PENGARUH SOCIAL MEDIA MARKETING TERHADAP KEPUTUSAN PEMBELIAN (Survei Online pada Mahasiswa Sarjana Jurusan Ilmu Administrasi Bisnis Angkatan 2014/2015 Fakultas Ilmu Administrasi Universitas Brawijaya yang Membeli Starbucks Menggunakan LINE)
Abstract
This research use explanatory research with quantitative approach. There are five variables that are used in this research : Content Creation (X1), Content Sharing (X2), Connecting (X3), Community Building (X4), and Purchase Decision Structure (Y). the collection of data obtained through an online questionnaire which distribute on undergraduate students of Business Administration Department batch 2014/2015 Faculty of Administratitive Science Brawijaya University who purchase Starbucks using LINE with respondent’s criterias are undergraduate students of Business Administration Department batch 2014/2015 Faculty of Administrative Science Brawijaya University, have a student identity card, and have purchased Starbucks using LINE. The sample in this research was 116 respondents. The sampling technique of this research is purposive sampling. The data analysis use descriptive analysis and multiple linear regression. The results in this research showed that Content Creation (X1), Content Sharing (X2), Connecting (X3), and Community Building (X4) simultaneously affecting Purchase Decision Structure (Y) significantly. The other results showed that Content Creation (X1), Content Sharing (X2), Connecting (X3), and Community Building (X4) partially affecting Purchase Decision Structure (Y) significantly. Based on the result of this research, it’s better for Starbucks to maintain their social media marketing to strengthen their products purchase decision.
Kеywords: Social Media Marketing, Purchase Decision
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Penelitian ini menggunakan jenis penelitian penjelasan (explanatory research) dengan pendekatan kuantitatif. Variabel yang digunakan dalam penelitian ini ada lima, yaitu Content Creation (X1), Content Sharing (X2), Connecting (X3), Community Building (X4), dan Struktur Keputusan Pembelian (Y). Pengumpulan data diperoleh melalui penyebaran kuesioner secara online (e-kuesioner) pada Mahasiswa Sarjana Jurusan Ilmu Administrasi Bisnis Angkatan 2014/2015 Fakultas Ilmu Administrasi Universitas Brawijaya yang Membeli Starbucks Menggunakan LINE dengan kriteria merupakan mahasiswa sarjana Jurusan Ilmu Administrasi Bisnis angkatan 2014/2015 Fakultas Ilmu Administrasi Universitas Brawijaya Malang, mempunyai kartu tanda mahasiswa, dan pernah membeli Starbucks menggunakan LINE. Sampel yang digunakan dalam penelitian ini berjumlah 116 orang responden. Teknik pengambilan sampel yang digunakan adalah purposive sampling. Analisis data yang digunakan adalah analisis deskriptif dan analisis regresi linier berganda. Hasil penelitian menunjukkan bahwa variabel Content Creation (X1), Content Sharing (X2), Connecting (X3), dan Community Building (X4) secara bersama-bersama berpengaruh secara simultan dan signifikan terhadap Struktur Keputusan Pembelian (Y). kemudian, variabel Content Creation (X1), Content Sharing (X2), Connecting (X3), dan Community Building (X4) masing-masing berpengaruh secara parsial dan signifikan terhadap Struktur Keputusan Pembelian (Y). berdasarkan hasil penelitian ini, sebaiknya Starbucks mempertahankan social media marketing yang telah dilakukan untuk semakin memperkuat keputusan pembelian produk.
Kаtа Kunci: Social Media Marketing, Keputusan Pembelian
