Social Media as a Means of Promotion for Improve Purchase Decisions Kino Chips in Lubuklinggau
DOI:
https://doi.org/10.47747/icbem.v1i1.1266Abstract
This study aims to determine the effect of social media as a promotional tool to increase purchasing decisions for kino chips in Lubuklinggau. In this study, data collection was carried out by distributing questionnaires to 100 respondents using the incidental sampling method. This type of research uses quantitative methods, data collection methods in this study use interviews, observation and documentation which are carried out at UKM Kino chips Lubuklinggau. The data analysis technique used was the classical assumption test (linearity test and normality test), multiple linear regression, t test and f test, where researchers used the help of the SPSS version 22 program. The results of the regression analysis obtained the equation: y = 4.485 + 0.556 + 0.429 which means that purchasing decisions are influenced by social media and promotions. The results of the social media t test yield tcount = 3,735 which is greater than the ttable value of 1,985. The promotional value tcount = 4,255 is greater than the ttable value of 1,985 which means that social media and promotions have a partial effect on increasing the purchase decision of kino chips in Lubuklinggau. In conclusion, social media and promotion together have a significant effect on increasing the purchase decision of kino chips in Lubuklinggau. This is evident from the results of the F test obtained arithmetic of 57,978 which is greater than the value of ftable = 3.09 and the sig f simultaneous significance level is 0.000.
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