THE IMPACT OF SOCIAL MEDIA MARKETING ON CONSUMER PURCHASE DECISIONS Dibias Lazuardi Maulid(a*), Ratih Hurriyati (b), Heny Hendrayati (b)
Management, Post Graduate School, Universitas Pendidikan Indonesia, Bandung, Indonesia
Abstract
This research uses explanatory research with quantitative approach. The variables used in this study is Content Creation (X1), Content Sharing (X2), Connecting (X3), Community Building (X4), and Purchasing Decision Structure (Y). The Data obtained through the dissemination of online questionnaires (e-questionnaires) to PT.KAI consumers that use instagram. There is 41 respondents that used as samples and purposive sampling as the sampling technique. The data analysis that used in this research is descriptive analysis and multiple linear regression analysis. The results showed that the variables Content Creation (X1), Content Sharing (X2), Connecting (X3), and Community Building (X4) simultaneously and significantly affected the Purchase Decision Structure (Y). Then, the variables Content Creation (X1), Content Sharing (X2), Connecting (X3), and Community Building (X4) each have a partial and significant effect on the Purchase Decision Structure (Y).
Keywords: Social Media Marketing, Purchase Decision
