PENGARUH SOCIAL MEDIA INSTAGRAM @WARUNG_BU_IS_PANDAAN DAN WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN PADA RUMAH MAKAN BU IS DI DESA DURENSEWU PANDAAN

This study aims to determine the influence of Social Media Instagram @warung_bu_is_pandaan and Word of Mouth on purchase decisions at Rumah Makan Bu Is in Durensewu Pandaan. The research was conducted at Rumah Makan Bu Is Durensewu Pandaan. This study is a quantitative research. The number of samples was determined using the Lemeshow formula, resulting in 385 respondents. The sampling technique applied was accidental sampling, in which data were collected by distributing questionnaires to visitors of Rumah Makan Bu Is Durensewu Pandaan. Data were analyzed using multiple linear regression and the coefficient of determination test. Based on the results of data analysis, the t-test shows that Social Media Instagram @warung_bu_is_pandaan and Word of Mouth partially have a positive and significant effect on purchase decisions at Rumah Makan Bu Is Durensewu Pandaan. The simultaneous F-test shows that Fcount = 132.897 > Ftable = 2.40 with a significance value of 0.000 < 0.05, which means that Social Media and Word of Mouth simultaneously have a positive and significant effect on purchase decisions.