PENGARUH PROMOSI MEDIA SOSIAL, KUALITAS PELAYANAN DAN LAYANAN COD TERHADAP KEPUTUSAN PEMBELIAN MELALUI MINAT BELI SEBAGAI VARIABEL INTERVENING PADA UD AFITA HANDCRAFT DI BONDOWOSO

Hamseh, Wulandasari and Siti, Soeliha and LUSIANA, TULHUSNAH (2025) PENGARUH PROMOSI MEDIA SOSIAL, KUALITAS PELAYANAN DAN LAYANAN COD TERHADAP KEPUTUSAN PEMBELIAN MELALUI MINAT BELI SEBAGAI VARIABEL INTERVENING PADA UD AFITA HANDCRAFT DI BONDOWOSO. Other thesis, Univeristas Abdurachman Saleh Situbondo.

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Official URL: https://unars.ac.id/ojs/index.php/jme/article/view...

Abstract

This study aims to analyze the influence of social media promotion, service quality, and cash-on-delivery (COD) service on purchase decisions, with purchase intention serving as an intervening variable, in the context of UD Afita Handcraft in Bondowoso. A quantitative research approach was employed, utilizing simple random sampling to collect data from 83 respondents. The data were analyzed using Partial Least Squares (PLS) with SmartPLS 3.0 software. The findings suggest that social media promotion has a positive, yet statistically insignificant, effect on purchase intention. In contrast, both service quality and COD services exhibit a significant positive influence on purchase intention. Furthermore, service quality has a significant impact on purchase decisions, whereas social media promotion and COD services do not demonstrate a significant effect. Purchase intention, as an intervening variable, has a significant influence on purchase decisions. Specifically, COD services have a significant impact on purchase decisions through purchase intention, whereas social media promotion and service quality do not exhibit significant mediating effects. These findings suggest that UD Afita Handcraft should prioritize improving service quality and optimizing COD services to enhance consumer purchase intentions and decision-making processes. Additionally, social media promotional strategies should be refined to more effectively stimulate consumer interest

Item Type:	Thesis (Other)
Subjects:	H Social Sciences > HB Economic Theory H Social Sciences > HC Economic History and Conditions H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HE Transportation and Communications
Divisions:	Fakultas Ekonomi > S1 Manajemen
Depositing User:	Hamseh Wulandasari
Date Deposited:	27 Oct 2025 04:58
Last Modified:	27 Oct 2025 04:58
URI:	http://repository.unars.ac.id/id/eprint/4280

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