PENGARUH SOCIAL MEDIA USAGE TERHADAP PURCHASE DECISION INVOLVEMENT: Survei Pada Konsumen Restoran All You Can Eat GoGrill-ah Bandung

Mutiara Haifa Maudina, - (2024) PENGARUH SOCIAL MEDIA USAGE TERHADAP PURCHASE DECISION INVOLVEMENT: Survei Pada Konsumen Restoran All You Can Eat GoGrill-ah Bandung. S1 thesis, Universitas Pendidikan Indonesia.

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Abstract

Penelitian ini bertujuan untuk mengetahui seberapa besar pengaruh social media usage terhadap purchase decision involvement konsumen Restoran All You Can Eat GoGrill-ah Bandung. Dalam penelitian ini menggunakan variabel bebas yakni social media usage yang terdiri dari beberapa sub dimensi yaitu pencarian informasi, sosialisasi, dan kredibilitas, dan yang menjadi variabel terikat adalah purchase decision involvement. Jenis penelitian yang digunakan adalah deskriptif dan verifikatif dengan metode explanatory survey. Data primer digunakan dengan pengambilan sampel sebanyak 110 responden yaitu konsumen Restoran All You Can Eat GoGrill-ah Bandung. Teknik analisis data yang digunakan adalah regresi linear berganda dan pengujian hipotesis melalui uji simultan dan uji parsial. Hasil dari penelitian menunjukkan bahwa secara bersama-sama social media usage memberikan pengaruh positif dan signifikan pada purchase decision involvement. Secara terpisah, sub variabel pencarian informasi dan kredibilitas berpengaruh signifikan terhadap purchase decision involvement di Restoran All You Can Eat GoGrill-ah Bandung, sementara tidak terdapat pengaruh yang signifikan pada sub variabel sosialisasi terhadap purchase decision involvement. This study aims to determine how much influence social media usage has on the purchase decision involvement of consumers of the All You Can Eat GoGrill-ah Bandung Restaurant. In this study using the independent variable, namely social media usage which consists of several sub-dimensions, namely information search, socialization, and credibility, and the dependent variable is purchase decision involvement. The type of research used is descriptive and verification with the explanatory survey method. Primary data was used by sampling 110 respondents, namely consumers of the Bandung GoGrill-ah All You Can Eat Restaurant. The data analysis technique used is multiple linear regression and hypothesis testing through simultaneous tests and partial tests. The results of the study indicate that together social media usage has a positive and significant effect on purchase decision involvement. Separately, the information search and credibility sub-variables have a significant effect on purchase decision involvement at All You Can Eat GoGrill-ah Bandung Restaurant, while there is no significant effect on the socialization sub-variable on purchase decision involvement.

Item Type:	Thesis (S1)
Additional Information:	https://scholar.google.co.id/citations?view_op=new_profile&hl=id ID SINTA Dosen Pembimbing: Oce Ridwanudin: 6681229 Riko Arrasyid: 6681555
Uncontrolled Keywords:	Social Media Usage, Purchase Decision Involvement, Restoran All You Can Eat Bandung. Social Media Usage, Purchase Decision Involvement, Bandung All You Can Eat Restaurant.
Subjects:	H Social Sciences > HF Commerce L Education > L Education (General)
Divisions:	Fakultas Pendidikan Ilmu Pengetahuan Sosial > Manajemen Pemasaran Pariwisata
Depositing User:	Mutiara Haifa Maudina
Date Deposited:	10 Oct 2024 19:59
Last Modified:	10 Oct 2024 19:59
URI:	http://repository.upi.edu/id/eprint/127325

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