Social Media Advertising on Customer Purchasing Decisions

Princeska Marsha Setiabudi, Teresa Avilla Valentine Saputra, Keisha Aurelia Rianto, Juliana Juliana, Amelda Pramezwary

Abstract


Advertising on social media is a place where sellers can offer their products through online media· The distribution of advertising on social media can influence the decision to purchase a product, especially when sales experience a decline· This research aims to determine the effect of advertising via social media on customer purchasing decisions at Starbucks· This research method uses a questionnaire survey and data analysis using SmartPLS4· The research sample consisted of 100 Starbucks customer respondents· The sampling technique uses convenience sampling· The research results show that advertising via social media influences customer purchasing decisions at Starbucks· Advertising via social media can increase brand awareness and improve customer purchasing decisions· The results of this research can help Starbucks improve its marketing strategy through social media to increase sales and customer satisfaction· The results of this research can help companies like Starbucks strengthen their marketing strategies via social media to increase sales and customer satisfaction· Advertising via social media can be used to increase brand awareness and improve customer purchasing decisions· Future research could add additional variables such as service quality, price, and location to further understand how advertising via social media influences customer purchasing decisions.


Keywords


Social Media Advertising, Buying Decision

Full Text:

PDF

References


Alalwan, A.A., Rana, N.P., Dwivedi, Y.K., & Algharabat, R. (2017). Social Media in Marketing: A Review and Analysis of the Existing Literature. Telematics and Informatics, 34(7), 1177-1190.

Alalwan, A. (2018). Investigating the impact of social media advertising features on customer purchase intention. Int. J. Inf. Manag., 42, 65-77. https://doi.org/10.1016/j.ijinfomgt.2018.06.001.

Ansari, S., Ansari, G., Ghori, M., & Kazi, A. (2019). Impact of Brand Awareness and Social Media Content Marketing on Consumer Purchase Decision. Journal of Public Value and Administration Insights. https://doi.org/10.31580/JPVAI.V2I2.896.

Bai, L., & Yan, X. (2020). Impact of Firm-Generated Content on Firm Performance and Consumer Engagement: Evidence from Social Media in China. Journal of Electronic Commerce Research, 21, 56.

Baum, D., Spann, M., Füller, J., & Thürridl, C. (2019). The impact of social media campaigns on the success of new product introductions. Journal of Retailing and Consumer Services, 50, 289–297. https://doi.org/https://doi.org/10.1016/j.jretconser.2018.07.003

Benitez, J., Castillo, A., Llorens, J., & Braojos, J. (2018). IT-enabled knowledge ambidexterity and innovation performance in small U.S. firms: The moderator role of social media capability. Information and Management, 55(1), 131–143. https://doi.org/10.1016/j.im.2017.09.004

Bhimani, H., Mention, A. L., & Barlatier, P. J. (2019). Social media and innovation: A systematic literature review and future research directions. Technological Forecasting and Social Change, 144(November 2017), 251–269. https://doi.org/10.1016/j.techfore.2018.10.007

Bigne, E., Andreu, L., Hernandez, B., & Ruiz, C. (2018). The impact of social media and offline influences on consumer behaviour. An analysis of the low-cost airline industry. Current Issues in Tourism, 21(9), 1014–1032. https://doi.org/10.1080/13683500.2015.1126236

Budree, A., Driver, W., Pandle, A., & Tanaka, G. (2021). The Impact of Social Media Marketing on Impulse Buying BT - Social Computing and Social Media: Applications in Marketing, Learning, and Health (G. Meiselwitz (ed.); pp. 54–65). Springer International Publishing.

Cao, Y. (2022). The Influence of Social Media on Customer Behavior: Case Study from Starbucks. Highlights in Business, Economics and Management. https://doi.org/10.54097/hbem.v2i.2354.

Chen, L., & Wang, H. (2022). Digital Marketing in Times of Crisis: Starbucks’ Response to COVID-19 Through Instagram." Social Media & Marketing Review, 8(2), 57-68.

Chen, S., & Lin, C. (2019). Understanding the effect of social media marketing activities: The mediation of social identification, perceived value, and satisfaction. Technological Forecasting and Social Change. https://doi.org/10.1016/J.TECHFORE.2018.11.025.

Chen, Y., Fay, S., & Wang, Q. (2011). The Role of Marketing in Social Media: How Online Consumer Reviews Evolve. Journal of Interactive Marketing, 25, 85 - 94. https://doi.org/10.1016/j.intmar.2011.01.003.

