Pengaruh Media Sosial Terhadap Keputusan Pembelian Konsumen Di Era Digital Pada Universitas HKBP Nommensen Medan

Henok Maruba Banjarnahor; Nalom Siagian; Kepler Sinaga

doi:10.46576/wdw.v19i3.7512

Pengaruh Media Sosial Terhadap Keputusan Pembelian Konsumen Di Era Digital Pada Universitas HKBP Nommensen Medan

Henok Maruba Banjarnahor, Nalom Siagian, Kepler Sinaga

Abstract

Di era digital, media sosial telah menjadi bagian integral dari kehidupan mahasiswa dan memainkan peran penting dalam memengaruhi keputusan pembelian mereka. Penelitian ini bertujuan untuk menganalisis pengaruh media sosial terhadap keputusan pembelian mahasiswa Universitas HKBP Nommensen Medan, dengan fokus pada aspek frekuensi penggunaan, pengaruh konten (influencer dan user-generated content), electronic word of mouth (e-WOM), dan fear of missing out (FOMO). Metode yang digunakan adalah pendekatan kuantitatif asosiatif dengan teknik survei melalui kuesioner yang disebarkan kepada 100 responden. Analisis data dilakukan menggunakan regresi linear sederhana dan menunjukkan bahwa media sosial memiliki pengaruh positif dan signifikan terhadap keputusan pembelian, dengan nilai koefisien regresi sebesar 0,762 dan nilai R² sebesar 0,485. Hasil ini menunjukkan bahwa 48,5% variasi dalam keputusan pembelian dapat dijelaskan oleh penggunaan media sosial. Penelitian ini memberikan kontribusi praktis bagi pelaku usaha untuk mengembangkan strategi pemasaran digital yang lebih efektif serta menekankan pentingnya literasi digital bagi mahasiswa dalam menghadapi arus promosi daring. Penelitian selanjutnya disarankan untuk memperluas ruang lingkup platform dan variabel demografis guna menghasilkan wawasan yang lebih menyeluruh.

Keywords

Media Sosial, Keputusan Pembelian, Mahasiswa, e-WOM, FOMO.

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DOI: https://doi.org/10.46576/wdw.v19i3.7512