The Influence Of Social Media Marketing Activity On Purchase Decisions Mediated By Review Credibility In Food MSMEs Case Study On Pempek Yuk Paka

This study looks at how customers' purchase decisions are impacted by social media marketing activities (SMMA). We will pay close attention to micro, small, and medium-sized enterprises (MSMEs) in the food sector, especially Pempek Yuk Paka. The methodology used in this research involves the use of surveys to provide data, in this case using 212 samples who have purchased the product at least once. Statistical analysis is carried out using PLS-SEM modelling. The findings demonstrated that buying decisions are not much impacted by social media marketing initiatives. On the other hand, it has been demonstrated that the legitimacy of social media user reviews significantly and favorably influences consumers' decisions to buy. These insights highlight the importance of working with credible social media influencers to improve marketing effectiveness. This research provides both theoretical and managerial implications, suggesting that MSMEs need to develop more impactful marketing strategies by paying attention to the quality and credibility of reviews in an effort to attract consumers.