The effects of social media marketing, store environment, and sales promotion on consumer purchase decision at PT Megamas Plaza Bangunan, Medan

Christian, Micho (2022) The effects of social media marketing, store environment, and sales promotion on consumer purchase decision at PT Megamas Plaza Bangunan, Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Consumer purchase decision is a condition of how consumer choose to buy a product. The decrease in the consumer purchase decision in Home Smart Medan contrasted the trend in 2021, where home projects rose and building material demand increased. With the means to survive the digital era and the pandemic COVID-19, retail store like Home Smart Medan should pay attention to its social media marketing, store environment, and sales promotion. The purpose of this research is to test and analyze the effects of Social Media Marketing, Store Environment, and Sales Promotion on Consumer Purchase Decision at PT Megamas Plaza Bangunan (Home Smart), Medan. The research is using quantitative approach in which primary data collection is done through questionnaire distribution. The research is using Lemeshow formula to determine the sample size, which is 96 people who have ever visited Home Smart Medan. The study used SPSS Version 25 as the tool to conduct the multiple linear regression analysis. The research results in Social Media Marketing, Store Environment, and Sales Promotion simultaneously affect Consumer Purchase Decision at Home Smart Medan. Partially, Social Media Marketing has a positive significant effect on Consumer Purchase Decision. Store Environment also partially and significantly affect Consumer Purchase Decision in a positive way. Finally, Sales Promotion has partial positive significant influence on Consumer Purchase Decision. / Keputusan pembelian konsumen adalah sebuah keadaan bagaimana konsumen memilih untuk membeli suatu produk. Penurunan keputusan pembelian konsumen di Home Smart Medan ini bertolak belakang dengan tren tahun 2021, dimana proyek rumah naik dan permintaan bahan bangunan meningkat. Dengan maksud untuk bertahan di era digital dan pandemi COVID-19, toko ritel seperti Home Smart Medan harus memperhatikan pemasaran media sosial, lingkungan toko, dan promosi penjualannya. Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh Pemasaran Media Sosial, Lingkungan Toko, dan Promosi Penjualan terhadap Keputusan Pembelian Konsumen pada PT Megamas Plaza Bangunan (Home Smart), Medan. Penelitian ini menggunakan pendekatan kuantitatif di mana pengumpulan data primer dilakukan melalui penyebaran kuesioner. Penelitian ini menggunakan rumus Lemeshow untuk menentukan besar sampel yaitu 96 orang yang pernah berkunjung ke Home Smart Medan. Penelitian ini menggunakan SPSS Versi 25 sebagai alat untuk melakukan analisis regresi linier berganda. Hasil penelitian menunjukkan Pemasaran Media Sosial, Lingkungan Toko, dan Promosi Penjualan secara simultan berpengaruh terhadap Keputusan Pembelian Konsumen. Secara parsial Pemasaran Media Sosial memiliki pengaruh positif yang signifikan terhadap Keputusan Pembelian Konsumen. Lingkungan Toko juga secara parsial dan signifikan mempengaruhi Keputusan Pembelian Konsumen. Terakhir, Promosi Penjualan memiliki pengaruh positif yang signifikan terhadap Keputusan Pembelian Konsumen.

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