Efektivitas Promosi Media Sosial terhadap Keputusan Pembelian Keripik Buah dan Sayur Apelicious

Sagita, Serly (2025) Efektivitas Promosi Media Sosial terhadap Keputusan Pembelian Keripik Buah dan Sayur Apelicious. Sarjana (S1) thesis, Universitas Islam 45.

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Abstract

This study aims to analyze the effectiveness of social media promotion on purchasing decisions for fruit and vegetable chips on the Apelicious brand using the AIDA (Attention, Interest, Desire, Action) model. The method used is a quantitative survey by distributing questionnaires online via Google Form. The sampling technique used is purposive sampling, involving 100 respondents who are followers of the Apelicious Instagram and TikTok accounts and have made at least one purchase. The analysis approach used is multiple linear regression with the help of SPSS version 26 software to determine the effect of each AIDA variable on purchasing decisions, both partially and simultaneously. The results of the study show that simultaneously, the four variables in the AIDA model (Attention, Interest, Desire, Action) have a positive and significant effect on purchasing decisions for Apelicious products. Partially, each variable also has a positive and significant effect, which means that the higher the attention, interest, desire, and urge to act felt by consumers through social media promotion, the more likely consumers are to make a purchase. This finding reinforces that a social media-based digital promotion strategy that optimally integrates AIDA elements is able to increase marketing effectiveness and encourage consumer purchasing decisions for snack products such as fruit and vegetable chips. Keywords: social media promotion, purchase decision, AIDA, apelicious, multiple linear regression

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