Pengaruh Promosi Instagram Dan Word Of Mouth (WOM) Terhadap Keputusan Pembelian

Abstract

This research aims to determine the influence of promotions on social media Instagram Word

of Mouth on purchasing decisions in choosing ZYD Kitchen culinary delights. This type of

research is quantitative data analysis and this research uses descriptive analysis methods to

collect data in the field by taking samples from a population of 105 respondents among ZYD

Kitchen consumers. Test the analysis requirements using the normality test. Testing the

analytical model using an anlytical model using multiple regression models, T test, F test, and

coefficient of determination, and using statistical hypothesis testing. Based on the results of

research using multiple linear regression analysis with the T test, it was found that promotions

on Instagram social media and Word of Mouth had an influence to choose ZYD Kitchen

culinary delights. And the F test shows that promotions on social media, Instagram dan Word

of Mouth together have an influence on ZYD Kitchen culinary purchasing decisions.