Chen, S. C., & Lin, C. P. (2019). Understanding the effect of social media marketing activities: The mediation of social identification, perceived value, and satisfaction. Technological Forecasting and Social Change, 140(December 2018), 22–32. https://doi.org/10.1016/j.techfore.2018.11.025

Christou, E. and Nella, A. (2012). Web 2.0 and pricing transparency in hotel services”, in Sigala, M., Christou, E. and Gretzel, U. (Eds), Social Media in Travel, Tourism and Hospitality, Ashgate Publishing, Surrey, pp. 133-148.

Corkery, M. (2020). “Starbucks Sales Plunge, and a Bitterly Familiar Refrain Returns.” The New York Times.

Dolega, L., Rowe, F., & Branagan, E. (2021). Going digital? The impact of social media marketing on retail website traffic, orders and sales. Journal of Retailing and Consumer Services, 60, 102501. https://doi.org/https://doi.org/10.1016/j.jretconser.2021.102501

Duffett, R. G. (2015). The Influence of Social Media Marketing on Customer Engagement and Purchase Intentions in Emerging Markets. Journal of Marketing Development and Competitiveness, 9(3), 50-63.

Dwivedi, A., & Kushwaha, S. (2023). Decoding the Social Media Effect: Understanding its Influence on Consumer Purchase Intentions. Journal of Communication and Management, 2(03), 198–203. https://doi.org/10.58966/jcm2023236

Erkan, I. and Evans, C. (2016). The influence of eWOM in social media on consumers’ purchase intentions: an extended approach to information adoption”, Computers in Human Behavior, Vol. 61 No. 3, pp. 47-55.

Fransisca, S., & Pujiarti, P. (2022). The Influence of Price, Brand, and Product Quality on Purchase Decisions in the Marketplace JD.ID. ECo-Buss, 4(3), 622–634. https://doi.org/10.32877/eb.v4i3.357

Fu, J., Lu, I., Chen, J., & Farn, C. (2020). Investigating consumers’ online social shopping intention: An information processing perspective. Int. J. Inf. Manag., 54, 102189. https://doi.org/10.1016/j.ijinfomgt.2020.102189.

Geng, S., Yang, P., Gao, Y., Tan, Y., & Yang, C. (2021). The effects of ad social and personal relevance on consumer ad engagement on social media: The moderating role of platform trust. Computers in Human Behavior, 122, 106834. https://doi.org/https://doi.org/10.1016/j.chb.2021.106834

Gupta, A., & Arora, N. (2021). “Effect of Social Media Marketing on Consumer Purchase Decision in the Context of Starbucks.” International Journal of Business and Management Studies, 13(1), 34-48.

Hu, L., & Olivieri, M. (2021). Social media management in the traveller’s customer journey: an analysis of the hospitality sector. Current Issues in Tourism, 24(12), 1768–1779. https://doi.org/10.1080/13683500.2020.1819969

Hussain, A., Ting, D. H., & Mazhar, M. (2022). Driving Consumer Value Co-creation and Purchase Intention by Social Media Advertising Value. Frontiers in Psychology, 13(February), 1–11. https://doi.org/10.3389/fpsyg.2022.800206

Ibáñez-Sánchez, S., Flavián, M., Casaló, L. V, & Belanche, D. (2022). Influencers and brands successful collaborations: A mutual reinforcement to promote products and services on social media. Journal of Marketing Communications, 28(5), 469–486. https://doi.org/10.1080/13527266.2021.1929410

Jaakonmäki, R., & Müller, O. (2017). The Impact of Content , Context , and Creator on User Engagement in Social Media Marketing. 1152–1160.

Jamil, R. A., Qayyum, U., ul Hassan, S. R., & Khan, T. I. (2023). Impact of social media influencers on consumers’ well-being and purchase intention: a TikTok perspective. European Journal of Management and Business Economics, 1–15. https://doi.org/10.1108/EJMBE-08-2022-0270

Johnston, K. (2023). “Starbucks Faces Boycott and Sales Decline Amid Controversy.” Business Insider.

Juliana, Djakasaputra, A., Hubner, I. B., & Noval, T. (2018). Pengaruh Celebrity Endorser Dan Brand Image Terhadap Purchase Intention Produk Kosmetik Etude House Pada Pelita Harapan Karawaci. Skylandsea, 2(2), 251–256.

