Author(s): Suharto, Yuliansyah, Suwarto
This study aims to determine the effect of social media marketing, online customer reviews, and brand awareness on purchase decisions on cellular products. The sampling technique used is accidental sampling with a total sample size of 180 respondents. Testing instrument requirements include validity and reliability tests-testing requirements analysis using the normality test, homogeneity test, linearity test, and regression significance. Data analysis used is Structural Equation Modeling (SEM) with the LISREL program. The findings in this study indicate that social media marketing has a positive direct effect on purchase decisions. Online customer reviews have a positive direct effect on purchase decisions. Brand awareness has a positive direct effect on purchase decisions. Social media marketing has a positive direct effect on brand awareness. Online customer reviews have a positive direct effect on brand awareness.