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All Journal International Journal of Economics, Business and Innovation Research
Eci Syeftia
Faculty of Law and Business Economics, Dharmas University of Indonesia, Jl Lintas Sumatera Km. 18 Koto Baru, Dharmasraya Regency, West Sumatera
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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The Influence of Social Media Promotion, Product Design, and Lifestyle on Silver Jewelry Purchase Decisions in the Lower-Income Market of Bungo City Eci Syeftia; Dini Elida Putri; Yesi Gusteti
International Journal of Economics, Business and Innovation Research Vol. 5 No. 05 (2026): International Journal of Economics, Business and Innovation Research( IJEBIR)
Publisher : Cita konsultindo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63922/ijebir.v5i05.6447

Abstract

This study aims to analyze the influence of Social Media Promotion, Product Design, and Lifestyle on the Purchase Decision of Silver Jewelry at Pasar Bawah, Bungo City. This research employed a quantitative method with an associative approach. Primary data were collected by distributing questionnaires to 150 respondents selected using a purposive sampling technique, namely consumers who had purchased silver jewelry from three silver jewelry stores in Pasar Bawah, Bungo City. The data were analyzed using multiple linear regression with the assistance of SPSS version 20, including validity testing, reliability testing, classical assumption testing, t-test, F-test, and the coefficient of determination. The results of the study indicate that, partially, the Social Media Promotion variable has a positive but insignificant effect on purchase decisions (t = 0.564; Sig. = 0.573 > 0.05), while the Product Design variable has a negative and insignificant effect on purchase decisions (t = -0.026; Sig. = 0.979 > 0.05). Meanwhile, the Lifestyle variable has a positive and significant effect on purchase decisions (t = 9.750; Sig. = 0.000 < 0.05). Simultaneously, the Social Media Promotion, Product Design, and Lifestyle variables have a significant effect on purchase decisions (F = 49.231; Sig. = 0.000 < 0.05). The Adjusted R Square value of 0.493 indicates that the variables of Social Media Promotion, Product Design, and Lifestyle explain 49.3% of the variation in purchase decisions, while the remaining 50.7% is influenced by other variables outside the research model.
Co-Authors Dini Elida Putri Yesi Gusteti