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All Journal Jurnal Fakultas Ekonomi : OPTIMAL Jurnal Wira Ekonomi Mikroskil Explore: Jurnal Sistem Informasi dan Telematika (Telekomunikasi, Multimedia dan Informatika) Jurnal Konstruksia JABE (Journal of Applied Business and Economic) Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences Journal of Academia Perspectives Journal of International Conference Proceedings Jurnal Gici Jurnal Keuangan dan Bisnis Jurnal Online Tata Busana TPeT
Eko Yuliawan
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Religion Agriculture, Biological Sciences & Forestry Arts Humanities Civil Engineering, Building, Construction & Architecture Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Physics Social Sciences Transportation Other

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The Influence of Promotion Strategies through Social Media on Purchasing Decisions of Oriflame Products on Students of STIE Mikroskil Medan M. Yamin Siregar; Weny Weny; Eko Yuliawan
Budapest International Research and Critics Institute (BIRCI-Journal): Humanities and Social Sciences Vol 3, No 3 (2020): Budapest International Research and Critics Institute August
Publisher : Budapest International Research and Critics University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33258/birci.v3i3.1116

Abstract

This research aims to know the influence of promotion strategies of Facebook, YouTube, Twitter and Instagram on the decision to purchase Oriflame product on students of STIE – Mikroskil Medan. Population sampled in this research is students of STIE – Mikroskil Medan as many as 89 people with random sampling technique. Data analysis method which is used in this research is multiple linear regression analysis. The results of this study is Facebook, YouTube, and Instagram have positive and significant effect on purchasing decision Oriflame product. While the variable of Twitter does not have positive and significant effect decision on purchasing decision Oriflame product. Furthermore, simultaneous test results (F–tests) shows that the four independent variables (Facebook, YouTube, Twitter and Instagram) have a positive and significant effect on the decision of purchasing Oriflame product. Adjusted r square shows that Facebook, YouTube, Twitter and Instagram can explain variation on purchasing decision variable is 44.7% and the rest of 55.3% is explained by other variables which are not observed in this research.
Co-Authors Anessa Musfitria Asnan Furinto Cintia Ayu Kartika Fendi Nurrohman Hanny Siagian Inty Nahari Karyadi, Haris M. Yamin Siregar Mardiah Mbayak Ginting Mohammad Hamsal Muhammad Aziz Winardi, Muhammad Nagara Rezki Febrina Tuheteru Rano Kartono Ruki Rizal Nul Fikri Sulastri Sulastri Tanjung Rahayu Wahyu Widayat, Eko Weny Weny William Cuaca