The Influence Of Social Media On Buying Decisions On Women Small And Medium Enterprises (MSMEs) In North Sumatera

DOI

10.2991/ebic-17.2018.81How to use a DOI?

Keywords

social media; woman; buying decision

Abstract

The purpose of this research is to know the influence of social media usages such as Facebook, Instagram, WhatsApp, Line, and Twitter on buying decisions Women MSMEs in North Sumatra from 2015 until 2016. This research is descriptively quantitative method with the purposive sampling as many as 100 Women MSMEs in North Sumatra. Primary data collection is used through questionnaires, interview, observation, and documentation as well. The secondary data is got from library research, text book, government institution, and journal review. Multiple correlation regression and path analysis is used to see the influence with the instrument of SPSS 16. The result of the research is Social media is Facebook, and WhatsApp have a significant effect on the marketing of MSMEs. However, Instagram, Line, and Twitter have no significant effect on the marketing of MSMEs and Social media such as Instagram and Line and the marketing of MSMEs have a significant effect on buying decision. However, Facebook, WhatsApp, and Twitter have no significant effect on buying decision Women (MSMEs) In North Sumatra.

Copyright

© 2018, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Fivi Rahmatus Sofiyah
AU  - Mrs Yulinda
PY  - 2018/01
DA  - 2018/01
TI  - The Influence Of Social Media On Buying Decisions On Women Small And Medium Enterprises (MSMEs) In North Sumatera
BT  - Proceedings of the 1st Economics and Business International Conference 2017 (EBIC 2017)
PB  - Atlantis Press
SP  - 515
EP  - 520
SN  - 2352-5428
UR  - https://doi.org/10.2991/ebic-17.2018.81
DO  - 10.2991/ebic-17.2018.81
ID  - Sofiyah2018/01
ER  -