The influence of social media towards customer purchase decision at Brielle Clothing

Tania, Christine (2020) The influence of social media towards customer purchase decision at Brielle Clothing. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Social Media is fundamentally changing the way people communicate and collaborate. Social Media itself provides company a new platform to interact with the customers and it has become more effective in marketing tools, and help creating opportunities and create awareness to customers. Social media platform such as Instagram has recently become the most popular social networking sites. In addition, selling and marketing the products in the virtual store on Instagram represents a new shopping mode for most consumers and they named it as an online shopping. This study is an attempt to investigate the influence of social media towards customer purchase decision at Brielle Clothing. Therefore, questionnaires are spreaded out to 100 respondents who are social media users that are ever purchase and engaged in Brielle Clothing social media account. This research was done with a quantitative methods and the writer analyzes the data by using descriptive statistics, validity test, reliability test, normality test, heterocedasticity test, linearity test, linear regression test, determination test and hypothesis test. In this research of the determination test shows that there is a 43.9% determination level from the social media on customer purchase decision at Brielle Clothing. Moreover, both of the variables have a relationship on each other and considered to be linear. In this research hypothesis test, t test was used in this research which is the resulted 3.682 and pass the requirements amount from the t table (1.66055). The conclusion of this research shows that social media does influence the customer purchase decision at Brielle Clothing / Media Sosial secara mendasar mengubah cara orang berkomunikasi dan berkolaborasi. Media Sosial sendiri telah memberikan perusahaan platform yang baru untuk berinteraksi dengan pelanggan dan sangat efektif bidang pemasaran dan membantu menciptakan peluang dan menciptakan kesadaran kepada pelanggan. Instagram, aplikasi sosial media baru-baru ini menjadi situs jejaring sosial paling populer. Selain itu, menjual dan memasarkan produk-produk di toko virtual seperti Instagram telah menjadi cara berbelanja yang baru bagi sebagian besar kostumer dan mereka menyebutnya belanja online. Tujuan dari penelitian ini adalah untuk menyelidiki pengaruh sosial media terhadap keputusan pembeli di Brielle Clothing. Oleh karena itu, kuesioner disebar kepada 100 responden yang merupakan pengguna media sosial yang pernah membeli dan terlibat dalam akun media sosial Brielle Clothing. Penelitian ini dilakukan dengan metode kuantitatif dan penulis menganalisis data dengan menggunakan statistik deskriptif, uji validitas, uji reliabilitas, uji normalitas, uji heteroskedastisitas, uji linieritas, uji regresi linier, uji determinasi dan uji hipotesis. Dalam penelitian ini uji determinasi menunjukkan bahwa ada tingkat determinasi 43,9% dari media sosial tentang keputusan pembelian pelanggan di Brielle Clothing. Selain itu, kedua variabel tersebut memiliki hubungan satu sama lain dan dianggap linier. Dalam uji hipotesis penelitian ini, uji t digunakan dalam penelitian ini dimana hasilnya ialah 3,682 dan dikatakan lulus dikarenakan jumlah persyaratan dari t tabel sebesar 1.66055 dimana t table lebih besar dari uji t. Kesimpulan dari penelitian ini menunjukkan bahwa sosial media mempengaruhi keputusan pembeli di Brielle Clothing.

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