The Influence of Social Media Marketing on Consumer Purchase Decisions in the Tokopedia Marketplace (Case Study: Bandung State Polytechnic Student)
Abstract
The purpose of this study was to determine the effect of social media marketing on purchasing decisions on the Tokopedia marketplace. Researchers conducted an analysis of 110 Bandung State Polytechnic student respondents who actively use social media through the distribution of google form questionnaires. Researchers used descriptive analysis, validity test, reliability test, normality test, simple regression analysis, and coefficients to determine the effect value of the independent variables and the dependent variable. The results showed 27.8% of marketing through social media, this shows a sufficient percentage to influence the purchasing decisions of Bandung State Polytechnic students to shop at the Tokopedia marketplace.
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