The influence of social media advertising, e-word of mouth and promotion towards customer purchase decision for Mitsubishi car at PT Sardana Indah Berlian Motor Medan

Sulin, Vanie (2022) The influence of social media advertising, e-word of mouth and promotion towards customer purchase decision for Mitsubishi car at PT Sardana Indah Berlian Motor Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

In Indonesia the need for transportation is increasing along with increasing economic growth and this has led to the establishment of many companies engaged in the automotive sector. The purpose of this research is to find out how social media advertising, e-wom, and promotion can influence customer purchasing decisions on Mitsubishi cars at PT. Sardana Indah Berlian Motor, Medan. The research method used in this research is quantitative descriptive research. Data analysis methods used in this study are validity and reliability tests, normality tests, heteroscedasticity tests, multicollinearity tests, multiple linear regression tests, coefficient of determination tests, and hypothesis testing, namely the F-test and T-test. Based on the results of the coefficient of determination, 75.8% of social media advertising, e-word of mouth and promotions have an influence on customer purchasing decisions on Mitsubishi cars at PT Sardana Indah Berlian Motor Medan and the remaining 24.2% is influenced by other variables not analyzed in this research. The overall result of this study is that social media advertising does not partially influence purchasing decisions. There is a partial effect of e-word of mouth on purchasing decisions and promotions have a partial effect on purchasing decisions. This suggests that marketers should focus more on promotional activities that increase customer purchasing decisions. The research results will be a reference for companies to improve customer purchasing decisions. For future researchers, this research can be used as a reference. / Di Indonesia kebutuhan akan transportasi semakin meningkat seiring dengan meningkatnya pertumbuhan ekonomi dan hal ini menyebabkan berdirinya banyak perusahaan yang bergerak di bidang otomotif. Tujuan dari penelitian ini adalah untuk mengetahui bagaimana social media advertising, e-wom, dan promotion dapat mempengaruhi keputusan pembelian pelanggan pada mobil Mitsubishi di PT. Sardana Indah Berlian Motor,Medan. Metode penelitian yang digunakan dalam penelitian ini adalah penelitian deskriptif kuantitatif. Metode analisis data yang digunakan dalam penelitian ini adalah uji validitas dan reliabilitas, uji normalitas, uji heteroskedastisitas, uji multikolinearitas, uji regresi linier berganda, uji koefisien determinasi, dan uji hipotesis yaitu uji F dan uji t. Berdasarkan hasil koefisien determinasi, 75,8% iklan media sosial, e- word of mouth dan promosi memiliki pengaruh terhadap keputusan pembelian pelanggan pada mobil Mitsubishi di PT Sardana Indah Berlian Motor Medan dan sisanya sebesar 24,2% dipengaruhi oleh variabel lain yang tidak dianalisis dalam penelitian ini. Hasil keseluruhan dari penelitian ini adalah iklan media sosial tidak sebagian mempengaruhi keputusan pembelian. Terdapat pengaruh e-word of mouth secara parsial terhadap keputusan pembelian dan Promosi berpengaruh secara parsial terhadap keputusan pembelian. Hal ini menunjukkan bahwa pemasar harus lebih fokus pada kegiatan promosi yangmeningkatkan keputusan pembelian pelanggan. Hasil penelitian akan menjadi acuan bagi perusahaan untuk meningkatkan keputusan pembelian pelanggan. Untuk peneliti selanjutnya, penelitian ini dapat digunakan sebagai referensi.

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