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)
(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
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
Agus Hermawan. 2012. Komunikasi Pemasaran. Jakarta, Erlangga.
Agustina. 2011. Manajemen Pemasaran. Bandung: Alfabeta.
Bagas Aji P, Siti Zuhroh. 2016. “Pengaruh Promosi di Media Social dan Word Of Mouth Terhadap Keputusan Pembelian (Studi kasis pada kedai Bantacos Jombang)”. Jurnal komunikasi Vol.X No.02, September 2016: 145-160.
Daryanto, 2011, Sari Kuliah Manajemen Pemasaran, Bandung: PT Sarana TutorialNuraniSejahtera.
Ghozali, Imam. 2011. “Aplikasi Analisis Multivariate Dengan Program SPSS”. Semarang: Badan Penerbit Universitas Diponegoro.
Gitosudarmo Indriyo. 2012. Manajemen Pemasaran. edisi kedua, cetakan kedua. Penerbit : BPFE –Yogyakarta.
Goyette, I., Ricard, L., Bergeron, J., and Marticotte. 2010. e-WOMScale: word of-mouth Measurement Scale For e-Services Context. Canadia Journal of Administratrative Sciences.
Harjadi, Didik & Fatmawati Dewi. 2008. “Word Of Mouth (WOM) Communicatin Sebagai Alternatif Kreatif Dalam Komunikasi Pemasaran”. JURNAL EQUILIBRIUM. Vol.4, No.8, Juli-Desember 2008; 72-78.
Indriy Gilang I, Apriatni E.P dan Widiyanto. 2016. “Pengaruh Strategi Experiental Marketing dan Kualitas Produk Terhadap Keputusan Pembelian Kaos Dagadu”. Diponegoro Journal Of Social and Politic Of Science tahun 2016, Hal 1-9.
Intan Lina Katrin, H.p Diyah Setyorini, Masharyono. 2016. “Pengaruh Promosi Terhadap Keputusan Pembelian di Restoran Javana Bistro Bandung”.
Jatmika, Chandra Sukka. (2014). Pengaruh Elektronic World of Mouth Terhadap Brand Image dan Purchase Intention Smartphone Samsung di Surabaya.
Kevin Samuel Massie, 2016. “Pengaruh Media Sosial, Email Langsung, dan Media WOM Elektronik / Testimonial Terhadap Keputusan Pembelian Pelanggan di Toko Busana Online ZALORA”. Jurnal EMBA Vol.04 No.2 Juni 2016 Hal, 714-725.
Kotler, Philip dan Keller, Kevin Lane. 2012. Marketing Management. 14th Edition. UnitedStates of America: Pearson.
Lidya Monggi, Lisbeth Mananeke, Agusta Repi. 2013. “Kualitas Produk, strategi
Lubiana Mileva, Achmad Fauzi DH, 2018. “Pengaruh Social Media Marketing Terhadap Keputusan Pembelian (Survey Online Pada Mahasiswa Sarjana Jurusan Ilmu Administrasi Bisnis Angkatan 2014/2015 Fakultas Ilmu Administrasi Universitas Brawijaya yang Membeli Strabuck Menggunakan LINE)”. Jurnal Administrasi Bisnis (AJB) Vol.58 No.1 Mei 2018 190.
Lucky Puspita dan Edy Yulianto Sunarti. 2016. “Pengaruh Kualitas Produk dan Word Of Mouth Terhadap Keputusan Pembelian (Survey Kepada Konsumen Charles & Keith di tunjangan Plaza Surabaya)”. Jurnal Administrasi Bisnis (JAB) Vol.34 No.1 Mei 2016 79.
Peter, J Paul and Jerry C Olson. 2013. Perilaku Konsumen dan Strategi Pemasaran. Diterjemahkan oleh: Diah Tantri Dwiandani Edisi Kesembilan Jilid 1. Jakarta: Erlangga.
Philip Kotler dan Kevin Lane Keller2010. Manajemen Pemasaran. Jilit 1. Edisi Ketiga belas. Jakarta: Erlangga
Promosi dan Harga Pengaruhnya Terhadap Keputusan Pembelian Kartu Simpati Telkomsel”. Jurnal EMBA Vol.1 No.4 Desember 2013, Hal. 2336-2346.
