The Influence of Social Media Marketing, Personal Branding and Word of Mouth on Purchasing Decisions in Production Houses Case Study: CV. Jillywosy Media Group
Keywords:
Social Media Marketing, Personal Branding, Word Of Mouth, Purchasing Decisions, Production HouseAbstract
Paradoxical phenomena that occur in CV. Jillywosy Media Group is an important focal point in this research. Even though it has a very strong Personal Branding, it turns out that this actually contributed to a decrease in purchases which had a negative impact on the marketing strategy of this production house. Using quantitative methods and involving 120 respondents as a saturated sample, this research provides an in-depth understanding of the influence of social media marketing, personal branding, and word of mouth on purchasing decisions in the content production industry. The results of data analysis highlight that word of mouth has a very significant influence on purchasing decisions at production houses. The educational implications of this research create a deeper understanding for marketing practitioners, especially in the content production industry, regarding the importance of not only building a strong Personal Branding but also maintaining a positive balance with other factors such as word of mouth. A positive reputation built through interpersonal interactions and positive recommendations is the key to supporting business continuity. With a deep understanding of the role of word of mouth, production houses can design more focused marketing strategies, improve the quality of production services, and support sustainable business growth. Thus, this research is not only useful for the production house industry, but also contributes to scientific literature. The factors of digital marketing, personal branding, and word of mouth in the context of purchasing decisions are subjects that need to be better understood, especially in dealing with paradoxical phenomena such as those that occur with CVs. Jillywosy Media Group.
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