The Effect of Meta Ads Advertising and Affiliate Content on Purchase Decisions for Shoe Cleaning Products at PT Bersih Produk Nusantara, South Jakarta

Abstrak

The sample size was determined using the Slovin formula, while data analysis was conducted using simple linear regression and multiple linear regression with the assistance of SPSS version 26. The results of the analysis show that, partially, Meta Ads (X₁) have a positive and significant effect on Purchase Decisions (Y), as indicated by the simple linear regression equation Y = 1.375 + 0.692X₁, with a t-value of 10.501 and a significance level of 0.000 < 0.05. Affiliate Content (X₂) also has a positive and significant effect on Purchase Decisions, as shown by the regression equation Y = 0.573 + 0.872X₂, a t-value of 18.868, and a significance level of 0.000 < 0.05. Simultaneously, Meta Ads and Affiliate Content have a positive and significant effect on Purchase Decisions, as evidenced by the F-value of 179.543 with a significance level of 0.000 < 0.05, and a correlation coefficient R of 0.888, indicating a very strong relationship. The coefficient of determination R² of 0.789 indicates that 78.9% of the variation in Purchase Decisions can be explained by Meta Ads and Affiliate Content, while the remaining percentage is influenced by other factors outside this study. Based on these findings, it can be concluded that optimizing Meta Ads and improving the quality of Affiliate Content are effective digital marketing strategies to enhance consumer purchase decisions at PT Bersih Produk Nusantara, South Jakarta.