Putri, Agus, Ferdy Roring. 2018. ”Pengaruh Promosi dan Word Of Mouth Terhadap Keputusan Pembelian di oriflame Manado”. Jurnal EMBA Vol.6 No.4 September 2018, Hal 3703-3712.
Resty Avita Haryanto. 2013. “strategi Promosi, Kualitas Produk, Kualitas Layanan Terhadap Kepuasan Pelanggan Pada RESTORAN MCDONALD’S MANADO” Jurnal EMBA Vol.1 No.4 Desember 2013, Hal. 1465-1473.
Sernovitz, Andy. 2012. Word of Mouth Marketing How Smart Companies Get People Talking.Austin: Greenleaf Book Group Press.
Sistaningrum. 2002. Manajemen Penjualan Produk. Yogyakarta : Penerbit kanisisus.
Sugianto Citra. 2016. “Pengaruh Media Sosial Terhadap Keputusan Pembelian konsumen Cherie melalui Minat Beli”. Jurnal Manajemen dan Start-Up Bisnis Vol.1 No.5 Desember 2016, Hal. 594-603.
Sugiyono. 2013. Metode Penelitian Pendidikan Pendekatan Kuantitatif, Kualitatif, dan R&D. Bandung: Alfabeta.
Sumardy dkk.(2011). The Power Of Word Mouth Marketing. Jakarta: PT. Gramedia Pustaka Utama.
Sweeney, J. And Soutar, G. 2001. “Consumer perceived value: the development of a multiple item scale”. Journal of Retailing, Vol. 77, pp. 203-205.
Tjiptono, Fandy. 2008. Strategi Pemasaran. Yogyakarta: CV Andi Offset.
WOMMA. 2007. An introduction to WOM Marketing. WOM 101, 1:1-6.
Agus Hermawan. 2012. Komunikasi Pemasaran. Jakarta, Erlangga.
Agustina. 2011. Manajemen Pemasaran. Bandung: Alfabeta.
Bagas Aji P, Siti Zuhroh. 2016. “Pengaruh Promosi di Media Social dan Word Of Mouth Terhadap Keputusan Pembelian (Studi kasis pada kedai Bantacos Jombang)”. Jurnal komunikasi Vol.X No.02, September 2016: 145-160.
Daryanto, 2011, Sari Kuliah Manajemen Pemasaran, Bandung: PT Sarana TutorialNuraniSejahtera.
Ghozali, Imam. 2011. “Aplikasi Analisis Multivariate Dengan Program SPSS”. Semarang: Badan Penerbit Universitas Diponegoro.
Gitosudarmo Indriyo. 2012. Manajemen Pemasaran. edisi kedua, cetakan kedua. Penerbit : BPFE –Yogyakarta.
Goyette, I., Ricard, L., Bergeron, J., and Marticotte. 2010. e-WOMScale: word of-mouth Measurement Scale For e-Services Context. Canadia Journal of Administratrative Sciences.
Harjadi, Didik & Fatmawati Dewi. 2008. “Word Of Mouth (WOM) Communicatin Sebagai Alternatif Kreatif Dalam Komunikasi Pemasaran”. JURNAL EQUILIBRIUM. Vol.4, No.8, Juli-Desember 2008; 72-78.
Indriy Gilang I, Apriatni E.P dan Widiyanto. 2016. “Pengaruh Strategi Experiental Marketing dan Kualitas Produk Terhadap Keputusan Pembelian Kaos Dagadu”. Diponegoro Journal Of Social and Politic Of Science tahun 2016, Hal 1-9.
Intan Lina Katrin, H.p Diyah Setyorini, Masharyono. 2016. “Pengaruh Promosi Terhadap Keputusan Pembelian di Restoran Javana Bistro Bandung”.
Jatmika, Chandra Sukka. (2014). Pengaruh Elektronic World of Mouth Terhadap Brand Image dan Purchase Intention Smartphone Samsung di Surabaya.
