Pengaruh Social Media Marketing terhadap Keputusan Pembelian Konsumen pada Industri Kuliner di Kota Makassar

Abstract

This study aims to analyze the effect of Social Media Marketing (SMM) on consumer purchasing decisions in the culinary industry in Makassar. Utilizing a quantitative research approach, data were collected from 125 respondents through a structured questionnaire. The validity and reliability of the instrument were tested using SPSS version 23, ensuring the accuracy and consistency of the measurements. The findings of the study reveal that Social Media Marketing has a positive and significant influence on consumer purchasing decisions. The regression analysis results indicate that the regression coefficient for Social Media Marketing is 0.188, with a significance value of 0.000 (p < 0.05). This shows that an increase in SMM activities can enhance consumer purchasing decisions. The coefficient beta of 0.343 suggests a moderate strength of influence. These results underscore the importance of interactive, personalized, and engaging social media content in attracting consumer attention and driving purchasing decisions. The study contributes to both theoretical and practical perspectives by confirming the role of SMM as a strategic tool for influencing consumer behavior in the digital era. It is recommended for culinary businesses in Makassar to optimize their social media strategies by creating more relevant and engaging content while exploring additional variables such as customer loyalty and user experience for future studies