PENGARUH MEDIA SOSIAL FACEBOOK DAN INSTAGRAM TERHADAP KEPUTUSAN PEMBELIAN DI HOME INDUSTRY (MADIUN JAJAN) MADIUN

Ike Ambar Rian Sari

Abstract


Information technology, especially the internet, greatly influences the world of marketing. The search for information and the ease of use of social media are the most important stages for decision making in shopping on social media. The purpose of this study is to provide empirical evidences of the influence of Facebook and Instagram on purchasing decisions on the Madiun Home Industry (MadiunJajan).

This research was conducted on MadiunJajan consumers. Data collection techniques using a questionnaire. Data analysis uses multiple regression analysis, t test and coefficient of determination.

The results showed that:(1) Facebook had a positive and significant effect on purchasing decisions, meaning that the better the use of Facebook, the greater the purchase decision;(2)Istagram had a positive and significant effect on the purchase decision, meaning that the better the use of Instagram, the greater the purchase decision .

Keywords: facebook, instagram, purchase decision


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