Kevin Samuel Massie, 2016. “Pengaruh Media Sosial, Email Langsung, dan Media WOM Elektronik / Testimonial Terhadap Keputusan Pembelian Pelanggan di Toko Busana Online ZALORA”. Jurnal EMBA Vol.04 No.2 Juni 2016 Hal, 714-725.
Kotler, Philip dan Keller, Kevin Lane. 2012. Marketing Management. 14th Edition. UnitedStates of America: Pearson.
Lidya Monggi, Lisbeth Mananeke, Agusta Repi. 2013. “Kualitas Produk, strategi
Lubiana Mileva, Achmad Fauzi DH, 2018. “Pengaruh Social Media Marketing Terhadap Keputusan Pembelian (Survey Online Pada Mahasiswa Sarjana Jurusan Ilmu Administrasi Bisnis Angkatan 2014/2015 Fakultas Ilmu Administrasi Universitas Brawijaya yang Membeli Strabuck Menggunakan LINE)”. Jurnal Administrasi Bisnis (AJB) Vol.58 No.1 Mei 2018 190.
Lucky Puspita dan Edy Yulianto Sunarti. 2016. “Pengaruh Kualitas Produk dan Word Of Mouth Terhadap Keputusan Pembelian (Survey Kepada Konsumen Charles & Keith di tunjangan Plaza Surabaya)”. Jurnal Administrasi Bisnis (JAB) Vol.34 No.1 Mei 2016 79.
Peter, J Paul and Jerry C Olson. 2013. Perilaku Konsumen dan Strategi Pemasaran. Diterjemahkan oleh: Diah Tantri Dwiandani Edisi Kesembilan Jilid 1. Jakarta: Erlangga.
Philip Kotler dan Kevin Lane Keller2010. Manajemen Pemasaran. Jilit 1. Edisi Ketiga belas. Jakarta: Erlangga
Promosi dan Harga Pengaruhnya Terhadap Keputusan Pembelian Kartu Simpati Telkomsel”. Jurnal EMBA Vol.1 No.4 Desember 2013, Hal. 2336-2346.
Putri, Agus, Ferdy Roring. 2018. ”Pengaruh Promosi dan Word Of Mouth Terhadap Keputusan Pembelian di oriflame Manado”. Jurnal EMBA Vol.6 No.4 September 2018, Hal 3703-3712.
Resty Avita Haryanto. 2013. “strategi Promosi, Kualitas Produk, Kualitas Layanan Terhadap Kepuasan Pelanggan Pada RESTORAN MCDONALD’S MANADO” Jurnal EMBA Vol.1 No.4 Desember 2013, Hal. 1465-1473.
Sernovitz, Andy. 2012. Word of Mouth Marketing How Smart Companies Get People Talking.Austin: Greenleaf Book Group Press.
Sistaningrum. 2002. Manajemen Penjualan Produk. Yogyakarta : Penerbit kanisisus.
Sugianto Citra. 2016. “Pengaruh Media Sosial Terhadap Keputusan Pembelian konsumen Cherie melalui Minat Beli”. Jurnal Manajemen dan Start-Up Bisnis Vol.1 No.5 Desember 2016, Hal. 594-603.
Sugiyono. 2013. Metode Penelitian Pendidikan Pendekatan Kuantitatif, Kualitatif, dan R&D. Bandung: Alfabeta.
Sumardy dkk.(2011). The Power Of Word Mouth Marketing. Jakarta: PT. Gramedia Pustaka Utama.
Sweeney, J. And Soutar, G. 2001. “Consumer perceived value: the development of a multiple item scale”. Journal of Retailing, Vol. 77, pp. 203-205.
Tjiptono, Fandy. 2008. Strategi Pemasaran. Yogyakarta: CV Andi Offset.
WOMMA. 2007. An introduction to WOM Marketing. WOM 101, 1:1-6.
Collection
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 April 16, 2024, http://repo.umb.ac.id/items/show/2723.
(Studi Kasus Pada Konsumen Allbaik Chicken Padang Harapan Di Kota Bengkulu),” Repository Universitas Muhammadiyah Bengkulu, accessed April 16, 2024, http://repo.umb.ac.id/items/show/2723.