The effect of social media promotion and pricing on purchase decision at Cafe Searah Malang

Nikmah, Nely Sahida and Putri, Kartika Anggraeni Sudiono ORCID: https://orcid.org/0000-0002-5533-1769 (2023) The effect of social media promotion and pricing on purchase decision at Cafe Searah Malang. Jurnal Ekbis : Analisis, Prediksi dan Informasi, 24 (1). pp. 31-45. ISSN E-ISSN: 2821-4210, P-ISSN: 1979-746X

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Abstract

This study aims to determine the effect of social media promotion and pricing on purchasing decisions at Cafe Searah Malang. The research method used in this study is a quantitative research method. The sample used was 125 respondents (25 question items x5) referring to the Malhotra theory and the sample in this study were students in Malang. The test was carried out using the statistical package for the social sciences (SPSS). The sampling technique in this study used a purposive sampling technique. The results of this study indicate that the effect of social media promotion and pricing partially and simultaneously has a significant effect on purchasing decisions.

Item Type:	Journal Article
Keywords:	social media promotion; pricing; purchase decision
Subjects:	15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150502 Marketing Communications 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150503 Marketing Management (incl. Strategy and Customer Relations) 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150505 Marketing Research Methodology 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150506 Marketing Theory 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing
Divisions:	Faculty of Economics > Department of Management
Depositing User:	Kartika Anggraeni Sudiono Putri
Date Deposited:	01 Jul 2024 13:52

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