Social media marketing, electronic word of mouth, and its effect on purchase decision process on the warunk upnormal consumer Farah OKtafani, Nadya Novandriani Karina Moeliono, Marheni Eka Saputri, Trisha Gilang Saraswati
Telkom University, Bandung, Indonesia
Abstract
Warunk Upnormal uses a variety of promotional strategies including through social media. Warunk UpNormal target market are millennial segment which is the largest segment in Indonesias current demographic structure. Therefore, through social media, Upnormal establishes intense marketing communication with its target market. The purpose of this paper is to examine the effects of social media marketing and electronic word of mouth on a purchase decision process in Warung UpNormal. A quantitative research methodology was used for the purpose of this research and the data were collected from 400 customers of Warung UpNormal who has seen social media and read reviews provided by Warung UpNormal. The study find that customer responded positively to Warung UpNormal social media content and they have engagement with Warung UpNormal through social media. Contrary to expectation, the findings showed that both social media marketing and electronic word of mouth has positives but insignificant effect on purchase decision process. The finding of this study contribute to an understanding of the selected factors in affecting customer decision process in Warung UpNormal.
Keywords: Electornic word of mouth, social media marketing, purchase decision process
