Pengaruh Media Sosial Terhadap Keputusan Pembelian Konsumen Uniqlo Di Bandung Dengan Gender Sebagai Variabel Moderasi

Abstract

The research in this thesis aims to determine the influence of social media on Uniqlo consumers' purchasing decisions in Bandung and examine the role of gender as a moderating variable. In today’s digital era, soccial media plays a central role in shaping consumer behavior, particularly through visual content and intensive interaction. Social media, as a visual-based platform, is considered effective in influencing consumer preferences and purchasing decisions especially among the younger generation. This uses a quantitative approach with a survey methodof respondents who are social media users who are Uniqlo consumers in Bandung. The data analysis technique used is is to test gender as a moderating variable. The results show that social media has a significant on a customer decisions. In addition, Gender is proven to moderated the relationship between social media and purchasing decisions, where the influence of a media sosial is stronger in certain gender groups These findings provide important implications, for digital marketing strategis, particularly in adjusting communication approaches based on gender segmentation to increase the effectiveness of promotions on social media. Keywords: Marketing, Social media, Purchasing decision, Gender . Keywords : Marketing, Social media, Purchasing decision, Gender