PENGARUH PROMOSI MEDIA SOSIAL TERHADAP KEPUTUSAN PEMBELIAN YANG DIMEDIASI OLEH MINAT BELI (STUDI PADA KONSUMEN BENCOOLEN COFFEE MALANG)

This study aims to determine the influence of social media promotion on
purchasing decisions with buying interest as an intervening variable. The research was conducted on Bencoolen Coffee Malang consumers with a total of 130 respondents. This type of research uses a quantitative method. The sampling technique in this study uses nonprobability sampling with purposive sampling method by deliberately taking samples according to predetermined sample criteria. Data collection for this research uses questionnaires. The data analysis technique used in this study is using scale ranges and path analysis. The results of the study indicate that social media promotion has a significant positive effect on purchasing decisions, social media promotion has a significant positive effect on buying interest, buying interest has a significant positive effect on purchasing decisions, and buying interest is able to mediate the relationship between social media promotion and purchasing decisions.