PERAN MEDIA SOSIAL DALAM MEMPROMOSIKAN KESADARAN SUSTAINABLE DEVELOPMENT GOAL (SDG'S) TERHADAP KEPUTUSAN PEMBELIAN : STUDI KASUS KONSUMEN PADA USAHA KULINER SALAD BUAH BEESABUY

This study aims to analyze the role of social media in promoting Sustainable Development Goals (SDG's) awareness and its impact on consumer purchasing decisions at the Beesabuy fruit salad culinary business. With increasing public attention to sustainability issues, social media is an effective platform for conveying information about environmentally friendly business practices. This study uses a quantitative approach, the sample technique used is purposive sampling with a total sample of 60 consumers of bee sabuy fruit salad by distributing questionnaires. The analytical tool used in this research is multiple regression analysis. This study shows that social media affects purchasing decisions, SDG's awareness affects purchasing decisions and social media and SDG's awareness affect purchasing decisions.