THE INFLUENCE OF SOCIAL MEDIA, BRAND AWARENESS AND SERVICE QUALITY ON PURCHASING DECISIONS IN TOKOPEDIA E-COMMERCE IN BATAM CITY

Abstract

The aim of this research is to examine the influence of social media, brand awareness and service quality on purchasing decisions on Tokopedia e-commerce in Batam City. This descriptive research uses a quantitative approach as the type of research carried out. The population studied is users or buyers of Tokopedia e-commerce in Batam in 2024, with an undetermined number. Sample selection was carried out by drawing 204 respondents using purposive sampling based on Jacob Cohen's formula. The results of multiple linear regression analysis show that social media influences purchasing decisions by 32.4%. Brand awareness influences purchasing decisions by 27.6%, while service quality influences purchasing decisions by 40.4%. The coefficient of determination (R²) shows that 59.6% of the variation in purchasing decisions can be explained by a combination of social media, brand awareness and service quality. The results of the t test and F test show that social media, brand awareness and service quality have a positive and significant influence both individually and collectively.