Image of PENGARUH SOCIAL MEDIA MARKETING TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA KAOS NYENYES PALEMBANG (STUDI PADA INSTAGRAM DAN TIKTOK @KAOSNYENYES).

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PENGARUH SOCIAL MEDIA MARKETING TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA KAOS NYENYES PALEMBANG (STUDI PADA INSTAGRAM DAN TIKTOK @KAOSNYENYES).

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This research aims to analyze the impact of social media marketing on consumer purchase decisions at Kaos Nyenyes Palembang. The research method used is a quantitative method. The data used in this research are primary data and secondary data. The sampling technique used was non-probability sampling with the total sample of 100 respondents. Data was collected through questionnaire which validity and reliability were already verified.. The analysis tools in this research are simultaneous test (F test), partial test (T test) and multiple regression analysis. The results showed that the social media marketing simultaneously had a positive effect on consumer purchase decisions, as evidenced by the calculated F value > F table, which was 75,874 > 2,47 and a significance level 0.00 < 0.05. The dimensions in social media marketing, content creation and connecting have a positive and partially significant effect on purchasing decisions. Meanwhile, the dimensions of content sharing and community building have a positive but not partially significant effect on consumer purchasing decisions. The dominant social media marketing dimension effect is content creation, as evidenced by the beta (B) value of 0.808. Keyword : social media marketing, consumer purchase decisions

Availability
Inventory Code Barcode Call Number Location Status
2207005136T84393T843932022Central Library (Referens)Available
Detail Information
Series Title
-
Call Number
T843932022
Publisher
Indralaya : Prodi Manajemen, Fakultas Ekonomi Universitas Srwijaya.,
Collation
xv, 101 hlm.; ilus.; 29 cm
Language
Indonesia
ISBN/ISSN
-
Classification
658.810 7
Content Type
Text
Media Type
-
Carrier Type
-
Edition
-
Subject(s)
Prodi Manajemen, Manajemen Pemasaran
Specific Detail Info
-
Statement of Responsibility
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No other version available

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