KEKUATAN SOCIAL MEDIA DAN WORD OF MOUTH DALAM MEMPENGARUHI KEPUTUSAN PEMBELIAN KONSUMEN PADA RUMAH MAKAN MIE SEUHAH PISAN (MIE SP) SUKABUMI
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Institusion

Universitas Muhammadiyah Sukabumi

Author

Dzakiyyah, Adelia Athaya

Subject

H Social Sciences (General) 

Datestamp

2019-09-11 03:43:22 

Abstract :
Mie Seuhah Pisan Restaurant Sukabumi is an enterprise engaged in the sector of culinary that produces various kinds of noodle menu with spicy taste as its main menu. The research was aimed at measuring the power of social media and word of mouth towards consumer buying decision at Mie SP Sukabumi. The methods applied were descriptive-associative and quantitative approach with multiple linear regression as its data analysis technique. The research deployed random sampling technique by spreading out questionnaire 100 respondents. The result of the research shows that there is weak influence between social media and word of mouth towards buying decision, which is amounted to 4.5% and the rest is influenced by other factors outside the research. Meanwhile, the result of hypothesis test shows social media and word of mouth influence positively but not significantly towards buying decision so that H1 is rejected and H0 is accepted. 

File :
COVER.pdf
LEMBAR PENGESAHAN PEMBIMBING.pdf
LEMBAR PERNYATAAN BEBAS PLAGIAT.pdf
BAB I.pdf
BAB II.pdf
BAB III.pdf
BAB IV.pdf
BAB V.pdf