PENGARUH SOCIAL MEDIA ADVERTISING DAN INOVASI PRODUK TERHADAP KEPUTUSAN PEMBELIAN PADA USAHA KEJORA FLOWER SINGARAJA

GUSTI PUTU EKA KUSUMA (Sekolah Tinggi Ekonomi Satya Dharma Singaraja)
PUTU NOVITA PRATIWI (Sekolah Tinggi Ekonomi Satya Dharma Singaraja)

Ganec Swara
Vol. 19 No. 1 (2025): Maret 2025

The aim of this study is to examine the impact of Social Media Advertising and Product Innovation on purchasing decisions at Kejora Flower Singaraja. Data collection was carried out using a questionnaire with a Likert scale, distributed online via Google Forms. The respondents of this study are 55 customers of Kejora Flower. This research employs a quantitative approach with data analysis conducted through multiple linear regression, processed using IBM SPSS Statistics 25. The results indicate that Social Media Advertising and Product Innovation have a positive and significant effect on purchasing decisions at Kejora Flower Singaraja