Pengaruh Promosi Media Sosial Terhadap Keputusan Pembelian Dan Implikasinya Pada Electronic Word Of Mouth Pada Cafe Brick Sleman

Hanun Wuryansari

Abstract


Penelitian ini bertujuan mengetahui dan menjelaskan pengaruh promosi melalui media sosial Instagram terhadap keputusan pembelian dan implikasinya pada electronic word of mouth pada konsumen di Cafe Brick Sleman. Penelitian ini menggunakan pendekatan kuantitatif. Sampel penelitian ini adalah 100 konsumen yang sudah pernah berkunjung ke Cafe Brick dengan menggunakan metode purpossive sampling. Instrumen penelitian ini menggunakan kuesioner dan dianalisis menggunakan analisis regresi berganda.
Hasil penelitian ini menunjukkan bahwa promosi menggunakan media sosial memiliki pengaruh terhadap keputusan pembelian serta berimplikasi pada electronic word of mouth pada pelanggan Cafe Brick. Penelitian ini memberikan konstribusi bagi Pemasar Cafe Brick terkait strategi promosi di media sosial dan electronic word of mouth.


Keywords


Promosi, media sosial, keputusan pembelian, electronic word of mouth

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