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All Journal Duconomics Sci-meet (Education & Economics Science Meet)
Muhamad Sayid Agil
Universitas Indraprasta PGRI
Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Social Sciences Other

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The Influence of Online Promotion Strategies on Social Media on Purchasing Decisions at Outdoor PKS Muhamad Sayid Agil; Heri Nurrato; Iramdan Iramdan; Priyono Priyono
Duconomics Sci-meet (Education & Economics Science Meet) Vol 5 (2025): Marketing and Entrepreneurship Transformation in the Digital Era for Strengthening Com
Publisher : Neolectura

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37010/duconomics.v5.9309

Abstract

The objective of this study is to determine whether the online promotion strategy via social media influences consumer purchasing decisions at PKS Outdoor. This study employs a quantitative method, with data collected through questionnaires distributed to 65 respondents who are PKS Outdoor consumers. Based on hypothesis testing using the t-test approach—with a significance level of 0.05 and degrees of freedom (df) of 63—the calculated t-value (t-count) was found to be greater than the critical t-value (t-table) (6.075290391 > 1.9983); consequently, the null hypothesis (Ho) was rejected and the alternative hypothesis (Ha) was accepted. This indicates that the online promotion strategy influences purchasing decisions at PKS Outdoor. The magnitude of the influence of the online promotion strategy on social media regarding purchasing decisions at PKS Outdoor is represented by the regression equation Y = 17.70 + 0.67X. This is further evidenced by the Coefficient of Determination (KD) value of 36.94%.
Co-Authors Heri Nurrato Iramdan Iramdan Priyono Priyono