Pengaruh pemasaran media sosial dan minat beli terhadap keputusan pembelian konsumen
DOI:
https://doi.org/10.53088/jmdb.v6i2.2906Keywords:
Social Media Marketing, Purchase Intention, Purchase Decision, Used Cars, SEM-PLSAbstract
The research is motivated by the increasing used car market in Indonesia and the optimization of digital marketing through Instagram and TikTok, which has successfully increased the company's sales in the 2023–2025 period. This study aims to analyze the influence of social media marketing on consumer purchasing decisions of used cars at PT Repanjmotor, with purchase intention as a mediating variable. The method used is quantitative associative with the Structural Equation Modeling-Partial Least Squares (SEM-PLS) approach. The research sample consisted of 167 respondents from a population of 901 consumers selected using purposive sampling. Primary data were collected through a Likert scale questionnaire and analyzed using SmartPLS. The results show that social media marketing has a positive and significant effect on purchase intention and purchase decisions. In addition, purchase intention is proven to partially mediate the influence of social media marketing on purchase decisions, with an R² value of 71.9%
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