PENGARUH SOCIAL MEDIA MARKETING, PERSEPSI HARGA DAN LOKASI TERHADAP KEPUTUSAN PEMBELIAN JASA LATIHAN TENNIS(STUDI PADA CIBUBUR TENNIS CLUB)

Authors

Yearrimia Program Studi Manajemen, Universitas Bakrie
Muchsin Saggaff Shihab Universitas Bakrie

DOI:

Keywords:

Social Media Marketing, Harga, Lokasi, Keputusan Pembelian.

Abstract

This study aims to analyze the influence of social media marketing, price perception, and location on the purchasing decisions of tennis training services at Cibubur Tennis Club. The research background highlights inconsistencies in previous studies regarding the impact of these variables on purchasing decisions, coupled with pre-survey results indicating these three factors as dominant in selecting tennis training venues. A quantitative research method was employed. The analysis results show that social media marketing has a positive and significant influence on the purchasing decisions for tennis training services at Cibubur Tennis Club. Similarly, price was also found to have a positive and significant effect on purchasing decisions. Furthermore, location also positively and significantly influences purchasing decisions. Thus, it can be concluded that all three independent variables—social media marketing, price, and location significantly affect the purchasing decisions for tennis training services at Cibubur Tennis Club. These findings are expected to provide practical insights for Cibubur Tennis Club in optimizing its marketing strategies.

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