Pengaruh Social Media Marketing dan Servicescape terhadap Keputusan Pembelian Konsumen Hazza Coffee Medan

Abstract

This study aims to determine and analyze Social Media Marketing and Servicescape on consumer purchasing decisions for Hazza Coffee Medan. The population of this study is the people of Medan City who make purchasing decisions at Hazza Coffee, the number of which is unknown. The sample size was 97 Hazza Coffee consumers. This study uses quantitative descriptive methods with analysis techniques using multiple linear regression analysis. The results of this study indicate that simultaneously Social Media Marketing and Servicescape have a positive and significant effect on purchasing decisions of Hazza Coffee consumers. Partial research results show that Social Media Marketing and Servicescape each have a positive and significant effect on purchasing decisions of Hazza Coffee consumers.