Pengaruh Sosial Media, Pelayanan, dan Kualitas Produk terhadap Keputusan Pembelian di Ayam Geprek Bensu Kupang

Maria Oresti Tallo; Maria Augustin Lopes Amaral; Engelbertus Gloria Christy Watu; Selfiana Goetha; Apryanus Fallo

doi:10.58192/populer.v5i2.4708

Authors

Maria Oresti Tallo Universitas Katolik Widya Mandira
Maria Augustin Lopes Amaral Universitas Katolik Widya Mandira
Engelbertus Gloria Christy Watu Universitas Katolik Widya Mandira
Selfiana Goetha Universitas Katolik Widya Mandira
Apryanus Fallo Universitas Katolik Widya Mandira

DOI:

https://doi.org/10.58192/populer.v5i2.4708

Keywords:

Fast-Food Restaurant, Product Quality, Purchase Decision, Service, Social Media

Abstract

This study aimed to analyze the effects of social media, service, and product quality on consumer purchase decisions at Ayam Geprek Bensu Restaurant in Kupang City. A quantitative approach was applied through a survey of 90 consumers who had purchased and consumed the restaurant's products. Data were collected using a structured questionnaire and analyzed through validity and reliability tests, classical assumption tests, multiple linear regression, t-test, F-test, and coefficient of determination. The findings showed that social media had a positive and significant effect on purchase decisions. Product quality also had a positive and significant effect and became the most dominant factor. Service had a positive but statistically insignificant effect. Simultaneously, the three variables significantly influenced purchase decisions and explained 54.6% of the variation. These findings emphasize the need to integrate social media strategy, product quality, and service standards.The results also indicate that effective digital marketing can strengthen customer engagement and improve brand visibility, while maintaining consistent product quality remains essential for encouraging repeat purchases and consumer loyalty. Although service quality did not significantly influence purchase decisions individually, continuous improvements in service delivery are still important to enhance customer satisfaction and support long-term business competitiveness. Therefore, restaurant managers should prioritize integrated marketing strategies that combine attractive social media content, superior product quality, and consistent service performance to strengthen consumer purchasing behavior and sustain competitive advantage in the increasingly dynamic restaurant industry.

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