IMPLEMENTASI STRATEGI PROMOSI PADA COFFEE STYLE PALEMBANG
DOI:
https://doi.org/10.52333/ratri.v4i2.142Keywords:
hubungan masyarakat, keputusan pembelian, media sosial , word of mouthAbstract
This study aims to prove how effective the use of promotional strategy implemented by Coffee Style Palembang on consumer purchasing decisions. The primary data sources used in the study were obtained from filling out questionnaires and direct interviews conducted with business owners where the quantitative data collected came from 100 respondents' answers related to the research variables. This research used multiple linear regression analysis using SPSS software and the final result showed that both partially and simultaneously the independent variables consisting of social media, public relations, and word of mouth have a significant effect on consumer purchasing decisions at Coffee Style Palembang. Partially, word of mouth becomes the most dominant independent variable that influences purchasing decisions when viewed from the value of the coefficients.
Abstrak
Penelitian ini bertujuan untuk membuktikan seberapa efektif penggunaan strategi promosi yang diterapkan Coffee Style Palembang terhadap keputusan pembelian. Sumber data primer yang digunakan dalam penelitian diperoleh dari pengisian kuesioner dan wawancara langsung yang dilakukan dengan pemilik usaha dimana data kuantitatif yang dikumpulkan berasal dari jawaban 100 responden terkait dengan variabel penelitian. Penelitian ini menggunakan analisis regresi linier berganda dengan menggunakan software SPSS dan hasil akhir menunjukkan bahwa baik secara parsial maupun simultan variabel independen yang terdiri dari media sosial, hubungan masyarakat, dan word of mouth berpengaruh signifikan terhadap keputusan pembelian konsumen di Coffee Style Palembang. Secara parsial word of mouth menjadi variabel independen yang paling dominan mempengaruhi keputusan pembelian.
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