Article Sidebar
Main Article Content
Abstract
In the contemporary digital age, the internet has emerged as a powerful medium for product promotion, significantly influencing how people access information and fulfill their daily needs. This ease of access extends to business transactions, where entrepreneurs leverage the internet as a platform for online product sales. Social media, a relatively new mode of communication enabled by the internet, plays a pivotal role in this process. This research seeks to examine the impact of social media promotion on online purchasing decisions for beauty products among students at Universitas HKBP Nommensen, Medan. The study employs a quantitative approach. The population consists of all students at Universitas HKBP Nommensen who have purchased beauty products online; however, the exact population size is not known. Using the Slovin formula, a sample of 100 respondents was randomly selected to represent each faculty. The findings reveal that social media promotion has a significant effect on purchasing decisions, as demonstrated by the results of the t-test. The t-value obtained was 8.429, exceeding the critical t-value of 1.4355, with a significance level of 0.000, which is less than the 0.05 threshold. The coefficient of determination (R²) was calculated to be 0.420, indicating that 42.0% of the variance in purchasing decisions can be attributed to social media promotion, while the remaining 58.0% is influenced by other factors not covered in this study. In conclusion, the research confirms that social media promotion has a positive and significant impact on the online purchasing decisions of beauty products among students at Universitas HKBP Nommensen, Medan.
Keywords
Article Details
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
References
- Agustin, Kharisma and Komalasari, Eka. 2020. "Analysis of the Influence of Promotions on Purchasing Decisions in Small and Medium Enterprises (UKM) DI Rattan Handmade Pekanbaru" in the Valuta Productivity Journal Vol 6, Number (page 98). Pekanbaru: Riau Islamic University https://journal.uir.ac.id/index.php/valuta/article/download/6543/3084
- Alma, Buchari, (2018). Marketing Management & Services Marketing, Revised Edition, Alfabeta, Bandung.
- Ananda, AF, & Wandebori, H. (2016). The Impact of Drugstore Makeup Product Reviews by Beauty Vlogger on Youtube Towards Purchase Intention by Undergraduate Students in Indonesia. International Conference on Ethics of Business, Economics and Social Sciences.
- Assauri, (2015). Marketing Management. Jakarta : Rajawali Press
- Astuti, Intan Puji and Anggresta, Vella.2022. "The Influence of Promotions on Purchasing Decisions at Shopee Food in South Jakarta" in the Entrepreneurship Unit Business Journal Vol 3, Number 2 (page 22). South Jakarta: Indraprasta PGRI University, https://journal.unindra.ac.id/index.php/usaha/article/download/1230/1130
- Ayu Astria Sa'ad Noor. 2022.'The Influence of "Influencers" on Purchasing Decisions at Cv. Citra Sejahtera Mandiri (Esme Fashion)', Economics and Business, Vol 24.2 (Page 91) Bandung: Politieknik Piksi Ganesha, Indonesia. https://e-jurnal.pnl.ac.id/ekonis/article/view/3787
- Brogan, C. (2010). Social Media 101: Tactics and Tips to Develop Your Business Online. Hoboken, New Jersey: John Wiley & Sons, Inc.
- Fandy Tjiptono. 2016. Essay and Application Marketing, Andi Offset, Yogyakarta.
- Gunarsih, Cindy Magdalena and Tamengkel, Lucky F. 2021. "The Influence of Price on Consumer Purchasing Decisions at the Pelita Jaya Buyungon Amurang Store" in Journal Productivity Vol 2, Number 1 (page 70). North Sulawesi: Sam Ratulangi University https://ejurnal.pps.ung.ac.id/index.php/Aksara
- Kotler, P., & Keller, K. L. (2016). Marketing Management (15th Edition ed.). Harlow, England: Pearson Education Limited.
- Laksana, MF (2019). Practical Understanding Marketing Management. Sukabumi: CV Al Fath Zumar.
- Nalom Siagian. 2021. Basic Statistics: Conceptualization & Applications. Medan.
- Nasrullah, Rulli. (2015). Social Media Communication, Cultural and Sociotechnological Perspectives. Bandung: Rekatama Media Symbiosis.
- Sugiyono. 2016. Quantitative, Qualitative, and R&D Research Methods. Bandung : Alphabeta, CV.
- Yusuf, Faidah, and Rahman, Hardianto and Lismayani, Angri. .2023. "Utilization of Social Media as a Means of Communication, Information and Documentation: Education at the Annur Sejahtera Taklim Council" in the Journal of Results of Community Service and Empowerment Vol 2, Number 1 (491).
References
Agustin, Kharisma and Komalasari, Eka. 2020. "Analysis of the Influence of Promotions on Purchasing Decisions in Small and Medium Enterprises (UKM) DI Rattan Handmade Pekanbaru" in the Valuta Productivity Journal Vol 6, Number (page 98). Pekanbaru: Riau Islamic University https://journal.uir.ac.id/index.php/valuta/article/download/6543/3084
Alma, Buchari, (2018). Marketing Management & Services Marketing, Revised Edition, Alfabeta, Bandung.
Ananda, AF, & Wandebori, H. (2016). The Impact of Drugstore Makeup Product Reviews by Beauty Vlogger on Youtube Towards Purchase Intention by Undergraduate Students in Indonesia. International Conference on Ethics of Business, Economics and Social Sciences.
Assauri, (2015). Marketing Management. Jakarta : Rajawali Press
Astuti, Intan Puji and Anggresta, Vella.2022. "The Influence of Promotions on Purchasing Decisions at Shopee Food in South Jakarta" in the Entrepreneurship Unit Business Journal Vol 3, Number 2 (page 22). South Jakarta: Indraprasta PGRI University, https://journal.unindra.ac.id/index.php/usaha/article/download/1230/1130
Ayu Astria Sa'ad Noor. 2022.'The Influence of "Influencers" on Purchasing Decisions at Cv. Citra Sejahtera Mandiri (Esme Fashion)', Economics and Business, Vol 24.2 (Page 91) Bandung: Politieknik Piksi Ganesha, Indonesia. https://e-jurnal.pnl.ac.id/ekonis/article/view/3787
Brogan, C. (2010). Social Media 101: Tactics and Tips to Develop Your Business Online. Hoboken, New Jersey: John Wiley & Sons, Inc.
Fandy Tjiptono. 2016. Essay and Application Marketing, Andi Offset, Yogyakarta.
Gunarsih, Cindy Magdalena and Tamengkel, Lucky F. 2021. "The Influence of Price on Consumer Purchasing Decisions at the Pelita Jaya Buyungon Amurang Store" in Journal Productivity Vol 2, Number 1 (page 70). North Sulawesi: Sam Ratulangi University https://ejurnal.pps.ung.ac.id/index.php/Aksara
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th Edition ed.). Harlow, England: Pearson Education Limited.
Laksana, MF (2019). Practical Understanding Marketing Management. Sukabumi: CV Al Fath Zumar.
Nalom Siagian. 2021. Basic Statistics: Conceptualization & Applications. Medan.
Nasrullah, Rulli. (2015). Social Media Communication, Cultural and Sociotechnological Perspectives. Bandung: Rekatama Media Symbiosis.
Sugiyono. 2016. Quantitative, Qualitative, and R&D Research Methods. Bandung : Alphabeta, CV.
Yusuf, Faidah, and Rahman, Hardianto and Lismayani, Angri. .2023. "Utilization of Social Media as a Means of Communication, Information and Documentation: Education at the Annur Sejahtera Taklim Council" in the Journal of Results of Community Service and Empowerment Vol 2, Number 1 (491).