Pengaruh Pemasaran melalui Media Sosial dan Pengalaman Pelanggan terhadap Keputusan Pembelian di Pet Shop Kucing Kota PangkalPinang
DOI:
https://doi.org/10.47747/snfmi.v3i1.3119Abstract
This study examines the influence of social media marketing and customer experience on purchasing decisions at a cat pet shop in Pangkal Pinang City. The method used was quantitative, with a survey approach involving 110 respondents who were active social media consumers and had shopped at the pet shop. The regression analysis showed that both social media marketing and customer experience had a positive, significant influence on purchasing decisions, with customer experience having a greater impact. Simultaneously, both variables explained 21.2% of the variation in purchasing decisions. This finding underscores the importance of integrating digital marketing strategies with high-quality customer service to enhance purchasing decisions, enlightening the audience about effective business practices. This study provides practical implications for pet shop owners to optimize social media and create a positive shopping experience, and opens up opportunities for further research to explore additional relevant variables. The main contribution of this study is the emphasis on customer experience as a key determinant of purchasing decisions in the pet retail sector.
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