PENGARUH STRATEGI PROMOSI DI MEDIA SOSIAL DAN WORD OF MOUTHTERHADAP KEPUTUSAN PEMBELIAN

Abstract

This research is motivated by consumer purchasing decisions caused by several factors, the authors chose social media promotion factors (X1), word of mouth (X2) as the dependent variable and purchasing decisions as independent variables, which aims to determine whether there is an influence of social media, word of mouth, to the decision to purchase devil noodles, at Kedai Mie Setan Mbak Ning Kediri.This research is a quantitative research. The population of this research is devil noodle shop consumers, Kedai Mie Mbak Ning Kediri. The data collection method in this study used a questionnaire technique totaling 100 respondents and in its calculations using a Likert scale, the data collection technique used random sampling. Data analysis technique used is through hopithesis testing using partial test (T) and simultaneous test (F). Based on data analysis, it can be concluded from partial testing (T) that (1) Social media promotion has a significant effect on purchasing decisions, this can be seen from the value of the Promotion variable on social media 0.003 <0.05, the value is smaller than α = 0.05 which means it has an influence on purchasing decisions. (2) Word of mouth has a significant influence on purchasing decisions, this can be seen from the value of 0.001 <0.05, the value is greater than α = 0.05. The results of simultaneous hypothesis testing (F), obtained a significant value of 0,000 <0.05 which means H0 is rejected and Ha is accepted, this shows that the promotion strategy on social media and word of mouth on purchasing decisions.