THE EFFECTS OF SOCIAL MEDIA MARKETING, STORE ENVIRONMENT, AND SALES PROMOTION ON CONSUMER PURCHASE DECISION AT PT MEGAMAS PLAZA BANGUNAN, MEDAN
Keywords:
Social media marketing, Store environment, Sales promotion, Consumer purchase decisionAbstract
This research is purposed to test and analyze the effects of social media marketing, store environment, and sales promotion on consumer purchase decision at PT Megamas Plaza Bangunan (Home Smart), Medan. The result shows that the Adjusted R Square value is 0.631 which means that 63.1% of consumer purchase decision is jointly influenced by the variables described in the model, while the rest is influenced by factors outside the model. Partially, each independent variable, which is social media marketing, store environment, and sales promotion, has positive significant effect.
Downloads
References
McKinsey & Company, “US Consumer Sentiment and Behaviors During The Coronavirus Crisis,” McKinsey & Company, Dec. 14, 2021.
A. Zulfa Cahyani, A. Rahmat Hermawanto, and N. Leily Nasution, “Analysis Price and Promotion of Customer Loyalty in Modern Retail Shopping Centers in the Pandemic Time Covid-19 Through the Purchase Decision Strategy as Moderation,” 2021. [Online]. Available: https://ijbtob.org
K. Sehl and S. Tien, “How to Calculate Engagement Rate (Calculator),” Hootsuite, Jun. 14, 2022.
S. C. Chen and C. P. Lin, “Understanding the effect of social media marketing activities: The mediation of social identification, perceived value, and satisfaction,” Technol Forecast Soc Change, vol. 140, pp. 22–32, Mar. 2019, doi: 10.1016/j.techfore.2018.11.025.
A. Wibowo, S. C. Chen, U. Wiangin, Y. Ma, and A. Ruangkanjanases, “Customer behavior as an outcome of social media marketing: The role of social media marketing activity and customer experience,” Sustainability (Switzerland), vol. 13, no. 1, pp. 1–18, Jan. 2021, doi: 10.3390/su13010189.
H. Erlangga, D. Sunarsi, A. Pratama, N. Sintesa, and I. Hindarsah, “Effect Of Digital Marketing And Social Media On Purchase Intention Of Smes Food Products,” 2021.
S. Hussain and D. A. Siddiqui, “The Influence of Impulsive Personality Traits and Store Environment on Impulse Buying of Consumer in Karachi,” International Journal of Business Administration, vol. 10, no. 3, p. 50, Mar. 2019, doi: 10.5430/ijba.v10n3p50.
R. I. Haryono and S. O. Sihombing, “The Effects of Store Environment and Merchandise to Customer Responses: an Empirical Study,” Jurnal Dinamika Manajemen, vol. 9, no. 1, pp. 33–43, Jun. 2018, doi: 10.15294/jdm.v9i1.14650.
A. Pahwa, “Sales Promotion – Definition, Strategies, & Examples,” Feedough, Feb. 13, 2023.
A. Nakarmi “EFFECT OF SALES PROMOTION ON CONSUMER BEHAVIOR.”
K. Fam, P. Q. Brito, M. Gadekar, J. E. Richard, U. Jargal, and W. Liu, “Consumer attitude towards sales promotion techniques: a multi-country study,” Asia Pacific Journal of Marketing and Logistics, vol. 31, no. 2, pp. 437–463, Mar. 2019, doi: 10.1108/APJML-01-2018-0005.
K. Tiwow, W. J. F. A. Tumbuan, and S. J. C. Wangke, “THE IMPACT OF PSYCHOLOGICAL PRICING ON CONSUMER PURCHASE DECISION AT HYPERMART MANADO PENGARUH HARGA PSIKOLOGIS TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN DI HYPERMART MANADO,” 1166 Jurnal EMBA, vol. 10, no. 1, pp. 1166–1171, 2022.
B. John Dewey, D. C. Ul, and P. Boston New York Chicago, “How We Think.”
F. Andreani, L. Gunawan, and S. Haryono, “SOCIAL MEDIA INFLUENCER, BRAND AWARENESS, AND PURCHASE DECISION AMONG GENERATION Z IN SURABAYA,” Jurnal Manajemen dan Kewirausahaan, vol. 23, no. 1, pp. 18–26, Mar. 2021, doi: 10.9744/jmk.23.1.18-26.
S. Ansari, G. Ansari, M. U. Ghori, and A. G. Kazi, “Impact of Brand Awareness and Social Media Content Marketing on Consumer Purchase Decision,” Journal of Public Value and Administration Insights, vol. 2, no. 2, pp. 5–10, Jul. 2019, doi: 10.31580/jpvai.v2i2.896.
A. R. Fatoni, “Pengaruh Lingkungan Toko, Nilai yang Dirasakan dan Kepercayaan Terhadap Keputusan Pembelian Produk Fashion Zara di Surabaya”, Sekolah Tinggi Ilmu Ekonomi Perbanas Surabaya, 2019.
J. R. Hanaysha, “Marketing Mix Elements and Corporate Social Responsibility: Do they Really Matter to Store Image?,” Jindal Journal of Business Research, vol. 9, no. 1, pp. 56–71, Jun. 2020, doi: 10.1177/2278682120908563.
J. R. Hanaysha, “An examination of the factors affecting consumer’s purchase decision in the Malaysian retail market,” PSU Research Review, vol. 2, no. 1, pp. 7–23, Apr. 2018, doi: 10.1108/PRR-08-2017-0034.
