Pengaruh Komunikasi Pemasaran dan Media Sosial terhadap Keputusan Pembelian di E-Commerce
DOI:
https://doi.org/10.58192/profit.v5i2.4271Keywords:
E-Commerce, Marketing Communication, Purchase Decisions, Quantitative Research, Social MediaAbstract
This study aims to examine the extent to which marketing communication and the use of social media affect consumer purchase decisions on e-commerce platforms. The background of the research is based on the rapid development of digital technology that encourages changes in consumer behavior in conducting online transactions. The approach used in this study is quantitative, with data collection techniques through the distribution of questionnaires to 135 respondents. The collected data was then analyzed using multiple linear regression methods, which included normality assumption testing, regression coefficient testing, simultaneous tests, and determination coefficient analysis. The results of the analysis showed that partially, marketing communication and social media had a positive and significant influence on purchase decisions. In addition, simultaneous testing also indicated that the two variables together had a significant influence on consumer purchase decisions. The value of the determination coefficient showed that most of the variation in purchase decisions could be explained by the two independent variables studied. Thus, the implementation of effective marketing communication and optimization of the use of social media can be the right strategy in improving consumer purchase decisions on e-commerce platforms. This research is expected to contribute to business actors in designing more effective and targeted digital marketing strategies.
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