Pengaruh Eksterior, General Interior dan Social Media Marketing terhadap Keputusan Pembelian di Bakmi Robin Kelapa Gading

Abstract

This research is motivated by the rapid development of business making business competition in the business world so fast. So that encourages business people to be smart to attract potential customers in making purchasing decisions to increase sales. The purpose of this study was to determine and analyze the influence of exterior, general interior and social media marketing on purchasing decisions in Bakmi Robin as one of the businesses engaged in food. The method used in this research is to use quantitative research methods by distributing surveys in the form of questionnaires to 151 respondents who know and have made purchases in Bakmi Robin with descriptive analysis and multiple linear regression which are then processed with data processing program. The sample technique used in this study is a nonprobability-sampling technique. The results of this study indicate that the exterior variable influences the purchase decision, the General Interior variable influences the purchasing decision and the Social Media Marketing variable influences the purchasing decision.