Analisis Pengaruh Promosi Media Sosial Terhadap Keputusan Pembelian pada UMKM Queenda Cookies

This study aims to analyze social media promotion, consumer purchasing decisions, and the influence of social media promotion on purchasing decisions at Queenda Cookies MSME. This study employed a quantitative research method with associative approaches. The sampling technique used was purposive sampling, involving 100 respondents determined using the Lemeshow formula. The respondents were residents of Bengkalis District who had purchased Queenda Cookies products through social media promotions. Data were collected through questionnaires and analyzed using IBM SPSS Statistics 25. The results indicate that social media promotion at Queenda Cookies MSME is categorized as high, and consumers' purchasing decisions are also categorized as high. The simple linear regression analysis resulted in the regression equation Y = 10.151 + 0.650X, indicating that social media promotion has a positive effect on purchasing decisions. The coefficient of determination (R²) of 0.647 shows that social media promotion explains 64.7% of the variation in purchasing decisions, while the remaining 35.3% is influenced by other factors outside the scope of this study. Furthermore, the t-test results reveal that the calculated t-value of 13.394 is greater than the t-table value of 1.984, indicating that the null hypothesis is rejected and the alternative hypothesis is accepted. Therefore, social media promotion has a positive and significant effect on purchasing decisions at Queenda Cookies MSME.