The Contribution of Digital Advertising and Social Media to Product Purchase Decisions

Maya Saftari; Agus Purnawan; Agus Setiyoko; Yulizar; Fairus Rahman

doi:10.35580/variansiunm571

Maya Saftari ISB Atma Luhur
Agus Purnawan ISB Atma Luhur
Agus Setiyoko ISB Atma Luhur
Yulizar ISB Atma Luhur
Fairus Rahman ISB Atma Luhur

DOI: https://doi.org/10.35580/variansiunm571

Keywords: Digital Advertising, Social Media Activities, Purchase Desicion, Digital Marketing, Marketplace

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.

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