Promosi di Media Sosial dan Word Of Mouth Terhadap Keputusan Pembelian

(Studi Kasus Pada Streetsnack Sukabumi)

Abstract

The development of this culinary business is progressing very rapidly because it is adapted to lifestyle trends such as culinary tourism, restaurants, shops and restaurants and angkringan, one of which is the Sukabumi streetsnack. So here it is necessary to have complete information for Sukabumi street food products so that they are famous. One of them is promotion through social media and WOM, this is to improve purchasing decisions. So the purpose of this research was to measure the impact of promotion through social media and WOM in improving purchasing decisions. According to its purpose, the researcher uses the causal associative method. The research sample is consumers who make transactions as many as 75 respondents. The hypothesis was tested by multivariate regression analysis. Where the results in this case are promotions through social media and WOM have an impact in increasing purchase decisions on the Sukabumi streetsnack.