Pengaruh Social Media Marketing dan Sales Promotion Terhadap Keputusan Pembelian Tastea Perintis Kemerdekaan Makassar
DOI:
https://doi.org/10.30603/ab.v19i2.4163Kata Kunci:
Social Media Marketing, Promosi Penjualan, Keputusan Pembelian, Tastea, MakassarAbstrak
Penelitian ini bertujuan untuk melihat pengaruh dari pemasaran menggunakan media sosial dan promosi penjualan terhadap keputusan pembelian konsumen Tastea cabang Perintis Kemerdekaan Makassar. Populasi dalam penelitian ini adalah seluruh pelanggan Tastea cabang Perintis Kemerdekaan Makassar, dimana penulis mengambil sampel sebanyak 50 orang berdasarkan teknik convenience sampling. Dari hasil penelitian, ditemukan bahwa Social media marketing (X1) tidak berpengaruh terhadap keputusan pembelian konsumen Tastea (Y). Di sisi lain sales promotion (X2) memiliki pengaruh yang positif dan signifikan terhadap keputusan pembelian konsumen (Y). Untuk itu, penulis menyarankan agar Tastea mencari sarana pemasaran digital lain yang dianggap tepat untuk menjangkau konsumen mereka. Di samping itu terus memperkuat promosi penjualan yang menjadi keunggulan mereka.
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