PENGARUH SOCIAL MEDIA MARKETING DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN PADA KAFE QUEEN FOOD CIKALONGKULON

Abstract

This study aims to analyze the partial and simultaneous effects of Social Media Marketing and Service Quality on purchasing decisions at Queen Food Café in Cikalongkulon using a quantitative approach. The object of this research is the visitors of the Queen Food. The sample was determined using incidental sampling and Roscoe’s recommendation, resulting in 88 respondents. Data analysis included validity and reliability tests, classical assumption tests, multiple linear regression, coefficient of determination, and hypothesis testing using IBM SPSS Statistics 31. The results show that Social Media Marketing has a significant partial effect on purchasing decisions, with a significance value of 0.024 < 0.05 and a t-value of 2.293 > 1.988. Service Quality also has a significant partial effect, with a significance value of 0.001 < 0.05 and a t-value of 7.629 > 1.988. Simultaneously, Social Media Marketing and Service Quality have a positive and significant effect on purchasing decisions. The coefficient of determination shows that 77.3% of the variation in purchasing decisions is explained by both variables. Periodic evaluation of Social Media Marketing and Service Quality is recommended to support effective marketing and service strategies.