PENGARUH ENDORSE, INFLUENCER, MARKETING DAN IKLAN MEDIA SOSIAL TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA RUMAH MAKAN PONDOK HIJAU GUNUNG TUA

2025-04-30T12:04:55+00:00

In the ever-evolving digital era, the use of endorsements, influencers, marketing and social media has become an increasingly popular marketing strategy and is believed to be able to influence consumer behavior. This study aims to determine the effect of endorsements, influencers, marketing, and social media advertising on consumer purchasing decisions towards Pondok Hijau restaurants. The method used in this study is quantitative and data is obtained through the distribution of questionnaires with a sample of 98 respondents who are customers of Pondok Hijau restaurants. The analysis method applied in this study is the multiple linear regression technique using SmartPLS as a tool. The research findings indicate that endorsements, influencers, marketing, and advertising on social media platforms have a positive and significant impact on consumer purchasing decisions, both individually and simultaneously. From this study, the most dominant is endorsement at 0.276 or 27.6%. The results of the R2 test as evidence that it is able to explain the dependent variable that has been studied, namely the consumer purchasing decision variable of 0.722 or 72.2%. This finding provides important implications for business actors in designing effective promotional strategies in the digital era.

ANALISIS PENGARUH KUALITAS PELAYANAN, HARGA, PROMOSI TERHADAP KEPUASAN PELANGGAN PADA CV. ROSSAPATI (SINAR SOSRO)

2025-04-30T10:24:35+00:00

In a competitive business world, customer satisfaction is the main key to maintaining the sustainability and growth of a company. Satisfied customers tend to make repeat purchases, provide recommendations, and build a positive image of the company. To achieve this, companies are required to continue to pay attention to various factors that influence customer satisfaction, such as service quality, pricing strategies, and promotional effectiveness. CV Rossapati Sinar Sosro as a company engaged in the distribution of beverage products also faces similar challenges in maintaining customer satisfaction amidst market competition. This study was conducted to determine how much influence the quality of service, price, and promotion have on customer satisfaction in the company. Using a quantitative approach and multiple linear regression analysis method, data were collected through the distribution of questionnaires with a sample of 80 respondents to customers. The results of the study indicate that the quality of service, price, and promotion simultaneously and partially have a significant effect on customer satisfaction at CV. Rossapati (Sinar Sosro). From the study, the most dominant is the price of 0.647 or 64.7%. The results of the R2 test prove that the model is able to explain the dependent variable studied, namely the customer satisfaction variable of 0.764 or 76.4%.

Dalam dunia bisnis yang kompetitif, kepuasan pelanggan menjadi kunci utama dalam menjaga keberlangsungan dan pertumbuhan perusahaan. Pelanggan yang puas cenderung akan melakukan pembelian ulang, memberikan rekomendasi, dan membangun citra positif terhadap perusahaan. Untuk mencapai hal tersebut, perusahaan dituntut untuk terus memperhatikan berbagai faktor yang memengaruhi kepuasan pelanggan, seperti kualitas pelayanan, strategi penetapan harga, dan efektivitas promosi.CV Rossapati Sinar Sosro sebagai perusahaan yang bergerak di bidang distribusi produk minuman juga menghadapi tantangan serupa dalam mempertahankan kepuasan pelanggan di tengah persaingan pasar. Penelitian ini dilakukan untuk mengetahui seberapa besar pengaruh kualitas pelayanan, harga, dan promosi terhadap kepuasan pelanggan pada perusahaan tersebut, dengan menggunakan pendekatan kuantitatif dan metode analisis regresi linier berganda, data dikumpulkan melalui penyebaran kuesioner dengan jumlah sampel sebanyak 80 responden kepada pelanggan. Hasil penelitian menunjukkan bahwa kualitas pelayanan, harga, dan promosi secara simultan dan parsial berpengaruh signifikan terhadap kepuasan pelanggan pada cv. Rossapati (sinar sosro), dari penelitian yang paling dominan adalah harga sebesar 0,647 atau 64,7%. Hasil uji R² membuktikan model mampu menjelaskan variabel dependen yang diteliti yaitu variabel kepuasan pelanggan sebesar 0,764 atau 76,4%.

Jurnal Investasi

PENGARUH ENDORSE, INFLUENCER, MARKETING DAN IKLAN MEDIA SOSIAL TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA RUMAH MAKAN PONDOK HIJAU GUNUNG TUA

ANALISIS PENGARUH KUALITAS PELAYANAN, HARGA, PROMOSI TERHADAP KEPUASAN PELANGGAN PADA CV. ROSSAPATI (SINAR SOSRO)