Pengaruh Media Sosial dan Minat Beli terhadap Keputusan Pembelian Anggrek di Sierra Orchid, Kabupaten Bandung

Abstract

The Influence of Social Media and Purchase Intention on Orchid Purchasing Decisions in Sierra Orchid, Bandung Regency. Social media has experienced very rapid development from what was originally only a realm of privacy but is now used for business purposes, for example social media Instagram. Sierra Orchid uses Instagram as a promotional medium to expand its market, but this has not been done optimally. The purpose of this study is to determine the effect of social media and purchase intention on purchasing decisions for orchids in Sierra Orchid, Bandung Regency. The sample in this study is 99 respondents with a sampling technique that is purposive sampling. Research data was obtained through documentation, field surveys, and in-depth interviews. The data analysis used is SEM-PLS analysis, using the SmartPLS 3.0 application. The results of this study indicate that social media and purchase intention have a positive and significant influence on purchasing decisions for orchids in Sierra Orchid, Bandung Regency. The company is expected to be able to develop the capabilities of Instagram managers related to the ability to create content so they can produce interesting content and reach new consumers.