The Impact of Social Media Marketing on Purchase Decisions at Karya Niaga Electronics Store in Pendopo Pali

Abstract

Social media has become a ubiquitous tool used by people worldwide for various purposes, including product marketing. The objective of this study is to investigate the impact of social media on purchase decisions. This research was conducted using a quantitative approach. The population consisted of social media users in Pendopo Pali who had shopped or received services at Karya Niaga Electronics Store in Pendopo Pali. A total of 65 respondents participated in this study by completing a questionnaire distributed via Google Forms. Data analysis included validity, reliability, and hypothesis tests using SPSS. The results indicated that social media marketing significantly influences consumer purchase decisions at Karya Niaga Electronics Store, with a significance value of 0.000 < 0.05. This study suggests that businesses should leverage social media creatively for marketing purposes to remain competitive. Future research should further explore the impact of social media marketing on consumer purchase decisions.