Open AccessPENGARUH IKLAN SOSIAL MEDIA TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN DI LINGKUNGAN UNIVERSITAS BALI INTERNASIONAL
Author(s) -
Kadek Riyan Putra Richadinata,
Ni Luh Putu Surya Astitiani
Publication year - 2021
Publication title -
e-jurnal manajemen
Language(s) - English
Resource type - Journals
ISSN - 2302-8912
DOI - 10.24843/ejmunud.2021.v10.i02.p05
Subject(s) - purchasing , advertising , social media , perception , quality (philosophy) , sample (material) , data collection , marketing , business , sociology , psychology , political science , social science , philosophy , chemistry , epistemology , chromatography , neuroscience , law
Revolution 4.0 is the first milestone in the birth of globalization in the world economy. The current movement of business progress is accompanied by developments in the field of information and communication technology. Social media is a social interaction between individuals in sharing and exchanging information. Social media can encompass various ideas, opinions, ideas and content in virtual communities and be able to present and translate new ways of communicating with technology that is completely different from traditional media. Advertising with social media even offers long-term value. This research was conducted to determine the effect of social media advertising (attention, understanding, acceptance, and storage) on purchasing decisions at the University of Bali International. The sample in this study were 96 students at the University of Bali International where the results of data collection were processed using multiple regression analysis techniques. The results of the study prove that attention, understanding, acceptance, and storage of social media advertisements have a positive and significant effect on consumer purchasing decisions at the University of Bali International. This shows that purchasing decisions can increase not only influenced by conventional advertising but the existence of Instagram social media ads can increase consumer purchasing decisions perceptions of students can also improve the quality of higher education itself.
Keywords: attention, understanding, acceptance, storage