A Study On The Impact Of Social Media Marketing On Indonesian Consumers' Online Purchasing Decisions

Tokopedia is a technology company that is taking advantage of the e-commerce business opportunity and has activated the cellular market in Indonesia through a mobile application and facilitates buying and selling transactions via mobile devices.This platform accommodates individuals and small businesses to create online stores.In the midst of increasingly sophisticated technological developments,social media is also growing rapidly and is in great demand.One of the social media that is so popular in Indonesia is Facebook.This opportunity is used by Tokopedia to reach Indonesian consumers with a social media marketing strategy through Facebook.This research aims to determine and explain the partial and simultaneous influences of the variables of Content Creation(X1),Content Sharing(X2),Connecting(X3),Community Building(X4)toward Purchase Decision(Y)on Tokopedia platform.This research use explanatory research with quantitative approach.The collection of data obtained through an online questionnaire which distribute to Indonesian society that using social media facebook.The sample in this research was 200 respondents.The sampling technique of this research is purposive sampling.The data analysis use descriptive analysis and multiple linear regression.The results in this research showed that all of independent variables simultaneously affecting Purchase Decision significantly.The other results showed that all of independent variables partially affecting Purchase Decision significantly.This study sorts out social media and adopts research methods,especially the analysis of the collected survey data,to generate good research data,and the research results provide references for future purchase decisions.