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All Journal J-MACC : Journal of Management and Accounting Bisman (Bisnis dan Manajemen): The Journal of Business and Management Adbis : Jurnal Administrasi dan Bisnis Jurnal Pengabdian Polinema Kepada Masyarakat Jurnal Pengabdian Kepada Masyarakat (J-ABDIMAS) Journal of Administrative and Sosial Science (JASS) Innovative: Journal Of Social Science Research Jurnal Pengabdian Kepada Masyarakat
Rena Feri Wijayanti
Jurusan Administrasi Niaga, Politeknik Negeri Malang
Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Public Health Social Sciences Other

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Journal : Journal of Administrative and Sosial Science (JASS)

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Pengaruh Social Media Marketing Instagram Dan Electronic Word Of Mouth Terhadap Keputusan Pembelian Di Cafe Gartenhutte Mojokerto Dewi Jaiz Siangsari; Rena Feri Wijayanti
JOURNAL OF ADMINISTRATIVE AND SOCIAL SCIENCE Vol. 5 No. 2 (2024): Juli: Journal of Administrative and Social Science
Publisher : Sekolah Tinggi Ilmu Administrasi (STIA) Yappi Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jass.v5i2.1170

Abstract

Mojokerto's Gartenhutte Cafe is one of the recommended cafes which is considered a contemporary place to relax with a hidden gem concept. To introduce its products to consumers, the Gartenhutte cafe uses Instagram as its marketing social media and also carries out electronic word of mouth promotions. Research was conducted to determine the impact of Instagram social media marketing and electronic word of mouth on purchasing decisions at Gartenhutte café Mojokerto. The research approach was carried out quantitatively. Researchers used questionnaires, interviews and observations to collect research data. This research used purposive sampling to obtain 100 consumer respondents at the Gartenhutte Mojokerto cafe. The data obtained were analyzed using multiple linear regression methods and hypothesis testing. Analysis of these data illustrates that social media marketing and electronic word of mouth variables have a significant influence on purchasing decisions at Gartenhutte café Mojokerto. The coefficient of determination of 0.625 shows that marketing using these two methods influences purchasing decisions by 62.5% while the remaining 37.5% represents other influential factors which are not discussed in this research. Based on this evidence, researchers suggest that companies maximize uploaded content to interact more with consumers and increase the use of Instagram social media for promotions so that it is discussed more often by the public.
Co-Authors Abdul Waris Afandi, Yosi Ahmad Fauzi Ayu Sulasari Berlian Putri Maghfiroh Dewi Jaiz Siangsari Drs. Joko Samboro DWI SURYANTO Erlangga Andi S Erlangga Andi Sukma F, Feliatra Farida Akbarina Ika Kusumasasti Joni Dwi Pribadi Joni Dwi Pribadi Kartika Indah Permanasari Kun Mustain Lina Budiarti LINA BUDIARTI Musthofa Hadi Nilawati Fiernaningsih Nurfauziah, Suci Rizky Kurniawan Murtiyanto Shinta M Trivena Shinta Maharani Trivena Siti Rohani Tri Yulistyawati Evelina Tri Yulistyawati Evelina ZK Abdurahman Baizal