Pengaruh Promosi Melalui Media Sosial Facebook Terhadap Minat Beli Konsumen Pada Produk UMKM (studi pada umkm makanan dan minuman) di Kabupaten Trenggalek

Abstract

The purpose of this study is to examine how influential Facebook social media promotion is on consumer purchasing interest in MSME products (a study on MSME food and beverage products) in Trenggalek Regency. This study uses a quantitative method with a survey design. The population in this study were consumers of MSME products (food and beverages) who use Facebook social media in Trenggalek Regency, the number of which was not identified. The sample used was 100 people calculated using the Daniel and Terrel formula. The sampling technique used was purposive sampling by determining several criteria. The data analysis technique used in this study was simple regression analysis. The results of this study indicate that social media has a positive and significant effect on consumer purchasing interest and the influence of Facebook social media promotion on purchasing interest in MSME products in Trenggalek Regency. In addition, the results of this study also provide insight for MSMEs to design effective marketing strategies through social media to increase consumer purchasing interest