Media Sosial, Word Of Mouth Dan Physical Environment Terhadap Proses Keputusan Pembelian

Debby Suryana

Abstract


The purpose of this research are to analyze the influence of social media, word of mouth and physical environment on purchasing decision processes, and to analyze the dominant variables between social media, word of mouth, and physical environment for the purchasing decision process. The number of respondents in this study is 138 people. The data obtained analyzed using multiple linear regression analysis. The results showed that social media, word of mouth and physical environment had a significant effect on the purchasing decision process. Based on the results of multiple regression analysis, it can be seen that the largest regression coefficient value is the physical environment, this means that the physical environment is a variable that has a dominant influence on the purchasing decision process, followed by word of mouth and social media variables.

 


Keywords


Media Sosial, Word of Mouth, physical environment, Keputusan pembelian

Full Text:

PDF

References


Babin, Barry J., L Kong Kie, Kum, EunFu and Griffin, Mitch. (2005).Modelling consumer satisfaction & word of mouth communication : Restorant Petronage Korea. Journal of Services Marketing Vol.19 pp 133-139. Baker, Julie. The Role of The Environment in Marketing Sevices : The Consumer Perspective. Chicago, IL : American Marketing Association

Brown, T.J., Barry, T.E., Dacin, P.A. & Gunst, R.F. (2005). Spreading the word : investigating antecendents of consumers’ positive word-of-mouth intentions and behaviour in retailing context. Journal of Academy of Marketing Science.

Gunelis, Susan. (2011). 30 Minute Social Media Marketing. United States : McGraw Hill.

Hattawijitkul, Manita, Jarinto, Krit. (2017). Factors affecting consumers’ decision to use coworking coffee shop: a case study in Bangkok and Chon Buri Province.

Katz, E., Lazarsfeld, P.F. (2005). Personal influence: the part played by people in the flow of mass communication. New York : Routledge

Kotler, Philip. (1973). Atmosphere as a Marketing Tool. Journal of Retailing.

Kotler, Philip. (2002). Manajemen Pemasaran Jilid 1 Edisi Milenium. Jakarta : Prehallindo.

Kotler, Phillip dan Keller, Kevin Lane. (2009). Manajemen Pemasaran Edisi 13 Jilid 1. Jakarta: PT. Gelora Aksara Pratama

Miles, Jason G. (2014). Instagram Power : Build Your Brand and Reach More Customers with the Power of Picture. McGraw Hill Education.

Neuhofer, Barbara. (2017). The influence of social media on the consumer’s hotel decision journey. Journal of Hospitality and Tourism Technology.

Solomon, Michael R. (2002). Fifth Edition Consumer Behavior Buying, Having, And Being. New Jersey : Prentice Hall , Inc.

Solomon, Michael R., Tuten, Tracy L., (2014). Social Media Marketing. SAGE.

Zeithaml, Valarie A., Gemler, Dwayne D. (2010). Services marketing strategy. Wiley International Encyclopedia of Marketing.




DOI: https://doi.org/10.26905/jbm.v8i1.5111

Refbacks

  • There are currently no refbacks.


Jurnal Bisnis dan Manajemen
Faculty of Social and Political Science University of Merdeka Malang

Mailling Address:
  • Address: Terusan Dieng Street 62-64 Malang, Indonesia
  • Website: http://jurnal.unmer.ac.id/index.php/jbm
  • Email: [email protected]
  • Phone: +62 812-6060-7222
Free counters!

View Stat JBM

 
Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.