The Effect of Sales Promotion in Social Media on the Students: Purchase Intention of Face Cleaner Water Product

Handy Martinus, Liza Anggraini

Abstract


The purpose of this study was to determine the effect and the correlation of sales promotion in social media to purchase intention of L’oréal Paris Micellar Water product. The respondents was Binusian (Bina Nusantara students) class of 2013 majoring in marketing communications. The method was the quantitative-explanatory method. Simple linear regression analysis in SPSS 23 was used to process the data. The results of this study indicate that sales promotion in social media has a significant effect on purchase intention of L’oréal Paris Micellar Water product to the respondents. Moreover, the correlation is positive.


Keywords


sales promotion, social media, purchase intention

Full Text:

PDF

References


Alma, B. (2011). Managemen pemasaran dan pemasaran jasa. Bandung: Alfabeta.

Kertajaya, H. (2009). Brand operation. Jakarta: Esensi Erlangga Group.

Khan, S. A., Ramzan, N., Shoaib, M., & Mohyuddin, A. (2015). Impact of word of mouth on consumer purchase intention. Sci.Int. (Lahore), 27(1), 479–482.

Khatib, F. (2016). The impact of social media characteristics on purchase decision empirical study of Saudi customers in Aseer Region. International Journal of Business and Social Science, 7(4), 41–50.

Kotler, P., & Amstrong, G. (2008). Prinsip-prinsip pemasaran jilid 1 dan 2 edisi 12. Jakarta: Erlangga.

Kotler, P., & Keller, K. L. (2009). Manajemen pemasaran edisi 12 jilid 1. PT Indeks.

Sugiono. (2016). Metode penelitian kuantitaif kualitatif dan R&D. Bandung: Alfabeta.

Wang, Y. H., Chen, Y. T., & Chen, N. N. (2016). An empirical study of the effect of green marketing on purchase intention - evidence from Green Restaurant. Advances in Management and Applied Economics, 6(4), 1–14.

Xu, Y., & Huang, J. S. (2014). Effects of price discounts and bonus packs on online impulse buying. Social Behavior and Personality; an International Journal, 42(8), 1293–1302.




DOI: https://doi.org/10.21512/humaniora.v9i1.4101

Refbacks

  • There are currently no refbacks.


Visitor Statistic: click here!

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