Pengaruh Media Sosial Terhadap Proses Keputusan Pembelian Konsumen pada Ora Beach Ressort

Cecilia Stevenny Jaqualine Ririmasse, Kristina Sisilia

Abstract

ABSTRAK Penelitian ini bertujuan untuk mengetahui seberapa besar pengaruh Media Sosial Terhadap Proses Keputusan Pembelian Konsumen Pada Ora Beach Resort. Penelitian ini menggunakan kuesioner yang diberikan kepada 48 konsumen yang pernah berkunjung ke Ora Beach Resort sebagai sampel penelitian. Selanjutnya data dianalisis menggunakan deskriptif kuantitatif. Hasil penelitian menunjukkan bahwa terdapat pengaruh media sosial terhadap proses keputusan pembelian konsumen di Ora Beach Resort. Persamaan adalah Y= 28,600 + 0,156X Konstanta sebesar 28,600 menyatakan bahwa jika variabel independen dianggap konstan, maka variabel dependen sebesar 28,600. Variabel X mengacu pada Media Sosial dan variabel Y mengacu pada Proses Keputusan Pembelian Konsumen proses keputusan pembelian konsumen dapat dijelaskan oleh variabel media sosial sebesar 97,4% sedangangkan sisanya ( 100% -97.4% = 2,6% ) di jelaskan oleh variabel lain.Uji hipotesis menunjukkan terdapat pengaruh media sosial terhadap proses keputusan pembelian konsumen pada Ora Beach Resort Kata Kunci: media sosial, proses keputusan pembelian konsumen ABSTRACT This study aims to determine how much influence the Social Media Against Consumer Purchase Decision Process On Ora Beach Resort. This study used a questionnaire given to 48 consumers who've been to Ora Beach Resort as a sample. Furthermore, the data were analyzed using quantitative descriptive. The results show that there is the influence of social media on consumer buying decision process in Ora Beach Resort. The equation is Y = 28.600 + 0,156X constant of 28.600 states ISSN : 2355-9357 e-Proceeding of Management : Vol.5, No.1 Maret 2018 | Page 1094 that if the independent variables are considered constant, then the dependent variable at 28.600. Variable X refers to Social Media and Y refers to the Consumer Purchase Decision Process consumer buying decision process can be explained by social media sedangangkan remaining at 97.4% (100% -97.4% = 2.6%) explained by other variables. hypothesis test showed that there were social media influence on consumer buying decision process at Ora Beach Resort Keywords: social media, consumer buying decision process

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