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

Haudi, Haudi and Santamoko, Ruby and Rachman, Arief and Surono, Yunan and Mappedeceng, Riko and Musnaini, musnaini and Hadion, Wijoyo (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). pp. 67-72. ISSN 2561-8156

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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 deci- sions 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 respond- ents 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.

Type:	Article
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	Musnaini
Date Deposited:	17 Jan 2024 06:37
Last Modified:	17 Jan 2024 06:37
URI:	https://repository.unja.ac.id/id/eprint/60333

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