Jurnal Manajemen Bisnis, Akuntansi dan Keuangan
Vol. 3 No. 1 (2024): May 2024

The Role of Social Media, the Attractiveness of Advertising, Prices and its Implications on Purchasing Decisions at Café Business in Polewali Mandar, Western Sulawesi

Andrian Andrian (Universitas Bhayangkara Jakarta Raya)
Rini Wijayaningsih (Universitas Bhayangkara Jakarta Raya)
Hasanuddin Hasanuddin (Universitas Bhayangkara Jakarta Raya)
Tutiek Yoganingsih (Universitas Bhayangkara Jakarta Raya)

Article Info

Publish Date
29 May 2024

Abstract

This study aims to determine how prices, the allure of advertising, and the role of social media influence decisions about what to buy at a café in Polewali Mandar, Western Sulawesi. This study will employ a survey and quantitative method with a descriptive research approach and verification analysis because the goal is to provide an organized, factual account of the facts regarding the relationships between the variables under investigation. Survey research is the use of questionnaires as a tool for research in both small and large populations. SPSS 23 was used to analyze the data. According to the findings of this study, 86% of the Purchase Decision factors can be explained significantly by fluctuations in three independent variables: Social Media, Advertising Attractiveness, and Price. In contrast, 14% of the explanations came from sources other than the study's variables.

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Journal Info
Jurnal Manajemen Bisnis, Akuntansi dan Keuangan
Website

Abbrev

jambak

Publisher

PT FORMOSA CENDEKIA GLOBAL

Subject

Decision Sciences, Operations Research & Management

Description

Jurnal Manajemen Bisnis, Akuntansi dan Keuangan (JAMBAK) is a scientific journal focused on topics related to Management, Business, accounting and finance. JAMBAK publishes high-quality articles, which have never been published online or offline, and has contributed in theory or implementation to ...