Social media promotion effect on product purchase decisions through word of mouth marketing

https://doi.org/10.21744/lingcure.v5nS1.1466

Authors

  • Wursan Faculty of Economics and Business, Siliwangi University, Indonesia
  • Lucky Radi Rinandiyana Faculty of Economics and Business, Siliwangi University, Indonesia
  • Tine Badriatin Faculty of Economics and Business, Siliwangi University, Indonesia

Keywords:

product purchase, promotion, social media, word of mouth marketing

Abstract

This study aims to describe: (1). Promotion uses social media to influence purchasing decisions (2). Promotion with social media so that it can influence the word of mouth market (3) Promotion of word of mouth market in influencing product purchases (4) Promotion using social media word of mouth market in influencing product purchases. The method uses Quantitave, data collection techniques with questionnaires, samples with purposive sampling with a total of 150. Conclusions: (1) Social media promotion has an effect on product purchases with t-count = 8,664 value 0.000 < 0.05, coefficient value = 0.792, (2) Social media promotion affects word of mouth with, t-count = 4.395 with value = 0.000 <0.05, coefficient value = r 0.395, (3). Word of mouth market has an influence on product purchases, with t-count = 4.821 with a value = 0.000 <0.05, coefficient = 0.440 (4). Social media promotion affects purchasing decisions, with a coefficient = 0.0906 value = 0.0217 <0.05.

Downloads

Download data is not yet available.

References

Alsalami, W. K. O. A., & Al-Zaman, Q. (2021). The role of media and public relations departments in effective tourism marketing in sharjah. Linguistics and Culture Review, 5(S3), 133-143.

Azwar, S. (2009). Compiling psychological scale [Composing psychological scale]. Yogyakarta: Student Library.

Chen, Z., & Yuan, M. (2020). Psychology of word of mouth marketing. Current opinion in psychology, 31, 7-10. https://doi.org/10.1016/j.copsyc.2019.06.026

Dahnil, M. I., Marzuki, K. M., Langgat, J., & Fabeil, N. F. (2014). Factors influencing SMEs adoption of social media marketing. Procedia-social and behavioral sciences, 148, 119-126. https://doi.org/10.1016/j.sbspro.2014.07.025

González-Bailón, S., & Wang, N. (2016). Networked discontent: The anatomy of protest campaigns in social media. Social networks, 44, 95-104. https://doi.org/10.1016/j.socnet.2015.07.003

Harjadi, D., & Dewi, F. (2008). Word Of Marketing (WOM) Communication As A Creative Alternative In Marketing Communication. Journal of Equilibrium, 4(8), 72-78.

Hilary, I. O., & Dumebi, O.-O. (2021). Social Media as a Tool for Misinformation and Disinformation Management. Linguistics and Culture Review, 5(S1), 496-505.

Jamilah. B. Najua. 2012. The Effect of Brand Equity and Word Of Mouth on Purchase Decisions (Case Study on Roso Chocolate Consumers in Depok, Sleman, Yogyakarta). Yogyakarta State University.

Jogiyanto, H. (2004). Business Research Methods. BPFE

Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business horizons, 53(1), 59-68. https://doi.org/10.1016/j.bushor.2009.09.003

Kotler, P., & Armstrong, G. (2008). Principles of marketing. 12. painos. New Jersey, Person Education Inc.

Li, F., & Du, T. C. (2011). Who is talking? An ontology-based opinion leader identification framework for word-of-mouth marketing in online social blogs. Decision support systems, 51(1), 190-197. https://doi.org/10.1016/j.dss.2010.12.007

Macdonald, E. K., & Sharp, B. M. (2000). Brand awareness effects on consumer decision making for a common, repeat purchase product: A replication. Journal of business research, 48(1), 5-15. https://doi.org/10.1016/S0148-2963(98)00070-8

Mangold, W. G., & Faulds, D. J. (2009). Social media: The new hybrid element of the promotion mix. Business horizons, 52(4), 357-365. https://doi.org/10.1016/j.bushor.2009.03.002

Martin, W. C., & Lueg, J. E. (2013). Modeling word-of-mouth usage. Journal of Business Research, 66(7), 801-808. https://doi.org/10.1016/j.jbusres.2011.06.004

Rosid, M., Pratikto, H. H., & Syihabudhin, S. E. (2020). Word of mouth (WOM), visitor experience, and destination attributes on revisit intention through perceived value a case of Penangguagan mountain, East Java, Indonesia. International Journal of Business, Economics and Law, 21(5), 90-101.

Stephen, A. T. (2016). The role of digital and social media marketing in consumer behavior. Current opinión in Psychology, 10, 17-21. https://doi.org/10.1016/j.copsyc.2015.10.016

Suki, N. M. (2016). Consumer environmental concern and green product purchase in Malaysia: structural effects of consumption values. Journal of Cleaner Production, 132, 204-214. https://doi.org/10.1016/j.jclepro.2015.09.087

Swastha, B., & Handoko, H. (2004). Consumer behavior. BPFE, Yogyakarta.

Zarella, D. (2010). The Social media Marketing Book. OReilly Media. Inc. Sebastapol, CA.

Published

2021-09-11

How to Cite

Wursan, W., Rinandiyana, L. R., & Badriatin, T. (2021). Social media promotion effect on product purchase decisions through word of mouth marketing. Linguistics and Culture Review, 5(S1), 821-831. https://doi.org/10.21744/lingcure.v5nS1.1466

Issue

Section

Research Articles