Social media’s influence and service quality on purchasing decisions: a study of PT. Toyota Astra Finance
Keywords:
Purchase decisions; service quality; social media promotion
Abstract
This study aims to determine the effect of social media promotion as a marketing Strategy and service quality to improve purchasing decisions for financing servises products in PT. Toyota Astra Finance branch padang. The sampling method used a purposive sampling technique of 70 samples. The data analysis used was the research instrumenttest, classical assumption test, multiple linear regression analysis, and hypothesis testing. The results of this study show that social media promotion has a positive and significant effect on buyer decisions, service quality does not significantly affect purchasing decisions and simultaneously there is a significant influence on social media promotion and service quality on purchasing decisions
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References
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Alalwan, A. A. (2018). Investigating the impact of social media advertising features on customer purchase intention. International Journal of Information Management. https://doi.org/10.1016/j.ijinfomgt.2018.06.001
Barus, C. S., & Silalahi, D. (2021). Pengaruh Promosi Media Sosial Dan Kualitas Pelayanan Terhadap Keputusan Pembelian Konsumen Pada Sosmed Cafe Abdullah Lubis Medan. Jurnal Manajemen Dan Bisnis. https://doi.org/10.54367/jmb.v21i1.1182
Dewi, F., Rahayu, L., & Safitri, U. (2020). Pengaruh Harga Dan Kualitas Pelayanan Terhadap Keputusan Pembelian Konsumen (Studi Kasus Pada CV. XP Computer, Boyolali). EKOBIS : Jurnal Ilmu Manajemen Dan Akuntansi. https://doi.org/10.36596/ekobis.v8i1.262
Felix, R., Rauschnabel, P. A., & Hinsch, C. (2017). Elements of strategic social media marketing: A holistic framework. Journal of Business Research. https://doi.org/10.1016/j.jbusres.2016.05.001
Kinanti, S. P., Putri, B., & Satria, P. (2017). Pengaruh Media Sosial Instagram @Zapcoid Terhadap Brand Equity Zap Clinic. Jurnal Komunikasi. https://doi.org/10.24912/jk.v9i1.164
Kothler. (2017). dasar-dasar pemasaran. Dasar-Dasar Pemasaran.
Kothler, P. (2019). Marketing Management. Journal of Advanced Research in Dynamical and Control Systems.
Kotler, P. (2011). Manajemn Pemasaran,Analisis Perencanaan dan Pengendalian. Management Analysis Journal.
Li, F., Larimo, J., & Leonidou, L. C. (2021). Social media marketing strategy: definition, conceptualization, taxonomy, validation, and future agenda. Journal of the Academy of Marketing Science. https://doi.org/10.1007/s11747-020-00733-3
Majeed, M., Owusu-Ansah, M., & Ashmond, A. A. (2021). The influence of social media on purchase intention: The mediating role of brand equity. Cogent Business and Management. https://doi.org/10.1080/23311975.2021.1944008
Mohd Paiz, N. A., Hareeza Ali, M., Rashid Abdullah, A., & Dato Mansor, Z. (2020). The Effects of Service Quality on Satisfaction and Purchase Intention in Mobile Commerce. International Journal of Business and Management. https://doi.org/10.5539/ijbm.v15n4p36
Nasution, A. E., & Lesmana, M. T. (2018). Pengaruh Harga dan Kualitas Pelayanan Terhadap Keputusan Pembelian Konsumen ( Studi Kasus pada Alfamart di Kota Medan ). Prosiding Seminar Nasional Vokasi Indonesia.
Oh, E., Lee, J., & Shin, M. M. (2020). An investigation of korean consumers’ service quality perception of imported retail services: Implications of consumer ethnocentrism. Global Business and Finance Review. https://doi.org/10.17549/gbfr.2020.25.1.33
Pamungkas, B. A. (2017). Pengaruh Promosi Di Media Sosial Dan Word Of Mouth Terhadap Keputusan Pembelian (Studi Kasus Pada Kedai Bontacos, Jombang). Jurnal Komunikasi. https://doi.org/10.21107/ilkom.v10i2.2518
Philip Kotler, G. A. (2012). Prinsip-Prinsip Pemasaran Edisi 13. Jilid 1. In Prinsip-Prinsip Pemasaran.
Pornpitakpan, C., Yuan, Y., & Han, J. H. (2017). The effect of salespersons’ retail service quality and consumers’ mood on impulse buying. Australasian Marketing Journal. https://doi.org/10.1016/j.ausmj.2016.12.003
Singgih nurgiyantoro, Y. (2014). Pengaruh Strategi Promosi Melalui Social Media Terhadap Keputusan Pembelian Garskin Yang Dimediasi Word Of Mouth Marketing (Studi pada Konsumen Produk Garskin Merek SayHello di Kota Yogyakarta). Antimicrobial Agents and Chemotherapy.
Suprapto, Y., & Surianti, S. (2021). Analisa Pengaruh Attribute, Promotion, Service Quality, dan Social Media Marketing terhadap Image dan Purchase Decision Usaha Oleh-Oleh Kuliner Kota Batam. Jesya (Jurnal Ekonomi & Ekonomi Syariah). https://doi.org/10.36778/jesya.v4i2.468
Tjiptono, Fandi. (2004). Prinsip-prinsip Total Quality Service. In Book.
Tjiptono, Fandy. (2019). Strategi Pemasaran Prinsip & Penerapan. Yogyakarta: Andi.
Tran, T. A., Pham, N. T., Van Pham, K., & Nguyen, L. C. T. (2020). The roles of health consciousness and service quality toward customer purchase decision. Journal of Asian Finance, Economics and Business. https://doi.org/10.13106/JAFEB.2020.VOL7.NO8.345
Yogesh, F., & Yesha, M. (2014). Effect of Social Media on Purchase Decision. Pacific Business Review International.
Yusra, I., & Rizki, W. W. (2021). Pengaruh Kualitas Produk , Kualitas Pelayanan dan Promosi Terhadap Kepercayaan Pelanggan (Konsumen) di Erha Skin Padang. IndonesianJournal of Applied Accounting and Finance, 1(1), 91–119.
Published
2022-03-31
How to Cite
Irdha Yusra, & Rada Sri Rahayu. (2022). Social media’s influence and service quality on purchasing decisions: a study of PT. Toyota Astra Finance . Marketing Management Studies, 2(1), 48-58. https://doi.org/10.24036/mms.v2i1.277
Section
Articles
