PENGARUH PROMOSI, SOCIAL MEDIA DAN WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN
(Studi Kasus Pada Konsumen Allbaik Chicken Padang Harapan Di Kota Bengkulu)

Dublin Core

Title

PENGARUH PROMOSI, SOCIAL MEDIA DAN WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN
(Studi Kasus Pada Konsumen Allbaik Chicken Padang Harapan Di Kota Bengkulu)

Description

ABSTRACT
The purpose of this study was to determine the effect of promotion, social media and word of mouth factors on purchasing decisions. A case study on consumers of Allbaik Chicken Padang Harapan in Bengkulu City. This research uses descriptive research method with quantitative data analysis. The population in this study were all consumers at Allbaik Chicken Padang Harapan in Bengkulu City as many as 170 respondents. Based on the results of multiple linear regression, the regression equation form Y = 5.387 + 0.184 (X1) + 0.240 (X2) +
0.176 (X3). The results of the research and the hypothesis show that promotion shows a value of > (2.738 > 1.654) and (sig = 0.007 < 0.050), social media shows a value of > (3.164 > 1.654) and (sig = 0.002 < 0.050), and word of mouth shows a value of > (2.454 > 1.654) and (sig = 0.015 < 0.050). Promotion (X1) is 2,738, social media variable (X2) is 3,164 and word of mouth variable is 2,453. The conclusion based on the results of the research that has been done, there is a positive and significant influence between the variables Promotion (X1), social media (X2) and word of mouth (X3) together have an effect on Purchase Decisions on Consumers of Allbaik Chicken Padang Harapan in Bengkulu City. It is recommended that the leadership of Allbaik Chicken Padang Harapan in Bengkulu City, where it is hoped that Allbaik Chicken will receive special attention in the future, so that in the future, consumer perceptions of promotion, social media and word of mouth from Allbaik Chicken can be better and can be used as evaluation material. and special attention so that from Allbaik Chicken it can improve as well as to its Purchase Decision.
Keywords: Promotion, Social Media, Word Of Mouth and Decision Purchase

Creator

Melda Yunita
Eti Arini
Tezar Arianto

Source

PROGRAM STUDI MANAJEMEN

Publisher

UPT Perpustakaan

Date

04/02/2022

Contributor

Universitas Muhammadiyah Bengkulu

Rights

Universitas Muhammadiyah Bengkulu

Language

Bahasa Indonesia

Identifier

DAFTAR PUSTAKA

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Citation

Melda Yunita, Eti Arini, and Tezar Arianto, “PENGARUH PROMOSI, SOCIAL MEDIA DAN WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN
(Studi Kasus Pada Konsumen Allbaik Chicken Padang Harapan Di Kota Bengkulu),” Repository Universitas Muhammadiyah Bengkulu, accessed February 26, 2024, http://repo.umb.ac.id/items/show/2723.