DECISION BY BUSINESS EDUCATION STUDENTS AT UNIVERSITAS PENDIDIKAN INDONESIA

Abstract

This study aims to determine the effect of social media marketing on the purchase decision of Emina products among Business Education students at the Indonesia University of Education. This study uses a quantitative approach with a causal method. The independent variable in this study is social media marketing (X), which consists of three dimensions, namely entertainment, informativeness, and trendiness, while the dependent variable is purchase decision (Y), which is measured through four dimensions, namely product selection, brand selection, time of purchase, and place of purchase. The research population consisted of 395 active students who use Emina products, while the sample consisted of 80 respondents selected using purposive sampling based on the criteria of students who know and use Emina products through social media. Primary data were collected using a Likert scale questionnaire that had been tested for reliability with a Cronbach's Alpha value > 0.70, indicating good internal consistency. Data analysis was performed using simple linear regression with SPSS version 26.0 at a significance level of 5%. The results showed that social media marketing had a positive and significant effect on purchasing decisions.