THE EFFECT OF SOCIAL MEDIA ADVERTISING AND SALES PROMOTION ON PURCHASE INTENTION OF DIVING EQUIPMENT IN DIRGA SELAM

Abstract

The purpose of this research is to determine the effect of social media advertising and sales promotion on customer purchase intention for Dirga Selam. This research is using quantitative method. To collect the data, the researcher distributed questionnaires to people who had already purchased Dirga Selam products. Using Slovin formula, the researcher spread 45 questionnaires and measure using Likert scale. For the analysis tool is using Multiple Linear Regression and processed with SPSS. From the analysis, this researcher found that variables Social Media Advertising does not significantly affect towards Purchase Intention and Sales Promotion significantly affect towards Purchase Intention.