PENGARUH SOCIAL MEDIA MARKETING TERHADAP KEPUTUSAN PEMBELIAN DENGAN MINAT BELI SEBAGAI VARIABEL MEDIASI (Studi pada Konsumen Produk Madu Sumber Podang di Kabupaten Kediri)

Usage social media marketing influencing a consumer in choosing a particular product to buy or consume, especially honey products for health with purchasing interest that helps increase consumer purchasing decisions. This study aims to determine whether social media marketing has a significant influence on the decision to purchase Madu Sumber Podang products with purchase interest as a mediating variable using the Technique SEM-PLS4. The type of research used is quantitative research with a sample size of 140 respondents who meet the sample criteria and are taken using the technique accidental sampling. The research data was obtained through a questionnaire distributed in the form of google formto consumers of Madu Sumber Podang products. The results of the study showed that social media marketinghas a positive and significant influence on purchasing decisions, social media marketing has a positive and significant effect on buying interest, buying interest has a positive and significant effect on purchasing decisions, and social media marketing has a positive and significant influence on purchasing decisions through purchasing interest as a mediating variable.