Nindya, Haristha (2024) Pengaruh Social Media Marketing Pada Platform Instagram Dan Gaya Hidup Terhadap Keputusan Pembelian Pada Rose All Day Cosmetics (studi Kasus Pada Komunitas Kecantikan Rose Gang Di Riau). Other thesis, Universitas Islam Riau.

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Abstract

The purpose of this study was to see whether there was a significant influence between Social Media Marketing on the Instagram platform, Lifestyle on Purchase Decisions on Rose All Day Cosmetics. The sample in this study were members of the Rose Gang beauty community in Riau who were followers of Rose All Day Cosmetics Instagram and had purchased Rose All Day Cosmetics products as many as 55 respondents with the Slovinn Siregar Technique formula (2014). The sampling technique in this study used the Purposive Sampling Technique. The method for data processing used the Data Collection Scale Technique, Multiple Linear Regression, Determination Coefficient, Partial T Test, and Simultaneous F test. from the results of the tests that have been carried out, it can be concluded that Social Media Marketing on the Instagram platform has a positive and significant effect on Purchasing Decisions. Lifestyle has a positive and significant effect on Purchasing Decisions, and Social Media Marketing on the Instagram platform and lifestyle have a positive and significant effect on Purchasing Decisions.

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