Pengaruh Promosi Media Sosial dan Kualitas Pelayanan Terhadap Keputusan Pembelian di Fittara Coffee Sidoarjo. (The Influence of Social Media Promotion and Service Quality on Purchase Decisions at Fittara Coffee Sidoarjo).

Hastuti, Nurjanah Fitri (2024) Pengaruh Promosi Media Sosial dan Kualitas Pelayanan Terhadap Keputusan Pembelian di Fittara Coffee Sidoarjo. (The Influence of Social Media Promotion and Service Quality on Purchase Decisions at Fittara Coffee Sidoarjo). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

Currently, in the culinary industry this has happened. Companies now see greater business opportunities through the use of internet media as a promotional tool. With increasingly advanced technology, the internet is no longer a strange thing in product marketing. The company always pays attention to product quality, consumer needs, packaging and effective promotions. Many business promotions are now turning to social media because the majority of internet users in Indonesia are active in the trade and services sectors. Marketing strategies via social media can increase sales without large costs. Consumers also find it easier to get information about the products they want through technology which is part of e�commerce, which is the way companies communicate, promote and sell products via the internet. In Indonesia, in this era of globalization, business competition is increasingly fierce with ongoing technological developments. The purpose of this research is to find out whether knowledge of Social Media Promotion, Service Quality influences Purchasing Decisions at Fittara Coffee Sidoarjo. This type of research uses a quantitative method. The population is all buyers who have made transactions at Fittara Coffee Sidoarjo with a sample size of 100 respondents from distributing questionnaire statements via Google Form. The results obtained state that Social Media Promotion and Service Quality simultaneously have a positive and significant effect on purchasing decisions at Fittara Coffee Sidoarjo. Testing this hypothesis partially concluded that Social Media Promotion had a positive and significant effect on Purchasing Decisions, and Service Quality had a positive and significant effect on Purchasing Decisions.

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