The Influence of Social Media Marketing and Service Quality On Purchase Decision At Grillmen

Abstract

This study aims analyze the influence of social media marketing and service quality on purchasing decisions at Grillmen in Metro City. Social media marketing has become an important tool in modern marketing strategies, while promotions and service quality play an important role in influencing consumer decisions. This study uses a survey method with a sample of Grillmen customers located in Metro City. For this unknown data, researcher distributed a questionnaire on the Grillmen Metro Instagram account and got 109 respondents. Data analysis was carried out using multiple regression techniques to identify the influence of each independent variable on purchasing decisions. The results showed that social media marketing and service quality had a significant positive influence on purchasing decisions. These findings indicate that effective marketing strategies, including the use of attractive social media marketing, as well as improving service quality.