SOCIAL MEDIA AS AN EFFECTIVE MEDIA PROMOTION THAT AFFECT CONSUMER DECISION MAKING PROCESS

SOCIAL MEDIA AS AN EFFECTIVE MEDIA PROMOTION THAT AFFECT CONSUMER DECISION MAKING PROCESS

Author		: DINDA AMANDA ZULIESTIANA; LIA YULDINAWATI
Published on	: Global Trends in academic research (GTAR) 2015

Abstract

“Social media becomes an important communication tool that people use to connect to other people or organization. People use social media to share their experiences, review, information, or any kind of issued that are interesting to their friends. Social media is used as an advertising for the marketer. Marketers take this advantage and create marketing strategy, which in turn could help them gain more customer. Twitter, Facebook, or Instagram has an example of social media. The number of social media users growing have attracted marketers. Marketers have recognized that social media marketing as an important part of their marketing communication strategies. Also social media help marketers determine customer needs.

The object of this research are entrepreneur in Bandung that using social media for promotion their product. The objective of the research is to explain why, when, and how social media has impacted on consumer decision process. The theoretical framework rests on literature of consumer decision making process, social media, as well as previous studies relating to social media marketing. Quantitative research method is adapted for the purpose of this research. The empirical data was gathered by sending out question to individuals in Bandung. This research gives explanation on how individuals are attending, processing, and selecting the information on social media before a purchase goods or services.

Findings and conclusions presented in the research are only valid within the population selection and cannot not to be generalized elsewhere due to the differences in environmental factors.”