Pengaruh Media Social Marketing dan Quick Response Code Indonesian Standard (Qris) terhadap Keputusan Pembelian (Studi Kasus UMKM Minuman Boba di Kecamatan Medan Selayang)

Abstract

The current development of the beverage business is very promising for business opportunities that can increase sales levels. One beverage business that can be used as an opportunity is the Boba beverage business. It is important to pay attention to consumer decisions and this is customers, because currently MSME businesses are facing various challenges to be able to implement them. Due to the increasing number of existing MSME businesses, the level of business competition has also increased. One important aspect of improving consumer purchasing decisions can be done with online marketing, one of which is by using social media marketing and the Indonesian standard quick response code (QRIS). The aim of this research is to determine the influence of social marketing media and the Indonesian standard quick response code (QRIS) on purchasing decisions for Boba drinks (Case Study of UMKM Boba Drinks in Medan Selayang sub-district). This type of research is associative research. The population in this study were Medan Selayang residents who purchased BOBA drinks. The sample in this research was 100 people in Medan Selayang. The sampling technique is purposive sampling. The data collection method in this research is a questionnaire. The analytical method used in this research is descriptive analysis method and multiple linear regression analysis. Based on the F test (simultaneously), it shows that social media marketing and the Indonesian standard quick response code (QRIS) together or simultaneously have a significant effect on purchasing decisions. The results of the t-test (partial), social media marketing has a positive and significant effect on purchasing decisions and the Indonesian standard quick response code (QRIS) has a positive and significant effect on purchasing decisions. Based on the adjusted R-square value, it can be seen that social media marketing and the Indonesian standard quick response code (QRIS) have a simultaneous influence on people's BOBA drink purchasing decisions in Medan Selayang by 0.583 or 58.3 percent, while the remaining 41.7 percent is influenced by by other factors outside those studied by researchers.