THE EFFECT OF MASS COMMUNICATION FACTOR IN SOCIAL NETWORK WITH COMMUNICATION PRODUCT PURCHASING DECISION

Abstract

             This study examines the effects of mass communication factors in Social Networks with Communication Product Purchasing Decision, including demographic factors in terms of gender, age, education level Average monthly income by collecting data from a sample of 405 people via a questionnaire. Then analyzed the obtained data with statistical results according to the research objectives with a ready-made program. The results shows that mass communication factors in Social Network and purchasing decisions for consumers’ communication in terms of demographic differences reveals that different demographic factors, gender, age, and income factors affect consumers' purchasing decision to purchase products for communication, and that the factors of mass communication in social networks are effective and affect consumers' purchasing decisions. Consumers’ decision to buy communication products e.g., discounts or gifts the most followed by tracking, soliciting through the seller's inbox and the use of presenter or influencer with statistical significance at .05 level.