PENGARUH MEDIA SOSIAL MARKETING BAGI KEPUTUSAN PELANGGAN ONLINESHOP LIVS STORE DI KOTA PEMATANGSIANTAR

Abstract

Online Shop Livs Store is one of the businesses that offer its wares through online media. This study to see the effect of social media marketing on product purchasing decisions at the Livs Onlineshop Store in Pematangsiantar City.The theory used in this study is the theory of Marketing Management related to social media marketing, purchasing decisions.The type of this research is descriptive quantitative and the nature of this research is explanatory research. The sample in this study was 91 people. Methods of collecting data were interviews, questionnaires, and documentation studies. The results of the research on the first hypothesis indicate that social media marketing has an effect on product purchase decisions at the Livs Online Shop Store in Pematangsiantar City with the following regression :Y = 5.260 + 0.57X + e