THE INFLUENCE OF SOCIAL MEDIA ON THE MARKET PENETRATION CONCEPT IN ASAHAN REGENCY CASE STUDY: CULINARY TRADERS IN KISARAN TIMUR DISTRICT

Abstract

The method of data collection is by interviews, questionnaires and documentation studies. The analysis technique used is quantitative and qualitative data. Quantitative analysis includes: validity and reliability test, classic assumption test, multiple regression analysis, hypothesis testing through t test and F test, and analysis of the coefficient of determination (R²). Qualitative analysis is an interpretation of the data that has been carried out by giving information and explanation.

From the results of the analysis show that simultaneously Social Media (facebook, Instagram, blackberry messenger, and twitter) significantly influence the Concept of Market Penetration in Culinary Traders in Kisaran Timur District at a significance of less than 5% namely (0,000 <0.05). Whereas in partial testing Social Media (facebook, Instagram, blackberry messenger and twitter) significantly influence the Market Penetration Concept in culinary traders in Kisaran Timur District. This can be seen from the facebook variable t_count>t_table(6.017> 1.983) t_countvariable>t_table(4.440> 1.983) blackberry messengers variable t_table(3.720> 1.983) twitter t_countvariable> t_table (5.984> 1.983). The influence of the four variables on the concept of market penetration is 76% as shown in the Adjusted R Square, the remaining 24% is explained by other factors not included in this study.

Keywords: Social Media, Market Penetration