Anggraini, Yeni (2025) Pengaruh Sosial Media Instagram Dan Word Of Mouth Terhadap Keputusan Pembelian di Toko Ideal Pekanbaru. Other thesis, Universitas Islam Riau.

Text skripsi_217210329_watermark.pdf - Published Version Restricted to Registered users only Download (3MB) | Request a copy

Abstract

The purpose of this research is to analyze, understand and explain the influence of Social Media Instagram and Word Of Mouth on the Purchase Decision at on the Laptop Ideal Store Pekanbaru. This type of research uses quantitative methods. The sampling method used by Purposive Sampling with a sample amount of 100 people. The author uses data collection techniques through observation, interview, and dissemination methods of questionnaires. Data analysis techniques applied in this study using SPS 25 include validity tests, validity tests, normality tests, heteroscedasticity tests, and multiple linear regression analysis tests, t-test, F-test, and determination (R ) physit- test. Hypothesis testing revealed that Social Media Instagram and Word Of Mouth influenced the purchase decision. The F test results show that Social Media Instagram and Word Of Mouth have a simultaneous impact on purchasing decisions. The value of the coefficient of determination is affected by the coefficient of R Squer (R 2 ) of 0,686 or 68,6%. Meanwhile, 32,4% (100% - 68,6%) was influenced by other factors that were not examined in this study. 2

Actions (login required)

View Item