PENGARUH FASILITAS, KUALITAS PELAYANAN, DAN SOSIAL MEDIA TERHADAP KEPUTUSAN PEMBELIAN PELANGGAN PADA WARUNK WOW KWB (KOTA WISATA BATU) DENPASAR BALI

Abstract

Delicious food and drinks, a bar, live music and a DJ are available at Warunk WOW KWB (Kota Wisata Batu), a café in Denpasar. The purpose of this research is to analyse how Warunk WOW KWB's facilities, service quality, and social media impact customers' decisions to buy. A total of 90 participants were surveyed using a quantitative approach based on purposive sampling. Descriptive statistics, tests for validity and reliability, tests for classical assumptions, multiple linear regression, t-tests, and other statistical methods were used to analyse the data. A positive and statistically significant relationship between facilities, service quality, and social media and purchasing decisions is demonstrated by the following regression model: Y = 5.152 + 0.466X₁ + 0.586X₂ + 0.446X₃. The study recommends enhancing the quality of facilities and services, particularly through the use of social media and Google Reviews, in order to greatly improve buying decisions.