RAIA, AISYAH QUEENA ALI (2026) PENGARUH SOCIAL MEDIA MARKETING, KUALITAS PELAYANAN, DAN LOKASI TERHADAP KEPUTUSAN PEMBELIAN (Studi Kasus pada Konsumen UMKM Bakso Bang Delar Jiwan). S1 thesis, Universitas PGRI Madiun.
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Abstract
Aisyah Queena Ali Raia. 2026. The Influence of Social Media Marketing, Service Quality, and Location on Purchase Decisions (A Case Study of Consumers at Bakso Bang Delar Jiwan). Management Study Program, Faculty of Economics and Business, Universitas PGRI Madiun. Advisor (I) Dr. Anggita Langgeng Wijaya, S.E., M.Si., Ak., C.A. Advisor (II) Dian Citaningtyas Ari Kadi, S.E., M.M. This study aims to examine the influence of Social Media Marketing, Service Quality, and Location on consumers' Purchase Decisions at Bakso Bang Delar Jiwan. This research employed a quantitative approach with a sample of 235 respondents selected using purposive sampling. Data were collected through questionnaires and analyzed using multiple linear regression with the assistance of SPSS version 25. The results indicate that Social Media Marketing and Service Quality have a positive and significant effect on Purchase Decisions, while Location has no significant effect on Purchase Decisions. Simultaneously, the three independent variables significantly affect Purchase Decisions. The Adjusted R Square value of 0.405 indicates that 40.5% of the variation in Purchase Decisions can be explained by Social Media Marketing, Service Quality, and Location, while the remaining 59.5% is influenced by other variables outside the scope of this study. Keywords: Social Media Marketing, Service Quality, Location, Purchase Decision.
| Item Type: | Thesis/Skripsi/Tugas Akhir (S1) |
|---|---|
| Kata Kunci: | Kata Kunci : Social Media Marketing; Kualitas Pelayanan; Lokasi; Keputusan Pembelian. Keywords: Social Media Marketing; Service Quality; Location; Purchase Decision. |
| Subjects: | A Social Sciences > HF Commerce |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | ALI QUEENA AISYAH |
| Date Deposited: | 22 Oct 2026 03:39 |
| Last Modified: | 22 Oct 2026 03:39 |
| URI: | http://eprint.unipma.ac.id/id/eprint/10485 |
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