INFLUENCE OF SOCIAL MEDIA MARKETING ON PURCHASE DECISION AT PT. SAKTI MANDRAGUNA (SAKTI CARGO) BEKASI

Abstract

Purpose: This study was to determine the effect of social media marketing on purchasing decisions at Sakti Cargo in Bekasi. The research method used is a quantitative method. Methods : The number of samples used in this study were 91 respondents. The sampling technique was carried out using proposive sampling using SPSS software version 25.0 for windows. Analysis data: For the dataanalysis process used simple regression analysis, coefficient of determination and hypothesis testing. Result and discussions: With the results of simple regression analysis, Y = 27.181 + 0.471 + e. While the hypothesis test using the t test shows a significance value (0.000) <0.05, meaning that Social media marketing has a significant influence on purchasing decisions at Sakti Cargo in Bekasi. The value ofthe coefficient of determination is 52.6%,