The Function of Social Media Promotion in the Choice-making Process for Purchases in Cassava Snacks Product of MSMEs’ “Berkah Cinta”, Trenggalek Regency, East Java
DOI:
https://doi.org/10.5713/srijab.v1i2.38Keywords:
SPSS Application, Decision to buy, MSMEs, Social Media, and PromotionAbstract
The purpose of this study is to identify how social media affects consumers' decisions to buy MSMEs “Berkah Cinta” Trenggalek Regency products. The technique is a quantitative approach to descriptive verification. A Likert scale model questionnaire served as the study tool for this data collecting. Purposive sampling was used to select the sample, and the requirements included: (1) being a frequent user of social media; (2) being aware of the existence or nonexistence of social media for MSMEs’ “Berkah Cinta”; and (3) being aware of the existence or nonexistence of MSMEs Products “Berkah Cinta” Trenggalek Regency. Seventy respondents made up the sample size. The research was conducted in MSMEs’ Berkah Cinta Trenggalek Regency, the respondents were 70 people, and the data was analyzed using regression analysis with the SPSS program. The questionnaire items are acknowledged as valid and reliable based on the analysis performed using the SPSS tool. The purchase choice of MSMEs “Berkah Cinta” Trenggalek Regency product was discovered to be influenced by social media advertising by 41.2% by a straightforward linear regression analysis, while the remaining 58.8% was influenced by other factors not covered in this study.
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