Handayani, Dwi (2023) Pengaruh Cita Rasa Dan Promosi Melalui Media Sosial Instagram Terhadap Keputusan Pembelian Konsumen (studi Kasus Minuman Chocolate Changer Cabang Karya 1 Pekanbaru). Other thesis, Universitas Islam Riau.

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Abstract

The purpose of this study was to determine and analyze the influence of taste and promotions through social media on consumer purchasing decisions (a case study of the Chocolate Changer drink, Karya 1 Pekanbaru Branch). The population in this study were all consumers who had bought Chocolate Changer Drinks at Karya 1 Pekanbaru Branch. The sampling technique in this study used purposive sampling, which was taken based on certain considerations and objectives based on research criteria, totaling 62 people. Data collection techniques in this study using a questionnaire. Data analysis techniques in this study used descriptive analysis and SPSS 26. The results of this study indicate that taste and social media promotion partially and simultaneously have a significant effect on consumer purchasing decisions (a case study of the Chocolate Changer drink Branch Karya 1 Pekanbaru).

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