Pengaruh Marketing Mix Dan Social Media Terhadap Keputusan Pembelian Frozen Food Di Kota Makassar Menggunakan Pendekatan Technology Acceptance Model Dan Stimulus-Organism-Response

Brandon Gosal; Nury Fouzia; Evelyn Djuranovik; Wendy Wijaya; Monalisa Monalisa

doi:10.53654/mv.v7i1.566

Brandon Gosal Universitas Ciputra Makassar
Nury Fouzia
Evelyn Djuranovik
Wendy Wijaya
Monalisa Monalisa

DOI: https://doi.org/10.53654/mv.v7i1.566

Keywords: Marketing Mix, Social Media, Keputusan Pembelian, Frozen Food

Abstract

This study aims to analyze the effect of marketing mix and social media on purchasing
decisions for frozen food products in Makassar City. This research uses the Technology
Acceptance Model (TAM) and Stimulus-Organism-Response ( SOR ) frameworks, to analyze
how the Marketing Mix and Social Media play a role in Purchasing Decisions in the context of
purchasing frozen food. The research sample involved 206 consumers who had purchased
frozen food products, where data was collected through a survey using a questionnaire
instrument. The data analysis technique was carried out using the Partial Least Square -
Structural Equation Modeling (PLS-SEM) approach through WarpPLS version 8.0 software,
to identify the significant influence of each variable on purchasing decisions. The results
showed that Marketing Mix and social media had a significant effect in influencing purchasing
decisions. This research shows the importance of using social media by combining the
marketing mix to increase trust and brand images, and expand market share. This strategy
allows frozen food companies and similar businesses to be more effective in influencing
consumer purchasing decisions in the digital age.