T. Tran and Q. Khuc, “Primary data.” [Online]. Available: https://osf.io/f25v7
R. Chivaka, “Secondary Data Analysis”. Available: https://www.researchgate.net/publication/327060808_secondary_data_analysis
S. Ahmad, S. Wasim, S. Irfan, S. Gogoi, A. Srivastava, and Z. Farheen, “Qualitative v/s. Quantitative Research- A Summarized Review,” Journal of Evidence Based Medicine and Healthcare, vol. 6, no. 43, pp. 2828–2832, Oct. 2019, doi: 10.18410/jebmh/2019/587.
H. Atmowardoyo, “Research Methods in TEFL Studies: Descriptive Research, Case Study, Error Analysis, and R & D,” Journal of Language Teaching and Research, vol. 9, no. 1, p. 197, Jan. 2018, doi: 10.17507/jltr.0901.25.
S. K. Lwanga and S. Lemeshow, Sample size determination in health studies : a practical manual.
E. P. W. A. Jansen, “Research Methods in Education.”
N. Saraswati and A. Wirayudha, “SUSTAINABILITY MARKETING MIX ON PURCHASE DECISION THROUGH CONSUMER’S GREEN ATTITUDE AS THE MODERATING VARIABLE,” Business and Accounting Research (IJEBAR) Peer Reviewed-International Journal, vol. 6, [Online]. Available: https://jurnal.stie-aas.ac.id/index.php/IJEBAR
M. Sarstedt and E. Mooi, A Concise Guide to Market Research. Berlin, Heidelberg: Springer Berlin Heidelberg, 2019. doi: 10.1007/978-3-662-56707-4.
N. V. Shyriaieva and A. B. Makarenko, “ЕКОНОМІЧНА СТАТИСТИКА.”
S. G. Kwak and S.-H. Park, “Normality Test in Clinical Research,” Journal of Rheumatic Diseases, vol. 26, no. 1, p. 5, 2019, doi: 10.4078/jrd.2019.26.1.5.
D. H. Abdel-Qader et al., “Investigating prescribing errors in the emergency department of a large governmental hospital in Jordan,” Journal of Pharmaceutical Health Services Research, vol. 11, no. 4, pp. 375–382, Nov. 2020, doi: 10.1111/jphs.12376.
N. H. Sugiarto, “Knowing Heteroscedasticity Test as a Classical Assumption Test of Multiple Linear Regression,” 2021.
G. S. Mohammad, “Estimate Accuracy of the Sample Determination Coefficient R2 and R2 for the Multiple Regression Models,” Journal of Southwest Jiaotong University, vol. 55, no. 1, 2020, doi: 10.35741/issn.0258-2724.55.1.25.
R. Magdalena and M. A. Krisanti, “Analisis Penyebab dan Solusi Rekonsiliasi Finished Goods Menggunakan Hipotesis Statistik dengan Metode Pengujian Independent Sample T-Test di PT.Merck, Tbk,” vol. 16, no. 1, p. p-ISSN, 2019.
T. Nababan, Y. Simamora, and J. Mangapul T, “ANALISIS PERAMALAN KEBUTUHAN ENERGI LISTRIK, UJI-T DAN UJI-F MENGGUNAKAN METODE REGRESI LINEAR,” Institut Teknologi PLN, 2021.
D. Sukardi Kodrat, “The Effect of Social Media Marketing on Purchase Decision with Brand Awareness as Mediation on Haroo Table,” International Journal of Review Management Business and Entrepreneurship, vol. 1, no. 1, 2021, doi: 10.37715/rmbe.v1i1.1946.g1548.
D. L. Maulid, R. Hurriyati, and H. Hendrayati, “The Impact of Social Media Marketing on Consumer Purchase Decisions,” 2022.
Haudi et al., “The effects of social media marketing, store environment, sales promotion and perceived value on consumer purchase decisions in small market,” International Journal of Data and Network Science, vol. 6, no. 1, pp. 67–72, Dec. 2022, doi: 10.5267/J.IJDNS.2021.10.003.
Y. R. Dj and S. Rosyad, “STORE ATMOSPHERE, e-WOM, QUALITY OF SERVICE AS A DETERMINANT OF PURCHASE DECISIONS AT COFFEE BUYERS,” 2022.
D. Solihin and R. Setiawan, “The Influence of Brand Image and Atmosphere Store on Purchase Decision for Samsung Brand Smartphone with Buying Intervention as Intervening Variables,” International Journal of Social Science and Business, vol. 5, no. 2, pp. 262–270, 2021, [Online]. Available: https://ejournal.undiksha.ac.id/index.php/IJSSB/index
S. Helmi, S. Ariana, and L. Supardin, “The Role of Brand Image as a Mediation of The Effect of Advertising and Sales Promotion on Customer Purchase Decision,” Journal of Economics and Sustainable Development, Apr. 2022, doi: 10.7176/jesd/13-8-09.
P. Yaputra, “PENGARUH SOCIAL MEDIA MARKETING, STORE ENVIRONMENT, SALES PROMOTION, DAN PERCEIVED VALUE TERHADAP PURCHASE DECISION KONSUMEN SOGO DEPARTMENT STORE.”
M. Erika Jaymee Dela Cruz, J. Marie Estrada, and J. Kaye Nartea, “THINK INDIA (Quarterly Journal) Impact of Sales Promotion Tools on Consumers Purchase Decision THINK INDIA (Quarterly Journal).”
A. Yusuf and D. Sunarsi, “THE EFFECT OF PROMOTION AND PRICE ON PURCHASE DECISIONS,” Jurnal Manajemen dan Bisnis, vol. 4, no. 2, 2020.
