The effects of social media marketing, store environment, sales promotion and perceived value on consumer purchase decisions in small market

Haudi, H.; Santamoko, R.; Rachman, A.; Surono, Y.; Mappedeceng, R.; Musnaini, M.; Wijoyo, H.

Growing Science » International Journal of Data and Network Science » The effects of social media marketing, store environment, sales promotion and perceived value on consumer purchase decisions in small market

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International Journal of Data and Network Science

ISSN 2561-8156 (Online) - ISSN 2561-8148 (Print) Quarterly Publication Volume 6 Issue 1 pp. 67-72 , 2022

The effects of social media marketing, store environment, sales promotion and perceived value on consumer purchase decisions in small market Pages 67-72 Download PDF

Authors: Haudi Haudi, Ruby Santamoko, Arief Rachman, Yunan Surono, Riko Mappedeceng, Musnaini Musnaini, Hadion Wijoyo

DOI: 10.5267/j.ijdns.2021.10.003

Keywords: Social Media Marketing, Store Environment, Sales Promotion, Perceived Value, Purchase Decision, Small market

Abstract: The purpose of this research is to analyze the influence of social media marketing on small market purchase decisions and to analyze the influence of the store environment on small market purchase decisions. The study also analyzes the influence of sales promotion on small market purchase decisions as well as the effect of perceived value on small market purchase decisions. The study uses a quantitative method and data collection is performed by distributing questionnaires to 170 respondents who have bought goods in the small market. The research method in this study uses structural equation modeling (SEM) analysis using SmartPLS software. The results of this study reveal that all independent variables have some positive effects on consumer buying decisions. More specifically, the variables of small market environmental conditions, sales promotions, and profit values have significant influences on consumer buying decisions, while social media marketing variables has no significant effect on consumers' buying decisions.

How to cite this paper

 Haudi, H., Santamoko, R., Rachman, A., Surono, Y., Mappedeceng, R., Musnaini, M & Wijoyo, H. (2022). The effects of social media marketing, store environment, sales promotion and perceived value on consumer purchase decisions in small market.International Journal of Data and Network Science, 6(1), 67-72.

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