Garuda - Garba Rujukan Digital

Marketing Management Studies

Vol. 2 No. 1 (2022): Marketing Management Studies

Irdha Yusra (Universitas Negeri Padang)
Rada Sri Rahayu (Sekolah Tinggi Imu Ekonomi KBP)

Publish Date
31 Mar 2022

This study aims to determine the effect of social media promotion as a marketing Strategy and service quality to improve purchasing decisions for financing servises products in PT. Toyota Astra Finance branch padang. The sampling method used a purposive sampling technique of 70 samples. The data analysis used was the research instrumenttest, classical assumption test, multiple linear regression analysis, and hypothesis testing. The results of this study show that social media promotion has a positive and significant effect on buyer decisions, service quality does not significantly affect purchasing decisions and simultaneously there is a significant influence on social media promotion and service quality on purchasing decisions

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