PENGARUH PROMOSI MEDIA SOSIAL DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA SOSMED CAFE ABDULLAH LUBIS MEDAN

Authors

  • Clara Silvina Barus Fak Ekonomi, Universitas Katolik Santo Thomas
  • Donalson Silalahi Fak Ekonomi, Universitas Katolik Santo Thomas

DOI:

https://doi.org/10.54367/jmb.v21i1.1182

Keywords:

social media promotion, service quality, purchase decisions, and consumer characteristics.

Abstract

Abstract This study aims to determine and explain the effect of social media promotion and service quality on purchasing decisions. To achieve this goal, research was conducted at Social Media Café Abdullah Lubis using 100 people as respondents. Data were collected through questionnaires and the analysis technique used was multiple linear regression analysis. The results showed: First, social media promotion has a positive and significant effect on purchasing decisions. Second, service quality has a positive and significant effect on purchasing decisions. Third, service quality plays a greater role in increasing the sensitivity of consumer purchases when compared to social media promotion. Fourth, consumer characteristics are also important variables in increasing consumer decisions in buying products. Fifth, social media promotion and service quality are able to explain variations in purchasing decisions by 87.7 percent.

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Author Biography

Clara Silvina Barus, Fak Ekonomi, Universitas Katolik Santo Thomas

Dosen Tetap UNIKA Santo Thomas

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Published

2021-04-17

How to Cite

Barus, C. S., & Silalahi, D. (2021). PENGARUH PROMOSI MEDIA SOSIAL DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA SOSMED CAFE ABDULLAH LUBIS MEDAN. Jurnal Manajemen Dan Bisnis, 21(1), 1–15. https://doi.org/10.54367/jmb.v21i1.1182

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