PENGARUH DIGITAL MARKETING TERHADAP KEPUTUSAN PEMBELIAN DENGAN ELECTRONIC WORD OF MOUTH SEBAGAI VARIABEL INTERVENING PADA RESTORAN GREENS AND BEANS

Salma Salsabila, - (2024) PENGARUH DIGITAL MARKETING TERHADAP KEPUTUSAN PEMBELIAN DENGAN ELECTRONIC WORD OF MOUTH SEBAGAI VARIABEL INTERVENING PADA RESTORAN GREENS AND BEANS. S1 thesis, Universitas Pendidikan Indonesia.

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Abstract

Beragam media promosi dipilih oleh para pengusaha kuliner dalam memaksimalkan omset restoran. Usaha di sektor jasa kuliner, seperti restoran Greens And Beans, menggunakan peluang ini dengan memanfaatkan aplikasi Instagram yang mana dipilih menjadi media promosi guna menaikkan jumlah pengunjung melalui strategi pemasaran digital. Adapun tujuan dari penelitian ini ialah guna mengidentifikasi electronic word of mouth sebagai variabel intervening pada restoran greens and beans. Metode penelitian yang digunakan ialah deskriptif verifikatif dengan menyebar kuisioner kepada 100 responden yaitu konsumen Greens and Beans. Kemudian Teknik analisis data menerapkan regresi jalur (path analysis) dan uji Sobel test melalui bantuan aplikasi olah data SPSS versi 29. Temuan dari penelitian memperlihatkan bahwasanya digital marketing membawa dampak positif dan signifikan pada electronic word of mouth melalui perolehan nilai koefisien 0,345. Kemudian digital marketing memberi pengaruh secara positif serta signifikan pada keputusan pembelian dengan perolehan nilai koefisen 0,562. serta variabel electronic word of mouth memberikan pengaruh secara positif dan signifikan terhadap keputusan pembelian pembelian konsumen dengan perolehan nilai koefisien 0,400. Hasil penelitian membuktikan bahwa proses pengambilan keputusan pembelian produk di Greens and Beans dipengaruhi oleh digital marketing dan electronic word of mouth. Various promotional tools are used by culinary entrepreneurs to increase business turnover. Therefore, the information provided must certainly be correct, complete, and reliable information. Businesses in the culinary service sector, such as Greens And Beans restaurant, have taken advantage of this opportunity by using the Instagram application as a promotional medium. The theoretical framework draws upon existing literature on digital marketing, electronic word of mouth, and purchasing decisions. The research methodology entails descriptive verification, involving the distribution of questionnaires to 100 Greens and Beans customers. Data analysis involves path regression (path analysis) and the Sobel test, facilitated by the SPSS version 29 software. The findings indicate a statistically significant positive relationship between digital marketing and electronic word of mouth (coefficient value: 0.345) as well as between digital marketing and purchasing decisions (coefficient value: 0.562). Furthermore, electronic word of mouth exhibits a positive and significant influence on consumer purchasing decisions (coefficient value: 0.400). The results of the study prove that the process of making product purchasing decisions at Greens and Beans is influenced by digital marketing and electronic word of mouth.

Item Type:	Thesis (S1)
Additional Information:	https://scholar.google.com/citations?user=SkFTJMQAAAAJ&hl=en ID SINTA Dosen Pembimbing Caria Ningsih: 6039392 Purna Hindayani: 6745708
Uncontrolled Keywords:	Digital Marketing, Electronic Word of Mouth, Keputusan Pembelian, Restoran, Greens And Beans Digital Marketing, Electronic Word of Mouth, Purchase Decision, Restaurant, Greens And Beans
Subjects:	G Geography. Anthropology. Recreation > GV Recreation Leisure H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Fakultas Pendidikan Ilmu Pengetahuan Sosial > Manajemen Industri Katering
Depositing User:	Salma Salsabila
Date Deposited:	01 Jul 2024 04:33
Last Modified:	01 Jul 2024 04:33
URI:	http://repository.upi.edu/id/eprint/118575

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