| dc.description.abstract | Business competition is increasingly dynamic, complex, and uncertain, so that this requires the
company managers to be able to think creatively, innovatively in order to always provide
differentiation and advantages for the company compared with their competitors. One of the efforts is
by developing an effective promotion, especially to consumers. This research aimed to identify and
analyze the effect of advertising media on buying decisions. This research is a quantitative study. The
classification of the research was based on the research purpose, namely explanation. The study was
conducted at CV. Laras Inti Agrisatwa Jember. In this research, the population was consumers of
organic eggs “Srikandi” of CV. Laras Inti Agrisatwa in total of 353 consumers. The number of sample
was calculated based on the Slovin formula by 84 respondents applying random sampling technique.
Data were analyzed with regression. The research showed that advertising through facebook affected
buying decisions. This is based on the value of tstatistic = 15.166 while the significance = 0.000 < = 0.05
and df (n-2) = 82 obtained the value of tstatistic= 1.98932, so tstatistic> ttabel; thus, Ho was rejected and Ha
was accepted; it means that facebook had a significant (real) effect on buying decisions. The
conclusion of this research is that advertising through facebook affects buying decisions. It means that
buying decisions highly depends on advertising; the better the advertising media, the higher the buying
decisions. | en_US |
