Pengaruh Sosial Media Marketing terhadap Minat dan Daya Beli Pelanggan

Heni Cahya Ramdani; Saptono Rahayu .; Rizal Fahmi .

doi:10.33592/pelita.v22i1.2562

Authors

Heni Cahya Ramdani Universitas Islam Syekh-Yusuf
Saptono Rahayu . universitas islam syech yusuf
Rizal Fahmi . universitas islam syech yusuf

DOI:

https://doi.org/10.33592/pelita.v22i1.2562

Keywords:

Social Media, Consumer, Purchasing Power

Abstract

Innovation is relentless, with the continuous introduction of new technologies, new business models, and new communication approaches.[1] One of the ways of business models is through social media. Social media is a platform not only users interacted and digitally communicated but also a marketing channel where consumers search and do transactions on products and services. The development of digital transformation i.e. social media increases the curiosity about how it influences purchasing power of consumers. The consumer means the millennials who are the well-adapter and users of this digital transformation. 115 students have been questioned via close questionnaires in order to facilitate this study and the result shows that social media has not shown any influence on the purchasing power of consumers, due to the combination of multi-channel on a purchase.

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