The influence of social media marketing on consumers' purchase decision at Ayam Geprek Mak Judes Medan

Justine, Delphinia (2020) The influence of social media marketing on consumers' purchase decision at Ayam Geprek Mak Judes Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Ayam Geprek Mak Judes is a culinary fast food brand that has been in demand by a large community these days. As seen on their Instagram account, the writer observed that there are still many unanswered questions and complaints from consumers on their social media platform (Instagram). Due to this problem, the writer decided to do a research about “The Influence of Social Media Marketing on Consumers’ Purchase Decision at Ayam Geprek Mak Judes Medan”. This research aims to achieve the results whether social media marketing really influences consumers’ purchase decision. Quantitative research methods were used to analyze the data collected from primary data in the form of online questionnaire, in which the responses of 80 participants who have purchased at Ayam Geprek Mak Judes Medan. The findings of this research show that social media marketing affects consumers’ purchase decision by 64.5%, while the remaining percentage of 35.5% may be other factors that are not discussed in this research. From the hypothesis testing by z-test also shows that Ha is accepted, which means there is a relationship between social media marketing and consumers’ purchase decision. In conclusion, there is a relationship between social media marketing and costumers’ purchase decision. For future research, this research is expected to be useful as a reference. For the company, this research can be used as an input to optimize their social media marketing in order to influence potential customers to purchase their foods. / Ayam Geprek Mak Judes adalah bisnis makanan cepat saji yang telah diminati oleh komunitas besar saat ini. Seperti yang terlihat di akun Instagram mereka, penulis mengamati bahwa masih terdapat pertanyaan dan keluhan dari konsumen yang belum terjawab di situs media sosial mereka (Instagram). Dikarenakan adanya permasalahan ini, penulis memutuskan untuk melakukan penelitian tentang "Pengaruh Social Media Marketing terhadap Keputusan Pembelian Konsumen pada Ayam Geprek Mak Judes Medan". Penelitian ini bertujuan untuk mengetahui apakah social media marketing memengaruhi keputusan pembelian konsumen. Metode penelitian kuantitatif digunakan untuk menganalisis data yang dikumpulkan dari data primer dalam bentuk kuesioner online, di mana tanggapan dari 80 konsumen yang pernah membeli di Ayam Geprek Mak Judes Medan. Hasil dari penelitian ini menunjukkan bahwa social media marketing mempengaruhi keputusan pembelian konsumen sebesar 64,5% sedangkan sisanya sebesar 35,5% merupakan faktor lain yang tidak dibahas dalam penelitian ini. Dari pengujian hipotesis dengan uji z juga menunjukkan bahwa Ha diterima, yang berarti adanya hubungan antara social media marketing dan keputusan pembelian konsumen. Kesimpulannya, terdapat hubungan antara social media marketing dan keputusan pembelian konsumen. Untuk peneliti selanjutnya, penelitian ini diharapkan bermanfaat sebagai referensi. Untuk perusahaan, penelitian ini dapat digunakan sebagai masukan untuk mengoptimalkan social media marketing mereka agar dapat mempengaruhi pelanggan yang potensial untuk membeli makanan mereka.

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