PENGARUH TERPAAN PROMOSI RUMAH KOS MELALUI FACEBOOK TERHADAP KEPUTUSAN KONSUMEN UNTUK MENYEWA RUMAH KOS (STUDI PADA MAHASISWA PRODI ILMU KOMUNIKASI UNIVERSITAS MUHAMMADIYAH MALANG TAHUN 2023)

This study aims to analyze the impact of boarding house promotion exposure through the social media platform Facebook on consumer decision-making, specifically among Communication Science students at the University of Muhammadiyah Malang in 2023. The research employed an explanatory method with a quantitative approach, involving 60 respondents exposed to boarding house promotions via Facebook. Data collection was conducted using a questionnaire with a Likert scale. The results revealed a significant influence of promotion exposure through Facebook on consumer decisions in choosing a boarding house. Validity and reliability tests confirmed that the instruments used in this study were both valid and reliable. The findings of this study highlight the importance of utilizing social media, particularly Facebook, in influencing consumer decisions in the context of student housing selection.