Pengaruh Promosi Di Media Sosial Dan Word Of Mouth Terhadap Keputusan Pembelian Di Kedai Ayam Djoeprek
DOI:
https://doi.org/10.59603/masman.v2i1.265Keywords:
Promotion on Social Media, Word of Mouth, Purchase DecisionAbstract
This research aims to determine the Influence of Promotion on Social Media and Word of Mouth on Purchasing Decisions at Ayam Djoeprek Shop. The type of research used is quantitative. The sample for this study is 98 buyers at Ayam Djoeprek Shop using nonprobability sampling techniques with incidental sampling, where the author will choose anyone unexpectedly or coincidentally, customers who come to Ayam Djoeprek Shop. The results of the study indicate that the variables Promotion on Social Media and Word of Mouth have a simultaneous effect on Purchasing Decisions. This is evidenced by the calculated F value of 40.417 and the critical F value of 3.09 with a significance value of 0.000 < 0.05. This research shows that the variables Promotion on Social Media and Word of Mouth have a positive and significant effect on Purchasing Decisions.
References
Artikel Jurnal
Fatihudin, D., dan Firmansyah, A. (2019). “Pemasaran Jasa.” Angewandte Chemie International Edition, 6(11), 951–952.
Elhamidy, dan Satrio A. (2018). "Pengaruh Citra Merek, Promosi Media Sosial, Promosi Penjualan, Dan Word of Mouth Terhadap Proses Pengambilan Keputusan Nasabah Bank Bni Syariah". Universitas Islam Negeri Syarif Hidayatullah Jakarta.
Hartono, Rudi, Arifin, dan Hufron. (2016). “Pengaruh Strategi Promosi Sosial Media (Instagram) Dan Word Of Mouth Terhadap Keputusan Pembelian Kuliner Mbok Taya.” E – Jurnal Riset Manajemen. 167–84.
Husen, Akhmad, Sumowo S., dan Rozi A.F. (2018). “Pengaruh Lokasi, Citra Merek Dan Word of Mouth Terhadap Keputusan Pembelian Konsumen Mie Ayam Solo Bangsal Jember.” Jurnal Manajemen Dan Bisnis Indonesia. 4 (2): 2460–9471.
Japlani dan Ardiansyah. (2020). “Pengaruh Harga Dan Promosi Melalui Media Sosial Terhadap Keputusan Pembelian Pada Butik Di Kota Metro Lampung.” Derivatif; Jurnal Manajemen. 14 (2): 168–77.
Jecky, Jecky, dan Erdiansyah R. (2021). “Pengaruh Iklan Media Sosial Dan Word Of Mouth Terhadap Keputusan Pembelian.” Prologia 5 (2): 307.
Jhuji, et.al. (2020). “Pengertian Ruang Lingkup Manajemen dan Kepemimpinan Pendidikan Islam.” Jurnal Literasi Pendidikan Nusantara. 1 (2): 111–24.
Kennedy dan Calvin. (2017). “Social Media: The Art of Marketing on YouTube, Facebook, Twitter, and Instagram for Success.” 14.
Kevin, Stefasnus, dan Sisnuhadi S. (2021). “Pengaruh Promosi Media Sosial, Celebrity Endorse, dan Perceived Quality Terhadap Keputusan Pembelian.” Jurnal Riset Manajemen Dan Bisnis. 16 (1): 45.
Lestari, Anita. (2020). “Pengaruh Promosi Media Sosial Terhadap Keputusan Pembelian Pada Butik Missyshop Official Di Kota Makassar.” 21 (1): 1–9.
Pradana, Dedhy, Hudayah S, dan Rahmawati. (2018). “Pengaruh Harga Kualitas Produk dan Citra Merek Brand Image Terhadap Keputusan Pembelian Motor.” Kinerja 14 (1): 16.
Pratiwi, dan Rahmi Y. (2017). “Pengaruh Word Of Mouth Communication Terhadap Keputusan Pembelian Konsumen Pada Boardgame Lounge Smart Cafe Pekanbaru." Fakultas Ilmu Sosial Dan Ilmu Politik Universitas Riau, Pekanbaru. Volume 4 No. 1.
Rembon, A, L., Mananeke, dan Gunawan E. (2017). “Theinfluence of Word of Mouth and Product Quality of Purchasing Decision on Pt. Kangzen Kenko Indonesia in Manado.” Jurnal EMBA. 5 (3): 4585–94.
Yunita, dan Aryani. (2021). “Pengaruh Media Sosial , Word Of Mouth , Faktor Pribadi , Harga Dan Lokasi Terhadap Keputusan Pembelian Pada Konsumen Warung Makan Koki Kita Kota Magelang"
Buku Teks
Sugiyono. (2014). Metode Penelitian Manajemen. Bandung.
Tjiptono, Fandy. (2014). "Pemasaran Jasa - Prinsip, Penerapan Dan Penelitian." C.V Andy Offset.