The Influence of Sosial Media Marketing on Interest and Decision Consumer Purchase in Food and Beverage Business in Cilacap

Abstract

Business development in Cilacap experiences an increase every year, so that the competition between companies is getting tougher. In setting a strategy to face competition, namely by implementing online marketing through social media, with an increasing number of social media users. This study aims to find out social media marketing on consumer interest and purchasing decisions in food and beverage businesses in Cilacap. In this study the sample used was purposive sampling with a total of 60 respondents. Data collection was carried out using a questionnaire with a Likert measurement scale. The analysis technique uses SEMPLS. The results of the study show that the elements of social media marketing have a positive and significant effect on buying interest and purchasing decisions of consumers in food and beverage businesses in Cilacap.