Pengaruh Promosi Sosial Media dan Word of Mouth terhadap Keputusan Pembelian melalui Minat Beli sebagai Variabel Intervening pada Coffee Shop Minum Kopi di Medan

Abstract

The increase in coffee consumption in society recently has led to competition among coffee shops or cafe that sell coffee in order to serve mers for the needs of coffee. This phenomenon creates a new opportunity namely building a coffee shop business for various people. Therefore the high level at competation cases many up o-done coffee shops in Medan to experience a high level of failure. The research aims to find out the effects of social media and word-of-mouth promotion in purchase decisions through purchase intention as an intervening variable at Minum Kopi coffee shop in Medan. The samples of this associative research are made up of 125 customers who have ever visited Miman Kopi coffee shop Data onlysir techniques used to test the hypothesis are descriptive analysis and SEM Structural Equation Model unalysis. The result indicates that social media promotion has a positive and significant effect on purchase decision word of mouth has a post and significant effect on purchase decision and purchase intention has a poitive and significant effect on purchase decision. Based on the result of the indirect let it indicates that social media promotion and word of mouth have a positive and significant effect on purchase decision through purchase intention, respectively.