Pengaruh Social Media Marketing dan Word of Mouth terhadap Keputusan Pembelian Momoyo Ice Cream Cabang Dr Mansyur Medan
DOI:
https://doi.org/10.30651/jms.v9i4.23840Abstract
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 secara parsial variabel social media marketing mempengaruhi keputusan pembelian produk Momoyo ice cream. Selain itu secara parsial variabel Word of Mouth mempengaruhi keputusan pembelian produk Momoyo ice cream. Simultan terdapat pengaruh yang positif dan signifikan antara variabel social media marketing dan Word of Mouth kerja terhadap keputusan pembelian produk Momoyo ice cream.
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