Open AccessKekuatan Social Media dan Word Of Mouth dalam Mempengaruhi Keputusan Pembelian Konsumen pada Restorant Mie Seuhah PISAN (MIE SP) Sukabumi
Author(s) -
Adelia Athaya Dzakiyyah,
Nor Norisanti,
Acep Syamsudin
Publication year - 2020
Publication title -
journal of management and bussines
Language(s) - English
Resource type - Journals
eISSN - 2684-8317
pISSN - 2656-8918
DOI - 10.31539/jomb.v2i1.657
Subject(s) - purchasing , word of mouth , purchasing decision , social media , descriptive statistics , psychology , advertising , business , mathematics , statistics , computer science , marketing , world wide web
The purpose of this study was to measure the strength of social media and word of mouth on consumer purchasing decisions at Mie SP Sukabumi restaurant. The method used in this research is associative descriptive and quantitative approaches with multiple linear regression as data analysis techniques. The results of this study indicate that the total effect simultaneously is only 4.5% while the remaining 95.5% is influenced by other variables not examined in this study. Conclusion, social media does not have a positive and significant influence on purchasing decisions, while word of mouth has an influence on purchasing decisions partially.
Keywords: Purchase Decision, Social Media, Word of Mouth