Kontribusi Iklan Digital dan Media Sosial Terhadap Keputusan Pembelian Produk
Abstract
Penelitian ini bertujuan mengetahui berapa besar kontribusi iklan digital dan aktivitas media sosial terhadap keputusan pembelian konsumen di marketplace. Penelitian menggunakan pendekatan kuantitatif dengan metode survei terhadap 123 konsumen yang pernah melakukan transaksi secara online. Data dikumpulkan melalui angket skala Likert, kemudian dianalisis menggunakan korelasi Pearson dan regresi linier berganda. Dari data yang diperoleh terlihat bahwa aktivitas promosi melalui iklan digital dan media sosila ikut mempengaruhi keputusan konsumen untuk membeli. Aktivitas media sosial memiliki hubungan yang lebih kuat (r = 0,743) dibandingkan iklan digital (r = 0,620). Nilai R² menunjukan bahwa model menjelaskan 59,7% variasi keputusan pembelian. Analisis parsial mengindikasikan iklan digital berpengaruh signifikan dengan koefisien regresi 0,267 (p < 0,05), sedangkan aktivitas media sosial merupakan faktor paling dominan dengan beta 0,580 dan t hitung 7,954. Hasil penelitian memperlihatkan bahwa kombinasi antara iklan digital dan aktivitas media sosial dapat membantu meningkatkan keputusan pembelaian konsumen di marketplace.
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