Pengaruh Social Media Marketing, Lingkungan Sosial, Dan Testimoni Online Terhadap Keputusan Pembelian Sepatu Lari Ortuseight Pada Mahasiswa FEB Universitas Islam Malang Angkatan 2022

Abstract

Abstract

This study aims to analyze the influence of Social Media Marketing, Social Environment, and Online Testimonials on the Purchase Decision of Ortuseight running shoes among students of the Faculty of Economics and Business, Universitas Islam Malang Class of 2022. The study is motivated by the increasing use of social media as a digital marketing platform, the influence of the social environment on consumer behavior, and the importance of online testimonials as a source of information before making purchasing decisions. This research employed a quantitative approach using an explanatory causal study design. The population consisted of active students of the Faculty of Economics and Business, Universitas Islam Malang, class of 2022, who had purchased Ortuseight running shoes. The sampling technique used was purposive sampling, with a total sample of 100 respondents. Data were collected through questionnaires using a Likert scale. Data analysis was conducted using the Statistical Package for the Social Sciences (SPSS), including instrument testing, classical assumption tests, multiple linear regression analysis, t-test, F-test, and the coefficient of determination (Adjusted R²).The results indicate that Social Media Marketing, Social Environment, and Online Testimonials have a positive and significant effect on Purchase Decisions, both partially and simultaneously. These variables explain consumers' purchase decisions, indicating that better social media marketing strategies, stronger social environmental influences, and more positive online testimonials increase consumers' likelihood of purchasing Ortuseight running shoes.

Keywords: Social Media Marketing, Social Environment, Online Testimonials, Purchase Decision, Ortuseight