The influence of instagram social media marketing, brand image, and price toward customer purchase decision at PT. Ozin Karya Pratama, Medan

Tania, Maureen (2022) The influence of instagram social media marketing, brand image, and price toward customer purchase decision at PT. Ozin Karya Pratama, Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

In the business world, competition between companies is common. Those who can be in the top position will win from the competition. To get the position, companies need to know what is the right marketing strategy that can help them to win from their competitors and to survive in the market. The development of the business world is very sophisticated in Indonesia. The number of social media users is also growing rapidly, so companies must be able to make good use of it. This research was conducted to determine the effect of Instagram Social Media Marketing, Brand Image and Price on customers at PT. Ozin Karya Pratama used to identify Customer Purchase Decision actions within the company. This study uses a quantitative approach with Multiple Linear Regression analysis techniques and is processed using SPSS version 25.0 software. The sample used in this study were customers from PT. Ozin Karya Pratama, Medan, aged 21-65 years, male or female. The sampling method used in this study is a non-probability sampling method with 90 respondents from customers of PT. Ozin Karya Pratama. The final result of this study shows that the three hypotheses are accepted. This shows that the three variables have a significant effect on Customer Purchase Decisions. Given the existing limitations, the purpose of this research is only taken for the respondents, namely the customers of PT. Ozin Karya Pratama, it is hoped that the same or modified model can be applied to future research objects. It is recommended for the company to maintain its working system and even improve it in order to maximize customer purchasing decisions. / Dalam dunia bisnis, persaingan antar perusahaan sudah biasa terjadi. Yang dapat berada diposisi terataslah yang menang dari persaingan tersebut. Untuk mendapatkan posisi tersebut, perusahaan perlu mengetahui strategi pemasaran apa yang tepat yang dapat membantu mereka untuk menang dari pesaing mereka dan untuk dapat bertahan di pasar. Perkembangan didunia usaha sudah sangat canggih di Indonesia. Jumlah pengguna sosial media juga berkembang pesat, sehingga perusahaan harus bisa memanfaatkannya dengan baik. Penelitian ini dilakukan untuk mengetahui pengaruh Pemasaran Social Media Instagram, Citra Merek dan Harga terhadap customer pada PT. Ozin Karya Pratama yang digunakan untuk mengidentifikasi tindakan Keputusan Pembelian Pelanggan di dalam perusahaan. Penelitian ini menggunakan pendekatan kuantitatif dengan teknik analisis Regresi Linier Berganda dan diolah menggunakan software SPSS versi 25.0. Sampel yang digunakan dalam penelitian ini adalah customer dari PT. Ozin Karya Pratama, Medan yang berusia 21-65 tahun, dengan jenis kelamin laki-laki atau perempuan. Metode pengambilan sampel yang digunakan dalam penelitian ini adalah metode non-probability sampling dengan jumlah responden 90 dari customer PT. Ozin Karya Pratama. Hasil akhir dari penelitian ini menunjukkan bahwa tiga hipotesis diterima. Hal ini menunjukkan bahwa ketiga variable tersebut berpengaruh signifikan terhadap Keputusan Pembelian Pelanggan. Mengingat keterbatasan yang ada, tujuan penelitian yang hanya diambil untuk responden yaitu customer PT. Ozin Karya Pratama, diharapkan model yang sama atau dimodifikasi dapat diterapkan pada objek penelitian yang akan datang. Disarankan bagi perusahaan untuk mempertahakan system kerjanya bahkan memperbaikinya agar dapat memaksimalkan keputusan pembelian customer.

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