Pengaruh Social Media Marketing dan Word of Mouth terhadap Keputusan Pembelian Momoyo Ice Cream Cabang Dr Mansyur Medan

Abstract

Tujuan penelitian ini adalah untuk mengetahui dan menganalisis pengaruh social media marketing dan word of mouth terhadap keputusan pembelian Momoyo icecream Metode penelitian yang dilakukan adalah penelitian eksploratif, dimana variabel diukur dengan skala likert. Metode pengumpulan data dilakukan dengan wawancara (interview), dengan daftar pertanyaan (questionnaire) dan studi dokumentasi. Populasi dalam penelitian ini adalah seluruh konsumen di Momoyo ice cream.. yang berjumlah 57 orang. Penarikan sampel dengan metode sampling jenuh atau lebih dikenal dengan istilah sensus. Dalam penelitian ini jumlah populasi relatif kecil yaitu sebanyak 57 orang. Pengolahan data menggunakan perangkat lunak SPSS versi 23, dengan analisis deskriptif dan pengujian hipotesis analisis regresi berganda. Hasil penelitian menunjukkan bahwa: (1) secara parsial variabel social media marketing mempengaruhi keputusan pembelian produk Momoyo ice cream. ; (2) secara parsial variabel word of mouth mempengaruhi keputusan pembelian produk Momoyo ice cream. ; (3) secara simultan terdapat pengaruh yang positif dan signifikan antara variabel social media marketing dan word of mouth kerja terhadap keputusan pembelian produk Momoyo ice cream. The purpose of this research is to determine and analyze the influence of social media marketing and word of mouth on purchasing decisions for Momoyo icecream. The research method used was exploratory research, where variables were measured using a Likert scale. Data collection methods were carried out by interviews, questionnaires and documentation studies. The population in this study were all consumers at Momoyo ice cream, totaling 57 people. Sampling was carried out using the saturated sampling method or better known as census. In this study the population was relatively small, namely 57 people. Data processing uses SPSS version 23 software, with descriptive analysis and multiple regression analysis hypothesis testing. The research results show that: (1) partially social media marketing variables influence purchasing decisions for Momoyo ice cream products...; (2) partially the word of mouth variable influences the decision to purchase Momoyo ice cream products. ; (3) simultaneously there is a positive and significant influence between social media marketing variables and word of mouth work on purchasing decisions for Momoyo ice cream products.