The Impact of Social Media Marketing on Consumer Purchase Decisions

Abstract

The purpose of this study is to determine the impact of social media marketing on consumer purchasing decisions for Indonesian rail transportation service users who operate in a monopoly market. Explanatory research with a quantitative approach was used in this study. This study utilized five variables: content creation, content sharing, connecting, community building, and purchase decision structure. The data were gathered through the distribution of online questionnaires (e-questionnaires) to PT. Kereta Api Indonesia Instagram followers. Descriptive analysis and multiple linear regression analysis were used to analyze the data. The study found that the variables of Content Creation, Content Sharing, Connecting, and Community Building had a simultaneous and significant impact on the Purchase Decision Structure. Then, each variable of Content Creation, Content Sharing, Connecting, and Community Building has a partial and yet significant impact on the Purchase Decision Structure.