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The Effect of Social Media Marketing on VCO Purchasing Decisions at Osseda Folala Cooperative

Year: 2025

Type: article

Abstract: This study aims to analyze the effect of social media marketing on purchasing decisions (VCO) at Osseda Folala Nias Cooperative. Social media has become an effective tool in improving marketing and influencing consumer purchasing decisions. This research uses a quantitative method with a coefficient of determination test approach to evaluate how much social media marketing influences purchasing decisions. Based on the coefficient of determination test results, the Adjusted R Square value of 0.555 indicates that the social media marketing variable (X) can explain the purchasing decision variable (Y) by 55.5% after adjusting for the sample and independent variables. Other variables outside this study influence the remaining 44.5%. The results of this study indicate that marketing strategies through social media significantly influence VCO purchasing decisions at Osseda Folala Nias Cooperative. However, other factors also need to be considered to increase marketing effectiveness.

Source: Golden Ratio of Data in Summary

DOI: 10.52970/grdis.v5i2.819

Authors: Advent Kristian Putra Waruwu, Otanius Laila, Yupiter Mendrofa, Yuterlin Zalukhu

Institution: Universitas Nias

Language: English

Topic: Consumer Behavior and Marketing Influence

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: diamond

OpenAlex ID: W4409101368

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