The Influence of Social Media Marketing on Purchase Decision at PT Chansa Group Indonesia

Abstract

The purpose of this research is to determine the influence of Social Media Marketing on Purchasing Decisions at PT. Chansa Group Indonesia. The method used in this research is descriptive method, this type of research is quantitative data, primary data obtained through questionnaires. The research population that will be used in the research is all consumers who made purchases from the company during the 2022 period, totaling 158 consumers. Because the population used is 158 consumers, the population will be reduced using the Slovin sampling technique with a confidence level of 95% and an error rate of 5%, where 113 samples are obtained. The analysis technique used is simple linear analysis and statistical tests, namely t-test (partial) using SPSS (statistical package for the social sciences) software. The test results show that Social Media Marketing have a significant effect on consumer purchasing decisions at PT. Chansa Group Indonesia.