PENGARUH KUALITAS PELAYANAN, PERSEPSI HARGA DAN SOSIAL MEDIA MARKETING TERHADAP KEPUTUSAN PEMBELIAN SALAD BUAH BU YATI

Abstrak

Dengan harga yang murah dan memiliki kualitas yang tidak kalah bagus, menantang usaha Salad Buah Bu Yati agar tetap maju dan berkembang di era digitalisasi. Banyaknya pesaing tidak memudarkan sinar dari usaha Salad Buah Bu Yati untuk tetap menunjukkan produknya. Populasi dalam penelitian ini adalah para masyarakat Kecamatan Jambangan Surabaya Selatan yang telah melakukan pembelian produk Salad Buah Bu Yati dengan sampel sebanyak 100 responden dan ditentukan menggunakan Teknik non probability sampling. Berdasarkan hasil uji SPSS versi 23 diperoleh bahwa instrument penelitian menunjukkan semua indikator valid dan semua reliabel. Berdasarkan hasil koefisien dan uji t menunjukkan bahwa variabel kualitas pelayanan, persepsi harga dan sosial media marketing berpengaruh positif dan signifikan terhadap keputusan pembelian.

− With cheap prices and quality that is no less good, it challenges Bu Yati's Fruit Salad business to continue to progress and develop in the era of digitalization. The large number of competitors does not diminish the light of Bu Yati's Fruit Salad business to continue to showcase its products. The population in this research is the people of Jambangan District, South Surabaya who have purchased Bu Yati Fruit Salad products with a sample of 100 respondents and determined using non-probability sampling techniques. Based on the results of the SPSS version 23 test, it was found that the research instrument showed that all indicators were valid and all reliable. Based on the results of the coefficient and t test, it shows that the variables of service quality, price perception and social media marketing have a positive and significant effect on purchasing decision