PENGARUH PERIKLANAN DI MEDIA SOSIAL DAN KUALITAS PELAYANAN TERHADAP VOLUME PENJUALAN PADA TEGAL WANGI PAYUNG

Abstract

Advertising is one of the basic strategies in a fairly competitive business competition. Advertising is a communication and visualization technique intended to build an image of a product or service to consumers. The development of technology influences advertising culture, nowadays advertisements often appear on social media. Facebook, Instagram, Youtube, and other social media have helped many business activities. In addition to having a strategy in marketing, companies must also be able to have good service quality. Service is all activities provided to customers to meet their needs through several procedures. By utilizing several appropriate strategies, it is expected to be able to increase sales volume. This study is intended to determine the extent of the influence of advertising on social media and service quality on increasing sales volume. This study uses qualitative and quantitative data types. The sample in this study were customers of Tegal Wangi Payung. Data collection was carried out by distributing questionnaires to 55 respondents. The analysis technique used is multiple linear regression analysis, with the calculation results showing that sales volume is influenced by advertising on social media and service quality by 44.9%, the remaining 55.1% (100% -44.9%) is influenced by other variables not explained in this study.