Pengaruh Social Media Marketing, Harga dan Kualitas Pelayanan Terhadap Keputusan Pembelian Parfum Merek Baccarat pada Mey Parfum

Abstrak

Mey parfum is a company in the modern perfume sector that sells various kinds of perfume aromas which is established in Lumajang. This research aims to determine the influence of social media marketing, price and service quality on the decision to purchase baccarat brand perfume at Mey Parfum. The research method used in this research is quantitative. Data was collected by distributing questionnaires to 60 respondents.
The total population is 150 people, and the sampling technique used in this research is non-probability sampling. In this research, hypothesis testing was carried out using multiple linear regression analysis techniques. After carrying out partial testing or t test, the following results were obtained: 1) social
media marketing did not have a significant effect on purchasing decisions at Mey Parfum. 2) price has a significant effect on purchasing decisions at Mey Parfum. 3) service quality does not significantly influence the decision to purchase Mey Parfum. 4) the coefficient of determination (R2) obtained is 43.3% or 0.433. Purchasing decisions can be explained by the variables social media marketing, price and service quality.