THE INFLUENCE OF FACEBOOK SOCIAL MEDIA ON THEINCREASE IN SECOND-HAND CAR SALES AT THE BENGKULU

Abstract

The purpose of the study was to determine the effect of Facebook social media on increasing sales of used cars at the Bengkulu Mobilindo Showroom.The sample in this study was 46 customers who had purchased
used cars at the Bengkulu Mobilindo Showroom. The data collection method used a questionnaire. The analysis method used was simple regression analysis, determination test and hypothesis test.The results
showed a simple regression value of Y = 15.400 + 0.641X ¬ with a positive regression direction, meaning that if the use of Facebook social media increases, it will increase sales of used cars at the Bengkulu
Mobilindo Showroom. Facebook social media has a significant effect on increasing sales of used cars at the Bengkulu Mobilindo Showroom, because the significant value of 0.000 is smaller than 0.05. This means that
the more Facebook social media increases, the increase in sales of used cars will also increase. The coefficient of determination value of R square is 0.399. This means that the social media Facebook has an influence on
increasing second-hand car sales by 39.9%, while the remainder (100-39.9% = 60.1%) is influenced by other causal factors that were not examined in this study