Product Development and Social Media Create Purchase Decisions (A Survey on Wedding Planner Service Customers at Casturia Photography Bandung)

Taufik Zulfikar, Ridwani Fauziadewi

Abstract


During a pandemic like the one we are facing today, wedding services must adjust their services to the regulations stipulated by the government and be able to communicate these service products. Product development and social media are the marketing strategies applied by Casturia photography to influence the purchase decision process of its clients. This study was aimed at studying the effect of product development and social media on purchase decisions. The research method used in this study was quantitative with multiple linear regression analysis tools. The sample of this research was 96 clients of Casturia photography. The results showed that there was a positive and significant effect of product development and social media on purchase decisions either partially or simultaneously.


Keywords


Product development; social media; purchase decision

Full Text:

PDF

References


Foster, B. (2017). Impact of Brand Image on Purchasing Decision on Mineral Water Product “Amidis” (Case Study on Bintang Trading Company). American Research Journal of Humanities and Social Sciences, 2(1), 1–11. https://doi.org/10.21694/2378-7031.16023

Ginting, M., & Sembiring, H. (2018). The Effect of Product Innovation, Product Quality And City Image on Purchase Decision of Uis Karo Woven Fabric. Advance in Economic, Business and Management Research (AEBMR), 46(Ebic 2017), 593–598. https://doi.org/10.2991/ebic-17.2018.94

Hatta, I. H., Rachbini, W., & Parenrengi, S. (2018). Analysis of product innovation, product quality, promotion, and price, and purchase decisions. South East Asia Journal of Contemporary Business, 16(5), 183–189.

Hutter, K., Hautz, J., Dennhardt, S., & Füller, J. (2013). The impact of user interactions in social media on brand awareness and purchase intention: The case of MINI on Facebook. Journal of Product and Brand Management, 22(5), 342–351. https://doi.org/10.1108/JPBM-05-2013-0299

Jashari, F., & Rrustemi, V. (2016). The Impact of Social Media on Consumer Behavior in Kosovo. SSRN Electronic Journal, VII(1), 1–21. https://doi.org/10.2139/ssrn.2850995

Khuong, M. N., & Duyen, H. T. M. (2016). Personal Factors Affecting Consumer Purchase Decision towards Men Skin Care Products — A Study in Ho Chi Minh City, Vietnam. International Journal of Trade, Economics and Finance, 7(2), 44–50. https://doi.org/10.18178/ijtef.2016.7.2.497

Lahindah, L., Merisa, M., & Siahaan, R. A. (2018). The Influence of Product Innovation and Service Quality to Buying Decision and The Impacts to Repeat Buying at Progo Road bandung. The Asian Journal of Technology Management, 11(No. 2), 118–124. https://doi.org/10.1016/j.heliyon.2020.e04912

Marbun, D. S., et al. (2020). The Effect of Social Media Culture and Knowledge Transfer on Performance. Budapest International Research and Critics Institute-Journal (BIRCI-Journal), Volume 3, No 3, Page: 2513-2520.

Marlina, et al. (2020). Disclosure of Communication in the Facebook and Impact Social Media on Worship Activities in Dakwah Faculty Students and Science of Communication Media of North Sumatera State University (UINSU). Budapest International Research and Critics Institute-Journal (BIRCI-Journal), Volume 3, No 3, Page: 2142-2148.

Qazzafi, S. (2019). Consumer Buying Decision Process Toward Products. International Journal of Scientific Research and Engineering Development, 2(5,September).

Stankevich, A. (2017). Explaining the Consumer Decision-Making Process: Critical Literature Review. Journal of International Business Research and Marketing, 2(6), 7–14. https://doi.org/10.18775/jibrm.1849-8558.2015.26.3001

Sudirjo, F. (2021). Social Media, Consumer Motivation, And Consumer Purchase Decision For Fashion Consumers In Semarang District. Jurnal Manajemen, 12(1), 78. https://doi.org/10.32832/jm-uika.v12i1.3985

Sujani. (2017). Pengaruh Perilaku Konsumen Terhadap Keputusan Belanja Di Indomaret. Jurnal Ekonomi Dan Bisnis Universitas Wijaya Putra, 1411–9501, 191–205.

Voramontri, D., & Klieb, L. (2019). Impact of social media on consumer behaviour. International Journal of Information and Decision Sciences, 11(3), 209–233. https://doi.org/10.1504/IJIDS.2019.101994

Yogesh, F., & Yesha, M. (2014). Effect of Social Media on Purchase Decision. Pacific Business Review International, 6(11). https://doi.org/10.3126/pravaha.v25i1.31955




DOI: https://doi.org/10.33258/birci.v5i1.4531

Article Metrics

Abstract view : 78 times
PDF - 29 times

Refbacks

  • There are currently no refbacks.


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

 

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