The Effect of taste and Promotion of Lintong Coffee through Social Media on Consumer Purchase Decisions in Humbang Hasundutan Regency

Abstract

This study aims to determine the effect of taste, price and promotion through social media on consumer purchasing decisions of Lintong coffee in Humbang Hasundutan Regency. Quantitative descriptive method is used to analyze potential and problems related to taste and promotion of lintong coffee in Humbang Hasundutan Regency. The constant value is 6,947, meaning that if the value of the independent variables (X1 and X2) is 0, then the buyer's decision is 6,947. Where the value of the taste image regression coefficient is 0.887 from the taste image variable (X1) with the assumption that the promotion variable through social media (X2) is constant (a) is 0 (zero), then the buyer's decision increases by 0.887. This shows that the promotion through social media that is given has a positive impact on buyer's decisions, so that the more promotion through social media, the more consumer interest will be to foster purchasing decisions