PENGARUH SOCIAL MEDIA MARKETING DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN PADA GRILL MEN DI KOTA METRO

Rianto, Wahyu and Murdiani, Trufi (2025) PENGARUH SOCIAL MEDIA MARKETING DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN PADA GRILL MEN DI KOTA METRO. Skripsi thesis, Institut Informatika dan Bisnis Darmajaya.

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Abstract

This study aims to examine the influence of social media marketing and service quality on purchasing decisions at Grill Men in Metro City. The researchers hypothesize that social media marketing and service quality influence purchasing decisions. This study employed a quantitative survey method, with an unknown population and sample size. The analytical tool used was multiple linear regression analysis to determine the relationship between the two variables. The results showed that social media marketing has a positive and significant influence on purchasing decisions. Service quality also has a positive and significant influence on purchasing decisions. Social media marketing and service quality have a positive and significant influence on purchasing decisions. Based on the results, it can be concluded that social media marketing and service quality can ultimately improve consumer purchasing decisions. Keywords: Digital marketing, consumers, content marketing

Item Type: Thesis (Skripsi)
Subjects: 300 Ilmu Ilmu Sosial > 330 Ilmu Ekonomi
eSkripsi
Divisions: Skripsi/TA & PKPM/KP - Fakultas Ekonomi Bisnis > Bisnis Digital
Depositing User: WAHYU RIANTO
Date Deposited: 14 Oct 2025 06:40
Last Modified: 14 Oct 2025 06:40
URI: http://repo.darmajaya.ac.id/id/eprint/22975

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