EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis
Vol 11 No 1 (2023)

The Influence Of Promotional Strategies And Social Media On Purchase Decisions (Case Study on Buyers Using Ms Glow Skincare in Bengkulu City)

Meilaty Finthariasari Finthariasari (Universitas Muhammadiyah Bengkulu)
Herwan MDK (Universitas Muhammadiyah Bengkulu)
Zeta Alvio Nita (Universitas Muhammadiyah Bengkulu)

Article Info

Publish Date
22 Jan 2023

Abstract

This study uses a quantitative approach with a survey method. Quantitative research method is a research method based on the philosophy of positivism, which is used to examine a particular population or sample. Research data collection was carried out using research instruments. Data analysis is quantitative which aims to test the established hypothesis. Promotion strategy variable (X1), shows t count 2,942 1,98045 and sig a 0,004 0,050. Thus, it can be concluded that the promotion strategy variable has a positive and significant effect on purchasing decisions. This means that the hypothesis is accepted. Social Media Variable (X2), shows t count 17,852 1,98045 and sig a 0,000 0,050, it can be concluded that Social Media variable has a positive and significant effect on Purchase Decision. This means that the hypothesis is accepted. The results showed that the promotion strategy (X1), social media (X2) had a positive and significant effect on purchasing decisions (Y).

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Journal Info
EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis
Website

Abbrev

ER

Publisher

Universitas Dehasen Bengkulu

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Energy Other

Description

Ekombis Review: Jurnal Ilmiah Ekonomi dan Bisnis is a peer-reviewed journal. Ekombis invites academics and researchers who do original research in the fields of economics, management, and ...