PENGARUH MEDIA ADVERTISING FACEBOOK TERHADAP KEPUTUSAN PEMBELIAN

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.