TYPES OF SOCIAL MEDIA AND ITS EFFECT ON THE DECISION PURCHASING DURIAN MUSANGKING SEEDS

Abstract

Toko Trubus is an agricultural retail company that offers agricultural products, such as plants, information media, production facilities and herbal processed products, and has superior products in durian musangking seeds. Toko Trubus has 29 branches spread throughout Indonesia. During the pandemic Covid-19, sales at the Toko Trubus branch store decreased due to reduced mobility. This study aims in accordance with this, namely: 1) examining consumer characteristics of durian musangking seeds, 2) analyzing the influence of social media types on purchasing decisions. This study uses purposive sampling and data analysis method using Partial Least Square which is one of the statistical methods of Structural Equation Modeling based on variance and designed to solve multiple regression. The number of respondents obtained by 155 respondents with data collection using questionnaires, interviews, observations, and documentation. The results showed that by utilizing social media as an interactive online marketing medium, it could reach consumers in purchasing decisions of durian musangking seeds.