Pengaruh Media Sosial dan Promosi terhadap Minat Beli Konsumen pada CV. Ahad Property Depok

Nurlaela Nurlaela; Ida Hendarsih

doi:10.59603/ebisman.v4i3.1461

Authors

Nurlaela Nurlaela Universitas Bina Sarana Informatika
Ida Hendarsih Universitas Bina Sarana Informatika

DOI:

https://doi.org/10.59603/ebisman.v4i3.1461

Keywords:

Marketing Strategy, Promotion, Property, Purchase Intention, Social Media

Abstract

The rapid development of social media has transformed marketing strategies in the property industry, requiring companies to optimize digital platforms and promotional activities to increase consumers' purchase intention. CV Ahad Property Depok has utilized social media and various promotional programs to market its residential properties; however, the effectiveness of these strategies in influencing consumers' purchase intention requires further investigation. This study aims to analyze the effect of social media and promotion on consumers' purchase intention, both partially and simultaneously. A quantitative approach was employed using a sample of 100 respondents determined through the Slovin sampling technique. Data were collected by distributing questionnaires to consumers of CV Ahad Property Depok. The data were analyzed using multiple linear regression with the assistance of IBM SPSS Statistics version 21, including validity, reliability, classical assumption, partial (t-test), simultaneous (F-test), and coefficient of determination analyses. The findings indicate that social media has a positive and significant effect on purchase intention with a t-value of 8.095 and a significance value of 0.000. Promotion also has a positive and significant effect on purchase intention with a t-value of 6.650 and a significance value of 0.000. Simultaneously, social media and promotion significantly influence consumers' purchase intention, as indicated by an F-value of 58.055 and a significance value of 0.000. The Adjusted R Square value of 0.535 indicates that the independent variables explain 53.5% of the variation in purchase intention, while the remaining 46.5% is explained by other factors outside the research model. These findings imply that optimizing social media utilization and implementing effective promotional strategies can enhance consumers' purchase intention and provide practical guidance for property developers in designing more effective marketing strategies that are aligned with market needs.

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