Dzakiyyah, Adelia Athaya (2019) KEKUATAN SOCIAL MEDIA DAN WORD OF MOUTH DALAM MEMPENGARUHI KEPUTUSAN PEMBELIAN KONSUMEN PADA RUMAH MAKAN MIE SEUHAH PISAN (MIE SP) SUKABUMI. Skripsi thesis, Universitas Muhammadiyah Sukabumi.

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Abstract

Mie Seuhah Pisan Restaurant Sukabumi is an enterprise engaged in the sector of culinary that produces various kinds of noodle menu with spicy taste as its main menu. The research was aimed at measuring the power of social media and word of mouth towards consumer buying decision at Mie SP Sukabumi. The methods applied were descriptive-associative and quantitative approach with multiple linear regression as its data analysis technique. The research deployed random sampling technique by spreading out questionnaire 100 respondents. The result of the research shows that there is weak influence between social media and word of mouth towards buying decision, which is amounted to 4.5% and the rest is influenced by other factors outside the research. Meanwhile, the result of hypothesis test shows social media and word of mouth influence positively but not significantly towards buying decision so that H1 is rejected and H0 is accepted.

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	Social Media, Word of Mouth, Buying Decision
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory
Divisions:	Fakultas Ilmu Administrasi dan Humaniora > Administrasi Bisnis
Depositing User:	Perpus ID UMMI
Date Deposited:	11 Sep 2019 03:43
Last Modified:	11 Sep 2019 03:43
URI:	http://eprints.ummi.ac.id/id/eprint/935

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