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resika, resika
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Economics, Econometrics & Finance

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IDENTIFIKASI KEPUTUSAN PEMBELIAN KONSUMEN KEDAI KOPI MELALUI IKLAN MEDIA SOSIAL INSTAGRAM resika, resika
Majalah Ilmiah Manajemen STIE Aprin Palembang Vol 12 No 01 (2023): Majalah Ilmiah Manajemen STIE APRIN
Publisher : Sekolah Tinggi Ilmu Ekonomi (STIE) Aprin

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58437/mim.v12i01.143

Abstract

Social media has become a partner in carrying out community activities, including in running a business. Currently, social media is one of the company's tools for placing advertisements, one of which is on Instagram to increase costumer interest. This study aims to determine how much advertising influences consumer buying decisions at Rich Coffee Shop. This quantitative descriptive study used a probability samplng technique with a simple random sampling method with a total of 96 respondents who visited Rich Coffee Shop who filled out a questionnaire. Questionnaire that has been adjusted to the Likert scale which has been teste for its validity and reliability. Data analysis techniques using validity test, reliability test, and simple linear regression test. The results of this study indicate that data analysis and discussion of advertising have a positive influence on consumer purchasing decisions. These results prove that Instagram advertising can increase consumer decisions.
MINAT BELI KONSUMEN TEH TONG TJI DIPENGARUHI OLEH EKUITAS MEREK: MINAT BELI KONSUMEN TEH TONG TJI DIPENGARUHI OLEH EKUITAS MEREK resika, resika
Majalah Ilmiah Manajemen STIE Aprin Palembang Vol 12 No 2 (2023): Majalah Ilmiah Manajemen
Publisher : Sekolah Tinggi Ilmu Ekonomi (STIE) Aprin

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58437/mim.v12i2.169

Abstract

This research aims to determine the influence of product quality on cosmetic purchasing decisions in Palembang. This type of research is quantitative research which uses research data collection techniques through questionnaires with a Likert scale. This research used 67 respondents. The data analysis method used is linear regression analysis. Based on the results of simple linear regression testing, it shows that the coefficient of determination is 0.627 or 62.7%, this means that product quality can explain purchasing decisions by 62.7% while the remaining 37.3% is explained by other factors not included in this research. The regression coefficient for the product quality variable is 0.687, which has a positive direction, meaning that for every increase in product quality by one point and other variables remaining constant, purchasing decisions will increase by 0.687 units.
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