THE ROLE OF SOCIAL MEDIA IN MARKETING: THE IMPACT OF FACEBOOK MARKETPLACE AND WHATSAPP ON SALES AT PT. LARIZ PACKAGING

Abstract

The rapid development of social media changes the lifestyle of every individual so that it is never separated from every activity. Social media also changes the marketing strategy for every business person to introduce products, communicate with customers, so that it becomes a flexible business platform. The purpose of this study was to determine the effect of social media which has an impact on the number of buyers on sales at PT Lariz Packaging. The method used in this research is quantitative descriptive analysis, using secondary data. The data collection technique is by means of interviews and documentation at PT Lariz Packaging. The tool used in this research is Microsoft Excel 2010. The analytical technique used is simple linear regression analysis, which is an analysis used to determine the relationship between variable x and variable y. In the simple linear regression analysis test, the value of the value of the variable x is obtained. In the simple linear regression analysis test, the variable value (X) is found to be positive at 625.946, which means that if there is a 1% increase, it will increase by 625.946, in the coefficient of determination, the R square value is 0.690 or 69%, which means that it can affect the independent variable on the dependent variable. The results of the t test show a significance value of 0.002 <0.05, this indicates that Ho is rejected and Ha is accepted. So this shows a significant effect on sales.