Pengaruh Pemasaran Sosial terhadap Keputusan Pembelian Bika Ambon Zulaikha Kota Medan

Abstract

This study exomfnes the influence of social marketing on purchasing decisions for Bika Ambon Zulaikha in Medau City. Social products such as beliefs, attitudes, and values are marketed similarly to goods arid services. The analysis employs the social marketing theory by Philip Kotler and Eduardo Roberto. This research uses a descriptive method with a quantitative approach, collecting data through questionnaires and documentation. The descriptive analysis and data interpretation reveal that social marketing variables — beliefs, attitudes, and values — influence purchasing decisions involving product quality, service, and location. The sunny integrates Philip Kotler and Eduardo Roberto's theory with Max Weber's ”Protestant Ethic and the Spirit of Capitalism“for further analysis. The findings indicate that social marketing (X) influences the purchasing decisions for Bika Ambon Zulaikha ft')by 45. 2%, while the remaining 54.8% is affected by other variables.