pengaruh promosi sosial media terhadap keputusan pembelian property graha majapahit (Study pada PT Karya Putra Majapahit)

musfiroh, layintul, 52102030049 and Nersiwad, Nersiwad, 0001126304 and Hidayat, Syamsul. M, 0721057003 (2025) pengaruh promosi sosial media terhadap keputusan pembelian property graha majapahit (Study pada PT Karya Putra Majapahit). Bachelor thesis, universitas islam majapahit.

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Abstract

This study aims to determine the effect of social media promotion on purchasing decisions of property at Graha Majapahit. Promotions through platforms such as YouTube, Instagram, Facebook, and Website have become the company’s primary marketing strategy to attract consumers. This research employs a quantitative approach using a survey method. The sample consists of 200 respondents who are prospective buyers or consumers who have accessed Graha Majapahit’s social media. The research instrument is a Likert-scale questionnaire. Data were analyzed using multiple linear regression. The results show that simultaneously, social media promotions have a significant effect on purchasing decisions. Partially, YouTube, Instagram, and Website have a positive and significant influence, while Facebook has a positive but insignificant effect. These findings indicate that social media is an effective strategic tool in increasing property purchasing decisions.

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