¹Zakiya Zanjabila,²Sumarjo,³Danang Yudhiantoro,³Ign Agus Suryono,⁴Abiyyu Amajida

^1,2,4Department of Sport Science, Yogyakarta State University, DI Yogyakarta, Indonesia

³Universitas Pembangunan Nasional "Veteran" Yogyakarta Jl. Padjajaran, Sleman, Yogyakarta, Indonesia

Purchasing decision is a selection of behavioural alternatives from two or more alternatives. Companies need to know and understand what factors can influence purchasing decisions. This research was conducted in the city of Yogyakarta, involving 140 respondents as samples who were selected using purposive sampling. The data were collected using an instrument in the form of a questionnaire and analysed using the path analysis and Sobel test. Based on the analysis results, it was found that social media marketing, E-WOM, information quality, and trust provide a positive and significant impact on purchasing decisions. In detail, social media marketing indirectly affects purchasing decisions through trust, E-WOM has a positive and significant effect on purchasing decisions if mediated by brand trust, and the quality of information indirectly affects purchasing decisions through consumer trust in Happy Bee Restaurant.

purchasing decisions, social media marketing, e-wom, information quality, trust

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VOLUME 06 ISSUE 04 APRIL 2023

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