Pengaruh Sosial Media Marketing, Kualitas Pelayanan dan Persepsi Harga terhadap Keputusan Pembelian Dapurmini Jemursari Surabaya

Akhira, Hilda (2024) Pengaruh Sosial Media Marketing, Kualitas Pelayanan dan Persepsi Harga terhadap Keputusan Pembelian Dapurmini Jemursari Surabaya. Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh sosial media marketing, kualitas pelayanan dan persepsi harga terhadap keputusan pembelian. Penelitian ini dilakukan di Dapurmini Jemursari Surabaya. Jumlah sampel yang digunakan dalam penelitian ini sebanyak 100 responden dengan metode non probability sampling. Teknik pengumpulan data yang menggunakan metode penelitian lapangan dan data yang terkumpul dianalisis statistik dengan memanfaatkan program SPSS. Hasil penelitian menunjukkan bahwa secara parsial variable sosial media marketing, kualitas pelayanan dan persepsi harga berpengaruh secara signifikan terhadap keputusan pembelian. Hasil uji f variable sosial media marketing, kualitas pelayanan dan persepsi harga memiliki tingkat kelayakan model yang tinggi terhadap keputusan pembelian. Koefesien determinasi (R2) sebesar 81,3% menunjukkan besarnya pengaruh variable sosial media marketing, kualitas pelayanan dan persepsi harga terhadap keputusan pembelian, sedangkan sisanya sebesar 18,7% keputusan pembelian dipengaruhi oleh variabel lainnya yang tidak diteliti dalam penelitian ini.

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