PENGARUH SOCIAL MEDIA MARKETING DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN YOTTA DI KOTA MAKASSAR

Abstract

Aurilia Muftuhaturrahmah. 2021. The Effect of Social Media Marketing and Prices toward Yotta Purchasing Decisions in Makassar City, supervised by Yuswari Nur and Faisal Rizal Zainal. This study aims to determine (1) the effect of social media marketing and price toward Yotta's Purchasing decisions in Makassar City partially and simultaneously (2) the most dominant variables affect Yotta's consumer purchasing decisions in Makassar city. This study uses quantitative data and multiple linear regression analysis methods, so that the research data is obtained from questionnaires distributet to Yotta consumers in Makassar with a total sample size of 100 respondents. Based on the results of the study using the T test and F test, it conclude that (1) social media variables and price have a positive effect partially and simultaneously on the purchase decision of Yotta! in Makassar City (2) price is the most dominant variable affects purchasing decisions in Yotta.