The Impact of Social Media Promotion on Purchasing Decisions at Jetiga Ala Caffe

Syamsurizal; Iffah Fuztu Warobil Ka'bah

doi:10.56403/nejesh.v2i4.152

Authors

Syamsurizal
Iffah Fuztu Warobil Ka'bah LP3I

DOI:

https://doi.org/10.56403/nejesh.v2i4.152

Keywords:

social media, promotion, purchasinig decisions

Abstract

This research aims to determine the impact of social media promotions on purchasing decisions at Jetiga Ala Cafe. This research uses quantitative methods, with non-probability sampling techniques and sampling using accidental sampling. The population in this study was 188 cafe-style Jetiga Instagram followers with a sample size of 128 respondents used in this study. Based on the data obtained, the calculated t value is 10.196 with a significance of 0.000 <0.05. It can be concluded that social media promotion has a positive and significant effect on purchasing decisions, and based on the coefficient of determination test, the R Square value is 0.452 or 45.2% of the purchasing decision variable. influenced by social media promotions while the rest is influenced by other factors not discussed in this research.

References

Anzani, Ega. (2023) Fulfillment Of The Right To Mental Disability In Elections At Ogan Komering Ulu District. Neo Journal of Economy and Social Humanities (JENESH) 2(3). 194-203

Alma, B. (2020) “Manajemen Pemasaran dan Pemasaran Jasa”, Bandung: Alfabeta.

Afifah, Khansa. (2016) “Pengaruh Social Media Marketing Instagram terhadap Tingkat Brand Awareness Roaster and Bear Coffee Lounge & Kitchen” Jurnal Komunikasi, Universitas Gadjah Mada Yogyakarta.

Azizah, S. N., & Haryanto, T. (2021) “Digital Marketing”, Purwokerto: UM Purwokerto Press (APPTI Member).

Boyd, Harper W. (2000) “Manajemen Pemasaran ‘Suatu Pendekatan Strategis dengan Orientasi Global’”, Jakarta: Erlangga.

Danang Sunyoto. (2014) “Konsep Dasar Riset Pemasaran & Perilaku Konsumen”, Yogyakarta : CAPS.

Eka, H., Sitinjak, W., & dkk. (2021). “Manajemen Pemasaran (Dasar & Konsep)” Bandung: CV. Media Sains Indonesia.

Gunelius, Susan. (2011) “30-Minute Social Media Marketing”, United States: McGraw-Hill Companies.

Ghozali, I. (2016) “Aplikasi Analisis Multivariete Dengan Program IBM SPSS 23 (8 ed.)”, Semarang: Badan Penerbit Universitas Diponegoro.

Ghozali, I. (2018) “Aplikasi Analisis Multivariate Dengan Program SPSS 25 (9 ed.)”, Semarang: Badan Penerbit Universitas Diponegoro.

Gugup, K. (2015) “Bisnis Pengantar (2 ed.)”, Yogyakarta: BPFE UGM.

Hariangga, R. (2022) “Pengaruh Promosi Media Sosial Terhadap Keputusan Berkunjung Pada Cafe Rehat Coffee Pekanbaru”, Riau: Repository Universitas Islam Riau.

Jones, N., Borgman, R., & dkk. (2015). Impact Of Social Media On Small Businesses. Journal Of Small Business and Enterprise Development.

Khansa, A. (2016) “Pengaruh Social Media Marketing Instagram Terhadap Tingkat Brand Awareness Roaster and Bear Coffee Lounge & Kitchen”, Jurnal Komunikasi.

Kotler, P., & Armstrong, G. (2017) “Principle Of Marketing (Global Edition) (17 ed.)”, New Jersey: Pearson Education Limited.

Kotler, P., & Keller, K. (2016). “Manajemen Pemasaran (9 ed.)”, Jakarta: Erlangga.

Kumbara, V. B. (2021, Juni 13) “Determinasi Nilai Pelanggan Dan Keputusan Pembelian: Analisis Kualitas Produk, Desain Produk Dan Endorse” Jurnal Ilmu Manajemen Terapan, 2(5), 604-630.

Jones Nory, Borgman Richard, Ulusoy Ebru, (2015) “Impact of social media on small businesses” Journal of Small Business and Enterprise Development, 4- 611-632.

Perdana, Taufan aditya Et al. (2023) The Influence Of Competence, Due Professional Care, Integrity, And Auditor Independence On Audit Quality With The Implementation Of Quality Assurance As A Moderating Variable (Study On The Audit Unit Of The DGCE Regional Office Of East Java I). Neo Journal of Economy and Social Humanities (JENESH) 2(3). 154-176

Prihadi, D., & Susilawati, A. D. (2018, Juni) “Pengaruh Kemampuan E-Commerce Dan Promosi Di Media Sosial Terhadap Kinerja Pemasaran”, BENEFIT Jurnal Manajemen Dan Bisnis, 3(1), 15-20.

Riduwan. (2018) “Metode dan Teknik Menyusun Tesis”, Bandung: CV. Alfabeta.

Robbins, S., & Mary, C. (2016) “Manajemen (13 ed.)”, Jakarta: Erlangga.

Sanjaya, A. S. (2020) “Pengaruh Dimensi Sosial Media Marketing Terhadap Minat Beli Climatethirty”, Jurnal Manajemen dan Start-Up Bisnis, 5(4), 272-278.

Sudaryono. (2016). “Manajemen Pemasaran Teori Dan Implementasi”, Yogyakarta: ANDI.

Totok Haryanto dan Siti Nur Azizah. 2021. “Pengantar Praktis Pemasaran Digital” Purwokerto: UM Purwokerto Press.

Yusi, M., Andriyani, T., & Firdaus, Y. (2022) “Efektivitas Media Sosial Sebagai Media Promosi Dalam Meningkatkan Volume Penjualan”, Jurnal Aplikasi Manajemen dan Bisnis, 42-52.

Vicky Brama Kumbara (2021) “Determinasi Nilai Pelanggan Dan Keputusan Pembelian:Analisis Kualitas Produk, Desain Produk dan Endorse” Manajemen Terapa. Vol.2 Issue 5, Mei 2021