THE EFFECT OF USING ENDORSE SERVICES AND SOCIAL MEDIA PROMOTION ON CONSUMER PURCHASE DECISIONS PROMISE OF SOUL COFFEE SHOP SURAKARTA

Abstract

This study aims to determine: (1) To determine the effect of endorsement services and significant effect on purchasing decisions on consumers of Jiwa Coffee Shop Surakarta, (2) To determine the effect of social media promotions can increase attractiveness of purchasing decisions on consumers of Jiwa Coffee Shop. Surakarta, and (3) To determine the effect of using endorse services and social media promotions on purchasing decisions on consumers of Jiwa Coffee Shop Surakarta. This study uses a causal associative method using a quantitative approach. The population in this study were consumers who had made a purchase at the Promise Jiwa Coffee Shop Surakarta. The sampling technique used accidental sampling with a total sample of 100 people. The data collection technique uses a questionnaire that has been tested for validity and reliability. The data analysis technique used multiple regression. The results of the study show that: (1) endorsement services have no effect on purchasing decisions for customers of Promise Jiwa Coffee Shop (t count =1.406; significance value0.163>0.05; and regression coefficient =0.208); (2) social media promotions have no effect on purchasing decisions for customers of the Promise Jiwa Coffee Shop (t count =1,641; significance value 0.104>0.05; and regression coefficient =0.185); and (3) endorsement services and social media promotions have no effect on purchasing decisions for customers of Promise Jiwa Coffee Shop Surakarta (F count =2,979with a significance of 0.056>0.05).