Bahriyyatul Amik Haryadi, - (2023) PENGARUH SOCIAL MEDIA MARKETING TERHADAP PURCHASE DECISION DI KAMPUNG DAUN CULTURE GALLERY & CAFÉ : Survei terhadap konsumen yang mengikuti Instagram Kampung Daun Culture Gallery & Café yang pernah berkunjung. S1 thesis, Universitas Pendidikan Indonesia.
Abstract
Restoran merupakan salah satu faktor yang penting guna menunjang kegiatan dari pariwisata. Kampung Daun Culture Gallery & Café Bandung merupakan penyedia jasa food and beverage di Kabupaten Bandung. Tujuan dari penelitian ini ialah untuk mengetahui bagaimana pengaruh dari social media marketing terhadap purchase decision di Kampung Daun Culture Gallery & Café. Variabel bebas (X) dalam penelitian ini adalah social media marketing yang terdiri dari beberapa sub-dimensi yaitu entertainment, interaction, trendiness, customization dan word of mouth serta yang menjadi variabel terikat (Y) adalah purchase decision. Metode yang digunakan adalah survei menggunakan systematic random sampling dengan jumlah responden sebanyak 110 terdiri dari konsumen individu yang telah mengikuti akun resmi Kampung Daun Culture Gallery & Café di Instagram. Teknik analisis data yang digunakan adalah regresi berganda dengan menggunakan bantuan program IBM SPSS for Windows 26.0. Interaction, entertainment dan trendiness memiliki nilai tertinggi sedangkan customization dan word of mouth memiliki nilai terendah. Hasil penelitian menunjukkan bahwa secara bersama-sama variabel social media marketing memberi pengaruh signifikan terhadap purchase decision di Kampung Daun Culture Gallery & Café. Namun secara terpisah hanya tiga sub-dimensi dari variabel social media marketing yang berpengaruh signifikan terhadap purchase decision Restaurant is one of the most important factors to support the activities of tourism Kampung Daun Culture Gallery & Café is a food and beverage service provider in Bandung. The purpose of this research is to find out how social media marketing influences purchase decisions at Kampung Daun Culture Gallery & Café. The independent variable (X) in this study is social media marketing which consists of several sub- dimensions, namely entertainment, interaction, trendiness, customization and word of mouth and the dependent variable (Y) is the purchase decision. The method used is a survey using systematic random sampling with a total of 110 respondents consisting of individual consumers who have participated in Kampung Daun Culture Gallery & Café on Instagram. The data analysis technique used is multiple regression using the IBM SPSS for Windows 26.0 program. Interaction, entertainment, and trendy have the highest scores while customization and word of mouth have the lowest scores. The results of the study show that social media marketing variables have a significant influence on purchase decisions at Kampung Daun Culture Gallery & Café. However, separately, only three sub dimensions of social media marketing variables have a significant effect on purchase decisions
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| Item Type: | Thesis (S1) |
|---|---|
| Additional Information: | https://scholar.google.com/citations?view_op=new_profile&hl=en ID SINTA Dosen Pembimbing: GITA SISWHARA: 5978179 RIJAL KHAERANI: 6722119 |
| Uncontrolled Keywords: | Social Media Marketing, Purchase Decision, dan Kampung Daun Culture Gallery & Café Social Media Marketing, Purchase Decision, and Kampung Daun Culture Gallery & Café |
| Subjects: | G Geography. Anthropology. Recreation > GV Recreation Leisure H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HE Transportation and Communications |
| Divisions: | Fakultas Pendidikan Ilmu Pengetahuan Sosial > Manajemen Pemasaran Pariwisata |
| Depositing User: | bahriyyatul amik haryadi |
| Date Deposited: | 29 May 2024 06:32 |
| Last Modified: | 29 May 2024 06:32 |
| URI: | http://repository.upi.edu/id/eprint/117770 |
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