PENGARUH STRATEGI PROMOSI MELALUI MEDIA SOSIAL TERHADAP KEPUTUSAN PEMBELIAN DI PERUSAHAAN ADVERTISING (Syudi Pada CMC MediaPro Banjarbaru)

Fratama, Aditya Yudha Wahyu (2025) PENGARUH STRATEGI PROMOSI MELALUI MEDIA SOSIAL TERHADAP KEPUTUSAN PEMBELIAN DI PERUSAHAAN ADVERTISING (Syudi Pada CMC MediaPro Banjarbaru). Diploma thesis, UNIVERSITAS ISLAM KALIMANTAN MAB BANJARMASIN.

	Text Aditya Yudha Wahyu Fratama abstrak.docx.pdf Download (117kB)
	Text aditia penge.pdf Download (1MB)
	Text aditia keasl.pdf Download (1MB)

Abstract

ABSTRAK Aditya Yudha Wahyu Fratama, 2024, Pengaruh Strategi Promosi Melalui Media Sosial Terhadap Keputusan Pembelian di Perusahaan Advertising (Studi pada perusahaan CMC MediaPro Banjarbaru), Pembimbing I : Mohammad Zainul Pembimbing II : Hairul Penelitian ini bertujuan untuk menguji Strategi Promosi Melalaui Media Sosial terhadap Keputusan Pembelian di Perusahaan Advertising CMC MediaPro Banjarbaru. Penelitian ini merupakan penelitian kuantitatif yang dilakukan pada perusahaan Advertising CMC MediaPro Banjarbaru. Populasi penelitian adalah konsumen perusahaan Advertising CMC MediaPro Banjarbaru, dimana jumlah populasinya tidak diketahui. Sampel diambil dengan Teknik Stratified Sampling. Data dikumpulkan dengan menggunakan kuesioner melalui google form. Variabel terikat dalam penelitian ini adalah keputusan pembelian, sedangkan variabel bebasnya adalah promosi melalui media sosial, analisis data dilakukan dengan metode regresi linear sederhana. Hasil penelitian ini menunjukan bahwa ada pengaruh positif mengenai promosi media sosial terhadap keputusan pembelian. Berdasarkan hasil uji parsial (thitung) = 15.295 > (ttabel) = 1.983 maka dapat disimpulkan bahwa hipotesis diterima. Hasil pengujian ini menginterpretasikan bahwa variabel Promosi Media Sosial berpengaruh positif dan signifikan terhadap Keputusan Pembelian pada CMC MediaPro Banjarbaru. Pengaruh variabel Media Sosial terhadap Variabel keputusan pembelian (Parsial) adalah sebesar 69.6% dengan sisanya dipengaruhi oleh variabel lain yang tidak terdapat pada penelitian ini. Kata Kunci : promosi media sosial, keputusan pembelian ABSTRACT Aditya Yudha Wahyu Fratama, 2024, The Influence of Promotion Strategy Through Social Media on Purchasing Decisions in Advertising Companies (Study on CMC MediaPro Banjarbaru Company), Supervisor I: Mohammad Zainul Supervisor II: Hairul This research aims to test promotional strategies through social media on purchasing decisions at the advertising company CMC MediaPro Banjarbaru. This research is quantitative research conducted at the Advertising company CMC MediaPro Banjarbaru. The research population is consumers of the CMC MediaPro Banjarbaru Advertising company, where the population size is unknown. Samples were taken using Stratified Sampling Technique. Data was collected using a questionnaire via Google Form. The dependent variable in this research is purchasing decisions, while the independent variable is promotion via social media. Data analysis was carried out using a simple linear regression method. The results of this research show that there is a positive influence of social media promotion on purchasing decisions. Based on the results of the partial test (tcount) = 15.295 > (ttable) = 1.983, it can be concluded that the hypothesis is accepted. The results of this test interpret that the Social Media Promotion variable has a positive and significant effect on Purchasing Decisions at CMC MediaPro Banjarbaru. The influence of Social Media variables on purchasing decision variables (Partial) is 69.6% with the remainder influenced by other variables not included in this research. Keywords: social media promotion, purchasing decisions

Item Type:	Thesis (Diploma)
Uncontrolled Keywords:	Kata Kunci : promosi media sosial, keputusan pembelian
Subjects:	H Social Sciences > HC Economic History and Conditions
Depositing User:	Siti Khadijah
Date Deposited:	25 Aug 2025 02:53
Last Modified:	25 Aug 2025 02:53
URI:	http://eprints.uniska-bjm.ac.id/id/eprint/30850

Actions (login required)

View Item