Determinasi Faktor Produk, Pelayanan, dan Pemasaran Sosial Media terhadap Preferensi Pembelian Konsumen

https://doi.org/10.36441/mae.v8i1.3079

Authors

  • Rahmad Dianta Purba Sekolah Tinggi Ilmu Ekonomi Eka Prasetya
  • Linda Wahyu Marpaung Sekolah Tinggi Ilmu Ekonomi Eka Prasetya

Abstract

Penelitian ini bertujuan menguji pengaruh harga, kualitas pelayanan, dan social media marketing terhadap keputusan pembelian makanan cepat saji pada remaja di Medan Selayang. Obyek penelitian adalah remaja yang sering membeli makanan cepat saji. Populasi dalam penelitian ini adalah remaja di Medan Selayang, teknik sampling yang digunakan adalah non probability sampling. Teknik analisis data menggunakan metode kuantitatif dengan pendekatan survei terhadap 100 responden. Hasil penelitian menunjukkan bahwa harga dan kualitas pelayanan berpengaruh signifikan terhadap keputusan pembelian, di mana harga terjangkau dan pelayanan baik meningkatkan minat beli. Kesimpulannya, seluruh variabel berpengaruh positif dan signifikan baik secara parsial maupun simultan terhadap keputusan pembelian.  

Published

2025-07-14

Issue

Vol. 8 No. 1 (2025): Management and Accounting Expose 2025

Section

Artikel
Copyright & Licensing

Authors who publish with this journal agree to the following terms:

  • Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Lisensi Creative Commons Atribusi-BerbagiSerupa 4.0 Internasional. that allows others to share the work with an acknowledgement of the works authorship and initial publication in this journal.
  • Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journals published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
  • Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).