PENGARUH PROMOSI MEDIA SOSIAL TERHADAP KEPUTUSAN PEMBELIAN YANG DIMEDIASI OLEH MINAT BELI (Studi Pada Konsumen Simbiosis Coffee Trawas)

This study aims to determine the effect of social media promotion on purchasing decisions
with purchase interest as a mediating variable. This study was conducted on Simbiosis
Coffee Trawas consumers with a total of 120 respondents. This type of research uses
quantitative methods. The sampling technique in this study uses nonprobability sampling
with a purposive sampling method by taking samples intentionally according to the
specified sample criteria. Data collection using a questionnaire. The data analysis
technique used in this study is using a scale range 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 purchasing interest,
purchasing interest has a significant positive effect on purchasing decisions, and
purchasing interest is able to mediate social media promotion on purchasing decisions.