Juliana, Juliana, Arifin Djakasaputra , Rudy Pramono, E. H. (2020). Brand Image , Perceived Quality , Ease Of Use , Trust , Price , Service Quality On Customer Satisfaction And Purchase Intention Of Blibli Website With Digital Technology As Dummy Variable In The Use. Journal of Critical Reviews, 7(11), 3987–4000.

Juliana, Pramono, R., Djakasaputra, A., B. (2020). Observational learning and word of mouth against consumer online purchase decision during the pandemic COVID-19. Systematic Reviews in Pharmacy, 11(9), Pages 751-758. https://doi.org/DOI: 10.31838/srp.2020.9.106

Juliana, Chauhan, R., & Karwa, Y. C. (2020). A research study on cultural impact on consumer buying behavior of financial assets. International Journal of Advanced Science and Technology, 29(6), 1432–1439.

Juliana, J. (2018). Pengaruh Brand Image Dan Product Knowledge Terhadap Purchase Intention Produk Minuman Nu Green Tea Pada Mahasiswa Program Studi Manajemen Dan Akuntansi Universitas Pelita Harapan Karawaci. Majalah Ilmiah Politeknik Mandiri Bina Prestasi, 7(2), 30–36.

Juliana, J., Aditi, B., Nagoya, R., Wisnalmawati, W., & Nurcholifah, I. (2022). Tourist visiting interests: The role of social media marketing and perceived value. International Journal of Data and Network Science, 6(2), 469–476. https://doi.org/10.5267/j.ijdns.2021.12.007

K V, S., KP, N., & Kamath, G. B. (2021). Social media advertisements and their influence on consumer purchase intention. Cogent Business & Management, 8(1), 2000697. https://doi.org/10.1080/23311975.2021.2000697

Kapoor, K. K., Tamilmani, K., Rana, N. P., Patil, P., Dwivedi, Y. K., & Nerur, S. (2018). Advances in Social Media Research: Past, Present and Future. Information Systems Frontiers, 20(3), 531–558. https://doi.org/10.1007/s10796-017-9810-y

Kumaradeepan, V. (2021). Social media advertising as strategy on consumer buying behaviour: conceptual paper. Journal of Management. https://doi.org/10.4038/jm.v15i2.7601.

Laiq, I. (2021). Social media effects on perceptions of graduate students’ entrepreneurial intentions. Journal of Enterprise and Development, 3(2), 131–151. https://doi.org/10.20414/jed.v3i2.4123

Lee, D., & Gsb, S. (2017). Advertising Content and Consumer Engagement on Social Media : Evidence from Facebook ú. May 2014.

Levski, V., Military, N., Tarnovo, V., Levski, V., Military, N., Tarnovo, V., Georgiev, M., & Търново, В. (2017). Study Of Consumer Behavior Venelin Terziev Corresponding Member Of The Russian Academy Of Natural History , Vasil Levski National Military University , Veliko Tarnovo , Bulgaria [email protected] ИЗСЛЕДВАНЕ НА ПОТРЕБИТЕЛСКОТО ПОВЕДЕНИЕ Член - кореспонде. 20, 465–471.

Litz, R. A. (1996). A resource-based-view of the socially responsible firm: Stakeholder interdependence, ethical awareness, and issue responsiveness as strategic assets. Journal of Business Ethics, 15(12), 1355–1363. https://doi.org/10.1007/BF00411820

Mason, T., & Tennent, R. (2020). “The Impact of COVID-19 on Coffee Shops: Case Study of Starbucks.” Journal of Retail Marketing, 5(3), 45-58.

Mathew, M., Raj, S., Gopi, S., Joseph, M., & Chandran, J. (2022). Influence of Social Media among Tourists with a Special Reference to Wayanad, Kerala. International Journal of Advanced Research in Science, Communication and Technology, 347–359. https://doi.org/10.48175/IJARSCT-7697

Mattke, J., Müller, L., & Maier, C. (2019). Paid, Owned and Earned Media: A Qualitative Comparative Analysis revealing Attributes Influencing Consumer’s Brand Attitude in Social Media. https://hdl.handle.net/10125/59520

Min-En, A., Mair, J., & Croy, W. (2020). Social media influence on tourists’ destination choice: Importance of context. 45, 161–175. https://doi.org/10.1080/02508281.2019.1700655

Motta, A. R., Muralikumaran, C., Kalaiarasi, V., & Vigneshkumar, M. (2023). Impact of Social Media Advertising on Consumer Buying Behavior - An Empirical Study. 44(4), 7747–7754.

