PENGARUH SOCIAL MEDIA MARKETING DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN DI BURGER BANGOR SEPATAN

Lita Meirani

Abstract


Bisnis kuliner saat ini menjadi bisnis yang paling diminati oleh para pengusaha. Hal ini dapat dilihat dari banyaknya tempat kuliner di berbagai daerah. Tujuan dari penelitian ini untuk mengetahui pengaruh Social Media Marketing dan Kualitas Pelayanan terhadap keputusan pembelian di burger bangor sepatan. Metode yang digunakan dengan metode kuantitatif, sampel yang diambil sebanyak 30 responden yang membeli burger bangor. Penelitian ini dilakukan pada bulan September – Desember 2022. Metode pengumpulan data menggunakan kuesioner. Teknik analisa data yang digunakan analisa regeresi berganda korelasi berganda serta asumsi klasik. Hasil analisa data menunjukan terdapat pengaruh yang positif dan signifikan antara Social Media Marketing dan Kualitas Pelayanan terhadap keputusan pembelian burger bangor.
Kata Kunci: Social Media Marketing, Kualitas Pelayanan, Keputusan Pembelian

The culinary business is currently the most popular business for entrepreneurs. This can be seen from the many culinary places in various regions. The purpose of this study was to determine the effect of Social Media Marketing and Service Quality on purchasing decisions at Burger Bangor Sepatan. The method used is the quantitative method, the sample taken is 30 respondents who buy bangor burgers. This research was conducted in September - December 2022. The data collection method used a questionnaire. The data analysis technique used is multiple regression analysis, multiple correlation and classical assumptions. The results of data analysis show that there is a positive and significant influence between Social Media Marketing and Service Quality on the decision to buy a burger bangor.
Keywords: Social Media Marketing, Service Quality, Purchase Decision

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DOI: http://dx.doi.org/10.31000/sinamu.v4i1.7925

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DOI (PDF): http://dx.doi.org/10.31000/sinamu.v4i1.7925.g3949

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