PURCHASE DECISION PROCESS AT SHUKAKU BBQ, SHABU & AGEMONO, BANDUNG BASED ON SOCIAL MEDIA AND PRODUCT DIVERSITY
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Date
2021
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Widyatama University - WIBEST
Abstract
The phenomenon that is happening is that there are currently many restaurants that apply the all
you can eat concept, one of which is Shukaku BBQ, Shabu & Agemono Bandung, which is located
in the city of Bandung. This restaurant is supported by good use of social media in promoting and
providing a variety of food and beverages that can be enjoyed by consumers. The restaurant's
hope is that by using social media as a means of promotion properly and providing a variety of
products, it is able to improve purchasing decisions. However, what happened to Shukaku BBQ,
Shabu & Agemono Bandung was not as expected because the purchasing decision for Shukaku
BBQ, Shabu & Agemono Bandung was low. The research method used is descriptive and
verification methods. The sample used is the people of Bandung City. The results show that social
media affects the purchasing decision process and product diversity affects the purchasing
decision process and social media and product diversity simultaneously affect the purchasing
decision process at Shukaku BBQ, Shabu & Agemono Bandung.