The Impact of Social Media Marketing on Consumer Purchase Decisions

DOI

10.2991/aebmr.k.220701.045How to use a DOI?

Keywords

Social Media Marketing; Purchase Decision

Abstract

The purpose of this study is to determine the impact of social media marketing on consumer purchasing decisions for Indonesian rail transportation service users who operate in a monopoly market. Explanatory research with a quantitative approach was used in this study. This study utilized five variables: content creation, content sharing, connecting, community building, and purchase decision structure. The data were gathered through the distribution of online questionnaires (e-questionnaires) to PT. Kereta Api Indonesia Instagram followers. Descriptive analysis and multiple linear regression analysis were used to analyze the data. The study found that the variables of Content Creation, Content Sharing, Connecting, and Community Building had a simultaneous and significant impact on the Purchase Decision Structure. Then, each variable of Content Creation, Content Sharing, Connecting, and Community Building has a partial and yet significant impact on the Purchase Decision Structure.

Copyright

© 2022 The Authors. Published by Atlantis Press International B.V.

Open Access

This is an open access article distributed under the CC BY-NC 4.0 license.

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TY  - CONF
AU  - Dibias Lazuardi Maulid
AU  - Ratih Hurriyati
AU  - Heny Hendrayati
PY  - 2022
DA  - 2022/07/12
TI  - The Impact of Social Media Marketing on Consumer Purchase Decisions
BT  - Proceedings of the 6th Global Conference on Business, Management, and Entrepreneurship (GCBME 2021)
PB  - Atlantis Press
SP  - 231
EP  - 235
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.220701.045
DO  - 10.2991/aebmr.k.220701.045
ID  - Maulid2022
ER  -