The Effect of Promotion Through Social Media on Consumer Purchasing Decisions at E-Commerce Brand Lee Cooper

Abstract

This study aims to test the hypothesis of the effect of promotion through social media on consumer purchasing decisions on Lee Cooper e-commerce in Bandung City. The research method used is a quantitative method with a survey approach. Data was collected through interviews and filling out questionnaires to consumers of Lee Cooper products in Bandung City. The results showed that promotion through social media has a significant influence on consumer purchasing decisions. In the research period which lasted for six months, promotion through social media succeeded in increasing the level of consumer purchases on Lee Cooper e-commerce. This research contributes knowledge in the field of marketing management, especially in understanding the influence of promotion through social media on consumer purchasing decisions. The results of this study can be a reference for further research in this field.