PENGARUH PROMOSI DI MEDIA SOSIAL DAN GAYA HIDUP TERHADAP MINAT BELI DI TOKO ONLINE

Abstract

This study aimed to examine the variable promotion on social media and lifestyle towards buying interest in online stores. The method of research used was associative research. The population in this study were all people who saw all respondents online shops in West Nusa Tenggara, the number of samples in this study was 100 respondents. The sampling technique used was the non-probability sampling method. The analysis used multiple linear regression analysis. The data analysis technique used the SPSS version 25,0 program. The results of this study indicated that the promotion variable on social media had no significant effect on consumer purchase interest with the t value smaller than the t table. That promotion on social media did not affect buying interest, lifestyle variables that had a significant and positive effect on buying interest in online indicated that lifestyle affected public buying interest in online stores.