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Abstract
This study aims to analyze the effect of social media marketing on purchasing decisions (VCO) at Osseda Folala Nias Cooperative. Social media has become an effective tool in improving marketing and influencing consumer purchasing decisions. This research uses a quantitative method with a coefficient of determination test approach to evaluate how much social media marketing influences purchasing decisions. Based on the coefficient of determination test results, the Adjusted R Square value of 0.555 indicates that the social media marketing variable (X) can explain the purchasing decision variable (Y) by 55.5% after adjusting for the sample and independent variables. Other variables outside this study influence the remaining 44.5%. The results of this study indicate that marketing strategies through social media significantly influence VCO purchasing decisions at Osseda Folala Nias Cooperative. However, other factors also need to be considered to increase marketing effectiveness.
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References
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- IJSTR.ORG
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References
Alalwan, A. A., Dwivedi, Y. K., & Rana, N. P. (2020). The influence of social media on consumer purchase intention: A literature review. International Journal of Information Management, 50, 86–96.
Arieftiara, D., Utama, S., & Wardhani, R. (2017). Environmental Uncertainty as a Contingent Factor of Business Strategy Decisions: Introducing an Alternative Measure of Uncertainty. Australian Academy of Business and Economics Review, 3(2), 123-135.
Arikunto, S. (2017). Prosedur penelitian: Suatu pendekatan praktik (Edisi Revisi). Rineka Cipta.
Brigham, E. F., & Houston, J. F. (2011). Fundamentals of financial management (edisi ke-13). Cengage Learning.
Djaali, D. (2020). Psikologi pendidikan (Edisi Revisi). Bumi Aksara.
Djaali. (2020). Pengukuran dalam bidang pendidikan. Bumi Aksara.
Dwivedi, Y. K., Kapoor, K. K., & Chen, H. (2019). Social media marketing and consumer purchase intention: A literature review. International Journal of Information Management, 45, 65–74.
Freeman, R. E. (1984). Strategic management: A stakeholder approach. Pitman Publishing.
Ghozali, I. (2019). Aplikasi analisis multivariate dengan program IBM SPSS 26. Badan Penerbit Universitas Diponegoro.
Global Reporting Initiative (GRI). (n.d.). Standar pelaporan keberlanjutan. Diakses dari https://www.globalreporting.org/
IJSTR.ORG
Kotler, P., & Keller, K. L. (2021). Marketing management (15th ed.). Pearson Education.
Lako, S. (2018). Akuntansi hijau dalam pelaporan keberlanjutan. Jurnal Akuntansi dan Keuangan Indonesia, 15(1), 45-60.
Nawawi, H. (2019). Metode penelitian lapangan (Edisi Revisi). Gadjah Mada University Press.
Ramadhan, A. (2021). Legitimasi dan tanggung jawab perusahaan: Analisis persepsi publik. Jurnal Akuntansi dan Bisnis Indonesia, 8(3), 200-215.
Sashi, C. M. (2020). Customer engagement, buyer-seller relationships, and social media. Management Decision, 58(3), 532–552.
Sugiyono. (2018). Metode penelitian kuantitatif, kualitatif, dan R&D. Alfabeta.
Suryabrata, S. (2018). Metodologi penelitian (Edisi Revisi). RajaGrafindo Persada.
Yuliani, D., & Prijanto, I. (2022). Faktor-faktor yang mempengaruhi nilai perusahaan pada perusahaan Indonesia. Jurnal Manajemen dan Bisnis Indonesia, 10(1), 50-65.