Muniweera, C. D. W., Balawardhana, K. P. I. A., Rajapaksha, M. S. N., Chamara, M. A. D. S., & Jayasuriya, N. A. (2020). The Importance of Factors Influencing on e-WOM Engagement towards Consumer Purchase Intention in Clothing Retailers, Sri Lanka. International Journal of Academic Research in Business and Social Sciences, 10(5). https://doi.org/10.6007/ijarbss/v10-i5/7204

Neguri, O., Grecu, I., Grecu, G., & George, L. (2020). Consumers ’ Decision-Making Process on Social Commerce Platforms : Online Trust , Perceived Risk , and Purchase Intentions. 11(May), 1–7. https://doi.org/10.3389/fpsyg.2020.00890

Noor, Uzma , Kamal, Nida & Rabbani, S. (2021). Discovering the Mediating Role of Electronic-Word of Mouth between Consumers’ Attitude and Purchase behaviors. 9, 750. http://www.cusit.edu.pkhttp//www.cup.edu.pk

Noval, J. & T. (2019). Pengaruh Motivasi, Persepsi, Dan Sikap Terhadap Keputusan Pembelian Produk Mobile Computing Acer. Jurnal Ecodemica, 3(2), 123–132. https://doi.org/10.31311/jeco.v3i2.5702

Nyagadza, B., Mazuruse, G., Simango, K., Chikazhe, L., Tsokota, T., & Macheka, L. (2023). Examining the influence of social media eWOM on consumers’ purchase intentions of commercialised indigenous fruits (IFs) products in FMCGs retailers. Sustainable Technology and Entrepreneurship, 2(3), 100040. https://doi.org/https://doi.org/10.1016/j.stae.2023.100040

Okazaki, S. and Taylor, C. R. (2013). Social media and international advertising: theoretical challenges and future directions”, International Marketing Review, Vol. 30 No. 1, pp. 56-71.

Oumayma, B. (2019). Social media made me buy it: the impact of social media on consumer purchase behavior. Proceedings of the 4th International Conference on Smart City Applications. https://doi.org/10.1145/3368756.3369016.

Pagani, M., & Mirabello, A. (2011). The Influence of Personal and Social-Interactive Engagement in Social TV Web Sites. International Journal of Electronic Commerce, 16(2), 41–68. https://doi.org/10.2753/JEC1086-4415160203

Palalić, R., Ramadani, V., Gilani, S., Gërguri-Rashiti, S., & Dana, L. (2020). Social media and consumer buying behavior decision: what entrepreneurs should know?. Management Decision. https://doi.org/10.1108/md-10-2019-1461.

Park, J., Hyun, H., & Thavisay, T. (2021). A study of antecedents and outcomes of social media WOM towards luxury brand purchase intention. Journal of Retailing and Consumer Services, 58, 102272. https://doi.org/https://doi.org/10.1016/j.jretconser.2020.102272

Pradiva, P., Salain, P., Agus, P., Rismawan, E., Komang, N., & Antari, M. (2021). I Gede Rihayana, Putu Pradiva Putra Salain, Putu Agus Eka Rismawan and Ni Komang Mega Antari Departement of Management Universitas Mahasaraswati Denpasar, Indonesia http://doi.org/10.35409/IJBMER.2021.3345. 4(06), 342–350.

Pramezwary, A., & Salim, Sheren Laurensia, Juliana, Juliana, Pramono, Rudy , Situmorang, J. M. H. (2021). Impulsive Buying Of Five Star Hotel Jakarta : Effect New Normal Era Mediated Of Price And Promotion. Academy Strategy Management Journal, 20(2), 1–16.

Pramono, R., Maleachi, S., Bernarto, I., & Djakasaputra, A. (2021). Investigation Purchase Decision Through Brand Trust , Brand Image . Price . Quality of Product : A perspective Service Dominant Logic Theory. 9(1), 51–59. https://doi.org/https://doi.org/10.56457/jimk.v9i1.95

Pratama, A. Y., Supriadi, B., & Respati, H. (2022). Demographic Factors to Strengthen the Influence of Brand Image and Store Service Quality on Purchasing Decisions. East African Scholars Journal of Economics, Business and Management, 5(11), 406–413. https://doi.org/10.36349/easjebm.2022.v05i11.002

Rahman, S. M. (2015). Optimizing Digital Marketing for Generation Y: An Investigation of Developing Online Market in Bangladesh. International Business Research, 8(8), 150–163. https://doi.org/10.5539/ibr.v8n8p150

Raji, R. A., Rashid, S., & Ishak, S. (2019). The mediating effect of brand image on the relationships between social media advertising content, sales promotion content and behaviuoral intention. Journal of Research in Interactive Marketing, 13(3), 302–330. https://doi.org/10.1108/JRIM-01-2018-0004

Rakhmawati, F. (2023). Does Social Media Marketing Influences Consumer Purchase Decisions at Marketplace? Airlangga Journal of Innovation Management, 4(1), 114–124. https://doi.org/10.20473/ajim.v4i1.45460

Sam, C., & Cai, Y. (2015). A Study on the Use of Social Media to Understand Consumer Preference: The Case of Starbucks. International Journal of Management and Business Research, 5, 207-214.

