Pengaruh Social Media Marketing dan Harga Produk Terhadap Keputusan Pembelian (Studi Kasus pada Seis Café & Public Space)

Abstract

Effective social media marketing strategies and competitive product pricing are critical factors influencing consumer purchase decisions, particularly in the cafe and restaurant industry. This study aims to analyze the individual and combined effects of Social Media Marketing and Product Pricing on consumer Purchase Decisions at Seis Cafe & Public Space. This research employs an associative study design with a quantitative approach. Data collection methods include closed-ended questionnaires using a Likert scale, unstructured interviews, and document analysis. The study utilizes descriptive analysis and multiple linear regression for data analysis. The study population comprises the average monthly customer base of Seis Cafe from September 2023 to February 2024. A sample of 100 consumers was selected using purposive sampling techniques. The findings reveal that Social Media Marketing and Product Pricing collectively have a significant impact on consumer Purchase Decisions at Seis Cafe & Public Space. Additionally, when examined separately, both Social Media Marketing and Product Pricing demonstrate positive and significant effects on consumer Purchase Decisions.