Pengaruh Promosi Online Melalui Media Sosial Instagram Dan Fasilitas Tempat Terhadap Keputusan Pembelian Pelanggan CV.Breakshot Limawan Indonesia (Bs Pool Cabang Sutami Kota Bandung)
Year: 2025
Type: article
Study design: Observational Study
Abstract: Competition in the sports and recreation industry in the Bandung City area is increasingly tight and competitive. BS Pool Sutami Branch, located in Surya Sumantri, Bandung City, is one of the businesses operating in the billiards sports industry. The decrease in the number of customers and branch income is thought to be caused by online promotional strategies and less optimal location facilities compared to other branches. Analysis of the factors that influence customer purchasing decisions is needed in order to remain competitive. This research aims to determine the influence of online promotions via Instagram social media and venue facilities on customer purchasing decisions at the BS Pool Sutami branch. This research uses a quantitative approach with descriptive and verification methods. Data was collected through a questionnaire filled out by 101 (one hundred and one) respondents who were customers of the BS Pool Sutami branch. The sampling technique used the Cochran formula to ensure an adequate sample size. Data analysis was carried out using multiple linear regression to test the relationship and influence of independent variables (online promotions and site facilities) on the dependent variable (customer purchasing decisions). The results of this research show that online promotions partially have a positive and significant effect on customer purchasing decisions, place facilities have a positive and significant effect on customer purchasing decisions. Simultaneously, online promotions and on-site facilities have a positive and significant effect on purchasing decisions for BS Pool customers at the Sutami branch.
Author: Salsya Fratysya
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4409799197