PENGARUH SOCIAL MEDIA MARKETING DAN WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN PADA PANTIES PIZZA MALANG
The purpose of this research was to analyze the influence of social media marketing and word of mouth on purchasing decision of Panties Pizza Malang. This research is a survey with two independent variables social media marketing and word of mouth as well as the dependent variable purchasing decisions, using the techniques of collecting data by distributing questionnaires to 95 respondents of Panties Pizza Malang. Sampling technique is purposive sampling. For the analysis of data using multiple linear regression analysis. The results showed that the socialmedia marketing variable greater than word of mouth variables. These results indicate that Panties Pizza Malang should maintain the social media marketing and increase word of mouth benefits.