Pengaruh Strategi Promosi Melalui Media Sosial Terhadap Keputusan Pembelian Produk DRW Putri (Studi Kasus Masyarakat Bengkalis)

The advancement of information technology has significantly transformed how businesses promote their products, including those in the skincare industry. Social media has become one of the most effective promotional strategies for reaching a wider consumer base. This study aims to analyze the influence of social media promotional strategies on consumers’ purchasing decisions for DRW Putri products in Bengkalis. A quantitative approach was employed using questionnaires as the data collection instrument, involving 100 respondents selected through purposive sampling. The results show that the promotional strategy variable achieved an average score of 4.35, while the purchasing decision variable scored 4.28, both categorized as very high. The ttest results indicate a tvalue of 6.099 > ttable 1.986 with a significance level of 0.000 < 0.05, confirming a positive and significant influence of social media promotional strategies on purchasing decisions, with a contribution of 27.5%. These findings highlight the importance of optimizing social media promotion to enhance consumer purchasing decisions.