PENGARUH TERPAAN PESAN AKUN INSTAGRAM, FACEBOOK, DAN ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN (Studi pada Followers Akun Instagram, Facebook Kopi Siippp.id dan Electronic Word Of Mouth)

ABSTRACT Nama : Vazrin Vauzan Madu NIM : 2017100403249 Judul : The Effect Messages Instagram Account, Facebook and Electronic Word of Mouth on Purchase Decision (Study on Followers Instagram , Facebook Account Kopi Siippp.id and Electronic Word Of Mouth ) Pembimbing : Dr. Budi Suprapto, M.Si. KopiSiippp is a coffee shop that has 9 branches in Malang City. With many branches owned by Kopi Siippp, it cannot be separated from social media to expand its marketing network and increase sales every month. In marketing, Kopi Sippp uses online marketing such as electronic word of mouth and digital branding with social media such as Instagram and Facebook. The dominance of social media which is widely used by the Indonesian people as described by one of the databoks.com websites, Instagram with 79% and followed by social media Facebook with 79% of users. This study aims to determine how much influence social media accounts Instagram, Facebook and word of mouth have on purchasing decisions at Kopi Siippp. Methods This research uses quantitative research. Data collection was carried out by distributing questionnaires in the form of a google form to followers of the @KopiSiippp.id account. The results of this study indicate that social media Instagram and Facebook as well as electronic word of mouth are able to increase the level of siippp coffee purchasing decisions in Malang City. In high electronic word of mouth, electronic word of mouth obtained by followers will be able to increase purchasing decisions for high Siippp coffee products as well. The R-Square value of the endogenous latent variable for purchasing decisions (Y) obtained is 0.416 or 41.6%. These results show that Instagram (X1), Facebook (X2), and Electronic Word of Mouth (X3) together have an influence of 41.6% on Purchase Decisions (Y), while (1-R-Square) 59 .4% is a large contribution given by other factors that do not have to be done