PENGARUH SOCIAL MEDIA MARKETING TERHADAP KEPUTUSAN PEMBELIAN JASA PENGIRIMAN BARANG DI KANTOR POS PATI 59100

Abstract

This study aims to determine the description of social media marketing, purchasing
decisions and how much influence social media marketing has on purchasing decisions for
goods delivery services at Pati 59100 Post Office. The sample studied in this study
amounted to 102 respondents. This research is a quantitative research, using Likert scale
measurement and through the media questionnaire with simple linear regression analysis
techniques, descriptive analysis, partial and simultaneous testing. The results of this study
indicate that the description of social media marketing at Pati 59100 Post Office has a
positive effect and is in the good category. The description of the purchasing decision at
Pati 59100 Post Office is directly proportional to the social media marketing variable,
meaning that the greater the ability and the better the implementation of the company's
social media marketing, the more the purchasing decision will be. The results of the simple
linear regression analysis state that the independent variable social media marketing (X)
affects the dependent variable on purchasing decisions (Y) by 50.5%, while the remaining
49.5% (100% - 50.5%) is influenced by other variables not in the study.