Pengaruh Lokasi dan Promosi Melalui Media Sosial Instagram terhadap Keputusan Pembelian pada Kopi Uwak

Yunita Dwi Pratiwi, Netti Nurlenawati, Dexi Triadinda
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引用次数: 0

Abstract

This study aims to explain the effect of location and promotion through Instagram social media on purchasing decisions both partially and simultaneously using quantitative analysis methods with a verification descriptive research type. Determination of the number of samples using the Cochran formula with sampling techniques using purposive sampling. Collecting data using a questionnaire and analysis using multiple linear regression with SPSS27 software. The results showed 1) Location for Uwak Coffee consumers obtained very good criteria 2) Promotion through Instagram social media for Uwak Coffee consumers obtained very good criteria 3) Purchase decisions for Uwak Coffee consumers obtained good criteria 4) Location partially had positive and significant effects on purchasing decisions of Uwak Coffee 5) Promotion through Instagram social media has a positive and significant effect on purchasing decisions of Uwak Coffee 6) Location and promotion through Instagram social media simultaneously have a positive and significant effect on purchasing decisions of Uwak Coffee with a value of 27.1%.
位置和社交媒体对Uwak咖啡购买决定的影响
本研究旨在通过验证描述性研究类型的定量分析方法,部分和同时解释位置和Instagram社交媒体促销对购买决策的影响。使用Cochran公式和使用目的抽样的抽样技术确定样本数量。采用问卷调查法收集数据,运用SPSS27软件进行多元线性回归分析。结果表明:1)Uwak Coffee消费者的Location获得了非常好的评价标准2)Uwak Coffee消费者通过Instagram social media Promotion获得了非常好的评价标准3)Uwak Coffee消费者的购买决策获得了良好的评价标准4)Location对Uwak Coffee的购买决策有部分正向显著的影响5)Instagram social media Promotion对Uwak Coffee的购买决策有正向显著的影响6)Location和Promotion通过Instagram社交媒体同时对Uwak咖啡的购买决策产生积极且显著的影响,价值为27.1%。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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