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All Journal VARIANSI: Journal of Statistics and Its Application on Teaching and Research
Agus Purnawan
ISB Atma Luhur
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Mathematics

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The Contribution of Digital Advertising and Social Media to Product Purchase Decisions Maya Saftari; Agus Purnawan; Agus Setiyoko; Yulizar; Fairus Rahman
VARIANSI: Journal of Statistics and Its application on Teaching and Research Vol. 8 No. 02 (2026)
Publisher : Program Studi Statistika Fakultas MIPA UNM

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35580/variansiunm571

Abstract

This study aims to determine the contribution of digital advertising and social media activities to consumers' purchase decisions in marketplaces. The survey involved 123 active marketplace users selected purposively based on their transaction experience. Data were collected using a Likert-scale questionnaire and analyzed using Pearson correlation and multiple linear regression. Social media activities had a stronger relationship (r = 0.743) than digital advertising (r = 0.620). An R² of 59.7% indicates the proportion of purchase-decision variation explained by the model, highlighting the need for marketing optimization. Digital advertising had a significant effect with a regression coefficient of 0.267 (p < 0.05), while social media activities were the most dominant factor (β = 0.580; t = 7.954). The findings show that combining digital advertising and social media activities can help increase consumers' purchase decisions in marketplaces.
Co-Authors Agus Setiyoko Fairus Rahman Maya Saftari Yulizar