INFLUENCE OF SOCIAL MEDIA MARKETING ON EMINA PURCHASE DECISION BY BUSINESS EDUCATION STUDENTS AT UNIVERSITAS PENDIDIKAN INDONESIA

Abstract

This study focuses on students at Universitas Pendidikan Indonesia and applies a quantitative causal approach to examine whether social media marketing activities shape consumer decision-making. The construct of social media marketing is measured through three dimensions, namely entertainment, informativeness, and trendiness, while purchase decision is assessed using four indicators that include product selection, brand selection, purchase timing, and purchase location. The population consists of 395 active students with prior experience using Emina products, from which 80 respondents were selected through purposive sampling based on their exposure to Emina via social media platforms. Data were collected using a structured Likert-scale questionnaire that demonstrated satisfactory internal consistency, as reflected by Cronbach’s Alpha values above 0.70. The data analysis employed simple linear regression using SPSS version 26.0 at a 5% significance level. The results show that social media marketing has a positive and statistically significant effect on purchase decisions. In particular, content that provides relevant information and reflects current trends plays a central role in influencing purchasing choices among young consumers, underscoring the importance of content quality in digital marketing strategies for cosmetic brands.