THE INFLUENCE OF SOCIAL MEDIA CONTENT MARKETING AND PERCEIVED SERVICE QUALITY ON PURCHASE DECISION (Study on F&B Edtech X Customers in Indonesia)
Abstract
This study aims to determine the effect of social media content marketing and perceived service quality on purchase decision. The type of research used is descriptive and verificatios. The dependent variables in this study are purchase decision (Y), social media content marketing (X1) and perceived service quality (X2) as independent variables. The population in this study are F&B Edtech X in Indonesia. The research method used in this study is the explanatory survey method. The data analysis technique used in this study is the multiple linear regression analysis technique. The findings of this study indicate that the description of social media content marketing, perceived service quality and purchase decision are in the good category. Social media content marketing and perceived service quality have a positive and significant influence on purchase decisions. This statement can be assumed that the better the company pays attention to social media content marketing and perceived service quality, the better the purchase decision that appears in consumers for the company. The contribution of social media content marketing variables in forming purchase decisions is highest in the collaboration dimension, while the communication dimension has the lowest contribution. For the perceived service quality variable, the highest contribution in forming purchase decisions is in the assurance dimension, while the reliability dimension has the lowest contribution.
Keywords
References
Alalwan, A. A. (2018). Investigating the Impact of Social Media Advertising Features on Customer Purchase Intention. International Journal of Information Management, 42(June), 65–77. https://doi.org/10.1016/j.ijinfomgt.2018.06.001
Alfian, G., Ijaz, M. F., Syafrudin, M., Syaekhoni, M. A., Fitriyani, N. L., & Rhee, J. (2019). Customer behavior analysis using real-time data processing: A case study of digital signage-based online stores. Asia Pacific Journal of Marketing and Logistics, 31(1), 265–290. https://doi.org/10.1108/APJML-03-2018-0088
Arnold, MJ, Reynolds, KE, Renungkan, N. & Lueg, J. (2007). Kegembiraan pelanggan dalam konteks ritel: menyelidiki pengalaman berbelanja yang menyenangkan dan buruk. Riset Bisnis, 1132–1145.
Auditya, A., & Hidayat, Z. (2021). Netflix in Indonesia: Influential Factors on Customer Engagement among Millennials’ Subscribers. Journal of Distribution Science, 19(1), 89–103. https://doi.org/10.15722/jds.19.1.202101.89
Bank of America. (2022). Why more companies could benefit from a subscription-based model. https://business.bofa.com/en-us/content/benefits-of-subscription-based-business-model.html
Cahyati, R., Koranti, K., Sukarno, A., & Rosyada, F. Y. (2023). The effect of social media marketing and service quality on purchase decisions on Netflix streaming services with perception mediation. Jurnal Ekonomi, 12(01), 743–749. http://ejournal.seaninstitute.or.id/index.php/Ekonomi/article/view/1245
Chandra, K. A., Rivai, A. K., & Sari, P. D. A. P. (2022). Pengaruh Product Quality, Social Media Marketing, dan Perceived Value Terhadap Purchase Decision (Studi pada Pengguna Produk Smartphone di DKI Jakarta). Jurnal Bisnis, Manajemen, Dan Keuangan, 3(2).
Du Plessis, C. (2017). The role of content marketing in social media content communities. SA Journal of Information Management, 19(1), 1–7. https://doi.org/10.4102/sajim.v19i1.866
Dwintri Nata, S., & Sudarwanto, T. (2022). Effectiveness of Brand Image, Content Marketing, and Quality Product on Purchase Decision of J-GLOW Products. JEBA (Journal of Economics and Business Aseanomics), 7(1), 78–91. https://doi.org/10.33476/jeba.v7i1.2448
Ginting, Y. M., Ralahallo, F. N., & Wiranto, O. E. (2022). Analysis the Influence of Service Quality , Social Media , Price Strategy to Purchasing Decisions and Store Loyalty. June. https://doi.org/10.33258/birci.v5i1.4301
Hanaysha, J. R. (2018). An examination of the factors affecting consumer’s purchase decision in the Malaysian retail market. PSU Research Review, 2(1), 7–23. https://doi.org/10.1108/PRR-08-2017-0034
Hartati, A. S., Hurriyati, R., & Widjajanta, B. (2017). Gaya Hidup Konsumen Dalam Pengambilan Keputusan Pembelian. Journal of Business Management Education (JBME), 2(1), 57–64. https://doi.org/10.17509/jbme.v2i1.5981
Kotler, A., Armstrong, G., & Kotler, P. (2016). Dasar-dasar Pemasaran (9th ed.). 2015.
Laios, L. G., & Moschuris, S. J. (2015). The influence of enterprise type on the purchasing decision process. International Journal of Operations and Production Management, 21(3), 351–372. https://doi.org/10.1108/01443570110364687
Lu Wang, C., Zhang, Y., Richard Ye, L., & Nguyen, D.-D. (2005). Subscription To Fee-Based Online Services: What Makes Consumer Pay For Online Content? Journal of Electronic Commerce Research, 6, 304–311. http://www.isy.vcu.edu/~jsutherl/Info658/FFSINFO.pdf
Mbete, G. S., & Tanamal, R. (2020). Effect of Easiness , Service Quality , Price , Trust of Quality of Information , and Brand Image of Consumer Purchase Decision on Shopee Online Purchase. 5(2), 100–110.
Mirabi, V., Akbariyeh, H., & Tahmasebifard, H. (2015). A Study of Factors Affecting on Customers Purchase Intention Case Study : the Agencies of Bono Brand Tile in Tehran. Journal of Multidisciplinary Engineering Science and Technology (JMEST), 2(1), 267–273.
Moreira, A. C., Fortes, N., & Santiago, R. (2017). Influence of sensory stimuli on brand experience , brand equity and purchase intention. 1699(February). https://doi.org/10.3846/16111699.2016.1252793
Razak, D. H. M. (2016). Perilaku Konsumen. Alauddin University Press.
Schiffman, L. G., & Kanuk, L. L. (2007). Consumer Behavior.
similiarweb.com. (2021). No Ti.
Solomon, M., Gary J. Bamossy, Askegaard, S., & Hogg, M. K. (2006). Consumer Behaviour: A European Perspective. In British Food Journal (3rd ed., Vol. 71, Issue 4). Financial Times/Prentice Hall. https://doi.org/10.1108/eb011669
Sugiyono. (2018). Statistik Non Parametris untuk Penelitian. Bandung: Alfabeta.
Sunarsi, D. (2020). Pinisi Discretion Review The Influence of Product Mix , Promotion Mix and Brand Image on Consumer Purchasing Decisions of Sari Roti Products in South Tangerang. 3(2), 165–174.
DOI: https://doi.org/10.17509/strategic.v24i2.72265
Refbacks
- There are currently no refbacks.
Copyright (c) 2024 Universitas Pendidikan Indonesia
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Strategic: Jurnal Pendidikan Manajemen Bisnis is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License
View My Stats