The Influence of Social Media Marketing on Traditional Salt Purchase Decisions in Aceh

Abstract

This study examines the influence of social media marketing on consumers’ purchase decisions of traditional salt products in Aceh. The rapid growth of digital platforms has encouraged small and traditional industries to utilize social media as a marketing tool to expand market reach and increase consumer engagement. This research aims to analyze how social media marketing elements—such as content quality, information credibility, interaction, and promotional activities—affect consumers’ purchasing decisions. A quantitative approach was employed using a survey method, with data collected from consumers who have purchased traditional salt products in Aceh. The data were analyzed using statistical techniques to determine the relationship between social media marketing and purchase decisions. The results indicate that social media marketing has a significant positive influence on consumers’ purchase decisions of traditional salt. These findings suggest that effective utilization of social media can enhance consumer awareness, trust, and intention to purchase traditional salt products. The study provides practical implications for traditional salt producers and local entrepreneurs in Aceh to optimize social media marketing strategies to strengthen competitiveness and support the sustainability of local products.