Evaluation of CV. Arfina Music's Prabumulih City Promotional Media Strategies on Consumer Decisions

• Arief Nur Rahmansah

  English

  Author

• Marlina

  English

  Author

In this study, we looked at how social media and word of mouth affect consumers' final purchases. Primary data for this
research came from a survey of 145 people chosen at random using non-probability sampling methods. Using multiple linear regression
analysis, this research determined that although social media factors had a positive but insignificant impact on consumer choices, word
of mouth variables had a positive and statistically significant one.

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