dan social media marketing terhadap keputusan pembelian fashion muslim di instagram, didasari oleh fenomena rendahnya konversi penjualan di tengah tingginya promosi digital di kota banda aceh. menggunakan pendekatan kuantitatif asosiatif, data dikumpulkan dari 120 responden melalui kuesioner dengan teknik purposive sampling dan dianalisis menggunakan regresi linear berganda. hasil penelitian menunjukkan bahwa secara parsial, electronic word of mouth berpengaruh negatif dan tidak signifikan terhadap keputusan pembelian, perceived risk berpengaruh negatif dan signifikan, sedangkan social media marketing berpengaruh positif dan signifikan. secara simultan, ketiga variabel berpengaruh signifikan terhadap keputusan pembelian. kesimpulannya, ulasan elektronik bukan faktor penentu utama bagi konsumen di banda aceh, sehingga pelaku usaha disarankan lebih fokus pada peningkatan kualitas konten visual dan meminimalisir kekhawatiran risiko konsumen. kata kunci: electronic word of mouth, perceived risk, social media marketing, keputusan pembelian, fashion muslim.

ABSTRACT This study analyzes the influence of Electronic Word of Mouth, Perceived Risk, and Social Media Marketing on Purchase Decisions for Muslim fashion on Instagram, driven by the low sales conversion despite high digital promotion in Banda Aceh. Using a quantitative associative approach, data were gathered from 120 respondents via purposive sampling and analyzed using multiple linear regression. The results show that partially, Electronic Word of Mouth has a negative and nonsignificant effect on purchase decisions, Perceived Risk has a negative and significant effect, while Social Media Marketing has a positive and significant effect. Simultaneously, all variables significantly influence purchase decisions. In conclusion, Electronic Word of Mouth is not a primary determinant for consumers in Banda Aceh, suggesting that businesses should prioritize enhancing visual content quality and minimizing consumer risk concerns. Keywords: Electronic Word of Mouth, Perceived Risk, Social Media Marketing, Purchase Decision, Muslim Fashion.