The Influence of Social Media Marketing and Lifestyle on Purchasing Decisions in Small to Medium Enterprises Diyos Shoes Cleaning Shoe Cleaning Services

Abstract

This research aims to determine the influence of social media marketing and lifestyle on purchasing decisions in small and medium businesses for the shoe washing service Diyos Shoes Cleaning. The population in this research is Diyos Shoe Cleaning consumers. The sample in the study amounted to 62 people using the Lemeshaw method. The data analysis method used is descriptive analysis and multiple linear regression analysis. The research results show that simultaneously, social media marketing and lifestyle have a significant influence on purchasing decisions in small and medium businesses for the shoe washing service Diyos Shoes Cleaning. Partially, social media marketing has a positive and significant influence on purchasing decisions in small and medium businesses for Diyos Shoes Cleaning shoe cleaning services, and lifestyle also has a positive and significant influence on purchasing decisions in small and medium businesses for Diyos Shoes Cleaning shoe washing services. From the results of the determinant coefficient analysis, we obtained R Adjusted Square of 0.823, this means that 82.3 percent of purchasing decision variables can be explained by social media marketing and lifestyle variables while the rest can be explained by other variables not examined in this research.