Pengaruh Strategi Promosi Melalui Media Sosial terhadap Keputusan Pembelian Produk DRW Putri
DOI:
https://doi.org/10.35870/emt.v10i1.5565Keywords:
Social Media, Promotional Strategy, DRW Putri, Bengkalis CommunityAbstract
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.
Downloads
References
Amelia, A. (2024). Analisis Strategi Promosi Produk Skincare Melalui Live Streaming Shopee Dalam Meningkatkan Minat Beli Konsumen (Studi Kasus Mahasiswa Febi Angkatan 2021 Pengguna Produk Ms Glow Di IAIN Kediri) (Doctoral dissertation, IAIN Kediri).
Andaleeb, S. S., & Hasan, K. (Eds.). (2016). Strategic marketing management in Asia: case studies and lessons across industries. Emerald Group Publishing Limited.
Arikunto, S. (2010). Prosedur penelitian suatu pendekatan praktek. (No Title).
Armstrong, G., Adam, S., Denize, S., & Kotler, P. (2018). Principles of marketing Edition.
Hermann, A., Xia, L., Monroe, K.B., & Huber, F. (2007). The influence of price fairness on customer satisfaction: An empirical test in the context of automobile purchases. Journal of Product & Brand Management, 16(1), 49–58.
Hutasoit, A. M. F. (2025). Pengaruh strategi promosi melalui media sosial terhadap keputusan pembelian produk DRW Putri di Bengkalis (Skripsi tidak diterbitkan). Politeknik Negeri Bengkalis, Bengkalis.
Hwang, H., Ho, M. R., & Lee, J. (2010). Generalized structured component analysis with latent interactions. Psychometrika, 75(2), 228–242.
Mangold, W. G., & Faulds, D. J. (2009). Social media: The new hybrid element of the promotion mix. Business horizons, 52(4), 357-365. https://doi.org/10.1016/j.bushor.2009.03.002.
Oping, I., Salinding, R., & Mamangkey, J. (2022). Pengaruh promosi melalui media sosial terhadap keputusan pembelian pada generasi milenial. Jurnal Administrasi Bisnis, 9(1), 45–54.
Putro, U.S., Hermawan, P., Utomo, D.S., Nuraeni, S., & Ariyanto, K. (2013). Analyzing co-creation process in cluster industry using agent-based simulation case study: Cluster industry batik solo. Jurnal Manajemen Teknologi, 12(1), 102–114.
Qotrunnada, R., & Marsasi, N. (2023). Promosi media sosial terhadap keputusan pembelian skincare lokal pada generasi Z. Jurnal Pemasaran dan Perilaku Konsumen Indonesia, 12(3), 75–86.
Rini, A., Wahyuni, E. S., & Saputra, D. (2023). Pengaruh media sosial terhadap keputusan pembelian konsumen di UD Assyarif PP Salafiyah Syafi’iyah Sukorejo Situbondo. Jurnal Ilmu Ekonomi dan Manajemen, 8(1), 21–32.
Schiffman, L. G., & Kanuk, L. L. (2010). Consumer behavior (10th ed.). Prentice Hall.
Sugiyono. (2022). Metode penelitian kuantitatif, kualitatif, dan R&D. Alfabeta.
Supranto, J., Konsumen, P., & Pemasaran, S. (2007). Mitra Wacana Media.
Tjiptono, F. (2017). Strategi pemasaran (edisi ke-4). Andi Offset.
Umar, H. (2021). Metode penelitian untuk skripsi dan tesis bisnis. RajaGrafindo Persada.
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Bustami Bustami, Andri Nofiar Am, Agnes Monica Febrianti Hutasoit
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors who publish with this journal agree to the following terms:
1. Copyright Retention and Open Access License
Authors retain copyright of their work and grant the journal non-exclusive right of first publication under the Creative Commons Attribution 4.0 International License (CC BY 4.0).
This license allows unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
2. Rights Granted Under CC BY 4.0
Under this license, readers are free to:
- Share — copy and redistribute the material in any medium or format
- Adapt — remix, transform, and build upon the material for any purpose, including commercial use
- No additional restrictions — the licensor cannot revoke these freedoms as long as license terms are followed
3. Attribution Requirements
All uses must include:
- Proper citation of the original work
- Link to the Creative Commons license
- Indication if changes were made to the original work
- No suggestion that the licensor endorses the user or their use
4. Additional Distribution Rights
Authors may:
- Deposit the published version in institutional repositories
- Share through academic social networks
- Include in books, monographs, or other publications
- Post on personal or institutional websites
Requirement: All additional distributions must maintain the CC BY 4.0 license and proper attribution.
5. Self-Archiving and Pre-Print Sharing
Authors are encouraged to:
- Share pre-prints and post-prints online
- Deposit in subject-specific repositories (e.g., arXiv, bioRxiv)
- Engage in scholarly communication throughout the publication process
6. Open Access Commitment
This journal provides immediate open access to all content, supporting the global exchange of knowledge without financial, legal, or technical barriers.
