Pengaruh Social Media Marketing dan Kualitas Pelayanan terhadap Keputusan Pembelian

(Studi Pada Dov Sweetness Cafe di Abiansemal Badung)

Abstract

This study aims to determine the effect of social media marketing and service quality on purchasing decisions of Dov Sweetness Cafe in Abiansemal, Badung. The research method used is quantitative. The research location is Dov Sweetness Cafe Abiansemal, Badung. The sample used was 100 respondents. The data analysis technique used is the Validity Test, Reliability, Classical Assumptions, Multiple Linear I Regression, Coefficient of Determination, T-Test, and F Test. Based on the results of the study it was found that social media marketing has a significant positive effect on purchasing decisions, service quality has a significant positive effect on decisions purchasing, and simultaneously social media marketing and service quality have a significant effect on purchasing decisions. The magnitude of the influence of independent variables on purchasing decisions is 53.3%. The suggestion in this study is that Dov Sweetness Cafe should always update the information on its Instagram account, by regularly posting the latest product photos and promos, providing training to employees and always providing a quick response to consumers.