Pengaruh Social Media Marketing dan Electronic Word of Mouth terhadap Keputusan Pembelian Produk (Studi Kasus pada Maga Coffee di Kecamatan Medan Amplas)

Abstract

This study aims to analyze the effect of internal Social Media Marketing, and Electronic Word of Mouth On Decision Buying. This type of research is associative research. The type of data used is primary data. The population in this study is consumer on Maga Coffee at Medan Amplas District, where the sample taken is 88 respondents with the sampling technique is a saturated sample. The data analysis technique in this research is descriptive statistical analysis and multiple linear regression. Based on the results of the study, it shows that the internal Social Media Marketing and innovation variables simultaneously have a significant effect on Decision Buying. Partially, the internal Social Media Marketing and innovation variables each have a positive and significant effect on Decision Buying.