PENGARUH PROMOSI MEDIA SOSIAL DAN WORD OF MOUTH (WOM) TERHADAP KEPUTUSAN PEMBELIAN GYOZA IKHANA KITCHEN

This study aims to determine the influence of Social Media Promotion and Word of Mouth (WOM) on the Purchase Decision of Gyoza Ikhana Kitchen. The research was conducted on customers of Gyoza Ikhana Kitchen, with a total of 100 respondents, using a quantitative method and an accidental sampling technique. Data collection was carried out using a questionnaire measured with a Likert scale. Two instrument tests were conducted in this study: validity and reliability tests. The data analysis techniques used include classical assumption tests, multiple linear regression analysis, and hypothesis testing. The results of this study indicate that Social Media Promotion and Word of Mouth have a positive and significant influence on consumers' purchase decisions at Gyoza Ikhana Kitchen.