Research Paper
Year: 2023 | Month: June | Volume: 10 | Issue: 6 | Pages: 376-381
DOI: https://doi.org/10.52403/ijrr.20230646
Effect of Social Media Promotion and Word of Mouth on Purchasing Decisions Through Purchase Intention as an Intervening Variable at Coffee Shop Minum Kopi Medan
Moehammad Rizki Mahbub1, Endang Sulistya Rini2, Yeni Absah3
1Postgraduate Students, Department of Management, Faculty of Economics and Business at Universitas Sumatera Utara, Indonesia
2,3Postgraduate Lecturer, Department of Management, Faculty of Economics and Business at Universitas Sumatera Utara, Indonesia
Corresponding Author: Moehammad Rizki Mahbub
ABSTRACT
The purpose of this research is to analyze effect of social media promotion and word of mouth on purchasing decisions through purchase intention as an intervening variable at Coffee Shop Minum Kopi Medan. This type of research uses associative research with a quantitative approach. This study selects a population of all consumers. The type of population to be studied is an infinite population, because researchers do not know the exact number of Coffee Shop Minum Kopi Medan visitors drinking coffee every day. Sample in this study are 125 people who are consumers who had visited Coffee Shop Minum Kopi Medan. The data analysis technique used to test the hypothesis uses a structural equation model. The results of the study show that social media promotion has a positive and significant effect on purchase intention. Word of mouth has a positive and significant effect on purchase intention. Promotion of social media has a positive and significant effect on purchasing decisions. Word of mouth has a positive and significant effect on purchasing decisions. Purchase intention has a positive and significant effect on purchasing decisions. Social media promotion has a positive and significant effect on purchasing decisions through purchase intention. Word of mouth has a positive and significant effect on purchasing decisions through purchase intention.
Keywords: Social Media Promotion, Word of Mouth, Purchase Intention, Purchasing Decisions
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