Pengaruh Social Media Marketing dan Kualitas Layanan Terhadap Minat Beli Konsumen Aplikasi Duolingo pada Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Sumatera Utara

Abstract

This study aims to determine and analyze the effect of Social Media Marketing and Service Quality on Purchase Interest in the Duolingo Application. This research focuses on the variables of Social Media Marketing (X1), Service Quality (X2), and Purchase Intention (Y). This research is associative research and the type of data used is quantitative data. The population in this study were FEB USU students. The number of samples in this study were 97 people with sampling techniques using purposive sampling with the criteria of customers who use the Duolingo application and see Duolingo social media content. The data analysis used is multiple linear regression analysis. Data processing in research using SPSS. The results of this study indicate that simultaneously Social Media Marketing Service Quality has a positive and significant effect on Purchase Intention. Partially, Social Media Marketing, and Service Quality have a positive and significant effect on Consumer Purchase Interest in the Duolingo Application. And based on the coefficient of determination, the independent variable is able to influence the dependent variable by 56.1%.