PRIORITAS STRATEGI ANTARA SOCIAL MEDIA MARKETING DENGAN SALES PROMOTION DALAM MENINGKATKAN MINAT BELI PRODUK KECANTIKAN HANASUI MENGGUNAKAN METODE ANALYTICAL HIERARCHY PROCESS ( AHP ) ( Studi Kasus Mahasiswa/I Aktif Program Studi Manajemen Angkatan 2020 Universitas Nusa Putra, Sukabumi )

Digital marketing via social media has become a major driver in companies' marketing strategies today. In the midst of intense competition in the beauty industry, the effectiveness of this marketing strategy is the key to increasing consumer buying interest in a brand. This research aims to determine what social media marketing and sales promotion strategies are appropriate in an effort to increase consumer buying interest in Hanasui cosmetic products. The method used in this research is the Analytical Hierarchy Process (AHP) method. This research uses primary data and secondary data by collecting data using questionnaires, interviews and documentation. In this research the author used the AHP (Analitycal Hierarchy Process) method and processed it using the Microsoft Excel application. The population in this study was 26 Hanasui marketing staff and 226 management students from the Class of 2020 at Nusa Putra University. And 12 experts were obtained to fill out the questionnaire. Thus, the indicator that has the highest weight value is accuracy, namely 0.44. This shows that the company can carry out optimal promotion accuracy when carrying out sales promotions because cooperation is the main priority in order to increase interest in buying Hanasui beauty products.

Keywords: Social Media Marketing, Sales Promotion, Purchase Interest, Beauty Products, Hanasui.