Published: 2026-01-01

Pengaruh Strategi Promosi Melalui Media Sosial terhadap Keputusan Pembelian Produk DRW Putri

DOI: 10.35870/emt.v10i1.5565

Bustami Bustami, Andri Nofiar Am, Agnes Monica Febrianti Hutasoit
  • Bustami Bustami: Politeknik Negeri Bengkalis
  • Andri Nofiar Am: Politeknik Negeri Bengkalis
  • Agnes Monica Febrianti Hutasoit: Politeknik Negeri Bengkalis
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Abstract

The rapid development of information technology has transformed marketing practices, including those in the skincare industry. This study aims to examine the influence of social media promotional strategies on consumer purchasing decisions for DRW Putri products in Bengkalis. The research uses a quantitative approach with a questionnaire as the primary data collection tool, involving 100 respondents selected through purposive sampling. Data analysis was conducted using validity, reliability, and t-tests. The findings reveal that the social media promotion strategy signifi-cantly and positively influences purchasing decisions, with a contribution level of 27.5% (t = 6.099 > 1.986; sig = 0.000 < 0.05). The results highlight that optimizing social media promotion is crucial to improving consumer purchasing decisions and sustaining competitiveness in the skincare market.


 

Keywords

Social Media; Promotional Strategy; DRW Putri; Bengkalis Community

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How to Cite

Bustami, B., Am, A. N., & Hutasoit, A. M. F. (2026). Pengaruh Strategi Promosi Melalui Media Sosial terhadap Keputusan Pembelian Produk DRW Putri. Jurnal EMT KITA, 10(1), 487-493. https://doi.org/10.35870/emt.v10i1.5565
Article Information

This article has been peer-reviewed and published in the Jurnal EMT KITA. The content is available under the terms of the Creative Commons Attribution 4.0 International License.

  • Issue: Vol. 10 No. 1 (2026)

  • Section: Articles

  • Published: 2026-01-01

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Author Biographies
Bustami Bustami, Politeknik Negeri Bengkalis
Google Scholar ResearchGate ORCID

Program Studi Bisnis Digital, Politeknik Negeri Bengkalis, Kabupatan Bengkalis, Provinsi Riau, Indonesia.

Andri Nofiar Am, Politeknik Negeri Bengkalis
Google Scholar ResearchGate ORCID

Program Studi Bisnis Digital, Politeknik Negeri Bengkalis, Kabupatan Bengkalis, Provinsi Riau, Indonesia.

Agnes Monica Febrianti Hutasoit, Politeknik Negeri Bengkalis
Google Scholar ResearchGate ORCID

Program Studi Bisnis Digital, Politeknik Negeri Bengkalis, Kabupatan Bengkalis, Provinsi Riau, Indonesia.

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