Marketing Strategy Throught Social Media to Incrase Customers Purchasing Decision on Sports Apparel Companies

The aim of the research is to find out how the sportswear company's strategy is described in utilizing social media as a marketing tool so that purchasing decisions are created. The method used is descriptive qualitative. Data collection techniques are interviews, observation, documentation. Data validity includes credibility, transferability, dependability, and certainty. Data analysis techniques include data reduction, data presentation, conclusions and verification. The results of marketing through Instagram social media can improve purchasing decisions, companies can maintain product quality through key performance indicators so that they are specifically able to help achieve company operational targets in maintaining product quality by strengthening standard operating procedures as a guide or company steps in completing work. Monitoring or good supervision and responsibility between divisions can maintain the quality of the company's products. In conclusion, the success of a sportswear company in creating purchasing decisions through the strategy of a sportswear company utilizing social media such as creating interesting content and communicating well to potential customers has a significant influence on purchasing decisions.In the globalization era, the development of sports, especially in the industrial world keeps increasing. Sports is a form of physical activity where the subject aims to gain health and achievement that makes sports industry thrive. This can be seen and proven by the trend in sports products, such as sports attire. The interest in buying sports attire is high, which explains the vast establishments of sports attire companies. This of course creates competitive atmosphere among sports attire companies who race to offer their products. Thus, fresh ideas and innovations are needed so those companies can compete, especially for new business owners who want to start. At this time there are so many sports attire business owner who still have little ideas on how to market their products. Sports attire business owners who understand digital marketing will really utilize social media, such as Instagram. Marketing strategy can be done by creating engaging contents, making advertisements, and invite buyers to interact with them. The objective of this study is to find out how sports attire companies utilize social media as marketing tools, so that the purchasing decision is made. The method used in this study is qualitative descriptive. The result of this study will be elaborated according to the questions through interview guideline framework that has been validated by experts. There are 2 question sessions related to the company’s profile and on the description of consumer’s style of decision making according to (Sungwon Bae Miller, 2016). The conclusion of this study that is the success of a sports attire company in building their business can be done by utilizing social media. With the sports attire company’s strategy in utilizing social media, such as creating engaging contents and communicate well with consumers, it has significant effects to purchasing decision. Keyword: Company strategy, Social Media, Purchasing Decision