THE INFLUENCE OF SOCIAL MEDIA MARKETING AND WORD OF MOUTH TOWARDS PURCHASE DECISION OF CRYPTOCURRENCY

Abstract

The purpose of this research is to analyze the influence of social media marketing and word of mouth towards purchase decision of cryptocurrency. This study employs a quantitative method with a sample of 100 respondents who have purchased cryptocurrency and reside in Manado. The data were collected through a questionnaire, using five indicators for each variable. The findings reveal that all attributes of social media marketing and word of mouth simultaneously influence the purchase decision of cryptocurrency. Both social media marketing and word of mouth have a positive effect on purchase decisions. These indicators serve as benchmarks for buyers in making their decisions. However, the social media marketing and word of mouth show a positive effect, buyers are advised to have a foundation about cryptocurrency before entering the cryptocurrency market in order to avoid fraud or following trends driven by social media or word of mouth out of fear of missing out (FOMO).

Keywords: Social Media marketing, Word of Mouth, Purchase Decision