Pengaruh Media Sosial dan Personal Branding (Arief Muhammad) terhadap Keputusan Pembelian di Rumah Makan Padang Payakumbuah Cabang Kemang

Abstract

This study examines the influence of social media and personal branding (Arief Muhammad) on purchasing decisions at Padang Payakumbuah Kemang restaurant. With the predicted revenue growth of the food market industry in Indonesia at 6.76% to USD 360,479 million by 2027, Padang Payakumbuah restaurant recognizes a significant opportunity in Indonesia's culinary market share. Categorized as a Full-Service Restaurant with 85.4% of the culinary market share in Indonesia, Payakumbuah can serve a wide customer segment.The research employs a sample of 100 respondents who are visitors to Padang Payakumbuah Kemang Restaurant, using non-probability sampling through the Purposive Sampling technique. Testing tools include outer model testing, inner model testing, and hypothesis testing using the SmartPLS 3 (Partial Least Square) application. Results provide empirical evidence of the influence of social media and personal branding (Arief Muhammad) on purchasing decisions at RM Padang Payakumbuah. This research offers valuable insights into the sustainability of social media trends and its influencers. Future researchers are encouraged to consider and examine other variables that are also important in studying the influences on purchasing decisions. By considering additional variables, this study aims to broaden perspectives and references for future researchers conducting more in-depth investigations in this field.