Pengaruh Media Sosial Terhadap Keputusan Pembelian pada Usaha Fashion di Kota Jambi
DOI:
https://doi.org/10.62710/a7zszj58Keywords:
Media sosial, Keputusan Pembelian, fashion, Kota jambiAbstract
This study aims to analyze the influence of social media on consumer purchasing decisions in the fashion business
in Jambi City. Social media has become one of the primary platforms in marketing strategies, especially in the
fashion industry, which heavily relies on visuals and trends. This research employed a quantitative approach using
a questionnaire distributed to 97 respondents who are consumers of fashion products in Jambi City. The collected
data were analyzed using simple linear regression to determine the extent of social media's influence on purchasing
decisions. The results show that social media has a positive and significant effect on purchasing decisions. This
study is expected to serve as a reference for fashion entrepreneurs in designing more targeted digital marketing
strategies.
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Copyright (c) 2025 Rajev Akbar Ratu, Deka Veronica , Endah Tri Kurniasih (Author)
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