Pengaruh Social Media Marketing Melalui Official Account Line Starbucks Indonesia Terhadap Keputusan Pembelian Konsumen Starbucks Di Kota Bandung

Abdil Zadli Arif Rahman, Dinda Amanda Zuliestiana

Abstract

Abstrak Penelitian ini bertujuan untuk mengetahui gambaran dari social media marketing dan keputusan pembelian pada Starbucks serta pengaruh social media marketing terhadap keputusan pembelian konsumen Starbucks di kota Bandung baik secara parsial maupun simultan. Penelitian ini menggunakan metode penelitian kuantitatif dengan tujuan deskriptif dan kausal. Teknik pengambilan sampel dalam penelitian ini menggunakan nonprobability sampling dengan jenis purposive sampling. Pengumpulan data menggunakan kuesioner online melalui google form yang disebarkan kepada 400 responden yang merupakan konsumen Starbucks yang telah menambahkan Official Account LINE Starbucks Indonesia dan berdomisili di kota Bandung. Analisis data yang digunakan adalah analisis deskriptif dan analisis regresi linier berganda. Hasil penelitian ini menunjukkan bahwa variabel social media marketing (X) berpengaruh signifikan baik secara parsial maupun simultan terhadap variabel keputusan pembelian (Y). Kata kunci: Media Sosial, Social Media Marketing, Keputusan Pembelian Abstract The purpose of this study was to find out an overview of social media marketing and purchasing decisions at Starbucks and the influence of social media marketing on Starbucks consumer purchasing decisions in the city of Bandung both partially and simultaneously. This research used the quantitative research method with purpose of descriptive and causal. The data was collected by using online questionnaires through google form that was spread to 400 respondents. The respondents were Starbucks consumers who have added Starbucks Indonesia OA on Line and lived in Bandung city. Data analysis that was used was descriptive analysis and multi linear regression analysis. The result of this research showed that the social media marketing variable (x) has significant effect partially and simultaneously on purchase decision variable (y). Keywords: Social Media, Social Media Marketing, Purchase Decisio

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