Pengaruh Media Sosial terhadap Keputusan Pembelian Makanan Bakso Aci Ndhower di Surabaya

Puji Setyianingsih; Agus Wahyudi; Vira Nanda Ninetha; Defira Cahya Fadila; Neaza Fitri Kartika; Muhammad Nazzu Azrul Fahmi

doi:10.31004/riggs.v5i2.4936

Authors

Puji Setyianingsih STIE Mahardhika Surabaya
Agus Wahyudi STIE Mahardhika Surabaya
Vira Nanda Ninetha STIE Mahardhika Surabaya
Defira Cahya Fadila STIE Mahardhika Surabaya
Neaza Fitri Kartika STIE Mahardhika Surabaya
Muhammad Nazzu Azrul Fahmi STIE Mahardhika Surabaya

DOI:

https://doi.org/10.31004/riggs.v5i2.4936

Keywords:

Media Sosial, Keputusan Pembelian, Makanan, Bakso Aci Ndhower, Surabaya

Abstract

Perkembangan media sosial telah memberikan pengaruh yang signifikan terhadap perilaku konsumen dalam mengambil keputusan pembelian, termasuk pada produk makanan. Penelitian ini bertujuan untuk mengetahui pengaruh media sosial terhadap keputusan pembelian makanan Bakso Aci Ndhower di Surabaya. Variabel independen dalam penelitian ini adalah pemanfaatan media sosial yang mencakup konten promosi, interaksi, ulasan konsumen, dan kredibilitas influencer, sedangkan variabel dependennya adalah keputusan pembelian. Penelitian menggunakan pendekatan kuantitatif dengan metode survei melalui penyebaran kuesioner kepada 37 responden yang merupakan pengguna aktif media sosial dan memiliki ketertarikan terhadap produk Bakso Aci Ndhower. Data dianalisis menggunakan perangkat lunak SPSS melalui uji validitas, uji reliabilitas, uji parsial, dan koefisien determinasi. Hasil pengujian menunjukkan bahwa instrumen variabel media sosial dan keputusan pembelian telah memenuhi kriteria validitas dan reliabilitas. Hasil uji parsial memperoleh nilai signifikansi 0,000, sehingga media sosial dinyatakan berpengaruh positif dan signifikan terhadap keputusan pembelian. Nilai koefisien determinasi sebesar 0,574 menunjukkan bahwa media sosial mampu menjelaskan 57,4 persen variasi keputusan pembelian, sedangkan variasi lainnya dipengaruhi oleh faktor di luar model penelitian. Temuan ini menegaskan bahwa semakin intensif, informatif, interaktif, dan menarik strategi promosi Bakso Aci Ndhower melalui media sosial, semakin kuat pula kecenderungan konsumen di Surabaya untuk melakukan pembelian. Oleh karena itu, pengelolaan konten, interaksi pelanggan, ulasan konsumen, dan pemilihan influencer perlu dilakukan secara konsisten untuk memperkuat efektivitas pemasaran digital.

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