The Effect of E-Commerce Towards Sales Growth on Social Media among Students in Indonesia

With increasingly advanced technological developments, the huge impact on the social field can be seen wherein users usually interact and communicate with each other, especially to promote the products sold or the content created. Therefore, it is interesting to know whether the effect of e-commerce content on social media on information technology students will be the same as on other users in different segments in terms of the effectiveness of educational information content related to promotions and costs. This research then develop the instrument through exploratory analysis of various literature by classifying several indicators into four group of variables consisting of content, promotion, price and growth. Then, reliability and validity analysis was conducted to evaluate the instrument used before linear regression analysis take place. The contribution to this research is to provide views regarding the factors that are of concern to users in utilizing social media that are not found on other platforms so that the optimization process is carried out in making marketing strategies.