Sekaran, U., & Bougie, R. (2016). Research Methods For Business. Wiley.

Shafnaz, S. M. F. (2021). Factors Influencing Customer Purchase Intention: Reference to Social Media Advertising. Wayamba Journal of Management, 12(2), 350. https://doi.org/10.4038/wjm.v12i2.7544

Shareef, M.A., Mukerji, B., Alryalat, M.A., Wright, A., & Dwivedi, Y. K. (2019). Consumer Behavior in Social Commerce: A Literature Review. International Journal of Information Management, 45, 197-210.

Shareef, M. A., Mukerji, B., Dwivedi, Y. K., Rana, N. P., & Islam, R. (2019). Social media marketing: Comparative effect of advertisement sources. Journal of Retailing and Consumer Services, 46(November 2017), 58–69. https://doi.org/10.1016/j.jretconser.2017.11.001

Song, S., & Yoo, M. (2016). The role of social media during the pre-purchasing stage. Journal of Hospitality and Tourism Technology, 7(1), 84–99. https://doi.org/10.1108/JHTT-11-2014-0067

Taecharungroj, V. (2017). Starbucks’ marketing communications strategy on Twitter. Journal of Marketing Communications, 23(6), 552–571. https://doi.org/10.1080/13527266.2016.1138139

Thornhill, M., Xie, K., & Lee, Y. J. (2017). Social media advertising in a competitive market: Effects of earned and owned exposures on brand purchase. Journal of Hospitality and Tourism Technology, 8(1), 87–100. https://doi.org/10.1108/JHTT-10-2016-0068

Trisnianti, R., & Wardhana, A. (2023). The Influence Of Social Media Marketing And Customer Trust On Purchase Decisions (Study On Customers Of Gramedia Pvj Bandung). 10(1), 349.

Varkaris, Eleftherios, Neuhofer, B. (2017). The influence of social media on the consumers’ hotel decision journey", Journal of Hospitality and Tourism Technology, Vol. 8 Issue: 1, pp.101-118.

Vergura, D. T., Luceri, B., & Zerbini, C. (2021). The Effect of Social EWOM on Consumers’ Behaviour Patterns in the Fashion Sector BT - The Art of Digital Marketing for Fashion and Luxury Brands: Marketspaces and Marketplaces (W. Ozuem & S. Ranfagni (eds.); pp. 221–242). Springer International Publishing. https://doi.org/10.1007/978-3-030-70324-0_10

Xie, K., & Lee, Y.-J. (2015a). Social Media and Brand Purchase: Quantifying the Effects of Exposures to Earned and Owned Social Media Activities in a Two-Stage Decision Making Model. Journal of Management Information Systems, 32(2), 204–238. https://doi.org/10.1080/07421222.2015.1063297

Xie, K., & Lee, Y. J. (2015b). Social Media and Brand Purchase: Quantifying the Effects of Exposures to Earned and Owned Social Media Activities in a Two-Stage Decision Making Model. Journal of Management Information Systems, 32(2), 204–238. https://doi.org/10.1080/07421222.2015.1063297

Zhang, C.-B., & Li, Y.-N. (2019). How social media usage influences B2B customer loyalty: roles of trust and purchase risk. Journal of Business & Industrial Marketing, 34(7), 1420–1433. https://doi.org/10.1108/JBIM-07-2018-0211




DOI: https://doi.org/10.30601/humaniora.v8i2.5660

Refbacks

  • There are currently no refbacks.


Copyright (c) 2024 Princeska Marsha Setiabudi, Teresa Avilla Valentine Saputra, Keisha Aurelia Rianto, Juliana Juliana, Amelda Pramezwary

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


sintagoogle-scholaronesearchgarudacrossref


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

© Jurnal Humaniora : Jurnal Ilmu Sosial, Ekonomi dan Hukum. Published by Center for Research and Community Service (LPPM) University of Abulyatama, Aceh, Indonesia. 2019